DEINFLUENCER: Forget the influencers
DEINFLUENCER is a new trend that helps customers research and evaluate products, and prevent dishonest advertising on social media. So when should businesses use DEINFLUENCER or INFLUENCER for each marketing campaign?
Who is a DEINFLUENCER?
In today's era of social media development, the use of influencers on these platforms as a means of advertising, marketing, PR, etc. has become very popular. These people can influence consumer purchasing decisions by introducing and giving good reviews about the products or services they advertise. However, another type of trend is gaining popularity, which is "de-influencers" - they recommend their followers to avoid buying ineffective products and warn about the valueless advertised products on social media.
One famous example is Mr. Kien Review - he is passionate about "finding the truth behind every advertisement", with the desire that no one will be deceived when shopping online. Kien is a true "de-influencer", a person who has an influence on social media but is not a celebrity. He helps people understand the quality of products before buying, from household items to beauty, accessories, etc. For Kien, no product is too small or big for him to research and evaluate. Unlike those who do PR for money, Kien works with his heart and cannot be bribed with money to "talk nonsense" about products. Therefore, Kien has been loved by millions of people.
Reasons for de-influencers becoming a trend?
1. Searching for the truth
Currently, products promoted by influencers often exaggerate their features and quality, making them appear more divine, biased, and inauthentic. This makes it difficult for customers to smartly choose products. Therefore, having more de-influencers will help customers find more authentic information and reviews about products. The "de-influence" group will provide objective opinions about products and offer useful advice about whether the product truly matches the advertisement.
2. Saving costs
The dilemma of deciding between many products on social media that have been "inflated" often leads customers to buy a lot to try and experience. However, this causes waste in today's market, especially in the context of a struggling economy. Using de-influencers helps consumers find the products they need, reducing the waste of money and time.
3. Improving brands
De-influencers can put pressure on brands to meet higher standards for product, transparency, and social responsibility. This can lead to improved product quality and greater respect from brands toward customers. Brands can also use feedback from de-influencers to promote research and development of new products, enhancing competition and meeting customer needs.
In addition to contributing to monitoring and evaluating products, de-influencers can also help customers find new and unique products. They can introduce high-quality products that are not necessarily significant and reputable brands. This helps customers have more options and increases diversity in the market.
Should We Forget About Influencers?
For consumers, having more de-influencers will help them find more authentic information and reviews about products. However, we should not completely ignore those with influence. Good influencers can provide users with new experiences and help them discover better products or services. The important thing is that users must evaluate and choose influencers intelligently and responsibly.
For businesses, the "de-influencer" trend does not mean that traditional influencers will disappear. They still maintain their influence over a significant number of followers. The important thing is that businesses must be aware of the appearance of "de-influencers" and find ways to use them to expand their market. Using both types of celebrities on social media will help businesses achieve diversity in promoting their products and attracting customers.