LA NUOVA FRONTIERA DELL’INFLUENZA SOCIALE
Si parla tanto di influencer, ma molti non sanno che ci sono anche i deinfluencer. Ma di cosa stiamo parlando?
Al contrario degli influencer che sono coloro che promuovono prodotti o servizi sui social media, spesso attraverso post sponsorizzati, i deinfluncer, criticano e mettono in discussione il ruolo degli influencer e l’impatto dei loro contenuti sui comportamenti d’acquisto dei consumatori.
I deinfluencer spesso sottolineano l’importanza dell’autenticità, della trasparenza e del pensiero critico, incoraggiando i propri follower a mettere in discussione le narrazioni presentate dagli influencer tradizionali e a prendere decisioni d’acquisto più consapevoli.
In particolare i deinfluencer mirano a:
- Promuovere la trasparenza: incoraggiano gli influencer a rivelare le sponsorizzazioni e le collaborazioni pubblicitarie, in modo che i follower possano valutare l’autenticità dei contenuti.
- Sensibilizzare i consumatori: cercano di educare i propri follower sui rischi dei social media e sui comportamenti d’acquisto consapevoli, promuovendo un consumo più etico e sostenibile.
- Mettere in discussione le narrazioni presentate dagli influencer: i deinfluencer sfidano attivamente lo status quo, mettendo in discussione le narrazioni presentate dagli influencer tradizionali e promuovendo un pensiero critico tra i propri follower.
Esattamente opposti agli influencer, ossia coloro che vogliono influenzare il pubblico, i deinfluencer al contrario vogliono influenzare a non comprare determinati prodotti e marchi e a non adottare certi stili di vita. Le ragioni principali sono etiche o di convenienza economica, insomma una rivolta sociale nata su Tik Tok e ora estesa anche su altre piattaforme.
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