When we talk about the term "deinfluencing"we are referring to a growing movement on TikTok that is redefining the rules of influencer marketing. The "deinfluencers"are challenging the consumerism and disingenuousness of influencers' opinions on social media.
👥 "Disinfluencers" alert their followers about products that do not meet the expectations created and advise against their purchase. The hashtag #deinfluencing has already accumulated more than 210 million views on TikTok.
💡 How does this affect brands? This phenomenon is forcing brands to rethink their social media strategies. They must balance activations with influencers, user-generated content (UGC) and in-house productions.
🔄 The emergence of "disinfluencers" and the increasing use of "user-generated content" are driving a shift in brands' digital strategies.
🔬 Brands should examine organic UGC to understand how their brand is perceived, turn the most passionate brand lovers into UGC creators, and work more closely with influencers to turn them into true brand ambassadors.
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