Influencers dumping brands: Should marketers be worried about ‘deinfluencing’?
Deinfluencing could be considered another form of “influencing”, based on the foundation of authenticity and transparency. But what can brands do when they get dumped?
Revant Himatsingka, a health and nutrition influencer known publicly as Foodpharmer, recently created a stir online after his video calling out the malt-based drink Bournvita on its high sugar content went viral. Not only did Mondelez India, which owns the brand, issue a clarification, but they also sent a legal notice to the influencer. However, the message has resonated with netizens who started boycotting the brand and demanding more transparency about its ingredients. Such was the impact of a minute-long video that garnered 12 million views and was shared widely.
Deinfluencing is the latest trend to hit the creator content economy, where content creators share candid reviews on products that they think consumers should avoid buying. Often, these content creators are suggesting cheaper or alternative products as well. These videos encourage users to think twice about their purchases and to refrain from impulse buying. The trend is big on TikTok in the US market, and it is gaining pace in India as well.
Take, for instance, this deinfluencing video from beauty content creator Shweta Vijay, who has listed viral hyped beauty bestsellers that are not worth the money.
Historically, influencers have played a major role in social media advertising by promoting and driving sales through ad partnerships and content that elevates the product and sways purchasing decisions. While this is still happening at scale, the trend of “deinfluencing” seems to reject the traditional norms of how influencers are meant to convince their audience to purchase an item.
YouTuber Aditi Shreshtha, who goes by the alias 'That Quirky Miss' on social media, recently uploaded a video titled 'Products I Regret Buying DE-INFLUENCING You'. The creator, who has over a million followers on the streaming platform, is seen talking about beauty, skincare and jewellery products that didn't work for her.
So what is Deinfluencing exactly?
“Deinfluencing” could be considered another form of “influencing”, based on the foundation of authenticity and transparency. It gives content creators the opportunity to recommend products that they enjoyed using, which are also easily accessible to larger population. This trend not only allows creators to be an authentic and relatable version of themselves but also shows that honesty will be a brand’s most valued trait.
Deinfluencing‘s predecessor - anti-haul
YouTuber and social media influencer Scherezade Shroff says that the trend might be new, but content creators have always been creating videos around product/service reviews. Shroff recalls that YouTube also had a trend years before where creators were making “anti-haul” videos discouraging viewers from buying certain products, which was similar to the current deinfluencing trend.
“It is refreshing for viewers to watch non-sponsored deinfluencing videos that they might find authentic because no brand would pay creators to talk negatively about them”
Shroff, who has been a creator for over a decade, has been making “To buy or not to buy” videos where she talks about her personal experiences with brands and services. These could range from beauty products, pet care essentials to even travel related experiences or services.
“Most brands would be apologetic about the fact their product didn’t work, but it is also unlikely that they would work with me in the future too. Over the years, things have changed, and brands take feedback seriously. I care about how I share my personal experience especially when it comes to personal care products which could be subjective. What works for me may not work for others unless the product itself has inherent issues (like a whitening cream) which is not good for anyone,” she explains.
According to Shroff, the deinfluencing trend is picking up, probably because the content creation industry has become heavily sponsored, and the balance between organic and sponsored content has become tilted.
“Therefore, it is refreshing for viewers to watch these non-sponsored deinfulencing videos that they might find authentic because no brand would pay the creators to talk negatively about them,” she adds.
Bringing accountability to both brands & the creator economy
Clearly, if done well, digital marketing executives believe that deinfluencing could bring a larger sense of accountability and transparency not only to brands but also to the burgeoning content creator ecosystem of the country.
Viraj Sheth, co-founder of creator management firm Monk Entertainment, tells Storyboard18 that it is important for influencers to call out sub-standard products with the right set of evidence and enough documents to support their argument.
“I mean, why not? This should be encouraged because influencers are actually known to promote only products and brands. But this could actually bring more credibility to the creator ecosystem,” he adds.
Unlike the previous generation of consumers who relied heavily on big brand names and their marketing narratives, Shradha Agarwal, CEO and co-founder of Grapes, believes that the younger consumer base is way more demanding.
“They are asking hard questions to the brands. I think if deinfluencing can awaken big brands that hold a majority market share to become more accountable and transparent about their products and how they are being made, then I’m all for it,” she noted.
“A customer who wishes to own a Dior shirt cannot be deinfluenced to buy a similar shirt from a brand like Zara. The aspirational quotient will always be there unless there’s something fundamentally wrong with it”
Agarwal is quick to note that while deinfluencing can bring transparency about products and services, it cannot replace the hierarchy of brands in the marketplace.
“A customer who wishes to own a Dior white shirt cannot be deinfluenced to buy a similar shirt from a fast fashion brand like Zara. The aspirational quotient will always be there unless there is something fundamentally wrong with the product being talked about, which can pose a threat to the well-being of the consumers,” she explains.
Open conversations are key
In the face of being deinfluenced by influencers, what should brands ideally do?
Definitely do not react by sending legal notices, says Monk Entertainment's Sheth. He suggests that brands should ideally either challenge those claims (being made in deinfluencing videos) with data or get accredited auditors to analyze the product and put out a stronger counter-argument to clarify their stance on it.
“If brands are going to try to threaten a voice, it will end up garnering more support for the individual,” he notes.
That is exactly what happened in the case of Bournvita, where the brand started facing backlash across social media platforms.
Konark Gaur, chief marketing & commercial officer of Pilgrim, D2C vegan beauty, and personal care brand that also leverages influencer marketing, believes that “deinfluencing” could be a great opportunity for companies to learn more about the audience's preferences and how they perceive their brands.
Gaur also points out that companies need to investigate whether the negative chatter is limited or widespread, how legitimate it is, and the enormity of its impact.
“An honest dialogue has to happen with the customers where brands take the criticism and check whether this is a legitimate problem. Talking to customers and building that input back into the brand offering could build deep trust and loyalty to the brand,” he concludes.
