Monday Memo
A Byte of Knowledge
That killer headline you wrote last week?
The one that doubled the click-through rate?
That’s a real, valuable skill.
So is your knack for structuring an offer so irresistible people feel stupid saying no.
But Google's top AI scientist, Demis Hassabis, says "learning how to learn" will be next generation’s most needed skill.
A little esoteric.
But think of the best old-school mechanic in your town.
The guy who could tune a carburetor by ear and make an engine sing.
Then, electric cars rolled in. No carburetors. No pistons. Just batteries and software.
He could’ve retired. Complained about the good old days.
Instead, he learned how to use diagnostic software. He learned about battery arrays.
His real skill wasn't just fixing carburetors.
It was understanding how to make a car go.
That’s us. Right now.
That Facebook ad strategy you perfected is the carburetor.
The AI prompt that writes a world-class sales email in 90 seconds?
That’s the new diagnostic tool.
In 6 months it'll be something slightly better.
And in two years it'll be radically different.
Mastering the ability to learn is what makes you the mechanic who can fix any engine, not just the old ones.
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Something to Ponder
We Asked – AI Answered
Our Question:
"What is the "de-influencing" trend, where creators gain trust by telling audiences what not to buy - effectively weaponizing anti-consumerism for commercial gain?"
AI's Answer: How Anti-Consumerism Became the Ultimate Sales Tool
Picture this: A creator tells millions of followers NOT to buy trending products. The videos go viral. Sales patterns shift dramatically. Welcome to the de-influencing paradox—where rejection becomes a new form of market influence.
😤 The Birth of Profitable Negativity
De-influencing exploded in January 2023 on TikTok, with the hashtag reaching hundreds of millions of views. The trend emerged as a backlash against overconsumption and constant product pushing, particularly among Gen Z consumers experiencing influencer fatigue during economic uncertainty.
The psychology taps into what Friestad and Wright (1994) called "persuasion knowledge" in their Persuasion Knowledge Model—consumers' recognition and coping with sales attempts. When someone says DON'T buy something, it bypasses our defensive response to traditional advertising.
💡The Trust Arbitrage Formula
Here's how the machine actually works:
De-influencers leverage negativity bias—documented by Baumeister et al. (2001) in "Bad is Stronger than Good," showing negative events have greater impact on individuals than positive ones. This explains why critical content often outperforms promotional content in engagement.
The mechanics reveal themselves in consumer behavior:
• Research in the Journal of Consumer Research shows negative reviews can actually increase purchase likelihood when they're specific and balanced.
• MIT research found false news (often negative) spreads six times faster than true news on Twitter.
• Trust increases when influencers demonstrate selectivity rather than blanket endorsement.
📦 The Three Archetypes Dominating the Space
The Reformed Maximalist 📦
Former haulers who pivot to mindful consumption. They document their journey from overconsumption to intentional purchasing. Their curated recommendations gain credibility through demonstrated restraint.
The Industry Insider
Professionals who decode marketing claims—like cosmetic chemists James Welsh and his twin Robert Welsh (combined 6M+ YouTube subscribers) who analyze ingredient lists and marketing myths. Their expertise creates unique credibility.
The Chaos Agent
Creators who built followings on product criticism and "anti-hauls." They transform skepticism into entertainment, sometimes partnering with challenger brands positioning as alternatives.
📱 The Algorithmic Advantage
Social platforms' algorithms favor engagement metrics. De-influencing content benefits from what we know about platform mechanics:
- Watch time and completion rates drive distribution
- "Saves" have become increasingly important on Instagram (confirmed by Adam Mosseri)
- Controversial or contrarian content generates discussion
- Comment engagement boosts algorithmic reach
📈 The Endgame Economics
Here's the verified insight: De-influencing isn't eliminating consumption—it's redirecting it.
Patagonia's famous "Don't Buy This Jacket" Black Friday ad in 2011 (verified in The New York Times) led to increased sales—the company grew from $540M to $750M in revenue the following two years.
De-influencers monetize through:
- Ad revenue from high engagement rates
- Affiliate links for products they DO recommend (with higher conversion from built trust)
- Brand partnerships with companies aligned with conscious consumption
- Some launch their own products (like Hyram Yarbro's Selfless by Hyram with The Inkey List)
The pattern is clear: audiences now value curation more than ever. They want someone to filter the noise. The creators who recognized this early—telling people what NOT to buy—paradoxically became the most trusted voices on what TO buy.
De-influencing is influencer marketing evolved—where trust is built through demonstrated discretion rather than endless endorsement. 💰
Thanks for reading the Monday Memo.
Until next time!
The AI Marketers
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