Si vous êtes un utilisateur régulier d’Instagram, vous avez sans doute entendu beaucoup de bruit suite à des récentes mises à jour. Voici les 5 résolutions d’Instagram pour protéger ses utilisateurs.
Si je vous dis “disparition des likes” … Vous me suivez ? Oui, d’après leurs dires et leurs intentions, les équipes d’Instagram essaient de protéger leurs utilisateurs. Mais comment ? Et dans quel but ?
1- La suppression du nombre de likes
C’est un sujet qui a fait couler beaucoup d’encre en France et qui devrait se généraliser en 2020. Mais pourquoi ?
A travers cette action, déjà en place dans de nombreux pays dont le Canada, Instagram souhaite protéger ses utilisateurs. Le célèbre réseau social souhaite mettre fin à cette concurrence du nombre de likes et ainsi privilégier le contenu, base du réseau social. Adieu la perte de confiance en soi et la pseudo popularité au collège liées aux nombres de likes ? C’est sensiblement l’idée des développeurs.
Si cette action paraît bénéfique, notamment chez les jeunes utilisateurs, c’est au niveau des professionnels que se font sentir des vraies revendications. Comme le disait Bruno Maltor sur Linkedin, les likes sont un indicateur d’engagement d’une communauté à l’égard d’un influenceur : un très bon indicateur pour les annonceurs et les partenariats…
Un autre problème se pose : comment les micro-influenceurs vont-ils réussir à recruter de nouveaux followers sans le fameux compteur de likes ?
Cette mise à jour est donc davantage à prendre en compte pour les utilisateurs classiques que nous sommes et les petits influenceurs que pour les acteurs importants déjà en place.
2 – Protéger les données des utilisateurs
Vous avez (enfin ?) le contrôle sur vos données ! Vous pouvez dès à présent choisir de partager ou non vos informations personnelles avec des applications tierces. Peut-être s’agit-il d’une réponse aux problèmes de sécurité des données…en tout cas, elles seront davantage à l’abri !
Un tuto ? Rendez vous dans votre application → Paramètres → Sécurité → Applications et sites internet
3 – L’ajout de la mention “#Ad”
C’est ici plus un changement qu’une mise à jour. Il oblige les utilisateurs qui mettent un produit en avant dans le cadre d’un partenariat rémunéré de le préciser à ses followers.
Il a été rendu obligatoire par la loi mais a été aidé par Instagram. Beaucoup d’acteurs travaillant pour la protection des consommateurs ont oeuvré en ce sens afin de rendre la publicité plus transparente. Instagram y a participé en intégrant des nouvelles fonctionnalités permettant d’ajouter plus facilement la mention “partenariat rémunéré…” sur les posts et les stories.
4 – Instagram réduit l’accès aux moins de 13 ans
ENFIN ! Après une décennie d’existence … notre âge n’était jusque là pas demandé lors de notre inscription sur la plateforme. La raison officielle de ce changement : “nous aider à assurer la sécurité des jeunes utilisateurs et à faciliter une expérience plus appropriée en termes d’âges”.
Deux questions ici : pourquoi si tard ? Et que se passe t-il pour les personnes déjà inscrites ayant moins de 13 ans ? Instagram ne répondra pas réellement à ces questions …
Mais d’après Techcrunch, si le réseau social ne demandait pas l’âge c’est surtout pour avoir accès aux données de l’ensemble des utilisateurs sans se soucier de la réglementation quant à l’accès aux données de mineurs…
5 – Connaitre le temps passé sur Instagram
C’est une fonctionnalité présente depuis août 2018 … sur Instagram et sur Facebook. Vous le saviez ? Nous non, nous la pensions plus récente !
Grâce à cette option vous pouvez définir une limite d’utilisation journalière de l’application. En tant qu’utilisateur nous perdons beaucoup de temps à ne rien faire sur ces réseaux sociaux, ce serait alors un bon moyen de ralentir 🙂
L’entreprise s’expliquait ainsi “nous voulons que le temps que les gens passent sur Facebook et Instagram soit intentionnel, positif et inspirant. Notre espoir est que ces outils (…) favorisent également les conversations entre parents et adolescents sur les habitudes en ligne qui leur conviennent”.
Pour conclure …
Vous l’aurez compris, Instagram n’a pas toujours été irréprochable. Aujourd’hui ils semblent avoir changé leur fusil d’épaule et mettent en place des actions en faveur des utilisateurs.
Mais quelles en sont les raisons réelles ? Est-ce vraiment celles annoncées ? Un réel souhait de la plateforme de devenir plus éthique ? Ou est-ce plutôt la succession de bad buzz liés aux données utilisateurs ?
Et si au contraire, diminuer notre temps d’utilisation et améliorer notre temps d’attention sur l’application avait pour but de bénéficier aux annonceurs en augmentant notre temps de cerveau disponible* ? (Patrick Le Lay, PDG de TF1, “Ce que nous vendons à Coca-Cola, c’est du temps de cerveau humain disponible (…)”)
Seul le temps nous le dira !
Pour plus d’article sur le thème de l’influence, clique ici !
Maxime,
Pour aller plus loin sur « le temps de cerveau disponible »:
* https://www.psychologie-sociale.com/index.php/fr/videos/manipulation/350-le-temps-de-cerveau-disponible – lien du documentaire
Patrick Le Lay, PDG de TF1, interrogé parmi d’autres patrons dans un livre Les dirigeants face au changement (Editions du Huitième jour) affirme [1] :
« Il y a beaucoup de façons de parler de la télévision. Mais dans une perspective ”business”, soyons réaliste : à la base, le métier de TF1, c’est d’aider Coca-Cola, par exemple, à vendre son produit (…).
Or pour qu’un message publicitaire soit perçu, il faut que le cerveau du téléspectateur soit disponible. Nos émissions ont pour vocation de le rendre disponible : c’est-à-dire de le divertir, de le détendre pour le préparer entre deux messages. Ce que nous vendons à Coca-Cola, c’est du temps de cerveau humain disponible (…).
Rien n’est plus difficile que d’obtenir cette disponibilité. C’est là que se trouve le changement permanent. Il faut chercher en permanence les programmes qui marchent, suivre les modes, surfer sur les tendances, dans un contexte où l’information s’accélère, se multiplie et se banalise. »
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