61 | Influencers, De-Influencing, and Why Buying LESS Is the Counterintuitive Secret To Having More

Maybe every generation before us has felt this way, but we’re in kind of a weird and unprecedented time, aren’t we? Last week, we were on a family vacation and I don’t remember how the conversation got started, but my dad turned to my sister and said, “I don’t really get the whole influencer thing.”

My sister explained to him that influencers sell a lifestyle. They sell themselves. People buy what they’re selling because they find something in them that they desire: beauty, luxury, edge, adventure, confidence.

From the original Mad Men of advertising to celebrity endorsements, companies have always used buyer psychology to influence our purchasing decisions. We’re sold a lifestyle every time we see those picture perfect couples on Christmas morning with the new Mercedes SUV in the driveway wrapped up in a big, shiny, red bow. I get emails from Vogue magazine every day with headlines like, “J.Lo Wears This Dramatic Accessory While Shopping In Capri”. We’re made to want what other people have. Social media influencers are simply the latest iteration of age old advertising.

Maybe you’ve succumbed to the influencer craze. If so, you’re not alone. The influencer industry, as we know it today, has exceeded 21 billion dollars and more than doubled in size since 2019. Perhaps you’ve gotten sucked into the even newer de-influencing trend, scrolling TikTok videos and Instagram reels for products people tell you NOT to buy… and often, what to buy instead. Yeah, that’s a sneaky one. It’s like the Matrix of social selling!

Whether you frequent the feeds of a handful of carefully selected micro-influencers or whether you distrust anyone selling anything on social media, we need to navigate this era of online shopping with greater intention. So in today’s episode, I’m breaking down my thoughts on influencer marketing, the de-influencing trend, and why buying LESS is the counterintuitive secret to having more.

 

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