Nearly 50% of the Respondents Believed De-Influencing Is an Effective Way to Influence Buying Habits

De-influencing is a growing trend where influencers discourage viewers from buying into social media trends. Social media nowadays is plagued by influencers endorsing a certain ‘lavish’ lifestyle by promoting overhyped and overpriced products such as a Dyson Airwrap or the Stanley Quencher H2.0 Flow State Tumbler, some miracle “Pink Stuff” surface cleaner, and such.

The age of influencing is seemingly declining, giving rise to another trend, de-influencing. This is in line with newer beliefs in society that money could be spent wisely on products or services that are worth one’s money.

Real Research, an online survey application, launched a survey on the rise of de-influencing to see what the public had to say about this emerging trend. The following are some key revelations from the survey.

Key Findings

• 43.46% neither supported nor opposed de-influencing
• 36.05% of respondents felt like de-influencing helps people to make more informed decisions about what to buy
• 48.37% believe de-influencing is an effective way to influence people’s buying habits

Since ‘influencing’ is more common than ‘de-influencing,’ the survey begins with a poll on the awareness of the de-influencing trend.

58% reported being well aware, while 30% reported being vaguely aware, and 13% were unaware.

Purpose of De-influencing

De-influencing exists as a trend for a multitude of reasons. According to the survey, de-influencing exists to help people make more informed decisions about what to buy (36%), to promote sustainability and ethical consumption (35%), to highlight alternative products or brands (14%), to counter the negative impact of persuasive marketing tactics (10%), and others (5%).

Is De-influencing Effective in Influencing Buying Habits?

As the purpose of de-influencing is to mainly help people make more informed decisions about products and services, the next question is about whether it is effective in doing so. According to 48% of Real Research survey respondents, it is seemingly effective in influencing people’s buying habits. 19% said otherwise, while 33% were unsure.

De-influencers were so effective in convincing people’s buying habits that in another poll, the survey asked between an influencer and a de-influencer whose product/service review respondents were to trust more. 29% said they would trust a de-influencer’s review, whereas 22% said they would trust an influencer’s review.

Reportedly, 23% wouldn’t trust either, and 26% remained unsure.

How Respondents Would Define ‘De-influencing’

Next, the survey asks the respondents how they would define de-influencing based on their understanding. 30% of respondents said de-influencing reduces the impact of external influences on decision-making. On the other hand, 29% said it is the prioritization of personal values and preferences over external factors. Finally, 18% stated others.

As such, this takes respondents to a poll on what their stance is on de-influencing. 36% support it, while 21% oppose it. Most respondents (43%) were neutral.

Social Media Giving Rise to De-influencing?

As a trend mostly on social media, another poll asks respondents if social media plays a role in the rise of the de-influencer trend. 43% said yes, 41% said ‘yes, partially,’ 7% said no, and 9% were unsure.