94% des 15-17 ans, mais aussi 91% des 18-24 ans et 82% des 25-34 ans déclarent suivre des influenceurs sur les réseaux sociaux et vidéos, c’est ce que révèle une étude Unify en 2022. Mais alors que le métier d’influencer et la relation qu’ils entretiennent avec les marques est souvent sujet à débat, qu’en est-il de leur place dans l’écologie ?
Un influenceur en 2022 quésaco ?
Le terme influenceur est assez explicite : les influenceurs sont des personnalités publiques possédant la capacité d’influencer les comportements de leur public. Sur les réseaux sociaux, la plupart du temps, cela passe par la promotion de produits ou plus généralement de marques. Ainsi, au fil du temps le terme influenceur est devenu synonyme de marketing- avec le fameux marketing d’influence- mais aussi de surconsommation.
Il n’est alors pas étonnant que ce terme ait pris une connotation parfois négative, au point même que certains « influenceurs » s’en éloignent et préfèrent les termes de créateurs de contenu ou encore storytellers pour décrire leur métier.
Comment gagnent-ils de l’argent?
Il est important de noter qu’aujourd’hui la très grande majorité des influenceurs ne peut pas en vivre et exerce cette activité à titre secondaire. Néanmoins, il existe plusieurs sources de revenus :
- Les articles ou posts sponsorisés : les marques payent en argent, en bons d’achat ou en produits pour promouvoir leurs produits ou services sur les réseaux sociaux de l’influenceur (Instagram, Tiktok, Youtube parmi tant d’autres). À priori, ce type de message publicitaire est clairement identifiable grâce aux mentions « sponsorisé », « ad » ou encore « partenariat rémunéré ».
- Les publicités ou fonds créateurs : sur certains réseaux sociaux comme Youtube ou Tiktok, les influenceurs sont payés directement par les plateformes, en fonction du nombre de vues ou à chaque fois qu’un utilisateur voit une publicité via leur contenu.
- Le marketing d’affiliation : L’influenceur fait la promotion d’un service ou d’un produit sur ses comptes en y incluant un lien spécifique et à chaque fois que quelqu’un fait un achat à travers ce lien, l’influenceur perçoit une petite commission.
- La vente de produits et services : bénéficiant d’une notoriété importante, certains de ces influenceurs créent leurs propres produits ou services, c’est le cas du célèbre Youtubeur français Squeezie avec sa marque de vêtements streetwear Yoko ou encore de l’influenceuse Gaëlle Garcia Diaz avec sa marque de cosmétiques Martine Cosmetics.
Il apparait donc que les influenceurs sont largement dépendants des marques pour se dégager un revenu.
Les eco-influenceurs : l’influence 2.0…
D’après une étude Kantar menée avec le journal L’ADN en 2021, pour 95% des Français, la lutte contre la crise climatique est un enjeu majeur et 62% estiment que nous devons en faire plus pour lutter contre le changement climatique. Ainsi, les problèmes environnementaux ne préoccupent plus seulement une petite parie privilégiée de la population, mais bien le plus grand nombre. Il n’est alors pas étonnant qu’un type particulier d’influenceurs soit apparu : les Eco-influenceurs.
Les eco-influenceurs -aussi appelés green-influenceurs, éco-createurs ou influenceurs éthiques– préconisent un mode de vie plus sain, plus respectueux de la planète et de ses habitants. Perçus comme passionnés, engagés et éduqués sur le sujet de l’environnement, les green influenceurs bénéficient généralement d’une crédibilité importante et sont devenus des relais d’opinion stratégiques pour les marques. Ainsi, ces dernières années, on a même vu apparaitre des agences d’influence spécialisées dans les enjeux écologiques. C’est le cas par exemple de So’influence qui se spécialise dans l’influence éthique et responsable.
… ou le greenwashing 2.0?
Mais alors une contradiction se met en place : la position même d’influenceur suggère la promotion de produits et services auprès de sa communauté, ce qui est en opposition avec le fait de consommer moins. Les influenceurs doivent donc faire face à un dilemme : comment gagner leur vie tout en respectant les valeurs qu’ils prônent?
C’est face à ce dilemme que des campagnes de greenwashing voient le jour sur les réseaux sociaux. Bien que de nombreux éco-créateurs soient très sélectifs sur leurs partenariats et n’hésitent pas à en refuser, quelques dérives sont à noter. En effet des incitations monétaires importantes, de la part de grosses sociétés notamment, peuvent pousser certains créateurs à faire la promotion d’actions ou produits dits « responsables » en omettant les pratiques sociales et écologiques douteuses de ces mêmes entreprises. Il arrive également que ces influenceurs ne fassent tout simplement pas de recherches poussées sur la marque en question ou soient mis face à des informations complexes et impressionnantes sur les actions de développement durable des entreprises pour les rassurer. Ils deviennent alors complices de greenwashing de manière plus ou moins involontaire.
Pour le moment, la loi ne prévoit aucune sanction contre le greenwashing via l’influence, d’ailleurs cette dernière commence tout juste à encadrer le marketing d’influence de manière générale. Ainsi, la vigilance revient aux consommateurs. Il est important de toujours garder en tête que les produits ou marques promus par les influenceurs, même green, ne sont pas obligatoirement aussi responsables qu’ils en ont l’air.
Sources :
Etude Toluna, menée du 23 au 28 mars 2022, auprès de 1145 Français de 15-49 ans, représentatifs de la population française. (https://www.offremedia.com/les-francais-estiment-que-les-influenceurs-ont-une-reelle-influence-sur-leur-consommation-dapres-une)
https://remake.world/stories/news/the-paradox-of-the-sustainable-influencer/
https://imperfectidealist.com/contradiction-of-sustainable-influencers/
https://flockmag.com/fast-fashion-influencers-and-the-great-greenwash/
Préservation de l’environnement et transformation écologique : où en sont les Français ? Étude Kantar-L’ADN 2021. (https://www.ladn.eu/entreprises-innovantes/les-francais-et-la-transformation-ecologique-en-6-chiffres/)
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Rsync_iconv
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