All Articles Marketing Social Media How de-influencers and influencers affect brand collaborations

How de-influencers and influencers affect brand collaborations

Learn how de-influencers and influencers play a part in brand marketing

5 min read

MarketingSocial Media

Influencer marketing

Manfred Loell from Pixabay

As influencer marketing has become standard within marketing trends, we’ve seen the rise of a new social media trend: De-influencers who produce unpredictable content or function as anti-spokespeople for brands. 

In this blog post, we’ll discuss how brands’ collaborations with de-influencers and influencers can positively or negatively affect the partnerships. We will look at a case study of high profile partnerships and relationships such as Mikayla Nogueira and her rise and fall as a prominent beauty influencer. We’ll also look at brand options when tapping into a digital environment mixed with both traditional and unconventional personalities within it.

De-influencers and influencers

As the world of influencers continually grows in popularity, these creators, who amass thousands or even millions of followers, are often seen as the ultimate trendsetters. But with great power comes great responsibility and some influencers have been criticized for promoting harmful products or messages that are not always truthful. That’s where the concept of “de-influencers” comes in. These influencers actively work to counteract the messages of problematic influencers and promote responsible behavior online. 

Whether you’re an aspiring influencer or simply a social media user looking to make a difference, the rise of de-influencers presents a fascinating new chapter in the ongoing evolution of online culture.

Benefits of partnering with an influencer or de-influencer

As the world becomes increasingly digital, businesses are continuing to turn to influencer marketing as an effective way to reach their target market and reach new audiences. Partnering with an influencer or de-influencer can have numerous benefits, including increased brand awareness, trust and credibility. Studies have shown that consumers are more likely to trust and make a purchase from a brand that is endorsed by an influencer they follow. 

Additionally, by working with a de-influencer, companies can target a specific niche audience and reach an engaged and passionate group of consumers. Influencer marketing has become a powerful tool in the digital age and is a strategy that businesses should regularly consider for their marketing plan.

Challenges with brand-influencer collabs

Collaborations between brands and influencers are often a win-win situation, where influencers can expand their reach and increase their revenue, while brands can tap into the influencers’ established audience to promote products or services. 

However, with the rise of de-influencers brands must be extra careful when choosing who to partner with. It is not unheard of for a brand to be caught off-guard by a de-influencer’s sudden change in stance, causing their partnership to become a liability. As such, navigating the murky waters of brand partnerships in the age of influencers and de-influencers requires a great deal of caution and strategic planning.

Even among the influencers themselves. Take for example, the “MascaraGate” that arose between Jeffree Star and Mkayla Nogueira. Influencers and de-influencers often have a tense relationship, and this case study is no different. Jeffree Star, an American makeup artist, beauty YouTuber and entrepreneur with over 20 million subscribers on YouTube, called out beauty influencer Mkayla Nogueira, for her exaggerated claims of the effectiveness of a certain mascara product on her TikTok account. This led to an online feud between Jeffree and Mkayla, with the latter accusing Jeffree of being hypocritical for frequently promoting beauty products. Jeffree appeared on Chicks in the Office podcast discussing why influencers are not as honest today and promote products with dishonest reviews.

What to look for when partnering with an influencer 

When exploring influencers – and de-influencers – to work with, there are several factors to consider. 

First it’s crucial to ensure that the influencer or de-influencer aligns with your brand message and values. Additionally, it’s important to assess their overall reach and engagement, as well as their audience demographics. When selecting an influencer or de-influencer, it’s important to do your due diligence and carefully vet potential partners to ensure that they will represent your brand honestly. 

Measuring success 

While collaborating with influences can be a great way to take your business to the next level, how do you know if you’ve succeeded? 

Measuring the success of an influencer collaboration can be tricky, but there are a few key metrics to look at. First, consider the reach of the collaboration. Was your message able to reach a larger audience through the partnership? 

Next, think about engagement. Did your collaboration result in increased engagement on your social media platforms or website? 

And finally, consider the impact on your bottom line. Can you track posts from the collaboration to a change in sales? By tracking these and other metrics that tie back to the collaboration objectives, you can better understand the success of your campaign.

Strategies for maximizing results 

Partnering with influencers is a vital aspect for enterprises striving to expand their reach and market their offerings. In the current dynamic market, strategic approach towards collaborations is crucial to optimize their efficacy. With the rise of social media influencers, who can significantly amplify a brand’s message, there’s also the risk of de-influencers who can tarnish a brand’s image just as easily. It’s essential to carefully select partners who align with your brand’s values and goals, and understand influencers’ distinct skills, traits and tendencies. 

A well-defined plan for the implementation and evaluation of influencer partnerships can ensure it generates the desired results. 

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