Social Media & eCommerce
In recent years, the rise of social media has led to a significant shift in the way eCommerce brands shape their consumers’ purchase journeys. With the increasing popularity of social media platforms like Instagram, TikTok, and YouTube, more and more consumers are turning to their favorite social media influencers for product recommendations and reviews. These influencers, who have built up a significant following and a high level of trust with their audience, have become an important part of the eCommerce industry. But is this trend going to continue?
Despite the growing importance of influencers in the eCommerce industry, there has been a recent trend of what some are calling “de-influencer.” This trend is based on the idea of influencer fatigue — the idea that consumers are growing tired of the seemingly endless stream of sponsored content and brand partnerships that flood their social media feeds. They are tired of being told what to buy and are seeking more control over their purchasing decisions. Instead, many consumers are looking for a more genuine relationship with the brands they love or will choose to fall in love with. That can be predicated on wanting to feel like they are part of a community, not just a target for advertising.
As a result, we will see some marketers start to shift away from larger influencer marketing and towards more authentic, community-based approaches. However, we will also see marketers lean on the “no-marketing marketing” strategy that would involve artificially creating a “natural” feel for their brand and using subtle, community-driven tactics to build brand awareness and drive sales. This approach could involve partnering with micro-influencers (who are still getting paid) but will appear more authentic to their highly engaged, although smaller, followings. This trend parallels the rise of the “no-makeup makeup” trend in the beauty industry, where consumers seek products that enhance their natural beauty, rather than covering it up with heavy makeup. In the same way, consumers are looking for brands that feel authentic and natural, rather than heavily marketed and pushed upon them.
Looking to the future
As eCommerce brands continue to grapple with the challenges posed by influencer fatigue and the changing landscape of social media marketing, those that successfully adopt the “no-marketing” marketing strategy will emerge as the clear winners. By building authentic relationships with their customers and focusing on community-driven approaches, these brands will be better positioned to build long-term loyalty and sustain their customer base. In today’s fast-paced and ever-changing digital landscape, it is essential for brands to stay ahead of the curve and anticipate the next big trend. By embracing the “no-marketing” marketing strategy, eCommerce brands can set themselves apart from the competition and build a loyal following that will stand the test of time.