Plages de sable fin, plats exotiques, eaux cristallines, montagnes enneigées… Avouez, vous aussi vous avez déjà eu envie de tout plaquer pour partir à la découverte des paysages que vous retrouvez dans votre feed instagram. Avec près de 80 millions de photos partagées chaque jour, Instagram est devenu un outil incontournable au moment de choisir sa prochaine destination. Si 34% des Français déclarent avoir recours au réseau social dans le choix de leurs vacances, d’autres Européens vont encore plus loin et réservent leur séjour en fonction de leur potentiel « instagrammable ». Ce serait le cas pour 58% des Italiens, 55% des Espagnols et 52% des Américains selon une étude réalisée par One Poll.
Mais alors, comment Instragram et ses influenceurs sont-ils devenus de véritables acteurs du tourisme ?
Disparu le temps où l’on croisait tous les voyageurs avec un guide du routard à la main. Aujourd’hui, c’est sur leurs smartphones que les aventuriers obtiennent les informations qu’ils recherchent. Blogs, vidéos YouTube, réseaux sociaux, les témoignages se multiplient et chacun, du randonneur expérimenté à l’amateur de plages et de farniente, parvient à y trouver son compte.
Toujours en quête d’avis et de conseils, les Millenials aiment Instagram pour son côté authentique et inspirant, loin des publicités que l’on peut retrouver dans les agences de tourisme. En effet, les voyageurs cherchent désormais à s’éloigner des circuits estimés « trop touristiques ». Ils souhaitent vivre de nouvelles expériences, voir de nouvelles choses, découvrir des espaces naturels et vivre des expériences proches des populations locales. C’est la raison pour laquelle le discours des influenceurs voyage prend de plus en plus de place dans leurs choix de destinations. Grâce à des contenus personnalisés, des photos de qualité et des retours d’expériences enrichissants, les blogueurs et influenceurs ont su conquérir l’opinion public. A chacun de leurs voyages, ils retranscrivent leurs pensées et leurs émotions à travers leurs textes, photos et vidéos et font ainsi voyager leurs communautés avec eux. Attachants, sincères, réalistes, ils nous font tous rêver et leurs témoignages sont généralement considérés comme de véritables partages d’expériences et non comme de la publicité.
C’est d’ailleurs dans cette perception que réside tout l’intérêt des collaborations influenceurs / entreprises. Afin de développer des stratégies de communication modernes et dynamiques, bon nombre d’acteurs du tourisme (offices du tourisme, tours opérateurs, chaînes hôtelières, compagnies aériennes…) font désormais appel aux blogueurs voyage. Et ils ont bien raison de profiter de cette tendance !
Les influenceurs ont une forte capacité à raconter leurs aventures, à proposer des contenus originaux et à partager des moments d’émotions uniques avec leur audience. De plus, les blogueurs investissent des sommes importantes dans leur matériel de photographie et de vidéo faisant d’eux, de véritables professionnels. Des contenus de qualité doublés d’une expertise en storytelling… il semblerait bien que ce soit la clé du succès pour les influenceurs comme pour les entreprises ! Crédibilité, image de marque, notoriété, les entreprises gagnent beaucoup à collaborer avec ces nouveaux acteurs du tourisme.
Actuellement, c’est Instagram qui représente la meilleure plateforme de promotion pour faire appel aux influenceurs. En effet, le nombre de visiteurs y est important et c’est surtout la plateforme sur laquelle le taux d’interaction est le plus élevé. Si tous les influenceurs interagissent chaque jour avec leurs communautés, ils restent répertoriés selon deux grandes catégories :
- Les « Major- influenceurs » qui comptent plus de 100 000 abonnés tels que Bruno Maltor ou Alex Vizeo.
- Les « Nano-influenceurs » qui possèdent entre 1000 et 10 000 abonnés.
Pour les entreprises, choisir avec quel influenceur travailler n’est pas toujours une mince affaire ! Il faut tenir compte des objectifs de l’entreprise, de son budget mais également de la personnalité et de l’univers de chacun des blogueurs selon la cible visée. On note par exemple que si les Major-influenceurs peuvent apporter une forte visibilité aux entreprises, les Nano-influenceurs bénéficient généralement d’un meilleur taux d’engagement. Il sera donc plus facile de viser un public spécifique réellement intéressé par les voyages en s’adressant à la communauté de ces derniers. Cependant, les entreprises doivent s’assurer que cette stratégie d’influence est bien cohérente avec leur cible puisque les études ont montré qu’elle touche majoritairement les moins de 35 ans !
Vient enfin le choix du type de collaboration et les propositions sont nombreuses. En voici quelques exemples :
- L’affiliation : lorsque l’influenceur propose un code promo à sa communauté (généralement en échange d’une commission sur les ventes effectuées). Vous avez peut-être déjà pu profiter de ce type de collaboration avec des entreprises comme Booking ou Air bnb.
- Le buzzkit: une marque envoie un colis comprenant différents cadeaux aux influenceurs. C’est une stratégie souvent utilisée lors des lancements de produits.
- Le placement ou test produit: l’influenceur présente un produit qui lui a (souvent) été offert par la marque.
- Le takeover social: l’influenceur s’immisce pendant une durée déterminée sur le compte Instagram d’une entreprise.
Ou encore, ceux que l’on voit certainement le plus souvent :
En quelques années, les influenceurs et blogueurs voyage sont donc devenus de véritables acteurs du tourisme. Si seulement une dizaine d’influenceurs français parviennent actuellement à vivre d’Instagram, les entreprises ne doivent pas sous-estimer leur potentiel. Crédibilité, image de marque, visibilité, les influenceurs ont beaucoup à apporter aux entreprises et il ne tient qu’à elles d’en faire bon usage !
Candice
PS: Vous voulez retrouver d’autres articles sur les influenceurs et les marques ? C’est par ici !
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How have travel influencers contributed to the transformation of the tourism industry?