THE DE-INFLUENCE CHALLENGE: BRAND RESPONSES AND SOLUTIONS
Today, social media is less ‘Social’ and more ‘Media.’
Spend just a minute on any social media app, and you’ll encounter someone trying to sell you something. The platforms are inundated with sponsored content, brand collaborations, and paid engagements. It’s not surprising that the global influencer market is estimated to exceed $20 billion in 2023.
But the constant barrage of content trying to convince you to buy something has now resulted in the rise of a countertrend of sorts — de-influence. This is fundamentally an inverse of influence, where creators try to convince you why you should not buy or consume a product. This trend was born out of concerns about over-consumption and the desire to restore credibility to influencers, who had begun to be seen as willing endorsers of anything in exchange for payment.
More and more content is surfacing on our feeds in which creators meticulously evaluate products, dissecting their claims and advertising, determining their value for your money, and even suggesting alternatives. You’ll come across such content across various categories, where de-influencers are taking on brands. However, the ones that are prime targets are health, food, and beauty categories. But that doesn’t mean other categories are de-influence-proof, and it necessitates a brand to have a plan of action on how to manage de-influencers. Again, there is no cheat sheet here, but after looking at some recent episodes, here are five considerations to help you effectively manage de-influencers:
1. FIND YOUR BRAND-FIT-FLUENCE
Preparing your brand for a world where someone is constantly looking for a vulnerability begins with carefully selecting who represents your brand — your influencers. Brands often prioritize reach, popularity, and audience fit, but it’s crucial to emphasize brand fit. Find influencers who share your values, love your brand, and would proudly use it. When you find the right ones, forge long-term partnerships.
2. ALWAYS KEEP AN EAR TO THE DIGITAL GRAPEVINE.
There are over 5 billion interactions on Instagram alone every day. You might be surprised to know that someone is talking in detail about even the most low-involvement products and services. Thus, it’s essential to keep an ear to the digital grapevine. Closely monitor your brand’s interactions and mentions using the many readily available social media monitoring tools.
3. DON’T SILENCE IT, ADDRESS IT.
When you find yourself in a situation where a creator encourages people not to buy your brand for specific reasons, it’s important to respond appropriately. Act but don’t react — Don’t rush to involve your legal team and send a notice. Instead, address the issue with the right evidence — scientific findings, testimonials, product awards, and recognition. Taking a legal route can often backfire and make it seem like a big brand is trying to silence an honest voice.
4. BE OPEN TO CHANGE.
De-influencers often represent the voice of your most discerning customers. The best marketers are those who listen to their customers, rather than treating them as adversaries. While they may point out your vulnerabilities, it’s essential to recognize that they could potentially become future threats. If it makes sense, be open to making necessary changes.
5. IT’S OK TO SAY SORRY!
We are increasingly living in a world where brand blunders are going to be inevitable. And you can try all you want, but you can’t hide it. What’s, in fact, easier and much appreciated is a genuine apology. People are more forgiving than brands estimate, but what’s important is how timely the apology is and how genuine it is — so, try to avoid a situation where your customer sings a Justin Bieber song asking — is it too late now to say sorry?
Lastly, don’t be afraid of de-influencers, and please don’t view them as problems. They are just as concerned about your consumers as you are. Maybe together, you can work on solving bigger problems for your consumers.
