Tout le monde a ce mot au bout des lèvres, toute la journée. Pourtant ce mot est tout récent, il s’est fait une place dans notre vocabulaire collectif sans même qu’on s’en aperçoive.
Mais Mamie demande souvent qui sont ces gens qui passent à la télé, dans des magazines télévisés ou des pubs, dans les magazines papiers, les émissions de radio… ? Aidons la à comprendre.
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Définition:
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Un influenceur est quelqu’un extrêmement présent sur les réseaux sociaux et dans le monde digital en général. C’est une star de l’internet moderne. C’est une personne suivie par parfois des millions de personnes. Elle est devenue, pour les plus gros inlfuenceurs, une personnalité publique. Mais pourquoi ? Car elle a posté une photo de son déjeuner chez Starbucks ? C’est tout?
Et bien, globalement, oui! C’est tout. Un influenceur est suivi et aimé car il partage son quotidien, sa vie de tous les jours, il propose du contenu divertissant sur les réseaux, poste des vidéos sur Youtube où il donne des conseils en tout genre, sur tous les sujets possibles et imaginables. Chacun trouvera dans les domaines qui lui plaisent des influenceurs, autant dans le gaming, que la musique, le lifestyle, le sport, la beauté, la cuisine ou que sais je d’autre.
Il s’est, au fil du temps, créé une communauté, plus ou moins grande, qui boit ses paroles et peut donc désormais influencer ses actes d’achat. Les influenceurs sont devenus les nouveaux leaders d’opinion. La plupart sont jeunes, voire très jeunes pour certains et rapportent gros, très gros. C’est là que ça devient intéressant pour les marques.
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Présence sur les réseaux:
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Bien qu’un influenceur ne travaille pas uniquement sur instagram, il est tout de même intéressant de noter que plus de 80% des influenceurs sont présents sur la plateforme. En effet c’est à ce jour la plateforme la plus pratique pour partager au jour le jour les petits moments du quotidien grâce aux stories. Tout en gardant les autres plateformes comme youtube, Facebook, les blogs ou encore tiktok pour des contenus plus ponctuels mais toutefois très réguliers.Globalement, un influenceur est présent partout et test aussi les nouvelles plateformes. Bien souvent être présent sur ces plateformes est pour eux un job car la plateforme rémunère les créateurs de contenus (comme Youtube ou Tik Tok).
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Nombre d’abonnés:
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Y a-t-il un nombre d’abonnés minimum à atteindre sur les réseaux pour être considéré comme un influenceur?
Et bien non, rassurez vous, si le cœur vous en dit pas besoin d’avoir 1 million d’abonnés qui vous suivent quotidiennement pour vous revendiquer influenceur. Tout le monde l’est à partir du moment où sa communauté l’écoute, lui fait confiance et le suit. En revanche là où le nombre d’abonnés devient important est pour les partenariats avec les marques et la rémunération sur les plateformes (car ces dernières payent en fonction du nombre de vues). En effet, c’est à ce moment qu’il est difficile de percer dans ce milieu déjà saturé. Il est aujourd’hui devenu difficile de se faire une place et de pouvoir en vivre totalement c’est pourquoi on distingue plusieurs “catégories” pour classer les différents types d’influenceurs:
Du plus petit au plus grand:
–Le nano influenceur (de quelques centaines d’abonnés à quelques milliers)
–Le micro influenceur (plusieurs dizaines de milliers d’abonnés)
-Le macro influenceur (plusieurs dizaines de milliers d’abonnés à plusieurs millions)
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Partenariats avec les marques
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Les influenceurs font des placements de produits sur leurs réseaux pour promouvoir ce dernier ou à l’inverse apparaissent sur les produits, réseaux ou publicité de la marque pour y associer leur image. En général, une marque va choisir le plus gros influenceur qu’elle puisse s’offrir mais dernièrement de plus en plus de marques s’intéressent au plus petits comptes car ils présentent bien souvent un très fort taux d’engagement, contrairement aux gros comptes (mais qui eux auront cependant plus de visibilité). En effet s’ils sont suivis c’est car les followers ont réellement confiance, apprécient le contenu proposé et y voient un véritable intérêt.
Si vous souhaitez approfondir ce sujet, l’importance et le rôle des nano influenceurs je vous invite à aller lire l’article de ma collègue à ce sujet.
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Comment une marque choisie un influenceur?
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Plusieurs points importants doivent être étudiés.
Premièrement: Trouver quelqu’un de crédible dans son domaine. C’est certainement le plus important. Un influenceur de l’univers food ne sera certainement pas crédible et donc écouté dans la promotion d’un nouveau shampoing ou jeu vidéo.
Il faut aussi que l’image de cet influenceur soit bonne et colle avec l’image de la marque. Il est primordiale pour une marque d’éviter de se retrouver dans un scandale à cause d’un de ses ambassadeurs comme à pu connaitre Lacoste ces derniers mois.
Ensuite l’influenceur choisi doit avoir le taux d’engagement le plus fort possible. Le taux d’engagement c’est le pourcentage des gens qui nous suivent qui interagissent avec notre contenu: likes, repartage, commentaires, clic sur lien…
C’est les followers engagés qui intéressent la marque. C’est eux qui vont écouter le message de l’influenceur et c’est donc probablement eux qui vont acheter.
Il faut aussi identifier les faux profils, vérifier que l’influenceur n’achète pas des faux likes ou follow.
Une fois le bon influenceur identifié et le contrat signé, qui peut être un ou plusieurs posts, une ou plusieurs stories, un concours, une vidéo, une campagne de pub ou bien d’autre chose, la marque.
En résumé, un influenceur est un particulier qui a réussi à attirer autour de lui une communauté plus ou moins grande pour laquelle il a un certain pouvoir de prescription dans les comportements d’achat. Encore nouveau comme métier, pour ceux qui arrivent à en vivre, l’influenceur est une mine d’or pour les marques et celles-ci l’ont bien compris.
– Nolwenn S –
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