There’s a vibrant shift in the landscape of influencer marketing. Is the trend setting the pace? De-influencing. It’s a refreshing wave of change, especially among the digitally adept Z-generation content creators. We had an enlightening conversation with Danielle Fitzpatrick Clark, an expert in digital marketing strategies and influencer trends, to get a closer look at this phenomenon.
“De-influencing is a fascinating new direction in influencer marketing,” Clark shares enthusiastically. “Rather than motivating consumers to buy certain products, influencers are turning the tide to guide their audience away from specific goods. It’s a captivating twist on traditional practices.”
Clark enlightens us that the primary catalyst behind this innovative shift is the consumers themselves. “Consumers are increasingly savvy and yearn for authenticity,” explains Clark. “They look to their trusted influencers to offer sincere advice about the most valuable, affordable, or effective products in any given category.”
In a sea of brand promotions, influencers are recalibrating their strategies to stay relevant and unique. The waves of change have been so influential that consumers are becoming wary of relentless product promotions. “There’s a growing skepticism about the products endorsed by influencers, leading to a greater demand for honesty and transparency,” Clark says.
Even with the potential ban of TikTok in the U.S., this trend is far from slowing down. With platforms like Facebook becoming the preferred medium for influencers, the de-influencing trend seems more likely to gain momentum than lose it. “It’s not merely about influencing now; it’s about offering meaningful, comparative content that builds a solid trust-based relationship with audiences,” Clark observes.
However, every tide has its ebbs. Some brands are feeling the pinch due to the negative backlash from the de-influencing trend. It’s an evolving landscape that has brands concerned, influencers reflecting, and executives attempting to navigate this unpredictable wave.
“For influencers considering catching this wave, it’s vital to consult their legal team and maintain a consistent aura of authenticity,” advises Clark. “Remember, the key is to remain unbiased and to value transparency with your audience.”
“For brands, being proactive, involving consumers and influencers in their journey, and always delivering on their promises is crucial,” Clark adds.
In a rapidly changing landscape where influencing and de-influencing often intersect, it’s about finding the right balance. As Clark aptly puts it, “Even though it may seem daunting, with the right strategies and guidance, both brands and influencers can not only ride these waves but also enjoy the thrill of the ride.”
Danielle Fitzpatrick Clark’s Professional Bio:
Danielle Fitzpatrick Clark is the CEO and Founder of Influence Builder and Influence Builder Club (a membership community for entrepreneurs and small business owners). Danielle has lovingly been nicknamed a Digital Disruptor by clients and colleagues because of her unique ability to find the best pathway to success by going against the grain when it comes to digital marketing. With 16 years of in-depth knowledge and hands-on experience, Danielle’s growth strategies help her clients build massively impactful platforms, 10x their bottom line, and get the visibility and accolades they deserve without spending years trying to figure it out on their own. You can find her and dig into more of her knowledge base by going to her platforms listed below:
Websites: https://influencebuilder.club/ and https://influencebuilder.com/
Facebook:https://www.facebook.com/groups/influencebuilder
LinkedIn: https://www.linkedin.com/in/danielle-fitzpatrick-clark/
