Arrivées sur le petit écran il y a 20 ans avec Loft Story, les programmes de téléréalités ne cessent de se développer et de faire émerger de nouvelles stars. Les candidats qui participent à ses émissions sont désormais considérés comme des “professionnels de la télévision” mais également des professionnels pour les marques. Ils représentent de véritables influenceurs.
Qu’est-ce qu’un influenceur ?
Pour rappel, il s’agit de toute personne qui, en raison de sa popularité et/ou de son expertise dans un domaine donné, est capable d’influencer les pratiques de consommation des internautes par les idées qu’elle diffuse sur un blog ou tout autre support interactif tel que les réseaux sociaux. Ces personnes sont généralement des stars de télévision, web, réseaux sociaux etc.
L’audience de la télévision et de la presse étant en déclin et les nouvelles générations se tournant naturellement vers internet, les marques ayant pour cible les 15-24 ans se tournent donc généralement vers le digital et le marketing d’influence. On parle dans ce cas de marketing d’influence car il s’agit d’une nouvelle forme de relation presse visant à utiliser le potentiel de recommandation des influenceurs digitaux.
Pour plus en savoir sur qui sont les influenceurs, nous vous invitons à lire cet article : Définition : Influenceur.
Pourquoi des candidats de téléréalités deviennent influenceurs ?
Les programmes de téléréalités sont pour la plupart diffusés en “after school”, c’est-à-dire sur le créneau de 17h15-19h30. Les émissions diffusées à ces heures-ci sont généralement suivies par de jeunes téléspectateurs entre 15 et 24 ans. Ces derniers issus de la génération Z, connectée depuis leur naissance, sont très actifs sur les réseaux sociaux et n’hésitent pas à suivre ses stars de téléréalité qu’ils regardent quotidiennement et à qui ils ont tendance de s’identifier.
Nombreux sont les candidats qui se créent un personnage haut en couleur que l’on a envie de suivre même en dehors des programmes télévisés. Se créent alors autour de ses candidats, de réelles communautés de fans engagés. Aujourd’hui, peu importe le média duquel on vient : toute personnalité ayant une communauté forte et engagée constitue un influenceur pour les marques.
Les réseaux préférés des influenceurs
Il y a 3 réseaux sociaux majoritairement utilisés par ces stars de téléréalité :
- Instagram : les publications sponsorisées sur Instagram sont souvent les plus coûteuses pour les marques car le nombre d’abonnés est plus élevé que sur les autres plateformes. Les influenceurs posent avec le produit ou le mettent en scène tout en vantant son mérite dans la description. Celui-ci est généralement accompagné d’un code promotionnel.
- Snapchat : les candidats de téléréalité utilisent ce réseau social pour partager leurs aventures et leurs quotidiens avec leur communauté. Ce réseau social est donc pertinent pour les marques si le service/produit s’inscrit parfaitement dans le quotidien.
- YouTube : plateforme en vogue ces dernières années, de nombreuses personnalités de téléréalité se reconvertissent en Youtubeur. Ce média permet aux candidats de se détacher de leur image de télé-réalité et de se construire une carrière médiatique plus pérenne. Les vidéos sponsorisées sont courantes et mieux accueillies sur Youtube que sur les autres réseaux sociaux.
Combien gagnent-ils ?
Peu d’influenceurs issus de la téléréalité dévoilent leurs salaires mensuels provenant des partenariats avec les marques, néanmoins certains se sont prêtés au jeu comme Jessica Thivenin, star emblématique du programme “Les Marseillais” sur W9. La jeune maman toucherait près de 24 000€ bruts par mois en placement de produit avec des tarifs « unitaires » de 2 000€ pour un post Instagram et 1 000€ pour 10 secondes sur Snapchat.
Il est important de noter que les influenceurs sont dans l’obligation de créer une entreprise pour facturer ce genre de prestations et que donc des charges sont à déduire de ses montants bruts.
Est-ce rentable pour les marques ?
Tout d’abord comparé au budget des campagnes publicitaires télévisées, les tarifs des influenceurs sont bien plus abordables pour les marques. D’autre part, leurs communautés étant tellement importantes que le marketing d’influence avec les candidats de téléréalité n’est pas à négliger.
Comme a pu confier Delphine Groll, directrice de la communication du groupe Auféminin et fondatrice de la box Gretel, dans une interview accordée au Parisien, « Ils (les influenceurs) ont de grosses communautés et en tant que marque, les réseaux sociaux sont des canaux de communication très puissants […] Sarah Fraisou (Les princes de l’amour 2) a posté une photo avec notre produit sur Instagram. Nous avons eu 200 commandes en 24h ! ».
Des dérives…
Les réseaux sociaux des candidats de téléréalité sont désormais truffés de posts sponsorisés en tout genre, ce qui est loin de faire l’unanimité auprès des internautes. Ces derniers se plaignent des arnaques et produits dangereux dont les candidats font parfois la promotion. Depuis peu c’est le dropshipping, pratique très en vogue chez les candidats de télé-réalité, qui est pointée du doigt. Il s’agit de ventes en ligne, généralement frauduleuses, où l’influenceur n’a pour seule mission que de vendre le produit de la marque pour récupérer une marge.
Les internautes ne sont pas les seuls à devenir méfiants.. Bien qu’intéressant, les marques doivent elles aussi être vigilantes à leur image, à leur e-réputation lorsqu’elles décident de faire du marketing d’influence avec des candidats de téléréalité. Effectivement ces derniers ont pour beaucoup une mauvaise image et sont associés à des scandales en tout genre. Faire appel à leur service pour promouvoir un produit peut lourdement entacher l’image d’une marque.
De plus, bon nombre de jeunes tentent leur chance dans les programmes de téléréalité dans l’unique but de devenir par la suite influenceur.
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