The tectonic plates of influencer marketing are shifting. Amidst this seismic change emerges a new trend: De-influencing. This phenomenon is not just turning heads but also reshaping the modus operandi of Z-generation content creators. To delve deeper into this intriguing trend, we caught up with Danielle Fitzpatrick Clark, a seasoned digital marketing strategist with a keen eye on the evolving influencer landscape.
“In an age where consumers are savvy and demand authenticity, de-influencing is changing the game,” Clark tells us. “This trend is an active attempt by influencers to de-motivate consumers from buying or persisting with specific products, effectively flipping the traditional influencer model on its head.”
Clark explains that the driving force behind this radical change is none other than the consumers themselves. “They’re seeking influencers who provide genuine guidance on the best, cheapest, or most valuable products within a niche. It’s a call for authenticity, and influencers are heeding it,” Clark elaborates.
In response to the consumer’s shift in perspective, influencers are tailoring their strategies to remain relevant and distinctive in a market saturated with promotional content. The trend is so pervasive that consumers are growing skeptical of product endorsements. “They’re questioning the credibility of influencers and the products they promote, looking for more than just a persuasive pitch,” says Clark.
Despite the potential TikTok ban looming over the U.S., this trend seems set to prosper, with platforms like Facebook gaining favor among influencers for their de-influencing tactics. “It’s not just about influencing anymore. It’s about comparative and demonstrative content that can build a solid, trust-based relationship with audiences,” Clark opines.
This shift isn’t without its dark clouds. Some brands are being hit hard by negative reviews emanating from the de-influencing trend. Brands are worried, influencers are introspective, and executives are trying to decipher this unpredictable trend.
“For influencers, it’s essential to consult their legal team and maintain authenticity throughout. Being unbiased and transparent with the audience should be the priority,” Clark advises. “And for brands, it’s about having a proactive stance, involving consumers and influencers in their journey, and always keeping their promises.”
In a world where the lines between influencing and de-influencing blur, it’s about striking the right balance. As Clark puts it, “Navigating this evolving landscape can be challenging, but with the right strategies and guidance, brands and influencers can not only survive but thrive.”
Danielle Fitzpatrick Clark’s Professional Bio:
Danielle Fitzpatrick Clark is the CEO and Founder of Influence Builder and Influence Builder Club (a membership community for entrepreneurs and small business owners). Danielle has lovingly been nicknamed a Digital Disruptor by clients and colleagues because of her unique ability to find the best pathways to success by going against the grain when it comes to digital marketing. With 16 years of in-depth knowledge and hands-on experience, Danielle’s growth strategies help her clients build massively impactful platforms, 10x their bottom line, and get the visibility and accolades they deserve without spending years trying to figure it out on their own. You can find her and dig into more of her knowledge base by going to her platforms listed below:
Website: https://influencebuilder.club/ and https://influencebuilder.com/
Facebook:https://www.facebook.com/groups/influencebuilder
LinkedIn: https://www.linkedin.com/in/danielle-fitzpatrick-clark/
