HubSpot reports that "over 71% of consumers are likely to make a buying decision over social media referrals". So, it's no surprise that most of our social media feeds overflow with sales-y content that aims to influence our purchase decisions. Of course, with this, come the skeptics.
I don't know if you've heard, but "de-influencing" has been the talk of the town across TikTok the past few weeks, with #deinfluencing grossing over 241 million views so far! As per this article on Today.com, "creators are telling the truth about everything TikTok made them buy —and more often than not, urging people to think long and hard before they fall victim to the hype."
In other words, it's calling out social media influencers' impact on consumer behaviour. However, it seems there's an emerging trend that looks to challenge this very behaviour. This can be due to various reasons, such as concerns over influencer authenticity, influencer fatigue, and overconsumption.
While this may sound like the end of influencer content is nigh, I can assure you this is not. If anything, this is an excellent time for your brand to stand out and establish itself as a brand that doesn't promote! De-influencing challenges you to create genuine content and work with influencers who have built a community (ding! ding! ding! 🔔 micro- and nano-influencers!), not just influencers that have a large number of followers but a disjointed fanbase.
Here are a few ways a brand can learn from others and take advantage of de-influencing:
Ultimately, de-influencing can allow brands to re-evaluate their influencer marketing strategy and explore new approaches that prioritize authentic connections with their audience. In a world overflowing with promotional content, how will you make yours stand out and provide value? Your customers are talking about how they want to be communicated with; it's now on you to listen and make your brand shine.
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