Does Chiara Ferragni really use Pantene as a shampoo?

I’m sorry to disappoint you. I don't have an answer. But here’s my point.

❓ Have you ever wondered, "Is [insert name of influencer] really using [insert brand's product]?" while watching an ad or on social media?
Well, if you have, you're not alone.

📲 Over the past few weeks, the hashtag #deinfluencing has exploded on #tiktok with more than 100 million views. Deinfluencing is a new trend where users are pushing back against popular (and often pricy) products endorsed by influencers. Indeed, new actors started to emerge from this trend. The so-called 'deinfluencers' are now warning their followers against over-consumption and urging them to think critically about what they buy. Nice, right? However, deinfluencers are also recommending cheaper alternatives to the main promoted products. So here's the second question: isn't this influence in disguise? Yes, it is. This trend is probably not so different from what influencers usually do. And users should be aware of this in order to think even more critically.

💡 But the rise of deinfluencers is an interesting signal that consumers are becoming more aware of their buying habits and are looking for more authenticity and transparency from brands and influencers. In addition, considering the current economic and environmental context, people are looking to save money and are more mindful of the impact of their behaviors.

➡ What's next, then? Brands should think more about customers' preferences for authenticity by partnering with micro-influencers who are well-respected in their community and can speak credibly to their niche audience. On the other hand, established influencers can use their large following to attract brands more easily. However, this can lead to negative brand perception, as these influencers may start to be seen as a classic 'paid marketing channel' with no real expertise.

🔬 The right formula for influencer marketing seems more complex than expected.