At Nifty Comms, we love shaking things up and it looks like social media is doing just that with a new trend: de-influencing.
According to a recent study, consumers are starting to hit pause on impulsive buys pushed by influencers, with many reporting that social media actually gives them the ‘shopping ick’.
So instead of splurging, people are getting savvy and weighing their options to make smarter purchases. This is de-influencing. It’s real and it’s flipping the script on how we shop, particularly Gen Zs.
De-Influencing: Why Gen Z is Giving Social Media the Shopping Ick
Just when you thought influencers had all the power, Gen Z comes in and says, “Hold my kombucha.” That’s right, de-influencing is the new trend and no, it’s not a typo. This is the next big thing on social media and it’s turning the influencer game on its head.
So, what’s the deal with de-influencing and why is giving people the “shopping ick”? Let’s break it down, Nifty style.
What Exactly is De-Influencing?
De-influencing is all about hitting the brakes on those impulse buys that influencers have been pushing for years. Instead of falling for every “must-have” product, Gen Z is starting to question whether they really need that overpriced skincare routine or the latest tech gadget.
In a nutshell, de-influencing is a movement that’s about promoting conscious consumerism and calling out the over-commercialisation of social media. Why the change? Well, it turns out that Gen Z isn’t as easily swayed by influencers as previous generations. They’re savvy, sceptical and value authenticity over hype.
A recent study showed 68% of Gen Zs are unhappy with the sheer volume of sponsored content flooding their feeds, and they’re increasingly tuning out influencers who seem more interested in cash than in providing genuine recommendations.
Why Gen Z is Over the Hype
Let’s be real – Gen Z can smell BS. They’ve grown up in the digital age and they know when they’re being sold to. Here’s why they’re not buying into the influencer hype anymore.
- They Crave Authenticity: Gen Z is all about keeping it real. They’re tired of influencers who are obviously in it for the pay day and want to follow people who are genuine, relatable and honest. If an influencer is pushing a product that doesn’t align with their brand or values, Gen Z will see right through it.
- They’re Savvy Shoppers: Gone are the days of mindlessly adding items to the cart because an influencer said so. Gen Z is doing their research, reading reviews and making sure they’re getting the best bang for their buck. They’re also more likely to support brands that align with their values – think sustainability, social justice and inclusivity.
- The “Shopping Ick” is Real: You know that feeling when something just doesn’t sit right? That’s the shopping ick. Gen Z is getting it more and more of the ‘ick’ when they see influencers pushing products that seem unnecessary, overpriced or just plain ridiculous. It’s making them rethink their purchases and look for alternatives that feel more authentic and worthwhile.
The Changing Face of Social Media
This shift isn’t just about Gen Zs’ buying habits; it’s also about how they’re using social media. While platforms like TikTok, Instagram and Snapchat are still where it’s at, Gen Z is curating their feeds to reflect their interests and values, rather than just mindlessly scrolling through influencer content.
Gen Z also uses social media in ways that older generations might not expect. For instance, they’re turning to TikTok and Instagram as search engines, using these platforms to find everything from fashion inspiration to DIY tutorials. This shows a clear preference for visual, authentic content over traditional text-based information and it’s a trend that brands need to be aware of.
What This Means for Brands and Marketers
So, where does this leave brands and marketers? The rise of de-influencing means it’s time to switch up your strategy. Traditional influencer marketing might not cut it with Gen Z anymore, but don’t worry – we have some tips to help you stay ahead of the curve.
- Get Real, Stay Real: Authenticity is a must. Work with influencers who genuinely love your brand, products and who will talk about them in a way that feels natural, not forced.
- Transparency is Key: Be upfront about your values, your processes and your products. Gen Z appreciates honesty, even if it means admitting you’re not perfect.
- Value-Driven Marketing: Show that your brand stands for something. Whether it’s sustainability, inclusivity or social justice, make sure your values align with those of your audience. Gen Z wants to support brands that make a positive impact, not just a profit.
- User-Generated Content is Gold: Encourage your customers to share their own experiences with your products. UGC not only builds trust but also creates a community around your brand.
- Be Flexible: The social media landscape is always changing and what works today might not work tomorrow. Stay agile, keep an eye on trends and be ready to adapt your strategy as needed.
De Influencing – The Future of Influencing
De-influencing is a sign that consumers, especially Gen Z, are taking control of their buying decisions. They’re demanding more from brands and influencers and they’re not afraid to call out what doesn’t sit right with them.
For brands, this means it’s time to double down on authenticity, transparency and value-driven marketing. The brands that get it right will not only survive but thrive in this new landscape.
At Nifty Comms, we’re all about helping our clients stay ahead of the curve. Whether you need to revamp your social media strategy or find new ways to connect with your audience, we’re here to help.
