Depuis le 22 décembre 2021, on retrouve sur la célèbre plateforme de streaming, Netflix, la deuxième saison de la série Emily in Paris. Dans cette deuxième saison, on retrouve Emily, toujours experte social media, qui va mener de nouvelles campagnes de communication pour les clients de l’agence marketing SAVOIR.
Emily in Paris c’est quoi ?
Emily Cooper, une Américaine originaire de Chicago, accepte de déménager en France, et plus précisément à Paris, pour saisir une opportunité professionnelle. En effet, la société de marketing où elle travaille vient de faire l’acquisition de Savoir, une autre société spécialisée dans le marketing basée en France. Cette agence souhaite y apporter un point de vue américain pour moderniser son image et révolutionner les méthodes de communication en utilisant les réseaux sociaux comme axe stratégique.
S’adapter à la vie parisienne ne va pas être facile pour Emily qui va vivre un véritable choc culturel tout en jonglant entre sa nouvelle carrière, ses nouveaux amis et sa vie amoureuse. Elle va devoir s’adapter aux mœurs françaises, aux nombreux prétendants et aux clichés qui s’ensuivent.
Emily in Paris, réalité ou pure fiction ?
Dès les premiers épisodes de la saison 1, Emily partage sa nouvelle vie parisienne sur son compte Instagram et devient une réelle influenceuse en passant de 40 à plus de 20 000 abonnés. Mais Emily est-elle une bonne influenceuse et professionnelle du marketing ?
Mettre des hashtags sans rapport avec son contenu ne fait pas grimper les likes ni les abonnés
Instagram est une application qui fonctionne à l’aide d’un algorithme. A travers cet algorithme, plus les hashtags sont précis et en lien avec la publication, plus cela attire des personnages susceptibles de vous suivre sur le long terme.
Tout au long de la série, Emily réalise de nombreux posts Instagram. Seulement après étude, on observe facilement que les hashtags utilisés n’ont pas toujours un rapport avec son contenu ou ne sont pas populaires sur le réseau social. On peut donc s’interroger sur la capacité d’Emily à acquérir un si grand nombre d’abonné avec des hashtags si peu pertinents dans la vie réelle. On peut néanmoins souligner la créativité de certains de ses hashtags tel que #mindthemerde utilisé sur son compte Instagram. Hashtag qui depuis la saison 1 de la série est régulièrement repris par des étrangers de passage dans la capitale française pour souligner la saleté des rues parisiennes.
Mais les hashtags sont-ils utiles pour une bonne stratégie réseaux sociaux ?
Les hashtags sont des mots-clés ou expressions courtes précédés du signe #. Ils permettent de catégoriser et d’indexer vos contenus à des thématiques sur les réseaux sociaux. L’hashtag permet d’affirmer la présence digitale d’une marque sur les réseaux sociaux ainsi que de soigner sa réputation. Un hashtag permet aussi d’augmenter la visibilité de vos publications auprès de vos clients potentiels. En effet, utiliser des hashtags populaires vous permettra de toucher une cible plus large et représentative de votre cible. Il faut également rester à l’affût des nouveaux hashtags et tendances pour saisir toutes les opportunités des réseaux sociaux. Et enfin, choisir des hashtags en lien avec votre secteur d’activité pour un contenu plus pertinent.
Le contenu, le point primordial d’un bon compte Instagram
Un bon influenceur doit savoir se démarquer de la concurrence. Produire un contenu intéressant et de qualité est primordial pour engager une communauté présente et active.
On s’interroge donc sur le fait de savoir si le contenu d’Emily est suffisamment intéressant, différenciant, original ou même qualitatif pour un statut d’influenceuse ?
Dès son arrivée dans la capitale, Emily a trouvé son fil conducteur : sa nouvelle vie parisienne. Ce sont donc des photos de pain au chocolat, baguette ou encore sac de créateur ou autres clichés de la vie à la française qui alimente son compte régulièrement. Un mode de vie qui pourrait plaire aux abonnées de l’influenceuse, à majorité des américains, très friands de la vie française. Le personnage principal d’Emily in Paris a donc tout pour être une bonne influenceuse mais d’ici à nous faire croire qu’en postant la photo d’un croissant et d’un café elle puisse gagner 200 followers …
La qualité des photos
Dans la série, les photos postées par Emily ne sont ni retouchées ni filtrées. Dans un monde où l’apparence physique compte énormément, on peut se demander si dans la vraie vie, une personne pourrait acquérir une notoriété si rapidement avec des photos peu travaillées : elles sont prises très spontanément, en plein Paris, sans retouches ni filtres.
Ce n’est pas le nombre de followers qui compte
À son arrivée chez SAVOIR, l’agence de marketing parisienne, Emily fait remarquer à l’équipe que : « Il ne s’agit pas du nombre d’abonnés, mais du contenu, de la confiance, de l’intérêt et de l’engagement ».
Les marques font régulièrement la promotion de leurs produits à travers des influenceurs, car les consommateurs sont plus enclins à faire confiance à ces prescripteurs extérieurs plutôt qu’à la marque elle-même. Cependant un nombre important d’abonnés n’est pas gage de ventes. En effet, aujourd’hui les marques font d’avantage attention aux taux d’engagement des influenceurs. Certes le nombre d’abonnés permet de jauger la notoriété d’un influenceur, mais le taux d’engagement, permet de jauger la qualité du contenu et l’interaction avec sa communauté.
Emily in Paris est une nano-influenceuse qui mise sur le partage avec sa communauté, ce qui au cours de la série en fait rapidement une influenceuse tendance est très appréciée par les marques. Dans la série, une concurrente jalouse de l’attention qu’une marque porte à Emily, déclare même : « elle n’a que 20 000 abonnés. Moi, deux millions. ». Signe que de plus en plus de marques portent moins d’attention aux nombres d’abonnés.
Emily in Paris idéalise et simplifie le monde du marketing et de la communication, tout en permettant de faire découvrir la vie dans une agence de communication à l’humain moyen. Ce qui peut agacer les professionnels du secteur qui peuvent y voir qu’une représentation simpliste de leur métier.
Retrouvez ici d’autres articles sur le monde de l’influence
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