Major brands have made partnerships with celebrity influencers essential to their marketing strategy. As a result, thousands of influencers came forward to cash in on their visibility.
Recently, however, we’ve seen signs that influencers can’t influence anymore and that the world may be done with traditional top-down influencer marketing. In fact, recent studies have found only 3% of consumers get influenced by celebrity influencers to purchase specific products.
Social media influencers have taken over TikTok and Instagram reels, making these platforms their go-to for product promotion. Their constant presence in the beauty space has us hooked, but keeping up with their recommendations can be exhausting and expensive. Enter the concept of De-Influencing, a trend that focuses on the ethical impact of excessive consumption and overspending.
The De-Influencing movement is gaining momentum as people realize the significant influence that social media personalities have on their shopping habits. Some influencers have stopped accepting PR packages and are encouraging their followers to wait before purchasing anything they promote. Using specific hashtags, creators are transparent about which products are gifted and openly share when they source their clothing rather than buying it. Ultimately, De-Influencing aims to promote responsible consumption habits and discourage the pressure to keep up with the latest trends.
What is causing people to turn away from influencers? This trend is a significant shift in how consumers engage with brands. The days of being a passive audience are gone. Nowadays, customers seek genuine and meaningful interaction with each other and brands. They form their communities based on shared interests and values, also known as ‘tribes.’
Platforms like Instagram, Twitter, and Facebook offer a tantalizing promise for users of all ages worldwide: a welcoming place for self-expression, meaningful engagement, and a sense of community.
But increasingly, social media has become a dumping ground for sponsored posts and advertising. Social media users quickly call influencers and brands out when they see a lack of authenticity.
Before You Buy: Consider These Factors
When you’re feeling the effect of marketing, it’s essential to take a moment to think before making a purchase. Here are a few things to consider:
First, ask yourself if the product is something you genuinely need or just an impulse buy. For example, if you require a concealer, go for it. But if you already have a concealer that works well for you, you don’t need to buy another one.
Second, do your research. Look for reviews from different sources to better understand the product’s quality and whether it’s worth your money.
Third, think about practicality. Is the product from a brand you trust? Have you tried their products before? Can you test the product before purchasing it? And is there a return policy in case you don’t like it? After considering the above factors, you can make an informed decision.
Obviously, it can be hard to resist the temptation to shop. But instead of buying impulsively, try adding products you’re interested into your wish list and giving yourself time to think about whether or not you really need them.
Here are some tips on how to not get influenced by the influencer industry
Be aware of sponsored content: Many influencers get paid to promote products or services. If you see an influencer promoting a product, research whether it is something you need or want.
- Question the authenticity: Influencers often create curated and polished content, which can be far from reality. It is essential to question if what they portray is genuine and authentic or just a performance.
- Limit exposure: Limit your time on social media, especially on platforms heavily influenced by the influencer industry. It is essential to strike a balance between being informed and being overwhelmed.
- Do your own research: Before purchasing, do your own research. Read reviews, compare prices, and make an informed decision based on your needs, not an influencer’s recommendations.
- Develop your own style: Instead of replicating an influencer’s style, develop your unique style. Don’t let anyone dictate your choices or make you feel you must conform to a certain standard.
- Develop your own style: Instead of replicating an influencer’s style, develop your unique style. Don’t let anyone dictate your choices or make you feel you must conform to a certain standard.
Remember, influencers are just people who are paid to promote products or services. They are not necessarily experts or authorities on any subject.
Use your own judgment and discernment to make informed decisions.