Social media is a world of opportunity and many people build careers around it. However, most creators' careers rely on them influencing their viewers to buy certain products — either their own or those of affiliate partners. This, unfortunately, is paired with the rising issue of overconsumption. As awareness of this issue spreads, so does the trend of de-influencing.
De-influencing is exactly what it sounds like. Instead of pushing for more shopping and more buying, de-influencing creators try to prevent viewers from buying products that are promoted on social media.
They do this by pointing out product flaws, quality issues, or alternatives that most people might already own. Some creators also dedicate their content to pointing out micro trends to try and promote a more balanced approach to shopping.
De-influencing is in high contrast to what has become the norm on social media. It goes against what most creators do to earn an income and confronts users with the realities of overconsumption. This new trend could possibly bring about a big shift in the social media influencer sphere.
media update's Joreke Kleynhans explains what this change in tides could mean for the future of influencer culture.
The Return of Authenticity
When social media just started to go big, Instagram was filled with over-saturated pictures of cappuccinos, unposed pictures and weirdly angled selfies. The best part about it was that nobody cared about what your feed looked like, yet everybody loved it!
Slowly but surely, social media feeds became curated collections of coffee-table-book-worthy visuals. Authenticity took a back seat — even though tips contained in social media-related blogs and guides never fail to include "be true to yourself."
Some de-influencers relieve the peer pressure to always look a certain way or own a certain product by readjusting people's perspectives of what the average life, wardrobe, or career looks like. The fact that these videos get millions of views and likes shows that viewers appreciate being able to relate to content creators again.
This means that, if all goes well, authenticity in influencers will soon return. Not the "restock my Stanley with me" type of manufactured authenticity, but the real humanity and relatability you can share with a friend.
Higher Stakes for Success
A lot of influencers have humble beginnings and relatability from early in their careers to thank for their success. However, others have gained a following because of the exact opposite — sharing their highly unattainable lifestyles.
These creators like Campbell Puckett, better known as Pookie, and her husband, Jett, share their lives and possessions in ways that are not relatable in the slightest, but they are not meant to be.
People follow these creators because of their fascination with the upper-class lifestyle or even their hope to achieve the same status in the future.
De-influencing as a trend, however, specifically points out the social and environmental costs of the upper-class lifestyle and the fact that it very often includes habits of overconsumption. With this, people no longer see this lifestyle in such a positive light, but often comment on influencers being "out of touch" with the social and economic realities their followers face.
So, influencers will no longer be able to get richer from, well, being rich. They will have to offer more than a look into their lavish lifestyles in order to be considered follow-worthy. For example, sharing their knowledge, creating art for people to enjoy, or entertaining their audience in a substantial way — not just by existing.
Higher Quality, Lower Quantity Brand Partnerships
As influencers begin to realise that their audiences are tired of constantly being sold something, they will (hopefully) dial back the excessive amounts of brand partnerships.
Instead of grabbing onto every sponsorship opportunity that comes by, influencers will become more mindful of what suits their personal brands and resonates with their audiences. Brand partnerships might lean more in the direction of ambassadorship and make more space for creators to just be creators again, instead of walking billboards.
This is not to say that social media and influencer marketing is over. In fact, a more minimalist approach might just be what makes it more sustainable long-term.
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*Image courtesy of Canva