Influenceurs, créateurs de contenu, stratégie d’influence… que tu sois annonceur ou agence, je ne t’apprends rien, tu connais par coeur ces mots ou les utilises au quotidien.
Et tu n’es pas seul à y penser jour et nuit. Preuve en est, le marché du marketing d’influence continue sa quête avec plusieurs millions d’euros au compteur. Alors sans surprise, tes voisines les marques songent aussi à intégrer des créateurs de contenu, des influenceurs dans leur strat de com.
Dans une étude sur le marketing d’influence réalisée par Reech en 2023, elles sont 78% à considérer qu’il s’agit d’un levier efficace. La plupart d’entre elles ont même choisi d’y consacrer une plus grande part de leur budget en communication.
https://www.reech.com/fr/marketing-influence-etude-reech
Un marché et des métiers d’influence en vogue
Ce marché, qui te séduit tant, façonne les derniers métiers en vogue. Pour toutes tes ambitions, tu as à ta disposition une mine d’or d’influence sur les médias sociaux.
Seulement cette belle création d’ « avenirs » laisse entrevoir quelques pratiques à désirer… Pas besoin de putaclic pour te remémorer quelques scandales associés aux arnaques, à la promotion de la surconsommation, au manque de transparence (et bien d’autres), pour que tu comprennes où je veux t’emmener.
Avoir beaucoup de choix, c’est aussi laisser place à des mauvais. Et sur ce marché pas encore assez encadré, trop de créateurs de contenu, d’influenceurs n’ont qu’une faible conscience de leur impact, qu’il soit social ou environnemental.
Pour autant, je ne pense pas que gérer une communication de crise alors que tu te démènes avec ta démarche d’entreprise responsable soit le choix auquel tu pensais.
Pour accompagner cette transition plus respectueuse et éthique, cap sur la source 🚀
En position de « demande » sur le marché du marketing d’influence, annonceur ou agence, tu es acteur de cette transition. Tu contrôles l’offre par ton exigence et ta retranscription des valeurs qui te sont chères dans les partenariats que tu réalises.
C’est bien entendu un idéal mais, si tout le monde collabore avec des créateurs de contenu et des influenceurs « responsables » alors les autres n’ont plus raison d’être. Consommateurs comme marques sont protégés et hop, un climat de confiance s’instaure. Un bon point pour ton image de marque et la relation avec tes clients !
Depuis quelques années, tu as en plus la possibilité d’être guidé pour choisir cette stratégie d’influence responsable. Plusieurs structures et autorités se donnent au quotidien la mission d’offrir des moyens concrets aux annonceurs, aux agences, aux créateurs de contenu et aux influenceurs pour privilégier ce modèle plus éthique et durable.
Pour en citer quelques uns :
– l’ARPP propose aux marques des partenariats avec des créateurs de contenu certifiés par le Certificat de l’Influence Responsable. Celui-ci certifie leur sensibilisation au cadre déontologique et légal du marketing d’influence ;
– Les agences social media et d’influence responsable accompagnent les marques dans leur stratégie en les conseillant et en manageant leurs talents avec un contrôle des collaborations et des contenus produits ;
– Tout dernièrement, la fédération UMICC a été créée pour agir en faveur du développement d’une influence plus responsable avec la promotion d’une image positive, la volonté de réformer le secteur et de faciliter le quotidien des créateurs de contenu.
https://www.arpp.org/influence-responsable/
https://www.reech.com/fr/marketing-influence-etude-reech
Annonceur ou agence, trouve ton modèle responsable 💪
Pas encore convaincu par l’intérêt ou l’accessibilité à l’influence responsable ? Tu penses peut-être que les créateurs de contenu et les influenceurs pouvant toucher ta cible n’ont pas entamé cette transition ? Ou que tu peux repousser ce choix à demain pour privilégier tes résultats en terme de gain d’activité, de notoriété ?
Alors juste pour toi, je te mets ici quelques envies dont ta cible fait forcément partie :
Toujours selon l’étude réalisée par Reech : 41% des fans de créateurs sont « tout à fait d’accord avec la nécessité de faire évoluer le secteur de l’influence vers un modèle plus responsable et plus éthique » ; 49% des fans de créateurs pensent que « ils ont certainement le pouvoir d’agir » en étant acteur du changement vers un monde plus éthique et durable.
https://www.reech.com/fr/marketing-influence-etude-reech
Les consommateurs sont prêts et à l’écoute d’une influence plus responsable. Et spoiler, cette envie va continuer à mûrir dans les prochaines années. Alors écoute-les et reconnecte-toi avec leur quotidien en t’assurant que les contenus et le discours adopté par des personnes tierces résonneront avec tes valeurs et la sécurité que tu veux offrir au travers de ta marque.
PS : Si après cette lecture dont je te remercie, tu ressens comme un manque d’information, c’est normal ! Les termes « responsable, éthique et durable » sont plutôt bateaux et pas suffisamment définis de façon pratique. C’est pour cela qu’il s’agit bien que d’un premier article. Je lance officiellement le début de mes recherches en ce sens pour espérer pouvoir un jour te conseiller sur de meilleurs usages pour ta communication. En attendant, n’hésite pas à me faire un retour en commentaire ou sur LinkedIn, il m’aidera à nourrir ma petite route de communicante « responsable » 🙂
Camille LAFFONT, brand content manager en freelance
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