The effects of ‘De-Influencing’ on the eCommerce industry

Feb 22, 2023 12:42:15 PM

Those working in the eCommerce industry have almost certainly come across a few influencers in their time, but eCom is beginning to see the impact that ‘De-Influencing’ is having on online sales.

What is De-Influencing?

De-influencing is the exact opposite of being influenced to do something, or in the eCommerce industry – buy something.

Individuals around the world are using platforms such as TikTok, Instagram and YouTube to persuade people NOT to spend their money on products they most likely don’t need and have just been convinced to buy from influencers online on a whim.

Influencers are paid to promote products, therefore what you see isn’t always what you get. De- influencing challenges impulse-buying and over consumption and may threaten the success of the ever-so-popular modern day influencer marketing strategy.

However, the trend isn’t rejecting consumerism, it is simply trying to highlight how difficult it can be to trust people online.

#DeInfluencing videos have racked up roughly 208 million views on TikTok as of February 2023 in response to #TikTokMadeMeBuyIt videos and is an ongoing trend across the eCommerce industry.

The effects

Changing strategies

Creators and influencers have become a crucial strategy for eCommerce brands, therefore there is a worry that companies may need to consider other avenues for marketing and advertising. Whether that be choosing well-aligned creators to partner with, or reducing the amount of sponsored content they share.

We would suggest that brands work with creators who have shown interest in the brand previously in order to build an organic and ongoing relationship that comes across as authentic to an audience. It is much easier to sell a product when you actually believe in it.

Just a trend?

De-Influencing aligns directly with the cost-of-living increases, which is likely what brought the trend about. Furthermore, it is most likely that the trend of de-influencing will begin to fade when the nationwide economic conditions improve.

Buy this, not that

You may be thinking that de-influencing is putting an end to influencer marketing, but that is not the case. Many people who are getting involved with the de-influencing trend are offering alternatives to products from the same or different brands. This means that, although products are being negatively reviewed, others are getting more exposure as a result.

Do you see the trend sticking around?

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