In recent weeks, the term de-influencing has started trending online, particularly in TikTok. “De-influencing” refers to social media users telling their followers what they shouldn’t buy, in their opinions, as a means to counter overconsumption. The trend is particularly common in the beauty sector but also around consumer products that have commercially benefitted from the virality of social media endorsement and exposure by influencers. But the irony of the trend is it highlights a behavior that still uses influence at the center: creators swaying people – be that to not buy something, or really to buy this other thing instead.

De-influencing makes the assumption that social media influencers are shilling products and services they may not even like or use themselves in highly curated and over-stylized ways that go against the authenticity influencers have built their businesses on for years. But in actuality, we know the reason influence works (and is only growing in driving the global economy) is because people follow peers and personalities they trust. Given the “de-influencing” trend actually still uses “influence” at its center (I’ll “de-influence” you to buy that while inadvertently – or advertently – influencing you to buy this other thing instead), this trend is not actually about the opposite of influencing or even about being anti-influencer. Rather, it attempts to promote affordability as an antidote to over-consumption. At its source, it admits influencer marketing is almost too powerful because people are so inclined to purchase whatever an influencer tells them to.

Additionally, the more often an influencer or creator shares a “real” or even critical review of a product or service he/she/they has tried, the more credibility points they accumulate with their followers, and the more authenticity they amass, thus the more influence they have. From this perspective, it’s not only the opposite of “anti-influencer,” it’s actually helping fuel the industry.

Brands need to not shy away from using influence or be afraid of this trend, but rather take it as a reminder to ensure the way they discover and filter their influencers goes deeper than quantitative reach metrics, and into qualitative resonance/authenticity vetting. And they must ensure that they brief, collaborate and direct their influencers in a way that maintains the influencer’s own voice and creative approach in the final content. Authenticity above everything.

The world of mobile is unrecognizable since the first official ‘GSM World Congress’ was launched in 1990 to just a few hundred attendees. Thirty-three years later, the most recent edition of the mammoth connectivity conference once again underlined just how fast the sector is evolving. It’s logical the organizers chose the theme of ‘Velocity’ to convey the message for this year’s event. 

Mobile World Congress (MWC) 2023 convened more than 88,500 attendees from 202 countries to unveil, demo and discuss the latest innovation across 5G, 6G, immersive technology, fintech and much more. Here are just some of the most exciting and significant trends we identified emerging from this year’s show – plus takeaways that communicators should think about going forward:  

• Prepare for the unexpected: As described by Reuters, the “potential uses of generative AI systems such as OpenAI’s ChatGPT certainly took center stage at this year’s show”. However, the key message from speakers and media alike was that the future potential was still largely unknown. Lauren Kunze, CEO of Iconiq summarised it best: “2022 was supposed to be the year of the metaverse but was in fact the year of generative AI”. As companies, governments and individuals across the world experiment with use cases, we can only guess what will hit the stages next year.

TAKEAWAY: New tools like ChatGPT will continue to dominate headlines as they promise everything from automated content generation to improved operational efficiency. However, it’s important to exercise caution with all evolving technology – expected and unexpected issues around authenticity, information accuracy and content quality will be top of mind when it comes to generative AI. We’ll just have to keep watching…

• Platform for public policy: MWC has increasingly become the place for policymakers to share important news and announcements, with the knowledge it has a captive audience of key industry stakeholders with whom they can engage far more effectively. The European Commission chose the event to present a set of actions aimed at making Gigabit connectivity available to all citizens and businesses across the EU by 2030. Thierry Breton, commissioner for the Internal Market, reported he held constructive meetings with telco CEOs and called for a shared vision of building the networks of tomorrow and financing the infrastructure for a connectivity revolution.

TAKEAWAY: Key industry tradeshows are increasingly becoming a backdrop for some of the most important – and global – policy conversations in the industry. Tech-focused communicators with a narrative touching any element of infrastructure, connectivity and/or mobility should stay aware of MWC for not just news but networking with key policymakers.

• Operator revenue models: A well-debated issue was how to make the economics of network investment work for operators, now and in the future. Total Telecom highlighted how “5G is helping service providers increase market share,” but Telecoms.com shared commentary from Ericsson that 5G revenue generation would take time. Either way, Computer Weekly explained how 5G connections are set to double over the next two years, driven by network deployments in over 30 countries in 2023 alone, according to GSMA data. The future was beautifully illustrated by Light Reading, which explained that, despite the ongoing questions surrounding sustainable business models, networks will “endure, grow and evolve into something even more sophisticated (6G sensing networks, 7G sentient ones)”.

TAKEAWAY: As networks and devices continue connecting and expanding at increasingly faster speeds, questions around sustainability and ROI will only grow. Experts disagree on the timeline for economic ramifications, but it is certainly a notable issue to keep an eye on in the upcoming year.
  

• Future services via virtual reality: There was a huge array of demos and experiences allowing delegates to get hands-on with tomorrow’s technologies, such as SK Telecoms’ flying taxi service, as reported by CNBC. But not all journalists were convinced; TechCrunch stated the “rides felt more retro than next-gen – harking back to arcade (or fairground) simulator rides from the 1980s”. Orange’s metaverse experience was also well covered, with AP News remarking “it was a dazzling display, though what consumer purpose it had was not immediately clear”.

TAKEAWAY: For all the discussion around virtual reality, the technology is still a work in progress. MWC remains a destination to get first-hand experience with the latest technology evolution. It’s also a good reminder that communicators should experience the technology in-person to get a better understanding and perspective when preparing content and strategy.
  

• Handset innovation: A MWC mainstay is the host of handset launches you can expect at the show. This year’s announcements did not disappoint, with the Moto rollable phone and Z Fold 4-like foldable handset featuring in ExpertReviews’ ‘Best of MWC’ list. Wired UK described how One Plus kept its cool with new liquid cooling technology to reduce smartphone temperatures by up to two degrees when gaming. The Register featured a handset launch from HMD Global that had a novel design concept of repair by its owner. While some may be skeptical, the view of analyst house CC Insight was that “the ability to repair a smartphone without too much difficulty could become a key differentiator in the market”. One to watch for sure.

TAKEAWAY: Major trade shows like MWC have always offered that exciting “first look” at the it products and solutions for the year ahead. With tradeshows back in full swing, it goes without saying that attending is an effective way to gain key insights and stay on top of what’s popular and trending for perspective audiences in your work as a communicator.
   

Although MWC 2023 has concluded, our global FleishmanHillard team will continue to keep their fingers firmly on the pulse of the latest mobile news, innovation and trends. As communicators, it is imperative we keep looking ahead so we can advise clients on how to cut through in a busy media landscape, looking beyond products to how new technologies will continue to impact economies and humankind.

After all, one thing we know for sure is the pace of change will continue unabated. As Mats Granryd, director general of the GSMA, told a packed auditorium in his opening keynote: “We are at the beginning of a new era of exploration. Those that dare can lead the way”.   

Chescka Diaz Appointed General Manager

MANILA – FleishmanHillard has promoted Chescka Diaz to general manager of its Philippine operations.

Diaz has been a fast-rising star in the office, most recently heading client service across its expansive client portfolio and leading award-winning campaigns that medaled in PRWeek Asia’s Regional PR Campaign of the Year, PRovoke Media’s APAC SABRE Awards and the Public Relations Society of the Philippines’ Anvil Awards, among others. Before joining FleishmanHillard in 2019, Diaz provided communications counsel on behalf of international and local brands as well as communications firms, after beginning her career in broadcast news. She reports to Lynne Anne Davis, the Asia Pacific president and senior partner for FleishmanHillard and Omnicom PR Group.

“Chescka has proven herself to be the next natural leader for our business in the Philippines. She is a versatile communications strategist with expertise spanning brand management, corporate affairs, integrated creative campaigns, influencer engagement and more, for clients from a slew of different industries. What stands out most about Chescka’s leadership style is her deep appreciation for prioritizing mentorship, collaboration and development of her team to power an enriching employee experience that in turn propels client service excellence and growth.”

“The Philippines has been a key market in our Asia Pacific network since 1997, and we look forward to the next stage of success under Chescka’s leadership with continued investment in innovative communications solutions that advance our clients’ business goals in meaningful ways,” said Davis.

“I take pride in leading the team in this high-performing market. . Our diverse group of communication experts and problem solvers are the heart of every successful campaign we create for our clients in the Philippines. I strongly believe that our focus on continuously elevating the overall employee experience and development allows us to reach new heights and excel in everything that we do for the brands and organizations we work with,” said Diaz.

About FleishmanHillard
FleishmanHillard specializes in public relations, reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy. FleishmanHillard was named 2021 PRovoke Global Agency of the Year; 2021 ICCO Network of the Year; 2021 Campaign Global PR Agency of the Year; 2022 PRWeek U.S. Agency of the Year and Outstanding Extra-Large Agency of the Year; 2021 PRovoke APAC Consultancy of the Year; 2021 PRWeek UK Large Consultancy of the Year; Human Rights Campaign Best Places to Work for LGBTQ Equality 2018-2022; and to Seramount’s (formerly Working Mother Media) “Top Companies for Executive Women” list 2010-2022. FleishmanHillard is part of Omnicom Public Relations Group, and has 75 offices in more than 30 countries, plus affiliates in 45 countries. 

About Omnicom Public Relations Group 
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, language strategy, global health strategy and change management. As the largest group of communications professionals in the world, our employees provide expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group delivers for clients through a relentless focus on talent, continuous pursuit of innovation and a culture steeped in collaboration. Omnicom Public Relations Group is part of the Communications Consultancy Network, a division of Omnicom Group Inc. (NYSE: OMC).