One of the most recent viral trends on TikTok is #Deinfluencing. You can probably guess how it works from the name: content creators tell their viewers not to buy something that was recommended by an influencer. In other words, it’s the opposite of the typical influencer strategy. Usually, influencers act as “real” people and promote products to their audience. There are plenty of problems with this model, and the rise of the deinfluencing movement shows that creating brand trust takes genuine honesty and expertise.
So, what’s the alternative? We have just the solution: You could instead partner with an explainer video production company to connect your brand with relevant experts who can speak candidly about your brand. Or do Gen Z viewers actually like influencers? Here’s everything you need to know about #deinfluencing.
What Is #Deinfluencing?
The trend of deinfluencing stems from influencers losing the public’s trust by recommending products they don’t even use and eventually disappoint the consumer. So instead, content creators are rejecting this model and telling their followers why they shouldn’t buy specific influencer-recommended products. These are often viral products, such as a popular drink tumbler or makeup kit. Instead of focusing on popular products, reviews are often centered on “dupes” or lower-cost alternatives to the overhyped products. It’s portrayed as an attempt to get viewers to think critically about their purchases and combat overconsumption.
The irony, of course, is that deinfluencing is still a type of influencing at its core. A content creator is still trying to sell specific products. It simply takes place under the pretense that the product they’re highlighting is a better choice than a more expensive product, even if it isn’t true.
How Gen Z Reacts to Sponsored Content
Gen Z is the typical audience for these types of sponsored content, but are they even listening? The truth is: yes. Nearly half of Gen Z makes purchases based on recommendations from influencers. It’s a rare brand that isn’t using an influencer to promote products, and the influencer industry is worth billions of dollars. But this doesn’t mean all of Gen Z likes influencer culture—even the ones who might purchase recommended products. With the rise of #deinfluencing, this landscape is poised to change rapidly as trends shift.
Informed or Influenced?
There is a wide gap between buying a product as a result of being informed on the subject rather than being influenced. Overconsumption is on its way out, and buying a product based on a hollow recommendation from an influencer is no longer enough. Instead, a strategy that informs consumers with an expert’s honest review holds more weight.
Marketers would do well to consider using a promotional video production company that partners with industry experts instead of influencers. Their genuine testimony can be much more impactful than an influencer’s recommendation that feels forced. Gen Z doesn’t want to be influenced by people who are famous for being famous. They want to be informed by people who actually use the products. Instead of using deinfluencing strategies, a video of an expert can explain how and why consumers should use reliable products—your products—rather than the overhyped products.
Authenticity Is Essential
When an expert recommends a product they actually use, it’s easy to see their authenticity. Often, audiences believe influencers don’t even use the products they promote. Consumers no longer see them as honest. Gen Z knows they are being paid to promote the products, which calls into question the item’s quality and whether they really use the products.
Product education platforms, sometimes referred to as explainer video companies, can connect brands with relevant experts who actually use and love their products and can lend credibility to their product videos. This type of third-party validation adds an element of truth and transparency that’s largely missing from influencer videos. This can help brands inform consumers about their products with experts who have the experience and expertise to authentically review products. No influencing. No #Deinfluencing. Just honest insights.
About The Desire Company
Honest advice matters more than ever. In a sea of influencers who don’t use the products they promote, The Desire Company endeavors to provide transparent advice and unscripted insights from real experts. These experts share hard-earned knowledge from their dedication to the industries they know best. The Desire Company creates video content focused on products the Pros actually use and swear by. Expert testimonies allow your brand to evaluate useful feedback and qualified opinions while also giving your products the authenticity they need to stand out amongst all the misinformation. You can share wisdom that’s typically reserved for those in the know directly with your consumers. That’s how they can stay informed, not influenced.
Partner with The Desire Company to let the experts do the talking at https://brands.thedesirecompany.com
Original Source: https://bit.ly/3HGI5ds