À l’heure où le marketing d’influence est devenu une réelle stratégie de marque, les faux influenceurs ont bel et bien envahis nos publicités. Mais après de nombreux scandales, les consommateurs et les annonceurs français se méfient de ces influenceurs qui n’hésitent pas à payer des robots pour obtenir plus de j’aime et gonfler leur communauté. Le résultat ? Une campagne marketing totalement ratée et des consommateurs mécontents. Mais alors comment faire pour les reconnaître ? Voici quelques conseils pour les repérer et vous évitez ainsi un flop total.
1. Chercher le badge de vérification
Le premier signe d’authenticité d’un compte est la possession d’un badge de vérification, un symbole bleu avec une coche blanche à côté du nom d’un influenceur ou d’une célébrité. Ces badges prouvent que ce sont réellement les personnes concernées qui s’occupent de leur compte.
2. Repérer les faux abonnés
Ensuite, lorsque vous avez repéré un potentiel influenceur en adéquation avec votre marque, n’hésitez pas à aller directement sur ces comptes abonnés afin de dénicher les faux comptes très facilement repérables ; absence de photo de profil, nom écrit avec « fake » ou « bot » ou un même nom pour plusieurs comptes.
3. Observer les j’aime et les commentaires
Une fois la première étape effectuée, observer les j’aime et les commentaires sur les publications de l’influenceur est indispensable.
Si vous décelez un nombre de j’aime quasi similaire sur toutes les photos, c’est un mauvais signe ! En effet, une communauté réelle à des préférences en termes de contenus et ne va donc pas aimer toutes les publications.
Les commentaires très simples constitués de smileys, onomatopées… sont également un mauvais signe car les vrais abonnés prennent le temps de publier un vrai message construit. Les abonnés qui écrivent dans une langue étrangère (autre que celle de l’influenceur), peut aussi signifier qu’un nombre important de bot suit l’influenceur.
Quant à l’influenceur, s’il ne répond pas à sa communauté ou de manière très succincte, cela peut être un déclencheur d’alerte.
4. Mesurer l’engagement
Après avoir effectué ces trois étapes, vous pouvez estimer le taux d’engagement en effectuant un ratio j’aime/abonnement. Un influenceur avec un taux d’engagement inférieur à ceux donnés ci-dessous aura certainement acheté des abonnés (source influencermarketinghub.com):
- 1000 abonnés : 8%
- 5000 abonnés : 5,7%
- 10 000 abonnés : 4%
- 100 000 abonnés : 2,4%
- 100 000 abonnés : 1,7%
À SAVOIR : D’après l’agence HelloSociety, les micro-influenceurs auraient un taux d’engagement 60% supérieur à celui des grands prescripteurs. Il peut donc être intéressant de les considérer, notamment lorsque votre budget est serré.
Toutes ces étapes semblent peut être fastidieuses mais elles sont indispensables afin de réussir votre campagne d’influence et devenir l’employé du mois !
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