{"id":12727,"date":"2024-07-10T09:47:18","date_gmt":"2024-07-10T08:47:18","guid":{"rendered":"https:\/\/www.brainlabsdigital.com\/?p=12727"},"modified":"2025-06-19T20:38:15","modified_gmt":"2025-06-19T20:38:15","slug":"deinfluencing-what-the-heck-happened-to-it","status":"publish","type":"post","link":"https:\/\/www.brainlabsdigital.com\/deinfluencing-what-the-heck-happened-to-it\/","title":{"rendered":"Deinfluencing: what the heck happened to it?"},"content":{"rendered":"\n

We all remember the deinfluencer movement that took over social media in early 2023. <\/p>\n\n\n\n\n

The panic of influencers sharing truthful opinions of brands, pushing back on constant product promotion, and calling out overconsumption. <\/p>\n\n

Time felt like<\/h2>\n\n\n\n\n

At the time it felt like it might have been the end of authentic paid partnerships! <\/p>\n\n\n\n\n

Over a year on and, while this trend has seen a decline, it\u2019s not out of the spotlight quite yet\u2026<\/p>\n\n\n\n\n

Deinfluencing set out to call out brands that went against their audience\u2019s values, but in reality it was just an extension of cancel culture. It\u2019s not just about brands; it\u2019s about celebrities, influencers, and even massive cultural events like the Met Gala.<\/p>\n\n\n\n\n

We first saw deinfluencing peak in Feb 2023, with 93% sudden growth. Despite the panic and talk, it saw a pretty steady decline, but interestingly, it still rears its head with occasional growth – we saw this in October 2023, with an 11% rise in views.<\/p>\n\n

More recent history, saw small<\/h2>\n\n\n\n\n

In more recent history, we saw a small comeback during the Met Gala, and while we note this drop, we have to ask ourselves the question: will it come back, and if it does, does it even matter?<\/p>\n\n\n\n\n

\"\"<\/figure>\n\n\n\n

Helen Clow from Brainlabs talks us through her thoughts and what brands should do to navigate the deinfluencer movement.<\/p>\n\n\n\n\n

As we\u2019ve seen, deinfluencing isn\u2019t dead. Over a year after the initial trend, we\u2019re still seeing examples of deinfluencing. <\/p>\n\n\n\n\n

Helen says, \u201cPeople say they don’t want to be \u2018influenced\u2019 but their behavior says differently. They continue to go to socials and, well, be influenced! What is interesting is the potential shift in the expectations on how brands and influencers show up on social, rather than what they\u2019re promoting.\u201d<\/p>\n\n

Brands such Stanley, Dyson, Skims<\/h2>\n\n\n\n\n

Brands such as Stanley, Dyson, and Skims have all been impacted by the deinfluencing movement at some time or another.<\/p>\n\n\n\n\n

The Stanley Cup was called out as unsustainable and \u201cnot worth the money\u201d,<\/a> while others turned against the Dyson Airwrap, calling it out as a fad that \u201cdoesn\u2019t work for their hair\u201d<\/a>. And Kim Kardashian\u2019s shapewear brand Skims came under fire (as it has many times over the past year), with the most recent backlash over allegedly deceptive advertising and greenwashing<\/a>.<\/p>\n\n\n\n\n

So, how have these controversies affected the brands?<\/strong><\/p>\n\n\n\n\n

While the immediate effect may temporarily sway consumers\u2019 decisions, the honest truth is there isn\u2019t much noticeable long-term impact. Why? Because they\u2019ve continued to lean into the benefits of influencer, not run away from it.<\/p>\n\n

Stanley Cup Dyson Airwrap remain<\/h2>\n\n\n\n\n

The Stanley Cup and the Dyson Airwrap remain popular products, and there\u2019s no sign of either slowing down. Instead of giving in to deinfluencing, Stanley doubled down on brand partnerships and focused on social-first positioning to reach their target audience. They’ve continued to diversify their products and smashed competitors\u2019 sales, seeing a 154% increase in followers across social in the lead-up to Christmas.<\/p>\n\n\n\n\n

Skims has faced many controversies, but the $4 billion company isn\u2019t going anywhere, and is a true example of bouncing back.<\/p>\n\n\n\n\n

\"\"<\/figure>\n\n\n\n

Our Bytesights analysis tool shows a turbulent story for the brand with a massive drop of engagement with their content in November 2023 (when Greenpeace criticized Kardashian after she released a video claiming sustainability to promote her new lingerie item). <\/p>\n\n\n\n\n

But they have come back thanks to their timely and culturally relevant brand partnerships. <\/p>\n\n

Euros full force, selected<\/h2>\n\n\n\n\n

With the Euros in full force, they selected Jude Bellingham to show off their men’s range – and within 20 days, this piece of content has become their best-performing ever! With most viewed (1.6M), most liked (256.3K), most shared (71.8K), and most engaged (21%).<\/p>\n\n\n\n\n

They also tapped into the moment Brigderton was having on social, and the empowering conversations around body type by bringing in the star of the show, Nicola Coughlan. She was featured in their latest campaign, stating she was \u201chonored\u201d to be part of it, driving 300K views.<\/p>\n\n\n\n\n

So yes, brands are getting called out and being impacted by “deinfluencing” but with the right approach, talent selection, and frankly persistence, they can easily bring the narrative back on their side.<\/p>\n\n\n\n\n

And it\u2019s not just brands that are being affected<\/strong><\/p>\n\n\n\n\n

As our data shows, the spike in online conversations about deinfluencing in May 2024 was associated with this year’s Met Gala and Israel\u2019s attack on the Rafah border in Gaza. Thousands of TikTok users participated in #Blockout2024, which aimed to block celebrities attending the Met Gala who had not spoken out about the humanitarian crisis in Palestine.<\/p>\n\n\n\n\n

Many called out comparisons to the real-life Hunger Games as they denounced major talent for being out of touch.<\/p>\n\n\n\n\n

One of the biggest scandals involved Haley Kalil. The influencer filmed herself in a lavish gown and headdress, lip-syncing to audio containing Marie Antoinette\u2019s alleged quote \u201cLet them eat cake.\u201d The video was met with severe backlash, and users criticized Haley for being \u201ctone-deaf\u201d to the current climate. <\/p>\n\n\n\n\n

And she lost followers – over 100,000 of them – taking her below the 10M mark she celebrated only weeks before.<\/p>\n\n\n\n\n

Why is this interesting? Because less than TWO months later, she gained them all back. Did her apology video where she claims to be \u201cnot informed enough\u201d to discuss the conflict in Palestine work, or did people simply forget? <\/p>\n\n\n\n\n

In a nutshell, yes. But the crucial thing to note is that this shouldn\u2019t stop you taking risks and putting yourself out there. <\/p>\n\n\n\n\n

Worried about making a mistake? <\/strong><\/p>\n\n\n\n\n

Helen says, \u201cDeinfluencing happens especially at moments where we see a real lack of authenticity or understanding about real people and real consumers.\u201d<\/p>\n\n\n\n\n

Brands should only work with influencers that align with their goals and values and genuinely use their products. People can spot fakeness, and an influencer who\u2019s not invested in your brand will do more harm than good. Our Bytesights 2.0 tool allows us to tap into the influencer market and handpick creators that match each brand.<\/p>\n\n\n\n\n

If brands sell high-quality products and work with the right influencers, then they shouldn\u2019t be deinfluenced, right? In theory, yes, but you can\u2019t be everyone\u2019s cup of tea, and even one negative review can cause a deinfluencing effect.<\/p>\n\n\n\n\n

If brands do find themselves victims of deinfluencing, they should follow these steps so as not to be derailed.<\/p>\n\n\n\n\n

    \n
  1. Apologize if necessary<\/strong><\/li>\n<\/ol>\n\n\n\n

    If a brand is deinfluenced by something it has done wrong, it needs to genuinely apologize. Everyone makes mistakes; it\u2019s how brands handle them that resonates with their audience. Customers will be more understanding if a brand shows they\u2019re truly sorry and have learned from their error.<\/p>\n\n\n\n\n

      \n
    1. Take feedback<\/strong><\/li>\n<\/ol>\n\n\n\n

      See this as an opportunity for improvement. Brands should meet their customers’ expectations of quality, pricing, and overall consumer experience. If customers notice problems with any of these things, brands should take their feedback on board and respond accordingly – it may even inform how you create your next piece of content. <\/p>\n\n\n\n\n

        \n
      1. Keep going<\/strong><\/li>\n<\/ol>\n\n\n\n

        Brands may feel like they should take a step back, but the opposite is true. They need to show their audience they\u2019re not going anywhere. Brands should learn from their mistakes (if applicable) and move on. <\/p>\n\n\n\n\n

          \n
        1. Don\u2019t panic<\/strong><\/li>\n<\/ol>\n\n\n\n

          The worst thing a brand can do is panic and rush their response. Brands need to handle the situation carefully and sensitively. A crisis management plan will help brands do this while adhering to protocols.<\/p>\n\n\n\n\n

          Don\u2019t let deinfluencing stop your strategies<\/strong><\/p>\n\n\n\n\n

          Deinfluencing isn\u2019t as scary as it sounds. <\/p>\n\n\n\n\n

          Brands should trust their instincts and not be afraid to be bold. Consumers change their opinions constantly, and brands that are canceled one minute can be people\u2019s favorite the next.<\/p>\n\n\n\n\n

          But to minimize fears of deinfluencing, we can help. Our proprietary tech tools and creative expertise can guide brands through any deinfluencing movement, how to build High-Performance influencer campaigns, and how to recover if the worst happens. <\/p>\n\n\n\n\n

          Helen says, \u201cTrust your instinct. If it\u2019s wrong it’s a scary thing to have your brand potentially called out for it, but you\u2019re going to bounce back. We can help you trust your instinct – we can use data that qualifies it.\u201d<\/p>\n\n\n\n\n

          Talk to us today<\/a> and be bold without the added risk.<\/p>\n","protected":false},"excerpt":{"rendered":"

          We all remember the deinfluencer movement that took over social media in early 2023.  The panic of influencers sharing truthful opinions of brands, pushing back on constant product promotion, and calling out overconsumption.  Time felt like At the time it felt like it might have been the end of authentic paid partnerships!  Over a year […]<\/p>\n","protected":false},"author":4,"featured_media":12728,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[110,38],"tags":[],"class_list":["post-12727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-views","category-influencer"],"acf":[],"yoast_head":"\nDeinfluencing: what the heck happened to it?<\/title>\n<meta name=\"description\" content=\"Deinfluencing: does it really matter? 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