Qu’est ce que le Marketing d’influence ?
Le marketing d’influence c’est l’ensemble des pratiques dont le but est d’utiliser le potentiel de recommandation des influenceurs, c’est à dire des influenceurs digitaux. Des influenceurs digitaux de différents secteurs; la mode, la cuisine, le sport, le bien être, etc..
Le marketing d’influence vise aujourd’hui les blogueurs les plus reconnus sur leur thématique, les plus suivis sur Facebook, Instagram ou Twitter ou les youtubeurs. Les relations presse peuvent également être considérées comme une forme de marketing d’influence, une forme plus ancienne.
La génération Z et la télé réalité
Le marketing d’influence est devenu l’outil le plus efficace de ces 10 dernières années. Cet outil utilisé en masse par les influenceurs d’un type très particulier : les influenceurs issus de la télé réalité. En effet, les influenceurs issus de ces programmes télés possèdent une audience assez impressionnante, cumulants des milliers, voir plusieurs millions de followers sur leurs réseaux sociaux.
On y retrouve la promotion de différents types de produits : crème beauté, vêtements, nourriture healthy etc.. mais aussi des services bien plus couteux comme des séjours esthétiques à l’étranger.
Le recours au bistouri banalisé
Le recours à la chirurgie esthétique est devenu complètement banalisé par ces stars de télé-réalités qui sont suivies par des millions de jeunes. Beaucoup d’entres elles n’hésitent pas à filmer ces opérations esthétiques, exhibant fièrement leur nouveau corps. Rhinoplastie, augmentation mammaire, liposuccions.. sont devenues presque monnaie courante chez ces influenceurs qui ont développés un véritable business autour de cette tendance.
En effet, ces stars de télé réalité ont développé des partenariats avec des cliniques à l’étranger comme la clinique « Med Espoir » en Tunisie pour mettre en lumière les prix très attractifs c’est à dire quasiment 3 fois moins cher qu’en France. Ces stars qui bénéficient elles même d’une gratuité complète de leurs propres opérations en échange de la promotion qu’elles feront via leurs réseaux sociaux.
Ces influenceurs issus de télé réalité sont une véritable mine d’or pour les cliniques à l’étranger car elles vont bénéficier d’une visibilité auprès de milliers de personnes, souvent de jeunes personnes et toucher une audience très large qui vont faire confiance aux stars de télé réalités en qui le public s’identifie.
Une page sur le site internet de Med Espoir est carrément dédiée aux chirurgies effectuées par les stars de télé réalité que vous pouvez retrouver sur le lien suivant :
https://www.medespoir.com/chirurgie-tele-realite.php
Outre l’engouement provoqué par la promotion de ces séjours esthétiques, une question se pose quant à la mise en avant de standards physiques stéréotypés. Des standards physiques qui ne reflètent en rien la réalité et qui au contraire poussent les jeunes dans des extrêmes, des dérives et la recherche sans fin de la perfection.
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Le marketing d’influence est devenu l’outil le plus efficace de ces 10 dernières années.