What defines a successful influencer marketing strategy in a post-“de-influencing” trend world?

As eco-conscious consumers increasingly call the “TikTok made me buy it” era into query, brands and influencers are being tasked with rethinking creating credibility amongst their goal demographics.

In accordance with Traackr’s Holly Jackson, the de-influencing trend presents a singular opportunity for brands to prove they care about consumer expectations in real time. “Persons are ‘de-influencing,’ but it surely’s still influential,” said Jackson, global services director, influencer strategy and measurement. “The savvier brands are desirous about how they will adjust the best way they’re partnering with influencers to make sure that they’re not a part of the negative sentiment across the trend.”

Meanwhile, brands like Neutrogena — which was the exclusive skin and sun care sponsor of Coachella — are winning on social by engaging consumers in-person. “There may be the power for a brand to go big with an event-based campaign and see loads of success,” said Jackson.

The highest 10 brands in April by Traackr’s Brand Vitality Rating (VIT):

Brands with essentially the most influencer mentions for the month: