We are living in an age where information is readily available at our fingertips.
The internet has made it possible for us to access an endless stream of news, opinions, and perspectives from a variety of sources. However, with so much information out there, it can be difficult to determine what is true and what is not.
The Problem with Influencer Marketing
The rise of social media and the influence of algorithms has made it easier for certain opinions and viewpoints to be amplified, leading to the spread of misinformation and the reinforcement of harmful narratives. This is where the concept of ‘deinfluencing’ comes into play.
Influencer marketing has been a popular and lucrative trend for years now, but a new trend has emerged on TikTok that is turning the tables on the traditional approach. ‘Deinfluencing’ is the term of the year according to TikTok, and it's causing a stir among creators and consumers alike.
What is Deinfluencing and How Did it Start?
The term gained popularity after a TikTok featuring influencer Mikayla Nogueira went viral, where
viewers started to question the intentions of her paid partnership. The #deinfluencing hashtag now
has just under 70 million views on TikTok and many famous creators are joining the trend, discussing
products that they believe viewers should not buy under any circumstances.
The trend highlights the changing attitudes of consumers towards influencer marketing. They want to see real people with relatable lifestyles, worthy partnerships that align with their own values, more opportunities to engage with their favourite influencers.
The Importance of Transparency in Influencer Marketing
Transparency is key in influencer marketing and social platforms have been clamping down on influencer campaigns and demanding that all promoted content be clearly highlighted as such. The failure of influencers to disclose paid promotions can result in a loss of trust among their followers, leading to negative impacts on both the influencer’s brand and the product being promoted. With the influencer trend increasing daily, transparency is becoming increasingly important in influencer marketing, and it is up to the brands and influencers to ensure that sponsored content is clearly identified to maintain consumer trust.
As influencer marketing continues to evolve, it's clear that the #deinfluencing trend is only going to grow. It's an exciting time for the industry as it shifts towards a more authentic and genuine approach, and we can't wait to see what the future holds.
Watch out for our next blog post, where we dive into the pitfalls of 'deinfluencing' and how it could possibly affect your brand. If you're looking for help with influencer marketing or have any questions about the topic, please don't hesitate to contact us.