Deinfluencing has become the buzzword that is reshaping marketing strategies, a trend we can’t ignore.
We are all familiar with influencer marketing, a well-known method to create awareness and recognition. Deinfluencing is the complete opposite, reshaping how consumers interact with brands.
But what is deinfluencing and why does it matter for businesses and consumers alike? We will explore the concept, its implications and how you can utilise it.
The Fatigue of Polished Content
For years social media feeds have been filled with perfectly curated images and polished content. While this approach worked for a long time, it’s starting to backfire.
Polished content often feels staged and disconnects users from their daily reality. The constant perfection leads to fatigue, as users scroll through content that doesn’t resonate or feel authentic.
Younger audiences have grown up in a world saturated with ads, making them exceptional lie detectors for spotting insincerity. They’re looking look for brands that align with their values and influencers who aren’t afraid to show their flaws.
That’s where deinfluence marketing enters the scene. This movement rejects over-commercialisation and prefers authenticity. It’s about educating the public on the need to stop purchasing excessive products and remove them from their daily lives.
The Psychology Behind Unpolished Content
So why does unpolished content work so well? It taps into basic human psychology.
- Relatability: people connect with what feels real. A video shot in someone’s messy bedroom or a selfie with no makeup feels more genuine and relatable than a polished ad.
- Trust: unpolished content builds trust. When someone shares their honest opinion, even if it’s not glowing, it feels more credible.
- Emotional Connection: authentic content triggers emotions, no matter if these are positive or negative emotions are what drives engagement.
De-influencing leans into this by encouraging content that feels less like a sales pitch and more like advice from a friend.
How Brands Are Adapting to Deinfluencing
Brands are noticing a change in younger audiences and are using the trend to their advantage. The awareness that de-influencing is getting is pushing companies to rethink their marketing strategies. Shifting their focus to a more raw authentic content.
For example, skincare brands are not implementing no-filter campaigns that show real skin with imperfections. Also, collaborating with influencers and UGC creators who prioritise honest, authentic reviews that balance the pros and cons of a product.
This helps build trust and loyalty amongst their audience.
Deinfluencing in Short-Form Videos
Short-form videos are a great way to deliver deinfluencer-type content. This type of content has become the most consumed over the past few years and it’s where you can maximise your campaign. Platforms like TikTok, Instagram Reels and YouTube Shorts are prime spaces for this type of content due to these formats which prioritise spontaneity over perfection these formats prioritise spontaneity over perfection. A quick, unedited videos allow a quicker turnaround creating a more natural and engaging video compared to an edited video.
Content creators use short-form videos to call out overhyped products that share realistic alternatives providing nonsense free advice. This kind of content resonates with audiences who appreciate the honesty and are more likely to trust brands that include this style within their branded content.
Does This Mean Influencers Are Over?
Not exactly, but the influencer landscape is evolving. Traditional influencers rely on polished, aspirational content might struggle, as there is a new wave of creators taking the spotlight: UGC (user-generated content) creators.
UGC creators focus on producing authentic, relatable content that feels less like advertising and more like a genuine recommendation. They often have smaller followings but higher engagement rates, making them an asset for brands looking to connect with audiences more meaningfully.
While influencers aren’t disappearing, they’re being challenged to adapt. The ones who can keep up with this new rhythm will thrive. Creating content that aligns with transparency is key. Relatability is what users want to see.
Tips to Create More ‘Unpolished’ Content
We’ve highlighted the facts and analysed the current state. You are probably thinking about how you could use all this knowledge. Here are a few tips to create more relatable content:
- Show the process: instead of a polished final product, share behind-the-scenes moments or the “funny bloopers”
- Avoid perfection: leave in the bloopers, quirks and imperfections as they make your content feel more real.
- Use Everyday Settings: shoot in typical places such as your kitchen, car or living room instead of professional studios.
- Be honest: share genuine opinions, even if they’re not 100% positive.
- Work with UGC creators: focus on those who align with your brand values and bring a creative spark for storytelling that feels relatable.
Deinfluencing: A Trend Here to Stay
Deinfluencing has become a reflection of what the consumers value currently. As people crave more authentic content rather than spotless video content, brands here have a great opportunity to build deeper connections through unpolished content and honest messaging.
So, the next time you or your marketing team are planning a campaign, think about how you turn it into what feels real. If you need guidance, we’re here to help you go through the whole process.
