Qui sont ces influenceurs ?
Aujourd’hui, les partenariats 2.0 entre les influenceurs et les marques interpellent ! Quel est ce nouveau mode de communication et comment s’y prendre en tant que marque ?
Selon Reech, plateforme de marketing d’influence, l’influenceur français type a entre 19 et 30 ans et privilégie dans l’ordre, les réseaux suivants pour communiquer auprès de sa communauté : Instagram, blog personnel, Facebook.
Pour la petite anecdote : les blogueurs d’hier sont les influenceurs d’aujourd’hui. En effet, les réseaux de communication ont évolué …et le vocabulaire aussi !
En 2018, toujours selon Reech, 29% des influenceurs sont suivis entre 1000 et 5000 abonnés, et 18% en ont entre 5000 et 10 000.
La taille des différentes communautés, en quelques chiffres :
Ces chiffres doivent être accompagnés de l’information suivante : 50% des influenceurs ayant plus de 100 000 abonnés ont plus de 4 ans d’ancienneté. Le temps joue donc un rôle important dans la taille de la communauté.
Il est malin de la part des marques de commencer un partenariat avec un influenceur à ses débuts, ainsi elle grandit avec lui.
On imagine souvent les influenceurs, qui sont sous les projecteurs en permanence, avoir une vie de star et être accompagnés d’agents. En fait, 87% d’entre eux s’occupent seul de leurs réseaux, 6% le gèrent à plusieurs, seulement 3% bénéficient de l’aide d’un photographe et enfin 2,7% ont un agent.
Comment établir des partenariats influenceurs / marques?
En moyenne, ils sont sollicités par les marques entre 1 et 3 fois par semaine, et seulement 26% répondent à toutes les demandes.
Il est donc important pour les marques de se différencier ! Mais comment ?
Dans un premier temps, voici les trois critères, classé par ordre d’importance, que prennent en compte les influenceurs :
1 – Le produit proposé
2- L’ADN de la marque
3- La prise de contact attractive et personnalisée
Aussi, il est important de cerner leurs attentes de contrepartie. En effet, encore beaucoup d’influenceurs sont rémunérés trop ou pas assez par rapport à leur contribution.
Puis, il est important de savoir que les 3 réseaux privilégiés pour les marques sont les suivants :
- Instagram – 67%
- Blog – 18,5%
- Youtube – 8%
- Tiktok – 0,4%
Si vous souhaitez créer de l’interaction, voici un classement des réseaux les plus engageants :
- Instagram – 72%
- Youtube – 9%
- Facebook – 7%
- Pinterest – 1,7%
- Snapchat – 0,7%
On l’aura compris, Instagram arrive en top 1 à chaque fois. C’est en même temps le réseau préféré des influenceurs, des marques et celui générant le plus d’interactions. Ensuite, il est suivi essentiellement par Youtube et les blogs personnels.
Les partenariats sont instaurés de manière transparente. En effet, 96% des influenceurs en informent clairement leurs abonnés et donc 77% de l’audience perçoit positivement ces collaborations.
Pour les marques, c’est une aubaine à la fois pour leur notoriété ET leur réputation.
En revanche, 56% des influenceurs sont peu ou pas informés sur les règles à suivre et ne connaissent que très mal la réglementation de « l’Autorité de Régulation professionnelle de la publicité » concernant ces contenus promotionnels.
De plus, le marketing d’influence ne leur permet pas d’en vivre. En effet, 63% des partenariats ne sont pas rémunérés. Pour ceux qui le sont, 87% gagnent moins de 500€/mois.
Maintenant que nous connaissons mieux ces nouveaux acteurs et comment les approcher, découvrons les 5 raisons de faire appel à eux ! Rendez-vous sur cet article.
Ce sujet vous intéresse ? Lisez d’autres articles sur les Marques et Influenceurs, ici !
Julie Cabot
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