What even is an outfluencer? Ever wondered how influencer marketing reshaped digital landscapes? Leveraging social media users to amplify brand visibility and engagement? While most of us are familiar with the term ‘influencer’, the recent buzz around ‘outfluencer’ sparks curiosity. What exactly constitutes an outfluencer? This concept, seemingly a twist on traditional influencer roles, suggests a departure from the norm. In this article, we’ll explore the potential definition of an outfluencer and examine whether there’s genuine substance to this classification or if it’s merely a fleeting industry buzzword. Join us as we peel back the layers of influencer marketing to unveil what lies beyond the conventional.
An attempt to define outfluencer marketing
What exactly constitutes an outfluencer in the realm of influencer marketing? The outfluencer, unlike traditional influencers, operates on a different wavelength, challenging conventional classification methods. This unique breed brings a fresh perspective and distinct approach to the influencer landscape, making waves with unconventional tactics and strategies.
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In a LinkedIn Learning course, the subject matter expert Frank Puscher describes outfluencer marketing with the following paraphrased and translated short statement. “An outfluencer is compensated for not promoting a brand, product, or service. This unconventional approach suits brands with a playful attitude.”
Making use of everything that is and could be
But this doesn’t seem to provide a complete or clear understanding of what an outfluencer truly is. To delve deeper, we must first understand the traditional role of an influencer in marketing. Influencers have gained a large and loyal following on social media platforms, often for their expertise in a particular niche or industry. Brands partner with influencers to promote products. How could brands work with outfluencers? They might find themselves in a situation where they feel forced to work with an outfluencer whether they want or not. But why?
Additional insights on the concept of an outfluencer and its role in outfluencer marketing can be gleaned from a video titled “Der Outfluencer” or “The Outfluencer” on Browser Ballett’s channel. While the video may exhibit satirical elements or comedic intentions, the practices discussed hold practical value, notwithstanding the ethical dilemmas they may pose. A staged and satirical content piece on YouTube has inspired certain aspects of the forthcoming details. This does not necessarily mean they are untrue, even if they might sound humorous or paradoxical.
What are the outfluencer ways?
A more aggressive approach in this scenario would involve the outfluencer posting videos that are technically legal but contain content that can potentially negatively impact the brand’s image and reputation. This strategy distinguishes between staying within legal boundaries and posing a threat to the brand’s integrity.
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For example, when an outfluencer utilizes the product in a manner unintended by its design, it may pose health risks that could negatively impact the brand’s image and reputation. This underscores the importance of aligning product usage with its intended purpose to safeguard consumer well-being and brand credibility.
Brand alignment and misalignment
Another scenario can arise when the outfluencer, within the same post or video, aligns themselves with a specific political party or a similar organization that is not in line with the brand’s values or desired associations. This mismatch in alignments can lead to potential conflicts and misinterpretations by the audience, impacting the brand’s image and reputation. Please excuse the following imaginative scenario, but it better illustrates an undesired scenario from a brand management point of view.
Imagine a popular person or channel giving more information about themselves than needed for the coverage, such as “I’m a homophobe racist, and I love the products from Brand XYZ because they really get me.” Even if they just say that for fun, and it’s not true, this is something that the brand wants to manage if it can. They are likely to seek to disavow the involvement.
What do brands think about the risk of their products killing people?
Beyond that, there are numerous alternative methods of presenting a product that may not align with a brand’s preferences. However, the ultimate objective is to execute them so effectively that companies will compensate you for removing the post or video. This will mitigate any potential damage to the brand or eliminate the risk of a negative viral trend, like the Tide Pods challenge. This approach aims to safeguard the brand’s reputation and prevent adverse consequences from unintended associations and usage. Remember what happened back then with these Tide Pods and people trying to eat them or even complete the process of eating them on viral social media posts?
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The Tide Pods challenge serves as a cautionary tale in digital marketing, where the virality of content can sometimes escape the control of even the most vigilant brands. Procter & Gamble, the manufacturer of Tide Pods, faced a unique and unintended challenge when this product became the center of a dangerous social media trend in which people consumed these items. Had they identified a seeding post early on—one that could have been tied back to an outfluencer’s unconventional use of the product—there’s a strong likelihood that they would have sought to mitigate the situation before it escalated. This incident underscores the vital importance of brands not only monitoring how their products are being represented online but also anticipating and managing unconventional negative associations that could harm their reputation and consumer safety.
Mute the influencers of the rival brands
Another way an outfluencer could work is through collaborations with companies. This innovative strategy involves leveraging influential individuals to avoid promoting products or services from rival brands, even without explicit sponsorship. By strategically aligning with key figures, companies can subtly influence consumer perceptions by omitting competitors’ coverage. However, it’s important to note that these methods may raise ethical concerns and lack transparency when engaging with audiences.
Summary and a matter of strategy
Satire often exaggerates or distorts reality to make a point, so it’s possible that this concept is being used to critique certain aspects of influencer marketing. It could highlight the lengths some brands might go to to control their image or the potential for influencers to exploit their power for financial gain. However, despite the ethical complications, such practices are technically viable. They could be employed as aggressive marketing tactics or intentionally create controversy, which could generate attention and publicity.
Yet, it’s important to remember that such strategies carry significant risks. They could harm a brand’s reputation, lead to consumer backlash, and even have legal consequences. As with any innovative approach, it’s crucial to thoroughly evaluate the potential impacts and implications before proceeding. Ultimately, brands need to align their marketing strategies with their core values and the expectations of their audience. Ethical considerations and transparency should always be at the forefront of any marketing tactic, including influencer marketing. Do you want to negotiate with (brand) terrorists or even reward them and make their business case? Decide yourself.
Photo credit: The feature image is symbolic and has been done by Ivan Chiosea.
