Opinion: The Deinfluencer trend and why Indian brands should take notes

Shantanu Tripathi of Auburn Digital Solution talks about the Deinfluencer trend, which is currently taking shape on TikTok. He shares how Indian brands should react to it.

In India, TikTok has been virtually invisible for a very long time. Yet, it is that platform where trends initially become well-known before spreading to other social media platforms around the world. The Deinfluencer Trend is one of these TikTok trends that has gained popularity across the globe. This trend has slowly but surely begun to show promise in Asian markets, and it will continue in India.

We've all searched social media for the newest cosmetic and fashion trends, and we've all been motivated by an influencer who has been advertising something we're interested in. Nevertheless, not all of our influencers may have our best interests at heart. Influencers are frequently paid to promote goods that we should certainly steer clear of. We have the Deinfluencer Trend to aid us with just that.

Here are some reasons why Indian brands need to be aware of this trend as it progressively approaches them.

• Consumption Awareness

The Deinfluencing trend encourages content producers to caution their audience about what they consume. For your safety and awareness, they discuss the reasons why a particular brand or product should not be purchased. Transparency, sustainability, and decrease of excessive consumption are encouraged. This is an excellent benefit for brands that stress environmental improvement and have long product lifetimes. Influencers that encourage consumers to make better purchases encourage them to make moral, sustainable, and non-price-driven decisions. This trend supports the marketing of affordable, independent, and are ecologically friendly.

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• Debunking

People frequently select brands that are famous because they believe that those brands are best as they are expensive. They believe that a high-quality item should hurt your wallet. Yet, that is untrue. The debunking technique is used to dispel this notion in deinfluencing trend. Debunking is content that disproves a highly publicized product. It explains to the audience why those products ought to be avoided.

• Reaction

Many brands have been alarmed by this trend. The wisest course of action for these companies is to refrain from publicly commenting. Unless doing so directly benefits them, such as by providing an alternative. The response from these debunking and deinfluencing videos for their products should be taken into consideration by the brands. These debunking content can easily target things that are heavily marketed. The criticized businesses and brands should take these concerns into account and frequently refrain from publicly replying.

The article is penned by Shantanu Tripathi, AVP Strategist-Social Media at Auburn Digital Solution.

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication