How brands in HK can leverage 'deinfluencing' to cope with change in consumer behaviour

Influencer marketing is so hot in Hong Kong and it is often used by brands to promote their products. Recent campaigns such as FWD Insurance and Hang Seng Bank featuring local boy band MIRROR and film director Sunny Chan are great examples of how brands like to utilise influencer marketing for localised content.

One of the reasons behind the wide use of influencer marketing by brands is perhaps due to the trust built between influencers and consumers. This is backed by a YouGov study that revealed that a quarter of HK residents (26%) said they trust products recommended by celebrities or influencers. Agreement is the highest among those between 25-34 years (37%), amongst the different age groups.

Until recently, the term “deinfluencing” has appeared on social media and we can see creators discouraging users from indulging in a consumerist lifestyle, and from buying everything that is marketed to them. A check by MARKETING-INTERACTIVE saw over 1,000 posts related to 'deinfluencing' on Instagram, with some convincing followers not to purchase certain cosmetic products, while some shared they had no regrets getting an eye shadow palette just because it looks great on their faces. 

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Not very prominent in HK market 

However, not many of those 'deinfluencers' were from Asia. Zooming into the Hong Kong market, industry players MARKETING-INTERACTIVE spoke to believed that the "deinfluencing" trend is not very prominent in the local market. Terry Tsang, CEO of Narrow Door, an agency which focuses on brand strategy and social marketing, said that "deinfluencing" is definitely a new term to him, "I cannot relate it to a phrase in Cantonese so it probably hasn’t become a noticeable phenomenon yet. To be honest, the local marketing scene is still very much relying on influencers to channel their selling messages and to boost sale," he added.

Consumer literacy is also another factor leading to little demand of 'deinfluencers' in Hong Kong, according to Tsang. "As digital marketing booms, ads are becoming even more direct and sale-driven. Somehow, our brain have been trained to filter all over-claimed and me-too messages. A new immune system has been developed so that consumer can discern what is right for them in a split second," he said.

Agreeing with him was David Ko, managing director of strategic brand and digital consultancy RFI Asia, who said that influencers are still very much in demand in Hong Kong, which is why some of the local celebrities such as boy band MIRROR was so overexposed, but he believed the situation will change. 

While Jeffrey Hau and Clement Lee, CEO and digital strategist of PRIZM Group, a digital agency specialised in social media and influencer marketing, agreed that the "deinfluencing" trend is not very pronounced in the Hong Kong market, they noticed that there has been ongoing discussion about the potential loss of credibility for influencers who engage in excessive commercial collaborations with brands.

“As a result, many influencers are exploring alternative sources of income such as creating self-branded products, using Patreon or setting up other businesses that are supported by their channels,” they added.

Opportunities and challenges

While there isn't a very obvious "deinfluencing" trend in the local market, the 'consume less but buy well' concept behind is definitely gaining traction, particularly among younger consumers who are looking for more authentic and genuine content, according to Katie Lam, general manager of L Concept Communications, a PR agency which worked with clients on brand partnerships. 

Seconding her view was RFI Asia's Ko, who said consumers have grown weary and cynical about influencers, especially in the beauty space, "I think 'deinfluencing' is a backlash to the hyped-up, sponsored content that has dominated influencer marketing for years, and should be actively encouraged," he added. 

Ko also believed influencers should have a duty to warn their followers against undesirable products, "This authentic, truth-based approach enhances their credibility, because consumers know they are not being paid for their opinion, and it would be commercial suicide if they accepted money to attack a brand’s competitors," he said.

Nonetheless, the increase of acceptance towards the 'deinfluencing' concept may bring a number of challenges to influencer marketing. L Concept’s Lam said the “deinfluencing” trend may have a significant impact on brand image, especially in cases where influencers are criticising a brand or its products. “However, this will depend on how brands respond to criticism and whether they are willing to embrace more honest and transparent marketing practices. Brands that build long term authentic content by choosing engaging influencers can adapt to this trend and build genuine relationships with consumers,” she added.

On the other hand, RFI’s Ko said influencers should not be penalised for their attempts to be authentic with their followers as this trend shows consumers are becoming more conscious of the authenticity and transparency of influencer endorsements. “Consumers are no longer blindly trusting influencers and are instead seeking out influencers who share their values and have a genuine interest in the products they promote. These ‘deinfluencers’ should be championed for their honesty, as long as their intentions are genuine,” he added.

How brands can leverage the trend 

With the shift in consumer behaviours, brands in Hong Kong may have to think differently to adapt to the new trend.Narrow Door's Tsang said brands should actively promote the attitude of “consume less but buy well” by offering a higher quality standard of products with justifiable pricing.

“That’s why in our agency, we are championing an honest approach in our advertising strategy: if your product is superior, you don’t need a fancy wrapping paper around it. You just need an honest piece of storytelling to invite consumers to engage with your brand,” he added.

Meanwhile, Vin Ng, director of influencer marketing agency Spread-it, said “deinfluencing” can also be a more authentic way for brands to drive sales. “I believe that there would be an increase in demand for micro-influencers marketing, or recently starting to be called Key-Opinion-Consumer (KOC),” he added.

As such, brands may also start working with content creators who have more engaged audiences and are perceived as more authentic, according to L Concept’s Lam. “Brands may also need to rethink their approach on influencer marketing and focus on building long-term relationships with influencers who share their values and can authentically promote their products or services,” she added.

On the other hand, the trend also “forces” brands to reevaluate their influencer marketing strategies, ensuring that they align with consumers' desire for authenticity and transparency, according to RFI Asia’s Ko. But he believed it can be seen as a healthy trend in the marketing industry, “Brands must prioritise building authentic relationships with influencers, as well as promoting quality products that meet the needs and values of their audience,” he added.

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