What is disinfluence?

[Dimaeiya333]

Micro-influencer Laini Ozark explains in a video that there would be no more trends because now everything in the fashion world is trending. Driven by the immersive world of social media , today we would be more attracted than ever to the new and shiny, according to the online magazine « Fashion is psychology ». The fast fashion industry responded to the change in demand, so that in 2023 they no longer bring out new collections seasonally, even weekly and some retailers even react daily to so-called microtrends.

A trend usually invented by luxury brands and pushed by early adopters is reaching the masses much faster via influencers, peaking and then becoming oversaturated and declining exponentially sooner. Instead of a three- to five-year cycle, the lifespan of trends is drastically shortened and they come and go much faster today. Given the general trend towards faster-further, this evolution is not surprising. However, criticism is only coming from “within the ranks,” as Elise or Laini point out.


“Influence” is used as a common concept today, but in its immediate meaning, it describes the ability to influence or shape the decisions, opinions or actions of others . Placing the word in the context of marketing, it refers to the influenc vp safety email database e that individuals or organizations can have on consumer behavior and their purchasing decisions. From word of mouth, through traditional advertising on billboards, on television or even in the cinema, to social media, different actors can be influenced today through different channels.

The opposite of influence , which is described as online disinfluence, however, seems to be the increasingly popular new concept that aims to reduce or counteract the influence of others. It involves nullifying the impact of persuasive messages or efforts intended to influence one's own behavior or decisions.

Creators and (nano)influencers like Elise Maria therefore try to reduce the influence of other KOLs and present their product reviews and recommendations as what they are: advertising. Naively, they also talk about their experiences and opinions on different products, but instead of recommending the purchase of these products, they help their followers avoid buying unnecessary or duplicate products.

Influencing with responsibility: Predictions for influencer marketing in 2023
How can companies looking to develop effective marketing strategies and engage their target audiences understand this dynamic of influence and disinfluence? The exponential growth of the sector, the ever-increasing number of influencers and the high sums they can currently earn are causing more and more distrust .

It’s important for brands to understand that influencers have a huge responsibility and can use their reach and influence in an ethical and transparent way . Make sure you properly represent sponsored content, avoid misleading claims, and be as honest as possible about the nature of your brand’s relationship with influencers.

What seems naive at first glance can be an opportunity for brands. At Kolsquare, we encourage responsible collaboration between brands and influencers by providing a platform through which brands can engage with KOLs. Furthermore, Kolsquare is committed to actively shaping the industry and supporting organisations that have a positive impact on the world, both financially and through concrete initiatives. That is why we have also decided to become a charitable company and use our resources – namely our technology, our voice and our tribe – to inspire and implement solutions to social and environmental problems using KOL marketing.