The rise of the de-influencer—what does this mean for brands?

Table of contents

• What exactly is de-influencing?
• But why should brands be mindful of de-influencing?
• How can a brand make the de-influencing trend work for them?

Article summary

Commercial analysis: Over the past decade, advertisers have increasingly capitalised on the 'influence' of influencers to help shape and create consumer demand for their products and services. In turn, influencers are able to monetise their social media content and connections with brands, creating a symbiotic relationship between the two. However, in light of the cost-of-living crisis and changing consumer behaviour, a new trend is emerging on social media platforms—de-influencing. And the impact of de-influencing can be significant, both for brands and consumers. Written by Ela Broderick-Basar, associate at Reynolds Porter Chamberlain LLP.