Why Saying 'No' Is the New Power Move in Influencer Marketing

Why Saying 'No' Is the New Power Move in Influencer Marketing

Let me get one thing off my chest from the get-go: I’ve been doing talent management since the dawn of Instagram. Actually, since before the dawn of Instagram… when a little thing called Blogs dominated this part of the hemisphere. From “bloggers” to “Instagramers” to “Influencers” I’ve seen it all and managed it all.

This is why the De-influencing movement is peaking my interest…

Let’s break down what the De-influencing Movement actually means: This is where creators advise their followers against purchasing certain products or making specific consumer choices. This shift quite literally goes against the traditional role of influencers, who typically promote products or services.

Why this? Why now?

There are three main points that call out my attention the most:

1.Consumer Fatigue

2.Authenticity Push

3.Sustainability and Minimalism

This will in fact push brands to reevaluate their influencer strategies, placing greater emphasis on authentic engagement, ethical messaging, and long-term trust-building (all of which I’ve been shoving down brand’s throats for the past decade). This evolution presents an opportunity for brands to move beyond surface-level collaborations and create more meaningful, lasting relationships with content creators. Brands will also need to engage in meaningful dialogue with consumers, positioning themselves as trusted advisors rather than just sellers.

I would love to hear your thoughts about this. Do you have consumer fatigue? Do think this move is necessary to make the online more a bit more conscience and sustainable?

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XX Idalia