Was “de-influencing” as impactful as it seemed? According to Credit Karma, nearly 40% of Americans have made purchases influenced by social media ads in the past year. However, a significant portion of consumers—69% overall and 88% of Gen Z—have reported feeling “de-influenced,” opting not to buy items they see promoted online. While many consumers have identified social media as a catalyst for increased shopping behavior, a substantial number are experiencing this counter-trend. Despite the efforts of ads on platforms like TikTok and Instagram to encourage purchases, young people are becoming more resistant to overconsumption which is leading to fewer unnecessary purchases. (WWD)
📝 YPulse reported: Our 2023 de-influencing explainer tells brands where it came from, if influencers are really done recommending, and how to survive a product being de-influenced
