We’re all now very familiar with ‘influencers’ on social media. Enter the de-influencer!
If influencing is trying to persuade people to buy certain products on social media, de-influencing is the process by which content creators attempt to persuade audiences to refrain from overconsumption and falling victim to often overpriced indulgences. And those who tell followers what to avoid have more credibility than people who only share recommendations on what to buy.
“Influencer marketing has evolved significantly over the years, with a shift away from celebrity endorsements and towards everyday people who have amassed large followings due to their expertise or passion for specific topics. One intriguing development in influencer marketing is the emergence of ‘de-influencers.’ These new influencers are more authentic, relatable, and trusted by consumers. Instead of promoting products, they educate their followers on the dangers of materialism and overconsumption,” says Smita Khanna, Chief Operating Officer, Newton Consulting India Pvt. Ltd.
De-influencers provide a refreshing alternative by raising awareness about sustainability, ethical consumption, and important societal issues. Also playing a role in the rise of de-influencing is a recent incident in which a health and nutrition influencer found himself at the centre of a controversy after being accused of ‘false advertising’. “It is not easy for de-influencers to take on industry Titans. For example, when a health and nutrition influencer posted a video on Instagram highlighting the high sugar content of Bournvita, the makers Cadbury issued a legal notice, sparking a heated debate. De-influencers have their own reasons for discouraging purchases, promoting minimalism, or advocating against wasteful spending. They are a breath of fresh air in the midst of the market's overwhelming flood of content,” adds Smita.
Rise of negative reviews
De-influencing is on the rise. The #deInfluencing hashtag on TikTok has over 430 million views.
De-influencing can take many forms. For some people it means urging followers to give up all but a select few high-quality products that will last. Others believe in taking the goods or brands that have benefited from online hype and explaining why they might not be as good as people think they are, or might not be appropriate for everyone.
Liza Varma, former Miss India, show director of Jashn International and founder of Liza Varma Academy, says, “Social media spawned influencers, who are crucial in driving the audience’s purchasing decisions. By partnering with well-known influencers, marketing firms and companies have expanded the reach of their products. Influencers’ choices of lifestyle and goods have an impact on consumers, luring them into making purchases even when they don’t actually need the item.”
Liza, who has over 1 lakh followers on insta, says, “The credibility of an influencer is impacted by a wide range of variables. Influencers promote and advocate a wide range of items, from low-cost ones to premium ones. Customers begin to accumulate products that are not really necessary as a result of the pervasive influencer recommendation culture. It boosts sales and enhances the standing of brands. But consumers frequently feel unsatisfied with the things they choose to buy as a result of influencers' recommendations.”
Some de-influencers suggest low-cost alternatives to luxury items they believe are overpriced. “Consumers are no longer easily manipulated by brands and are seeking genuine connections. In influencer marketing, transparency has become a buzzword, with creators no longer able to deceive their followers. Showcasing both the positive and negative aspects of a product helps creators with a loyal fan base to build a stronger community connection.”
This is especially noticeable in gadget reviewers who provide honest assessments,” says Smita.
An influencer by any other name
De-influencing is considered another name for ‘influencing’, because these content creators too are influencing people’s purchase decisions.
“Because influencer marketing has grown to be a significant mode of advertising and because people pay attention to influencers, they can deter people from making purchases by providing honest reviews,” says Suraj Pal Singh, Digital content creator, who has above 1 million followers on Insta. “Today, it doesn’t matter what the product or the brand is; people care greatly about influencers' opinions. And when an influencer gives a bad review of a product, it will definitely hurt its sales. Nowadays, if they feel a brand is not good, they will give it a bad review, and their followers will feel the same way about the product,” he explains.
Ironically, throwing in negative reviews may increase the sway of some influencers. “Having a mix of positive and negative reviews helps them gain more trust and distance themselves from the recent series of influencer controversies,” Suraj Pal says.
According to Saurabh Pandey, co-founder and CEO of Eloelo, a creator-led entertainment platform, “The influencer marketing industry is worth approximately Rs 1,500 crores and has emerged as a significant component of the digital marketing industry. An influencer typically earns money in two ways. The first is through gigs in which influencers work with brands on a freelance basis, creating short videos about the brand or doing live streams, among other things. The other way is through barter collaborations, in which brands send products to influencers to review.”
Gaining traction
Is de-influencing a sign that online consumerism is shifting, even if only slightly? It’s difficult to escape the clutches of influencer culture these days, which in many ways defines our digital landscape — from Instagram outfit of the day (#OOTD) posts to paid partnerships with brands.
“We have so many options nowadays that we often end up with things we don't need, which just adds to waste,” says Leisha Patidar, who has over 8 lakh followers, adding, “We recommend products to our audience based on our own thoughts and opinions, but we never encourage them to overspend. We do have a mix of sponsored and organic promotions, but the consumer must decide when they are necessary. We should also encourage people to shop wisely.”
According to Yashi Tank, who has over 1 million followers, spending on beauty and personal care items is still at an all-time high. “Influencers can sway consumer decisions in a variety of ways, but there are a few requirements. Regular organic videos contribute to the development of trust, which leads to increased credibility. Rather than saying ‘buy this’, say ‘Just because I bought it you don’t have to’,” says Yashi, adding that this increases consumer trust in the influencer.
Wanted: Raw and real information
Instead of paying for blind product endorsements, open up conversations and welcome different perspectives from a variety of credible sources to enable consumers to make informed purchases. “Because there is a level of trust between us and the audience, our recommendations matter to them and are taken into account. The audience finds the content creators very relatable, and we creators also give our honest opinion, so trust works both ways,” points out Himadri Patel, who has over 1.8 lakh followers on Insta. “Many of us also tailor our content to the needs of our target audience. So, yes, we do have the ability to call out products solely because of the bond we have with our audience.”
And to conclude, a word of caution: Since de-influencing can easily turn into another form of manipulation, it must be carried out carefully and should encourage critical thinking.
