Le marketing d’influence correspond à une collaboration sur long terme entre un influenceur et une marque, permettant à une personne d’influence d’intervenir dans le processus de création d’une campagne publicitaire.
La publicité influenceur peut être une composante du marketing d’influence, mais n’est pas le marketing d’influence. Cette dernière cherche à créer de la visibilité pure grâce à la portée d’un influenceur et peut prendre la forme d’une publicité presque subliminale. Il n’existe donc pas de relation pérenne entre la marque, les consommateurs et la personne d’influence qui n’est donc pas plus qu’un simple relais commercial. Cette technique est souvent définie comme déshumanisante, car l’influenceur est considéré comme un simple objet publicitaire.
De nos jours, la plupart des consommateurs sont de plus en plus méfiants à l’égard de la publicité pratiquée par les influenceurs des réseaux sociaux, et ils ont tout à fait raison.
Voici donc un panorama des plus grandes arnaques de la publicité influenceur.
Le dropshipping
C’est sans doute la technique la plus connue et la plus utilisée par les influenceurs sur les différents réseaux sociaux et principalement sur Instagram. Pour ceux qui ne connaissent pas ce terme, le dropshipping “est une forme de e-commerce par laquelle le site vendeur ne possède pas de stocks et fait livrer le client final directement par son fournisseur sans, le plus souvent, que le client ne le sache. »
Les influenceurs dirigent donc leurs abonnés vers des sites d’e-commerce afin de leurs vendre un produit soit disant de luxe à un prix beaucoup plus abordable grâce aux codes promotionnels fournis par ces influenceurs. Mais alors que les internautes pensent acheter des écouteurs Apple ou une montre de luxe par exemple, ils commandent en fait un produit fabriqué en chine et vendu sur différentes applications chinoises comme Aliexpress ou Wish. Une fois la vente effectuée, l’influenceur en question reçoit donc une commission.
Dans le cadre d’une opération de dropshipping, le e-commerçant n’a plus le contrôle sur l’exécution de la livraison car cette dernière est désormais gérée par le fournisseur ce qui rend le SAV de plus en plus complexe. De plus, dans le cas d’une commande contenant différents produits, chaque produit est expédié et livré individuellement par un fournisseur différent.
Je tiens tout de même à préciser que le dropshipping est une activité tout à fait légale mais pas très éthique, ce qui peut nuire à la réputation de certains influenceurs si cette dernière est découverte par leurs communautés.
Exemples de produits en Dropshipping Vs les mêmes produits vendus sur Aliexpress
Les produits faussement utilisés
La plupart du temps, les internautes peuvent douter de l’authenticité de certains influenceurs. En effet, ces derniers sont suspectés de ne pas tester au préalable la plupart des produits ou services qu’ils soutiennent sur les réseaux sociaux.
Afin de faire acheter un produit à des internautes, certains influenceurs n’hésitent pas à vanter les mérites de ce produit auprès de leurs communautés, sans pour autant l’avoir utilisé. En effet, ces derniers se filment en mettant en avant un produit et en affirmant que les résultats qu’ils obtiennent sont grâce à ce dernier.
Voici quelques exemples de produits faussement utilisés:
1- La marque de blanchiment dentaire à domicile “Bbryance”
En effet, la plupart des influenceurs de télé-réalité font souvent la promotion de cette marque avec des photos flatteuses à l’appui. Sauf que la plupart d’entre eux portent tout simplement des facettes qui leurs permettent d’obtenir un résultat aussi parfait.
2- La marque de soin capillaire “Nicky cosmetics”
En octobre 2019, Jazz Correia, candidate de télé-réalité française connue notamment pour son influence exercée sur les réseaux sociaux mais aussi pour l’ensemble des placements de produits effectués lors de partenariats avec les marques, publie une vidéo faisant la promotion de produits de la marque “Nicky Cosmetics”.
Au cours du placement, la jeune influenceuse montrait fièrement ses cheveux attachés en queue de cheval. Cependant cette dernière portait des extensions capillaires ce qui n’a évidemment pas plu aux abonnées de Jazz et a entraîné de nombreuses critiques.
Les fausses réductions démesurées
Cette technique commerciale consiste à gonfler artificiellement les prix pour ensuite appliquer des réductions de 50% voire même de 70% à 80%.
Les influenceurs des réseaux sociaux utilisent donc cette méthode par le biais des codes promotionnels fournis par les différentes marques. Ces codes promos, présentent un moyen très habile pour les marques leurs permettant de connaître, de manière précise, le nombre de commandes rapportées directement par chaque influenceur.
Néanmoins, ces codes promos permettent essentiellement d’inciter à l’achat. Par exemple, Il peut vous arriver fréquemment de tomber sur une paire de lunettes de soleil avec une réduction de 80%, mais en réalité avec cette réduction vous payez le “prix de base” du produit.
Les produits douteux et dangereux pour la santé
Comme nous l’avons dit précédemment, la plupart des influenceurs font la promotion de produits sans les tester mais aussi sans s’assurer de leur composition.
En effet la marque de soins capillaire “ Nicky cosmetics” promue par de nombreuses stars de télé-réalité, commercialise en réalité des crèmes pour cheveux contenant des produits allergisants interdits en Europe.
Nous pouvons également citer la marque “Anaca3” qui propose des compléments alimentaires minceur et qui fait aussi partie des nombreuses marques faisant appel à des influenceurs pour promouvoir leurs produits. D’après les retours d’expériences de certains internautes, la marque causerait plusieurs effets secondaires désagréables: vessie bien plus capricieuse que d’habitude, troubles intestinaux et fuites urinaires. De plus, la marque Anaca3 est déconseillée pour les femmes enceintes, pour les enfants et pour d’autres personnes à risque, mais les influenceurs faisant la promotion de cette marque ne le mentionnent en aucun cas. Pire que cela, l’influenceuse Jazz Correia a même fait la promotion de la marque en étant enceinte.
Les faux jeux concours
Les jeux concours se multiplient de plus en plus sur les différents réseaux sociaux et particulièrement sur Instagram.
Leur principe est très simple: Un influenceur propose un jeu concours sur une de ses publications avec un lot de produits à gagner.
Cette technique permet donc à l’influenceur en question d’augmenter son nombre d’abonnés. En effet, afin de participer à ces jeux concours, les internautes doivent mentionner des amis en commentaire, partager la publication du concours dans leurs stories mais également suivre le compte de l’influenceur et de la marque. Cette technique permet donc aux influenceurs mais aussi aux marques concernées de gagner non seulement des abonnés mais également d’accroître leur visibilité.
Donc il faut faire de plus en plus attention à ces jeux concours, car dans la plupart des cas, ces derniers n’existent pas vraiment et permettent uniquement aux influenceurs et aux différentes marques de gagner des abonnés.
Les influenceurs nous vendent du rêve au quotidien. Allant du corps parfait aux beaux vêtements et accessoires de luxe, ils nous en mettent plein les yeux. Mais, faîtes donc attention aux différentes méthodes utilisées pour nous séduire.
J’espère que cet article vous permettra d’être plus vigilant à l’égard de la publicité influenceur.
N’hésitez à me dire ce que vous en pensez en commentaire et à jeter un coup d’oeil à nos différents articles sur le thème de l’influence en cliquant ici.
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