De-Influencing Self-Care: How to Emphasize Education Over Influence

Public trust in paid influencers is on the downswing, so now’s the time for brands to focus on educational content instead

It has always been challenging for brands to match individual influencers’ skyrocketing growth potential on social media. The smartest brands learned how to leverage the power of social proof by partnering with popular creators. But as consumers become increasingly suspicious of paid ads and influencer content, self-care and beauty brands have the opportunity to pivot away from endless influencing toward a more impactful model: educating.

Influencers are losing the public’s trust

Influencer marketing was built on the premise that consumers trust user-generated content (UGC) more than similar content put out by the brands themselves. The thinking was that a random individual on the internet is going to provide an honest evaluation because they have no incentive not to. But the more individuals and brands alike crack the code of virality, the more the concept of the influencer comes under scrutiny.

Some UGC is still made by consumers who want to share their experiences with others, but a lot of it is the result of paid partnerships or collabs — and it’s not always easy to tell which is which. As a result, 90% of consumers have lost their trust in influencers, according to social media agency EnTribe.

De-influencing prioritizes authenticity

The viral de-influencer movement has been putting beauty influencers and self-care creators on watch. Many de-influencers offer sustainable, ethical, or affordable dupes for products that are blowing up online. Others use their platform to dispel myths or debunk claims about viral products and practices. Here’s the one thing they all have in common: education. This pivot towards genuinely helpful content is a golden opportunity for self-care companies and beauty brands.

One great example: the trend of skin care influencers taking to TikTok to tout the benefits of Dial soap as an acne-busting face wash. While many influencers position it as an affordable and practical alternative to dedicated acne treatments, others push back and point to the potential for drying out and damaging delicate facial skin. This is an excellent opportunity for your brand to weigh in on a trend with the practical wisdom that comes from years of experience.

Why education works for self-care brands

In the wide world of self-care, there are many complex topics that invite delicate explanations. Consumers have to navigate ingredients they can’t pronounce, contradictory advice coming from every direction, and a never-ending stream of promises from brands. That murky water is prime territory for brands to develop educational content that actually helps viewers.

From a consumer’s perspective, self-care and beauty brands are trying to sell to them left and right. They have questions on everything from the right cleanser to use for combination skin or whether that viral medspa treatment is legit, but it can be hard to tell fact from fiction. 

Developing your reputation as an educator turns your social media presence into more than just advertising for your business — it makes it a valuable resource that viewers can trust.

Educating doesn’t mean you have to quit influencing

It’s high time for the self-care industry to emphasize education instead of chasing influencer clout. But that doesn’t mean having any less of an impact wherever your brand has a presence. Here are some actionable ways you can reframe your brand’s social media strategy to prioritize truly helpful educational content: 

• Offer tips on product selection: Make it easier for clients to find the right products, services, and techniques for their unique needs. Whether it’s a skincare product, a nail polish color, or a spa service, show your clients the way forward. 

• Walk-through techniques: Whether there’s a definitive right way to use a particular product or a recommended post-service routine, teaching your clients how to maximize the benefits of their self-care selections is always helpful.

• Explain your services: Pull back the curtain on any services or procedures that you offer to make clients feel more comfortable booking. Go beyond self-care promises or beauty benefits and detail every step of the process so there are no surprises.

• Debunk common myths: It’s easy for viral content to get out of control and end up doing more harm than good. Fact-check trending topics by providing research from reputable and scientific sources that prove whether a viral self-care story is real or not.

• Explain ingredients: Help your clients navigate industry lingo by introducing them to the novel ingredients in popular products. Look for opportunities to make intimidating ingredients more approachable and take the mystery out of common formulations.

Focusing on education doesn’t mean you have to give up on influencer marketing altogether. Try partnering with creators who are aligned with your vision and believe in your goals to create helpful educational content. There’s nothing wrong with double dipping between social proof and education, as long as you can do it in a way that’s authentic.

Self-care education works offline too

You can also take your self-care brand’s educational efforts beyond your social media page. For example, it’s always a good idea to train your employees to focus their interactions on educating instead of selling. Invest in building your team’s product knowledge so that they can provide even better experiences for your clients than they already do. 

At the end of the day, getting a popular influencer to talk about your product might increase brand exposure and, if all goes well, generate a few sales. But educating the public about something that really matters to them? That makes a lasting difference to both your community and your bottom line.