All good things must come to an end, and that includes the sweeping power of social media macro and micro-influencers.
Until recently, it has been the videos, endorsements, and overall opinions of these digital power brokers that have held sway over a wide swath of modern consumers, functioning as highly effective tools to run your business. Over the past few months, however, the phenomenon of influencing has been overtaken by its opposite: de-influencing.
But just what is de-influencing, and how should you tailor your future marketing campaigns to encompass it?
The evolution from influencer to de-influencer marketing.
You probably still see a certain amount of social media influencer content in your feeds. Until recently, this method was inescapable. Powerful social media figures, both major and minor, promoted everything from products to lifestyle choices to loyal followers.
Those true fans responded by following their lead, listening to their endorsements, and literally buying into the influencers’ choices. This was because consumers perceived these people as being more authentic than standard commercial advertising strategies.
At some point, however, the aura of authenticity and invincibility started to dissipate. Savvy consumers began coming to the conclusion that many influencers were disingenuous and did not merit their trust.
Once the trust waned, so did the volume of purchases these customers chose to make.
Another turn-off was the relentless bombarding that many people experienced. When every day begins with a product or service that is amazing, life-changing and transformational, those adjectives start to wear thin. In turn, so does buyers’ willingness to invest.
Given this disillusionment, it is no wonder that the age of deinfluencing has come to the fore. Instead of focusing on sites and individuals that sing the praises of merchandise, this trend is all about negative reviews: what doesn’t work, what you should not buy, etc.
Although the original upsurge in de-influencing videos has ebbed, it has forever modified the way that products are marketed. It also highlights the mistakes to avoid when using influencers, in order to capitalize on their benefits without suffering from potential pitfalls.
Marketing strategies for the post-deinfluenced consumer.
As has always been the case, the trust of today’s buyers needs to be earned. Since they continue to value transparency and authenticity, you need to come up with ways to ensure that they believe what you and your social media partners are saying about your brand, and the merchandise you are offering.
Above all else, don’t send a script to your influencers that you expect them to follow word for word. Doing so will lead to lackluster endorsements that set off warning bells in the minds of your customers, and discourage them from putting their faith in your company.
If there is one thing you know, it’s that you are passionate about your products and services. One of the best ways to communicate this positive attitude is to send item samples to your influencers, with no scripts or other strings attached. It takes a leap of faith on your part as well as a small financial outlay to adopt this strategy. However, if it works, it will result in a genuine endorsement and authentically positive reviews that customers will believe and act upon, wanting to incorporate your merchandise into their lives.
Finally, expand the ranks of your influencers to include everyday customers. Consumers respond very positively to the opinions of people they perceive to be just like them. While they might enjoy watching the escapades of the rich and famous now and then, it turns out that they are more interested in following the lead of their peers. After all, these people have the same needs, wants, and pain points.
If up until now you have been collaborating with top-shelf macro-influencers with over 100,000 social media followers, consider downsizing to their micro counterparts. These influencers tend to have anywhere between 10,000 and 100,000 fans and, due to their more modest size and refined niche, tend to come across as more authentic and believable.
If you have a unique product you want to promote, one excellent means is to collaborate with a reviewer who has expertise in your industry. Doing so adds credibility that frequently leads to elevated trust in your brand, as well as increased purchase numbers.
This trust will also grow if you demonstrate to your customers that you understand their needs and priorities. In an era when many are disillusioned by the artificiality and over-saturation that they see everywhere in the marketplace, you can set yourself apart from your competitors by being forthcoming with clients. Let them know that you understand these trends, and be sure to communicate how your products are uniquely positioned to rise above them.
Many customers are weary of the constant barrage of goods that are confronting them. In response, they are reacting by balking against making any purchases at all. As a business, you can combat this tendency by focusing on the sustainability of what you are offering, emphasizing that one of your highest priorities is to react against overconsumption just as they are doing.
Finally, make a strong effort to be as transparent as possible. Work with a merchant services provider that makes the payment experience clear at every step, and provide engaging details about your staff and products. Showcase what is special about your merchandise, why you are so passionate about your staff and customer service, and how every piece of your website has been designed with your clients in mind. Increased trust will be your reward.
Customers have a seemingly infinite array of choices, and they are savvier and more discerning than ever. While continuing to recognize the power of influencer marketing, also embracing deinfluencing, and the confluence of these opposites, can help you to inspire the trust and brand loyalty that will help your company to thrive in this evolving marketplace.
