De-influencing presents an excellent marketing opportunity, especially for small to medium-sized businesses. Here are five ways they can take advantage:
Act quickly
Brands should strike while the iron is hot. If your product is cheaper or more sustainable, this is your time. Businesses ranging from an Etsy shop to the fourth-leading product in the market to a mom-and-pop brand with less expensive or more sustainable products can all gain real traction. For example, the disposable fashion brand H&M was huge with millennials because the apparel was fashionable, inexpensive and easy to buy. It didn’t last very long but no one seemed to care. Gen Z cares. Your product doesn’t have to be as inexpensive as H&M if it’s more sustainable.
Lean into your values
De-influencing isn’t necessarily about consuming less, but about consuming more intentionally and thoughtfully. Don’t worry that de-influencing will reduce sales all around. Be bold and intentional about verbalizing and leaning into your brand values. Does your company use less energy, produce something that lasts longer or is more recyclable? Do you support diversity, equity and inclusion and promote these values via community events, fundraisers or awareness-raising social posts? Let people know and be loud about it. If none of this is you, maybe it’s time to launch a single product that fits the bill. Just be authentic about it or Gen Z will know it’s just a sales strategy.
Ask what your customers need
You may want your business to be sexy or trendy or cutting edge. But now is the time for what your customers need. Ask them which of your products is the one they most need, can’t live without or tell friends and strangers about. Send a survey, ask them on social media and get them talking. Let them rave about the one thing you make that they love. Then use those responses as your marketing material. Normally, businesses need to promote the depth and breadth of their product offerings. But right now, less is more. Focus on the single thing that customers most want, even if you think it’s not your sexiest product. It’s okay to be hyper-focused. And remember that companies selling just one thing—razors, water bottles, doormats, air fryers—are incredibly popular with millennials and Gen Z.
