A l’heure où les réseaux sociaux sont devenus un incontournable (ou presque), nous faisons face à l’apparition massive d’influenceurs en tout genre. Mais qu’est-ce que réellement le monde de l’influence ? Peut-il être dangereux pour les abonnés ? Les influenceurs ont-ils tous une face cachée ?
Qu’est-ce que le monde des influenceurs ?
A première vue, les influenceurs sont des personnes lambdas qui, grâce au travail, ont réussi à se créer une communauté sur les différentes plateformes connectées telles que Instagram, Tiktok ou YouTube par exemple. Les personnes qui les suivent partagent leur quotidien à travers des vidéos de sport, de recettes, d’inspiration de tenues ou encore d’astuces pour la décoration par exemple. Tout porte à croire qu’ils mènent une vie simple et normale à laquelle nous pouvons nous identifier. Les jeunes d’aujourd’hui sont d’ailleurs les premiers à les suivre sur les réseaux sociaux. Ils n’hésitent pas à les prendre pour modèles en reproduisant les astuces voire même en achetant les produits dont ils font la promotion sans forcément réfléchir aux conséquences que cela pourrait engendrer. Ils leur font donc une confiance – presque – aveugle.
Quels sont les objectifs de ces stars de nouvelle génération ?
Gagner toujours plus en visibilité et faire croître leur communauté en partageant régulièrement du contenu de qualité afin que les marques les repèrent. Armés de leur troisième main, leur smartphone, les influenceurs usent de plusieurs astuces pour se faire repérer par les marques : identification sur les photos, choix des hashtags voire même la prise de contact par messages avec les marques afin de mettre en place des partenariats. Ils sont donc à l’affût des bons plans et n’hésitent pas à tester (ou non) les produits issus de ces collaborations pour louer leurs bienfaits sur leurs réseaux sociaux.
Mais une question subsiste, peut-on forcément faire confiance à ces gourous connectés ? Les produits dont ils nous parlent sont-ils sans danger et vraiment efficaces ?
La face cachée des influenceurs sur les réseaux sociaux
Même si nous aimons leur contenu et que nous leur faisons confiance, la prudence est de mise. En effet, les stars des réseaux sociaux ne sont généralement pas des spécialistes et peuvent mettre nos vies en danger sans le vouloir. Découvrons ensemble la face cachée des influenceurs.
Certains n’hésitent pas à s’improviser experts en inventant des recettes sans s’interroger sur les effets secondaires des produits. C’est le cas d’Enjoy Phoenix, célèbre youtubeuse beauté, qui a proposé, en 2015, une recette DIY pour un masque sur le visage à base de cannelle. Le problème ? Elle a oublié un léger détail : ce produit, bien qu’il soit naturel, peut provoquer de graves brûlures sur le corps si les doses ne sont pas respectées. A la suite de cette vidéo, plusieurs jeunes filles ont eu le visage brûlé. Bien que son acte n’ait pas été volontaire, ce bad buzz a permis de montrer le pouvoir de ces célébrités et l’absence de prise de recul des internautes qui ont réalisé la recette sans en avoir vérifié les potentiels dangers.
D’autres n’hésitent pas à promouvoir des produits pouvant s’avérer dangereux pour la santé en faisant semblant de les tester. C’est notamment le cas des stars de téléréalité comme Carla Moreau (@carlamoreau_____) qui prône l’efficacité du soin dentaire Bbryance supposé blanchir les dents alors qu’elle porte des facettes qui lui offrent déjà cet aspect blanc. Nous avons également l’exemple de Manon Tanti (@manontanti) qui n’hésite pas à tourner des vidéos pour la promotion du shampoing Nicky cosmetics en « versant le produit » avec le bouchon… fermé. Ces publicités mensongères sont d’ailleurs la cible de nombreuses critiques à leur égard sur les réseaux sociaux, mais ce n’est pas le plus grave. En effet, ces produits non testés peuvent être dangereux pour la santé de par leur composition. Or, les célébrités aux millions d’abonnés vantent leurs supposés bienfaits et poussent leur communauté à la consommation. Même si ce n’est pas leur but, elles préconisent l’utilisation de produits susceptibles d’être dangereux.
Quels que soient les influenceurs que nous suivons et auxquels nous nous identifions, il est primordial de rester prudent. Qu’ils soient méga, macro, micro ou nano influenceurs, il faut toujours faire attention aux astuces ou aux produits qu’ils nous proposent.
J’espère que cet article vous a plu et qu’il vous aura permis d’en savoir davantage sur le monde des influenceurs. N’hésitez pas à me laisser un petit commentaire et à consulter mon autre article sur « Influenceurs : les nouvelles stars des réseaux sociaux ». D’autres articles sont également disponibles dans les rubriques scandales et influence.
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