What is the ‘deinfluencing’ trend and how will it have an impact on social media marketing?
Social media has become an integral part of our daily lives, with billions of people around the world using it to connect with friends, family, and even strangers. Users form attachments and have become emotionally invested in influencers that they follow online. Influencers are individuals who have amassed a large following on social media platforms such as Instagram, YouTube, and TikTok, and who use their platforms to promote products, services, and lifestyles.
However, in recent months, there has been a growing trend of ‘deinfluencing’, or actively choosing to disconnect from social media influencers and their content. This trend is expected to continue to gain momentum in 2023 as more people become aware of the arrangements between influencers and brands.
Deinfluencing is a movement that has emerged in response to the increasing impact of social media influencers on our lives. While some influencers provide useful information and entertainment to their followers, others have been criticised for promoting unrealistic beauty standards, unhealthy diets, and materialistic values.
The deinfluencing trend is based on the idea that we should be more intentional about the content we consume and the people we choose to follow on social media. Instead of being influenced by celebrities and influencers who may not have our best interests at heart, we should focus on building relationships with people who share our values and interests, and who inspire us to be our best selves.
One of the main drivers of the deinfluencing trend is the growing awareness of the negative effects of social media on mental health. Influencers can exacerbate these negative effects by promoting unrealistic beauty standards, unattainable lifestyles, and harmful products and services.
To combat the negative effects of social media, many people are choosing to deinfluence by unfollowing influencers and reducing their overall use of social media. They are seeking out alternative sources of inspiration and information, such as books, podcasts, and community groups. They are also focusing on building real-life relationships with friends and family, and engaging in activities that promote mental and physical well-being.
The deinfluencing trend is a response to the growing influence of social media influencers on our lives, and the negative effects that this influence can have on our mental health and well-being. By choosing to deinfluence, we can take back control of our social media use, and focus on building meaningful relationships with people who inspire us to be our best selves. As we move into 2023, we can expect to see this trend continue to grow, as more people become aware of the importance of prioritising mental and emotional health over social media validation.
It is also important to understand that there is still a place for influencers in your marketing campaigns. You just need to take more factors into consideration when selecting which influencers you want to work with. For example, it is extremely important to consider an influencerthat fits your brand image and genuinely likes and engages with your products or service. This ensures that you get authentic pieces of content for your marketing campaign. In many cases, it can be more effective to work with a micro or nano creator that aligns with your brand, rather than a celebrity with a huge following that doesn’t really care about the product or service you are promoting. Quality over quantity is the key when looking at follower counts and engagement. You want people to connect with your brand, and to do that you need the right influencers to work with. Doing this will also help take your CPM down as well which is always a great bonus!
To conclude, we still strongly believe that influencers aren’t going anywhere but viewers on social media are more aware of inauthentic brand promotions and there is definitely a need to be more selective with who you work with to get the best results and the most natural feel to your marketing campaigns!
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Written by: Jess Staines, Head of Social
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