Les types d’influenceurs
Tout d’abord, il faut savoir qu’il existe plusieurs types d’influenceurs.
Les nano, les micro et les macro, les méga influenceurs, les célébrités .
-Les Nano-influenceurs sont des créateurs de contenu possédant de 0 à 10 000 abonnés. Ce sont des comptes qui ont peu de visibilité mais un fort taux d’engagement et de conversion. Un des avantages de ce type d’influenceur est qu’il travaille la plupart du temps gratuitement, en échange d’une petite dotation produite ou à un faible coût. Il se démarque également par son authenticité, obtenant ainsi la confiance de son public.
-Les micro-influenceurs, ont entre 10 000 et 100 000 abonnés. Ils ont une meilleure visibilité que les nano, et du contenu du qualité. Ils ont en moyenne 60% de plus d’engagement qu’un macro-influenceur. Ils ont aussi un très fort taux de conversion.
-Les macro influenceurs, ils ont souvent en plus du compte instaram un blog, un compte youyube ou tik tok. Ils ont + de 100 000 abonnés. Il ont une très grande visibilité mais paraissent souvent moins authentiques aux yeux de leurs abonnés. On leur fait moins confiance rapidement. Ils se font quasiment tous rémunérer leurs posts.
-Les méga influenceurs + 500 000 abonnés
Pour finir il y a les célérités qui sont aussi considérées comme des influenceurs ils ont une très grande visibilité, et sont plus authentique mais sont généralement bien plus cher que les macro ou méga influenceurs.
Critères de rémunération.
Le rémunération des influenceurs dépend donc de la taille de leur communauté, de l’engagement suscité c’est-à-dire le pourcentage d’individus qui interagissent avec un compte ou une publication.On le calcule en faisant la somme des interactions divisée par le nombre d’abonnés. C’est un indicateur très utilisé par les marques car il est signe de succès d’un post.
La rémunéraiton va aussi varier en fonction du type de post. Si il sagit seulement d’un story la collaboraiton sera moins cher que si il s’agit d’un Reel car cela prend plus de temps en terme de réalisation et nécéssite une implicaiton plus forte.
La rémunération des influenceurs varie aussi selon les réseaux sociaux, Instagram, Twitter, Facebook, snapchat, youtube…
Par exemple un micro influenceur va facturer entre 60 et 1500€ sur intagram, 50 et 500€ sur twitter, entre 100 et 1000€ sur facebook, 100 et 800€ sur sanpchat et 2000 et 8000€ sur youtube.
Instagram reste tout de meme le réseaux le plus utilisé dans le marketing d’influence. Il est idéal pour promouvoir un produit du à la possibilité de poster photos, videos, il y a un coté très esthétique et les influenceurs sont au plus près de leur communauté. Les comptes possédant plus de 500 000 followers peuvent être rémunérés entre 4 000 et 20 000 € par post.
Le coût d’un post Facebook est moins élevé que sur Instagram car l’algorithme de Facebook met en avant les conversations personnelles alors qu’Instagram va favoriser l’engagement et la pertinence des publications.
La publication d’un post sur Twitter ou sur Snapchat est en moyenne moins onéreuse que sur YouTube car le processus créatif demande moins de temps et moins d’investissement pour l’influenceur. Ainsi, un post Twitter ou Snapchat d’un nano-influenceur coûtera entre 0 et 100 € tandis qu’une publication d’une vidéo YouTube pourra atteindre jusqu’à 2 000 €.
Concernnat le petit dernier, TIK TOK il connait un succés fulgurant Les comptes qui possèdent entre 100 000 et 1 million de followers peuvent obtenir entre 300 et 3 000 € par post. Les comptes de moins de 100 000 abonnés peuvent être aussi rémunérés entre 75 et 300 € par post.
229 thoughts on “Rémunération des influenceurs”
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