Brand Psyche #2 | Becoming a Brand That Can Say "You Don't Have to Buy It": De‑Influencer Marketing

This article is for anyone focusing on marketing communications. And if you’re simply curious, feel free to read on—because we are all readers, we are all being influenced, and sometimes, we’re being de‑influenced too. The real control is in us, isn't it?

Take Unilever’s new CEO Fernando Fernandez, for example. He recognized that "corporate" messages from brands trigger skepticism, and shifted strategy accordingly. Under his leadership, Unilever adopted a social‑media‑first advertising model, increasing its influencer marketing spend from 30% to 50% of its total advertising budget. The company’s marketing expenditure rose from 13% of revenue in 2022 to 15.5% in 2024. (Source: Financial Times)

Meanwhile in Türkiye, regardless of official campaigns, a silent “boycott” culture is present. People are delaying purchases or making more conscious choices. This brought me back to the idea of de‑influencing—a trend where influencers shift the question from “buy this” to “do you really need this?” It’s a movement popularized through TikTok under the hashtag #deinfluencing, urging consumers to rethink their buying decisions. Studies show that de‑influencing content impacts 69% of Gen Z’s purchasing behavior.

Tech‑Weary Gen Z

It took television 13 years to reach 50 million users; TikTok reached that number in just 9 months. And of course, the now‑legendary statistic: ChatGPT reached 100 million users in just 2 months. While previous generations needed years (sometimes decades) to adopt new technologies, today’s younger generations adapt in days or weeks. The pace is dramatically faster—and arguably, more exhausting. Which brings us to the real question: can we afford to ignore this generational shift in marketing, communication, and product strategies? (Source: Credit Karma Commentary)

Sometimes Influence, Sometimes De‑Influence

A study published in March 2025 involving 610 postgraduate students tested reactions to random de‑influencer and traditional influencer content across three different experiments. The results? De‑influencer messaging was perceived as significantly more trustworthy compared to classic influencer marketing, which was often seen as overtly sales‑driven. (Example: TikTok Video)

According to the same sources:

• 90% of Gen Z Americans buy second‑hand products, with 22% motivated by opposition to fast fashion.

• 28% of Millennials distrust influencers, while 22% feel overwhelmed by excessive advertising.

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This reinforces a point I’ve often emphasized: communication must adapt to each generation.

Speak the Language of Each Generation

• 88% of Gen Z is exposed to de‑influencing messages on social media.

• 90% of Gen Z shop second-hand; 38% do it consciously to avoid overconsumption.

• 28% of Millennials distrust influencers, 27% actively resist overconsumption.

• 34% of Gen X distrust influencer content; 25% hesitate to purchase due to fear of counterfeits.

• 38% of Baby Boomers distrust influencers; 24% are overwhelmed by ad overload. (Source: Credit Karma Commentary)

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So, What Should Brands Do?

Here’s a simple roadmap for marketing and communications teams:

Clarify Your Message De‑influencing is fundamentally about being honest—telling the consumer under which conditions your product works best. Define the pain points for each customer segment (e.g., “oily skin may cause shine with this moisturizer”) and communicate them clearly.

Collaborate with Micro‑De‑Influencers Micro‑influencers (5K–50K followers) deliver 30% higher engagement rates compared to larger accounts. Empower them to create authentic short videos that highlight both the strengths and real‑world challenges of using your product.

Create a Two‑Step Content Flow

• Step 1: Launch traditional influencer content showcasing product benefits.

• Step 2: Follow up with a de‑influencer message—“Don’t buy it if you’re looking for X”—to build credibility.

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Tailor Platform‑Specific Formats

• TikTok Reels (15–30 seconds): Use “Myth vs. Reality” storytelling.

• Instagram Stories: Run “Swipe Up” polls to collect expectations and respond authentically.

• YouTube Shorts: Highlight “3 Reasons Not to Buy” your product under certain conditions.

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Drive Community Interaction Encourage comments with questions like: “Under what conditions did you return a product?” Respond transparently via official brand accounts to build trust and authenticity.

Measure and Improve

• Track KPIs like engagement rates (likes, comments, shares).

• Compare conversion rates: traditional influencer campaigns vs. de‑influencer campaigns.

• Use A/B testing: Test "Influencer Only" vs. "Influencer + De‑Influencer" campaigns to continuously optimize your strategy.

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Conclusion: De‑influencing can be a powerful long‑term strategy for brand reputation. By offering realistic expectations and building real trust, brands can achieve not just sales—but loyalty. Of course, we are aware of cases where de‑influencing is misused. That’s why it's critical to weave trust and research into your strategy—because whether you work with influencers or de‑influencers, once consumer trust wavers, so does your sales momentum.

Melis Samir

April, 2025

Source: https://www.linkedin.com/pulse/brand-psyche-2-istersen-alma-diyebilen-marka-olmak-marketing-samir-cc50f/?trackingId=VZXpT5VeTp2MnPOtN6u17A%3D%3D