Earlier this year, Accenture Song Ireland carried out consumer research around the ‘deinfluencing’ category to better understand this emergent behaviour. ‘Deinfluencer’ content is focused on real and authentic reviews of products which often steer consumers away from purchasing decisions or towards ones that are of better value.
Over 40% of people surveyed said that they have been influenced by social media to buy something once or twice. Over 60% of people say that they didn’t make a purchase based on ‘deinfluncer’ content while micro-influencers are the most popular content creators among the surveyed.
Consumers are seeking relatable creators, and that it’s no longer enough for brands to just show up online in the spaces their audience occupies.
Marvin Cook
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Consumers Are Engaging with Influencers but Not in the Way Brands Think
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