Vous vous réveillez un beau matin, premier réflexe, vous attrapez votre téléphone, vous allez sur Instagram et là … Stupéfait(e) vous dépassez la barre des 10 000 followers ! Ça y est ! Vous pouvez vous considérer comme un micro-influenceur, ou presque.
En réalité, le chemin pour devenir influenceur est bien plus compliqué et demande énormément de travail et de patience. Malheureusement, certaines personnes n’hésitent pas à tricher …. Faux abonnés, faux streams, fausses vues, à quel prix pouvons-nous devenir connu ? Y a-t-il des répercussions ? Découvrons l’envers du décor à travers un exemple concret.
Connaissez-vous l’influenceur français David Michigan ?
Mais siiii, vous savez ! Le beau gosse français aux airs de Jason Momoa.
Non ? Pourtant il cumule plus 12 millions d’abonnés sur Instagram. A titre de comparaison, ce n’est que 3 millions moins d’abonnés que le célèbre acteur Timothée Chalamet (15.7 millions) et même encore plus que David Guetta qui s’approche des 9 millions de followers.
Voir cette publication sur Instagram
Mais alors qui est-il ? Cet entrepreneur français propose des formations abordant de nombreux sujets : business, réseaux sociaux, développement personnel, bien-être ou encore fitness. Bien qu’il soit dans le top 10 des personnalités françaises les plus suivies sur Instagram, il est méconnu du grand public.
Le youtubeur Clément Bérut, alias Babor, a sorti en début d’année une vidéo très intéressante sur la provenance des millions d’abonnés de David Michigan et a cherché à comprendre les raisons pour lesquelles certaines personnes étaient prêtes à dépenser des sommes astronomiques, pouvant avoisiner les 100 000 euros, dans les faux abonnés.
Quel est le but ?
Nous entendons toute sorte de choses sur les revenus des influenceurs grâce à la publicité. Codes promo, vente de formations ou encore posts sur les réseaux sociaux pouvant coûter jusqu’à 20 000 euros selon le nombre d’abonnés. En bref, des prix qui font rêver en échange de sa propre visibilité. Des sommes astronomiques certes mais bien moins coûteuses que les coûts publicitaires en télé ou en display et… elles ont généralement un meilleur taux d’engagement.
Aujourd’hui, des milliers de personnes sont rémunérées grâce à leur visibilité, pour d’autres c’est une vitrine permettant de vendre des formations comme c’est le cas pour David Michigan. Il utilise sa réussite de « notoriété » comme argument de vente pour sa formation sur comment bien réussir sur les réseaux sociaux.
Bien que cela soit une méthode très controversée, l’acquisition de faux abonnés est tout à fait légale.
Mais à quoi ressemblent ces faux comptes et comment peut-on les repérer ?
Généralement, les faux comptes se remarquent vite. Dans la majorité des cas, ils n’ont aucune photo de profil, aucun contenu dans leur feed et très peu d’abonnés voire aucun.
Acheter des faux abonnés va permettre aux influenceurs de stimuler leur communauté et de gonfler l’acquisition de vrais abonnés. C’est une sorte de tremplin pour agrandir une communauté de followers ; cependant, il faut que le contenu suive. Effectivement, si vous avez 30% de faux abonnés et que votre feed n’intéresse pas assez les 70% d’abonnés naturels, votre compte ne sera pas mis en avant sur Instagram et dans ce cas l’achat de faux abonnés ne sera pas pertinent.
Bien que critiquable sous de nombreux angles, David Michigan a pu ouvrir son «académie» la Michigan Academy et y vendre 200 000 formations, selon ses sources. Aujourd’hui, son compte Instagram paraît totalement normal, ses publications sont énormément likées et il est suivi par de nombreuses personnes certifiées. Il a réussi à réunir les nombreux codes qui font gonfler les chiffres sur les réseaux sociaux et en tirer parti.
A la suite de la vidéo de Clément Bérut, de nombreux journalistes remettent encore en cause la provenance de ces nombreux abonnés, à tel point que David Michigan a lancé un procès contre Monsieur Bérut. Il faut dire qu’être le 8ème français le plus suivi sur les réseaux, à côté de footballeurs et stars connues, cela peut peut prêter à interrogation.
Faux likes et faux commentaires en plus de ses innombrables abonnés, beaucoup d’interrogations tournent autour de David Michigan et des nombreux influenceurs et marques qui s’attèlent à ce genre de pratiques.
C’est légal, certes, mais qu’en pensent les gens ?
Car en réalité, cette pratique, elle se remarque facilement. Clément Bérut souligne que David Michigan pouvait gagner par jour 10 000, 15 000 voire 20 000 abonnés. Ce sont des chiffres énormes surtout lorsqu’on les compare aux chiffres des autres influenceurs :
Squeezie, le YouTubeur numéro 1 en France cumulant près de 16,4 millions d’abonnés sur sa chaîne a gagné 15 000 followers en une journée… quand il est passé aux NRJ music awards dans la catégorie Révélation francophone 2020. L’émission a été regardée par plus de 5 millions de téléspectateurs et partagée sur de nombreux réseaux sociaux.
Ce genre d’exemple prouve qu’il y a une cause à un tel gain d’abonnés et que l’on peut trouver facilement les statistiques qui paraissent plus anormales, surtout pour un influenceur que peu de gens connaissent.
Et vous, connaissiez-vous David Michigan ? N’hésitez pas à aller le suivre sur Instagram pour augmenter ses abonnés naturels. 😉
Si vous avez aimé cet article de la catégorie scandale n’hésitez pas à aller lire les articles similaires de la même catégorie.
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