{"id":80599,"date":"2023-04-19T17:00:00","date_gmt":"2023-04-19T15:00:00","guid":{"rendered":"https:\/\/buro247.hr\/?p=80599"},"modified":"2024-01-16T13:00:56","modified_gmt":"2024-01-16T12:00:56","slug":"je-li-pokret-de-influencing-u-stvari-samo-prevara","status":"publish","type":"post","link":"https:\/\/buro247.hr\/je-li-pokret-de-influencing-u-stvari-samo-prevara\/","title":{"rendered":"Je li pokret de-influencing u stvari samo prevara?"},"content":{"rendered":"\n<p>Kada smo svi, u osvit minulog nam desetlje\u0107a, zaja\u0161ili Instagram, bilo je to neko druga\u010dije, nevinije doba. Niti ne slute\u0107i da ispisujemo po\u010detne stranice onoga \u0161to \u0107e se uskoro pretvoriti u internetsku revoluciju, svoje smo virtualne foto albume entuzijasti\u010dno popunjavali mutnim slikama na kojima su kraljevale \u0161alice umrljane tragovima kave i uljep\u0161ane \u017eeljama za &#8220;dobro jutro&#8221; koje smo upu\u0107ivali vojsci od 11 vjernih followera, poneki nespretni selfie s decentnim Clarendon filterom i \u010ditava zbirka fotki iz izlazaka za koje nitko \u017eiv nije tra\u017eio da se autoriziraju prije objave.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@valeriafride\/video\/7193122514799742251\" data-video-id=\"7193122514799742251\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@valeriafride\" href=\"https:\/\/www.tiktok.com\/@valeriafride?refer=embed\">@valeriafride<\/a> <p>Don\u2019t buy everything you see on here \ud83e\udd79 <a title=\"deinfluencing\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/deinfluencing?refer=embed\">#deinfluencing<\/a> <a title=\"beautytips\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/beautytips?refer=embed\">#beautytips<\/a> <a title=\"sephorahaul\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/sephorahaul?refer=embed\">#sephorahaul<\/a> <\/p> <a target=\"_blank\" title=\"\u266c Her Way (Sped Up) - PARTYNEXTDOOR\" href=\"https:\/\/www.tiktok.com\/music\/Her-Way-Sped-Up-7123654694953585454?refer=embed\">\u266c Her Way (Sped Up) &#8211; PARTYNEXTDOOR<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Premda smo svi kreirali &#8220;sadr\u017eaj&#8221;, kakav god on bio, nitko se tada nije nazivao &#8220;content creatorom&#8221;, niti je taj termin uop\u0107e postojao u internetskom \u017eargonu, fotografije su redom izgledale kao da su snimljene prednjom kamerom mikrovalne pe\u0107nice, malotko je mario za imid\u017e i sve je djelovalo nekako jednostavnije. No, ono \u0161to nas danas ispunjava romantiziranim osje\u0107ajem nostalgije, ubrzo je postalo pro\u0161lost. Tehnologija je napredovala do te mjere da fotke vi\u0161e nisu izgledale kao da ste ih sve slikali drhtavom rukom u 5 ujutro, pomnije se biralo \u0161to \u0107e na mre\u017eu, a \u0161to ne\u0107e, estetika se profinila, a feedovi su se pa\u017eljivo peglali uskla\u0111enim nijansama. Oni koji su se uspjeli odmaknuti od toga da im fotke lajkaju samo sestri\u010dne, susjede i frendice iz osnovne, te su svojim virtualnim personama uspjele zainteresirati \u0161iru publiku, ubrzo su postali zanimljivi marketin\u0161kim odjelima koje su nastojale kapitalizirati njihov utjecaj. Osobni pristup, autenti\u010dnost i povjerenje bili su klju\u010dni elementi koji su influencer marketing u\u010dinili zanimljivijim (i potencijalno u\u010dinkovitijim) vidom promid\u017ebe od suhoparnih televizijskih reklama i dosadnih reklamnih plakata uz autocestu. Influencer marketing je bio ogla\u0161ava\u010dki alat iz snova. Osim \u0161to je mogao lako detektirati ciljanu publiku koja mu treba da proda svoj proizvod, ovaj je vid marketinga imao i lice kojem ta publika vjeruje.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@sadgrlswag\/video\/7191631951827307822\" data-video-id=\"7191631951827307822\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@sadgrlswag\" href=\"https:\/\/www.tiktok.com\/@sadgrlswag?refer=embed\">@sadgrlswag<\/a> <p>De-influencing you, no more over consumption or else \ud83d\udca3\ud83d\udca5! \ud83d\ude21\ud83d\ude24 <a title=\"GenshinImpact34\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/GenshinImpact34?refer=embed\">#GenshinImpact34<\/a> <\/p> <a target=\"_blank\" title=\"\u266c original sound - Estef\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7191631957422377771?refer=embed\">\u266c original sound &#8211; Estef<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading has-pale-cyan-blue-background-color has-background has-medium-font-size\">Kako i kada smo postali skepti\u010dni prema influencanju?<\/h2>\n\n\n\n<p>No, kako to obi\u010dno biva kad trend uzme maha, tako je i<span style=\"text-decoration: underline;\"><a href=\"https:\/\/buro247.hr\/trend-report-deinfluencing-pokret-za-kraj-beauty-marketinga\/\" target=\"_blank\" rel=\"noreferrer noopener\"> influencer marketing <\/a><\/span>vremenom po\u010deo gubiti svoje dra\u017ei. Kada je influencanje postalo zanimanje, a sponzorirani sadr\u017eaj pretvorio dru\u0161tvene mre\u017ee u oglasnu plo\u010du za (prikriveno) ogla\u0161avanje, povjerenje u iskrenost onih koji nam prodaju sve, od piva koje ina\u010de ne piju do tenisica koje ina\u010de ne nose, nepovratno je poljuljano. \u010cak su i oni konzumenti koji bi na Instagram kliznuli tek povremeno uvidjeli da moraju biti skepti\u010dni prema recenzijama koje su pla\u0107ene da budu pozitivne te da ne postoji niti teoretska \u0161ansa da je sve \u0161to se reklamira bajno i &#8220;life changing&#8221;. Posebno kada u javnost iscuri slu\u010daj kao \u0161to je onaj Mikayle Nogueire koja je optu\u017eena da je reklamirala maskaru s umjetnim trepavicama.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@jacquelynmengel\/video\/7193899608936959275\" data-video-id=\"7193899608936959275\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@jacquelynmengel\" href=\"https:\/\/www.tiktok.com\/@jacquelynmengel?refer=embed\">@jacquelynmengel<\/a> <p>let me deinfluence you and save money <a title=\"deinfluencing\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/deinfluencing?refer=embed\">#deinfluencing<\/a> <a title=\"influencer\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/influencer?refer=embed\">#influencer<\/a> <a title=\"makeup\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/makeup?refer=embed\">#makeup<\/a> <a title=\"beauty\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/beauty?refer=embed\">#beauty<\/a> <\/p> <a target=\"_blank\" title=\"\u266c original sound - jacquelyn\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7193899628553636650?refer=embed\">\u266c original sound &#8211; jacquelyn<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>Iako cifre koje tvrtke ula\u017eu u influencer marketing i dalje rastu, a izvje\u0161\u0107e &#8220;The State of Influencer Marketing 2023 Benchmark Report&#8221; navodi kako \u0107e u ovoj godini izdvajanja za ovaj vid promid\u017ebe popeti na 21.1 milijardu ameri\u010dkih dolara, ovaj vid marketinga odavno je prestao biti &#8220;ogla\u0161ava\u010dki alat iz snova&#8221;. No, podatak koji govori o tome koliko se ula\u017ee u promid\u017ebu ni\u0161ta ne govori o tome koliko takva promid\u017eba vra\u0107a u blagajnu, \u0161to je na koncu i najva\u017enije. Zasi\u0107enost sponzoriranim sadr\u017eajem neminovno je dovela do erozije povjerenja, osnovnog elementa koji je influencer marketing izdvajao od ostalih vidova marketinga koje smo ionako kao konzumenti smatrali &#8220;neiskrenim&#8221;, a sve je to, jasno, dovelo do svojevrsnog otpora.<\/p>\n\n\n\n<p>Otpor je izrastao iz \u017eelje za povratkom iskrenosti pa se po\u010detkom godine dru\u0161tvenim mre\u017eama, posebice TikTokom, po\u010deo kotrljati novi trend o kojem smo pisali: de-Influencing. Sadr\u017eaj koji se krije pod spomenutim hashtagom u trenutku pisanja ovog teksta bilje\u017ei vi\u0161e od 460 milijuna pregleda \u0161to zna\u010di da je <span style=\"text-decoration: underline;\"><a href=\"https:\/\/buro247.hr\/trend-report-deinfluencing-pokret-za-kraj-beauty-marketinga\/\" target=\"_blank\" rel=\"noreferrer noopener\">#deinfluencing <\/a><\/span>definitivno sjajno pogodio trenutak. No, o \u010demu se ovdje radi? Kao \u0161to i sam termin sugerira, rije\u010d je o recenzijama koje naoko idu kontra influencerskom sadr\u017eaju na koji smo navikli. Umjesto da nam govori &#8220;\u0161to trebamo kupiti&#8221;, govori nam &#8220;\u0161to ne bismo trebali kupiti&#8221;. Meta deinfluencanja su ve\u0107inom proizvodi oko kojih vlada svojevrsni hype, koji su po mi\u0161ljenju kreatora sadr\u017eaja precijenjeni i koji su, zbog sponzoriranih postova, sveprisutni na dru\u0161tvenim mre\u017eama. Osim \u0161to je publici dojadilo da ih se svakodnevno bombardira s novim must-have proizvodima, te su zbog krize i inflacije postali obazriviji prema svom novcu i kriti\u010dniji prema prekomjernoj potro\u0161nji, de-influencing je ozna\u010dio svojevrsni povratak iskrenosti na mre\u017eama za koju smo gotovo zaboravili da postoji. Trend kontra-influencanja je izgleda odabrao savr\u0161en timing. Naoko, sve izgleda \u010dudesno, kao prava mala revolucija koja se bori protiv la\u017enog ogla\u0161avanja i koncentrira na odvra\u0107anje od prekomjerne potro\u0161nje, no niti ovaj trend ne treba shvatiti olako.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-tiktok wp-block-embed-tiktok\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@awillygirl\/video\/7190464621340413227\" data-video-id=\"7190464621340413227\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@awillygirl\" href=\"https:\/\/www.tiktok.com\/@awillygirl?refer=embed\">@awillygirl<\/a> <p>De-influencing you from buying things you don\u2019t need starts today <a title=\"stanleycup\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/stanleycup?refer=embed\">#stanleycup<\/a> <a title=\"FastTwitchContest\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/FastTwitchContest?refer=embed\">#FastTwitchContest<\/a> <a title=\"deinfluencing\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/deinfluencing?refer=embed\">#deinfluencing<\/a> <\/p> <a target=\"_blank\" title=\"\u266c Flowers - Miley Cyrus\" href=\"https:\/\/www.tiktok.com\/music\/Flowers-7187816271247853569?refer=embed\">\u266c Flowers &#8211; Miley Cyrus<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>\u017delja za vra\u0107anjem izgubljenog povjerenja &#8220;iskrenijim&#8221; recenzijama svakako je na prvi pogled pozitivna, no i u slu\u010daju de-influencanja treba biti skepti\u010dan. Kao \u0161to su mnogi kriti\u010dari ve\u0107 uo\u010dili, de-influencanje je ipak, na kraju, samo influencanje. Recenzije koje kritiziraju odre\u0111ene proizvode \u010desto sadr\u017ee prijedloge njihovih alternativa. Ono \u0161to je isprva krenulo kao sugestija da se odre\u0111eni proizvod &#8220;ne kupi&#8221;, ubrzo je nadopunjen s prijedlozima \u0161to &#8220;mo\u017eete kupiti umjesto njega&#8221;. Potro\u0161nja je i dalje u fokusu. Na tragu toj ideji, iako su mnogi to vjerojatno pomislili, de-influencanje ne\u0107e ozna\u010diti kraj klasi\u010dnom influencanju, samo \u0107e ono poprimiti druga\u010diji oblik. Na brendovima je da \u010dim prije do\u0111u do rje\u0161enja kako \u0107e ga najbolje iskoristiti u svoju korist, a na konzumentima da sugestije na mre\u017eama ne shva\u0107aju olako i da odaberu kome \u0107e vjerovati. Sasvim sam sigurna da mnogi marketinga\u0161i ve\u0107 razbijaju glave oko ideja kako se utrpati u &#8220;nemoj kupiti to-kupi ono&#8221; shemu. Na koncu konca, i influenceri i brendovi koji se najbr\u017ee sna\u0111u najvi\u0161e \u0107e profitirati.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ono \u0161to je isprva krenulo kao de-influencing, tj.  sugestija da se odre\u0111eni proizvod &#8220;ne kupi&#8221;, ubrzo je nadopunjen s prijedlozima \u0161to &#8220;mo\u017eete kupiti umjesto njega&#8221;<\/p>\n","protected":false},"author":7,"featured_media":80660,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"qubely_global_settings":"","qubely_interactions":"","wds_primary_category":15,"wds_primary_tax_izdvojeno":0,"footnotes":""},"categories":[16,15],"tags":[59,61,87,216,219,275,7335],"tax_izdvojeno":[],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":6}},"acf":[],"qubely_featured_image_url":{"full":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1.png",1192,796,false],"landscape":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1-1192x750.png",1192,750,true],"portraits":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1-540x320.png",540,320,true],"thumbnail":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1-150x150.png",150,150,true],"medium":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1-300x200.png",300,200,true],"medium_large":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1-768x513.png",768,513,true],"large":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1-1024x684.png",1024,684,true],"gs-tiny":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1.png",50,33,false],"xl":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1.png",1192,796,false],"xxl":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1.png",1192,796,false],"xxxl":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1.png",1192,796,false],"xxxxl":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1.png",1192,796,false],"xxxxxl":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1.png",1192,796,false],"1536x1536":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1.png",1192,796,false],"2048x2048":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1.png",1192,796,false],"qubely_landscape":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1-1192x750.png",1192,750,true],"qubely_portrait":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1-540x320.png",540,320,true],"qubely_thumbnail":["https:\/\/buro247.hr\/wp-content\/uploads\/2023\/04\/deinfluencing_tina_loncar1-140x100.png",140,100,true]},"qubely_author":{"display_name":"Tina Lon\u010dar","author_link":"https:\/\/buro247.hr\/author\/tina-loncar\/"},"qubely_comment":0,"qubely_category":"<a href=\"https:\/\/buro247.hr\/category\/lifestyle\/lifestyle-vijesti\/\" rel=\"category tag\">Vijesti<\/a> <a href=\"https:\/\/buro247.hr\/category\/lifestyle\/\" rel=\"category tag\">LIFESTYLE<\/a>","qubely_excerpt":"Ono \u0161to je isprva krenulo kao de-influencing, tj. sugestija da se odre\u0111eni proizvod \"ne kupi\", ubrzo je nadopunjen s prijedlozima \u0161to \"mo\u017eete kupiti umjesto njega\"","_links":{"self":[{"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/posts\/80599"}],"collection":[{"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/comments?post=80599"}],"version-history":[{"count":0,"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/posts\/80599\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/media\/80660"}],"wp:attachment":[{"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/media?parent=80599"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/categories?post=80599"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/tags?post=80599"},{"taxonomy":"tax_izdvojeno","embeddable":true,"href":"https:\/\/buro247.hr\/wp-json\/wp\/v2\/tax_izdvojeno?post=80599"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}