However, what happens when the opposite is addressed, that is, a wave of negative comments that could affect the reputation of a brand and its products? Such is the case with “disinfluencing,” a phenomenon that emerged on TikTok earlier this year, fueled by digital influencers sharing content about products or services they didn’t enjoy or wouldn’t recommend using, accompanied by the hashtag #Deinfluencing. These posts amassed millions of views, likes, and shares, going viral.
“Disinfluence” as a friendly way to influence
While it might seem like a negative trend for brands, “disinfluence” can actually offer a friendlier, less disruptive approach. Instead of discrediting brands for factors like quality, usability, or price, “deinfluencers” simply express that a product or service was not right for them due to their lifestyle, needs, or personal tastes. Under this approach, “disinfluence” becomes another form of influence through digital word of mouth that brands can take advantage of in their favor.
These influencers encourage their followers to be more conscious when making consumer decisions, especially in a world saturated with advertising messages that entice us to buy products that we sometimes don’t need or might not work for us. By exposing certain products and services that are promoted with a value proposition that is not always fulfilled in real life, “deinfluencers” contribute to a more transparent and honest marketing.
Instead of seeing “disinfluence” as a threat, business and communication managers can take this friendly approach to improve their marketing strategies and connect more authentically with their audiences.
Undoubtedly, one of the main reasons why, I believe, it has gained strength is because of the benefits it represents, especially for the target audience, such as its opposition to consumerism, through the promotion of more sustainable and conscious consumption habits. ; authenticity and transparency, about promoting products or services for monetary gain, which boosts trust and credibility in the audience; and promoting social and environmental causes, as desinfluencers help raise awareness and drive positive change.
Ultimately, as consumers, we appreciate that a third party whom we trust and consider an expert, suggests what to buy and what not, and why; and it is evident that authenticity, honesty and transparency are critical factors that consumers consider when choosing brands.