Avec le développement d’internet dans les années 2000, des personnes alors inconnues ont réussi à se faire connaître, à se faire apprécier des internautes et à créer autour d’eux une vraie communauté. Ces personnes sont appelées des influenceurs.
Définition
Communément appelé “leader d’opinion” dans le jargon marketing, le terme d’influenceur a fait son apparition dans la langue française officiellement en 2017 en s’inscrivant dans les dictionnaires Larousse et Robert comme :
- “Personne qui, par sa position sociale, sa notoriété et/ou son exposition médiatique, a un grand pouvoir d’influence sur l’opinion publique, voire sur les décideurs.”
- “Personne qui, en raison de sa popularité et de son expertise dans un domaine donné (mode, par exemple), est capable d’influencer les pratiques de consommation des internautes par les idées qu’elle diffuse sur un blog ou tout autre support interactif (forum, réseau social, etc.).”
Qui sont les influenceurs ?
Stars des réseaux, d’internet, de la télé : tout le monde peut être et devenir influenceur. Ces derniers sont généralement spécialisés dans un domaine (ex : le sport, la beauté, la mode, les voyages, les jeux vidéo…).
Ils partagent via leur plateforme de prédilection – Instagram, Snapchat, YouTube, Twitch – leur passion, leur quotidien, leurs astuces et bons plans dans le but de gagner la confiance des internautes, leur sympathie et d’acquérir une communauté. Grâce à cette confiance, les internautes croient l’influenceur lorsqu’il leur dit d’acheter tel ou tel produit. On appelle ce phénomène le « Best Friend Effect ». Un ami qui vous dit qu’un produit est génial, sera plus persuasif qu’une entreprise qui vante son propre produit par le biais d’une publicité. Ainsi, plus un influenceur a une communauté engagée, plus celui-ci a un pouvoir sur la décision d’achat des internautes, plus les marques seront à même de le contacter pour lui proposer des partenariats rémunérés. Par conséquent, plus leur communauté est engagée, plus l’influenceur génère de profits.
L’engagement d’une communauté se mesure en nombre de likes, de partages, de followers et de commentaires.
On parle alors de marketing d’influence : il s’agit d’une nouvelle forme de relation presse visant à utiliser le potentiel de recommandation des influenceurs digitaux. L’audience de la télévision et de la presse étant en déclin et les nouvelles générations se tournant naturellement vers internet, les marques ayant pour cible les 15-24 ans se tournent donc généralement vers le digital et le marketing d’influence.
Pour mieux comprendre l’enjeux des influenceurs pour les marques, nous vous invitons à lire cet article : Agence Influence : Pourquoi se faire représenter ?
Les différents types d’influenceurs
Célébrités
Acteurs, chanteurs, sportifs, il s’agit de toute personne comptabilisant plus d’un million d’abonnés. Les marques font généralement appel à ces personnalités pour devenir leurs égéries en plus de promouvoir leurs services/produits sur leur compte personnel.
Macro-influenceur
C’est la catégorie la plus courante d’influenceurs – entre 100k et 1 million d’abonnés. Ils génèrent beaucoup de trafic et offrent une grande visibilité.
Micro-influenceur
Leur communauté est plus réduite et c’est cette proximité qui permet aux micro-inluenceurs d’obtenir un meilleur taux d’engagement et donc d’intéresser davantage les marques – ils se situent entre 10k et 100k d’abonnés.
Nano-influenceur
Ils tiennent des comptes ou des blogs sur des secteurs de niche et fédèrent ainsi une communauté proche de leurs intérêts. Pour les marques, ces influenceurs sont tout d’abord plus accessibles, les partenariats sont moins coûteux, plus faciles et leur permettent de toucher une cible précise dans un domaine très spécifique. Ils ont souvent moins de 10k d’abonnés.
Depuis quelques années, de plus en plus de candidats de téléréalité deviennent les influenceurs coqueluches des marques et révolutionnent le monde de l’influence. Pour en savoir plus, nous vous invitons à lire cet article : Les candidats de téléréalités : ces nouveaux influenceurs.
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