Why de-influencing is on the rise
De-influencing is another trend that has emerged as creators aim to retain their audiences’ trust and respect. This practice involves calling out brands that let their consumers down in some way, be it through an inferior product or an action that betrays their brand ethos.
But creators need to be wary too, according to the survey: Nearly two-thirds (61%) of respondents said influencers no longer felt relatable to them.
The need for influencers to adapt their content strategies around the cost of living has accelerated these changes, according to Nazir, alongside bigger trends such as sustainable living and conscious consumption habits.
“The cost of living crisis was the thing that tipped it over the edge. Influencers have really had to shift their behavior, otherwise it would have appeared to be very tone deaf in the current economic environment,” she explained.
Of the most helpful platforms for money-saving content, Facebook topped the list as the go-to for 43% of respondents, followed by Instagram (31%) and TikTok (28%).
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