Le boom d’internet dans les années 2000 a eu un impact considérable sur les habitudes de consommation et ce, au niveau mondial. Les entreprises l’ont bien compris et ont commencé à s’intéresser de près aux nouvelles stars des réseaux sociaux afin qu’elles puissent communiquer sur leurs produits.
Une nouvelle communication pour les marques
Quoi de mieux que l’avis de personnes auxquelles on peut s’identifier avant d’acheter un produit ? C’est tout le concept du monde de l’influence !
De nos jours, la communication traditionnelle a laissé place à une communication plus digitale. En effet, tout se passe sur internet et notamment sur les médias sociaux tels que Instagram, You Tube et plus récemment, Tiktok. De plus en plus de personnes prennent la parole sur ces derniers et partagent leur avis. Astuces, bons plans, inspiration… tous les univers se retrouvent sur ces plateformes. Les marques l’ont bien compris et n’hésitent pas à scroller durant des heures les pages de ces médias pour trouver les influenceurs qui pourront communiquer sur leur marque. D’après une enquête menée par Cision et Ipsos, « 89% de ceux qui suivent un influenceur déclarent avoir découvert un produit ou une marque après avoir lu un de ses posts. 89% ont déjà visité le site de la marque, 87% ont déjà recherché plus d’informations sur le produit ou la marque et 75% ont déjà acheté le produit ou la marque ». Les entreprises ont donc tout intérêt à dédier une partie de leur pôle marketing aux influenceurs car ils contribueront à atteindre certains de leurs objectifs.
Influenceur, kesako ?
Un influenceur est une personne qui, par le biais des réseaux sociaux, influence les habitudes de consommation de sa communauté et ce, dans un but marketing. Autrement dit, il va faire la promotion de produits pour des marques et va influencer ses followers afin que ces derniers consomment la marque. Les abonnés qui le suivent apprécient son univers et aiment ce qu’il partage avec eux. Ils s’identifient à lui et sont attentifs aux avis qu’il émettra sur divers sujets. C’est donc un leader d’opinion très intéressant pour les marques. Depuis peu, des agences d’influence ont vu le jour. Elles s’occupent de ces nouvelles célébrités et négocient des contrats avec les marques. Les publications peuvent aller jusqu’à plusieurs milliers d’euros selon le type de contenu et le taux d’engagement de l’influenceur.
De personne lambda à star
Grâce à leur communauté dépassant parfois les millions d’abonnés, certains influenceurs peuvent vivre des expériences exceptionnelles : voyages tous frais payés, invitation dans des hôtels/restaurants de luxe, envois de colis gratuits… Les marques se les arrachent et ne lésinent pas sur les coûts. Elles vont même jusqu’à signer des contrats avec l’influenceur ou son agence pour mettre en place des collaborations rémunérées. Certains d’entre eux font même la une des pages de magazine, deviennent égérie, sont invités à de grands événements comme la Fashion Week ou encore collaborent avec les marques pour créer des produits à leur image [cf : justezoe X Lancaster]. Ils deviennent donc le visage des marques.
Tout comme les stars de cinéma, musique…, leurs moindres faits et gestes sont scrutés tant par les entreprises que par les internautes. Ces célébrités peuvent influencer leur communauté avec une simple publication et sont un moyen de communication très intéressant pour les marques. Attention cependant aux bad buzz qui peuvent venir entacher l’image de marque ou ruiner la carrière d’un influenceur.
J’espère que cet article vous a plu et qu’il vous aura permis d’en savoir plus sur le monde de l’influence. N’hésitez pas à me laisser un petit commentaire et à consulter mon autre article sur « La face cachée des influenceurs ». D’autres articles sont également disponibles dans la rubrique Influence.
Ariane Moulene
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