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In recent years, influencer marketing has become a popular way for brands to reach their target audience and increase their visibility on social media. However, a new trend has emerged called “deinfluencing,” which has raised concerns among some brands. In this article, we will explore what deinfluencing is, whether brands should be worried and whether it is a trend in the UAE.
What is Deinfluencing?
Deinfluencing refers to influencers giving negative reviews of a brand and its product or services. According to a survey conducted by GlobalWebIndex, 37% of social media users have unfollowed influencers because they feel they are “too commercial” or “inauthentic.” By influencers now giving an even amount of good and bad reviews, the term deinfluencing has become a trend and helping people to learn more about why a product may be bad for them.
@valeriafride Don’t buy everything you see on here 🥹 #deinfluencing #beautytips #sephorahaul ♬ Her Way (Sped Up) – PARTYNEXTDOOR
The rise of deinfluencing has been fueled by a growing mistrust of influencers, who are often seen as disingenuous and only in it for the money. Consumers are becoming more discerning about the brands they choose to support and are looking for authenticity and transparency. As a result, they are turning away from influencers who seem more interested in promoting products than building genuine relationships with their followers.
Should Brands be Worried?
Deinfluencing is a wake-up call for brands that rely heavily on influencer marketing. It is a reminder that consumers are not passive recipients of advertising messages but active participants in the marketing process. Brands that ignore this trend risk alienating their target audience and losing credibility.
Brands should be concerned if they are working with influencers who are not authentic or transparent in their marketing practices. They should also be wary of influencers who are over-promoting products or services, as this can come across as spammy and turn off potential customers.
On the other hand, brands that work with influencers who are genuinely interested in building relationships with their followers and promoting products they believe in are less likely to be affected by deinfluencing. These influencers are more likely to have a loyal following that trusts their recommendations and is willing to engage with their sponsored content.
Is Deinfluencing a Trend in the UAE?
Dubai is a hub for social media influencers and influencer marketing, with many brands relying on influencers to promote their products and services. However, there is evidence that deinfluencing is becoming a trend in Dubai as well.
As long as brands are true to who they are and what they do, they should be fine. Deinfluencing can be very damaging to new businesses yet the term seems to be trending in certain areas so far which excludes the UAE. In the last 30 days, according to TikTok hashtag analytics, #Deinfluencing gained traction in Indonesia (11M views) and Australia (8M views), with 2-3M views in countries like the Philippines, Malaysia, and Thailand.
Conclusion
Deinfluencing is a growing trend that should not be ignored by brands that rely heavily on influencer marketing. It is a reminder that consumers are looking for authenticity and transparency in the brands they choose to support. Brands that work with influencers who are genuine and transparent in their marketing practices are less likely to be affected by deinfluencing. Ultimately, it is up to brands to choose influencers who align with their values and are capable of building genuine relationships with their followers.
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