In short
Podcast Episode Notes: Marketing School - The Rise of De-Influencers
Podcast Overview Hosts: Neil Patel & Eric Siu Theme: Actionable digital marketing lessons Episode Number: #2497 Focus: The concept of de-influencers and their impact on businesses.
Key Concepts
What are De-Influencers?
- De-influencers, or D-E influencers, are individuals who create a negative impact on businesses and products online.
- They can influence public perception negatively, potentially harming sales and brand reputation.
Impact of De-Influencers
- Case Study:
- In Japan, a viral TikTok trend showed people licking food on sushi conveyor belts, leading to a significant drop in consumer trust.
- One sushi brand reportedly lost $144 million in sales due to negative online influence.
- The person responsible for the negative content faced a lawsuit for $500,000.
- Business Implications:
- If a de-influencer promotes a brand or product unfavorably, it can lead to reduced sales.
- Viral negative content can create a harmful ripple effect, leading to wider public awareness and avoidance of brands.
Defense Against De-Influencers
- Current Challenges:
- There is no effective way to defend against de-influencers once they start creating negative content.
- Businesses are often unprepared for such negative viral effects.
- Legal Action:
- The hosts suggest that timely legal action against de-influencers could set a precedent and discourage such behavior in the future.
- Companies should consider swift actions rather than waiting too long to respond to negative influences.
Conclusion
- The episode concludes with a reminder to focus on positive influence rather than engaging in de-influencing tactics.
- The hosts emphasize the importance of ethical behavior and the long-term impact of maintaining a positive brand image.
Key Takeaways
- Understanding De-Influencers: Recognize the definition and scope of de-influencers in the digital marketing landscape.
- Viral Content Risks: Be aware of how negative content can affect brand reputation and sales.
- Need for Proactive Measures: Encourage businesses to have strategies in place to respond to potential de-influencers quickly and effectively.
- Ethics in Marketing: Reinforce the importance of ethical marketing practices and the potential repercussions of negative influencer behavior.
Call to Action
- Listeners are encouraged to:
- Rate, review, and subscribe to the podcast.
- Engage with the Marketing School's content on their YouTube channel.
Links and Resources
- Podcast Website: [Marketing School](https://www.marketingschool.io)
- YouTube Channel: [Watch Here](https://youtu.be/ys74POpfWcY)
- Connect with Hosts:
- [Neil Patel on Twitter](https://twitter.com/neilpatel)
- [Eric Siu on Twitter](https://twitter.com/ericosiu)
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These notes provide a comprehensive overview of episode #2497, highlighting essential discussions and insights on the rise and implications of de-influencers in the marketing world.
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Transcript
Automatic transcript. May contain errors.0:00All right, so we are going to talk about the rise of D influencers. Do you know what D influencers are? I do not. I saw that title. I'm like, what the heck is a D influencer? And it wasn't just a D influencer, like a C-list celebrity or D-list celebrity. You put D-E dash influencers. Yeah. Let me explain. Let me tell you what a D influencer is. To clarify, is it called a D influencer or D-E influencer? D influencer, like D-E influencer, D influencer. Okay. Whatever. Anyway, point is, here's what a D influencer is. So here's a story. In Japan, they have the sushi conveyor belts where you can just grab the sushi.
0:33Yeah, they have that here in the US too. Not as common. Point is, there's these TikToks of these people that will take the food and lick it and put it back on the conveyor belt, right? And what ended up happening was one of the companies in Japan, I think they lost out on like 144 million in sales because people just stopped going because these views, these TikToks would get 22 million plus views or so. And that person's now getting sued for I think like 500 grand or something like that. But point is, that's an example of a D influencer or where they are causing negative influence. Oh, I get what you mean by de-influencers.
1:06Yeah. And this is happening more and more now. Yes, because if certain people start promoting your services or your products, and if that person isn't liked, it's actually going to hurt your sales and revenue. Or if it's like, hey, it's just not sanitary to go to these sushi spots anymore where more and more people are doing that and licking the food, of course you're going to lose sales. And more and more people are becoming aware of it. So it's a negative viral effect. And to clarify, Eric's not saying that these companies are paying these influencers. It's more so people are just going to these businesses, looking at their service or their products or whatever, and showcasing videos and doing things that a lot of people wouldn't like, which is causing sales for those businesses to go down.
1:50So now they're suing those influencers. Yeah. So you're seeing more and more of it. The way I look at it is like, if you're going to do anything at all and try to gain fame, you might as well do the right thing. And so the people that are doing this type of stuff, it's hurting. And ultimately, it's a very short-term way of thinking. Now, how do we defend against this? I don't necessarily have an answer right now. I don't think there's a way to defend against it. People can do whatever they want with your products or services if they give you money, unless you catch it in advance. But even then, it's still tough.
2:18People can just do whatever. I think they should have sued him earlier. They waited a year to sue. You need to set an example quickly, is my opinion. And it's crazy. like it's kind of screwed up to do stuff like that and do something that's unethical and mean to other humans just for video views. Yep. Anyway, don't de-influence influence. That's it for today. Five-star review, please. See you tomorrow.