{"id":25417,"date":"2020-07-28T08:03:51","date_gmt":"2020-07-28T06:03:51","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=25417"},"modified":"2020-07-20T11:40:34","modified_gmt":"2020-07-20T09:40:34","slug":"influenceurs-lauthenticite-constitue-le-plus-grand-souci-du-natifs-numeriques","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/influenceurs-lauthenticite-constitue-le-plus-grand-souci-du-natifs-numeriques\/","title":{"rendered":"Influenceurs : l\u2019authenticit\u00e9 constitue le plus grand souci des natifs num\u00e9rique"},"content":{"rendered":"<p><em>Les influenceurs sont constamment devenus plus importants dans le marketing, mais des voix critiques s\u2019\u00e9l\u00e8vent aussi (lisez \u00e9galement\u00a0: <a href=\"http:\/\/www.magazinemedia.be\/fr\/4-seulement-des-utilisateurs-internet-font-confiance-aux-influenceurs\/\" target=\"_blank\" rel=\"noopener noreferrer\">Seulement 4 % des utilisateurs Internet font confiance aux influenceurs<\/a>). On s\u2019attend \u00e0 ce que dans les prochaines ann\u00e9es ce m\u00e9dia app\u00e2te toujours plus de budget. L\u2019attitude des natifs num\u00e9rique d\u00e9terminera tout sp\u00e9cialement son efficacit\u00e9 pour le marketing. Que pensent-ils des influenceurs et quelles qualit\u00e9s font un bon influenceur\u00a0?<\/em><\/p>\n<p>La plupart des mill\u00e9niaux (61 %) ont d\u00e9j\u00e0 \u00e9t\u00e9 influenc\u00e9s par un cr\u00e9ateur de contenus pour les m\u00e9dias sociaux. C\u2019est ce qu\u2019ils admettent dans une \u00e9tude d\u2019Influencer Intelligence. Cette recherche (au Royaume-Uni et aux Etats-Unis) fait suite au Influencer Report et s\u2019int\u00e9resse de plus pr\u00e8s aux attitudes des groupes de consommateurs majeurs du moment.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content.png\"><img decoding=\"async\" class=\" wp-image-25404 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content-1024x438.png\" alt=\"Graph influence of social media influencer content\" width=\"778\" height=\"333\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content-1024x438.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content-300x128.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-influence-of-social-media-influencer-content.png 1480w\" sizes=\"(max-width: 778px) 100vw, 778px\" \/><\/a><\/p>\n<p>En voici les conclusions principales\u00a0:<\/p>\n<ul>\n<li>l\u2019authenticit\u00e9 est le plus grand souci des consommateurs vis-\u00e0-vis des influenceurs.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-greatest-concerns-influencer-marketing.png\"><img decoding=\"async\" class=\" wp-image-25410 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-greatest-concerns-influencer-marketing.png\" alt=\"Graph greatest concerns influencer marketing\" width=\"533\" height=\"480\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-greatest-concerns-influencer-marketing.png 852w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-greatest-concerns-influencer-marketing-300x269.png 300w\" sizes=\"(max-width: 533px) 100vw, 533px\" \/><\/a><\/p>\n<ul>\n<li>61 % des consommateurs d\u00e9clare que l\u2019authenticit\u00e9 est la qualit\u00e9 principale d\u2019un influenceur\u00a0;<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\" wp-image-25412 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-most-important-attributes-of-social-media-influencer.png\" alt=\"Graph most important attributes of social media influencer\" width=\"572\" height=\"451\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-most-important-attributes-of-social-media-influencer.png 871w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-most-important-attributes-of-social-media-influencer-300x236.png 300w\" sizes=\"(max-width: 572px) 100vw, 572px\" \/><\/p>\n<ul>\n<li>70 % des consommateurs estime qu\u2019il est important que l\u2019influenceur ait une affinit\u00e9 naturelle avec la marque (lire aussi\u00a0: <a href=\"http:\/\/www.magazinemedia.be\/fr\/que-faut-il-mesurer-et-savoir-de-son-marketing-dinfluence\/\" target=\"_blank\" rel=\"noopener noreferrer\">Que faut-il mesurer (et savoir) de son marketing d\u2019influence ?<\/a>)\u00a0;<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\" wp-image-25408 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-disagree-1024x470.png\" alt=\"Graph behaviour towards social media influencers - disagree\" width=\"699\" height=\"321\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-disagree-1024x470.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-disagree-300x138.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-disagree.png 1452w\" sizes=\"(max-width: 699px) 100vw, 699px\" \/><\/p>\n<ul>\n<li>aux yeux de nombreux consommateurs, le contenu des moins grands est plus accessible et plus proche. Ils estiment en outre que les plus petits influenceurs sont plus aptes \u00e0 engager leurs suiveurs dans des conversations\u00a0;<\/li>\n<li>pr\u00e8s de 30 % des natifs num\u00e9riques d\u00e9clarent que le contenu d\u2019influenceurs les incitent \u00e0 faire des achats impulsifs. 28 % d\u2019entre eux indiquent qu\u2019il leur est arriv\u00e9 de directement cliquer et acheter\u00a0;<\/li>\n<li>79 % des consommateurs pr\u00e9f\u00e8rent le contenu d\u2019influenceurs aux annonces et aux recommandations de c\u00e9l\u00e9brit\u00e9s\u00a0;<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\" wp-image-25402 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-1024x513.png\" alt=\"Graph behaviour towards social media influencers\" width=\"761\" height=\"382\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-1024x513.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers-300x150.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-behaviour-towards-social-media-influencers.png 1389w\" sizes=\"(max-width: 761px) 100vw, 761px\" \/><\/p>\n<ul>\n<li>pour les nouvelles marques ind\u00e9pendantes, les influenceurs constituent une opportunit\u00e9 majeure, parce qu\u2019aux yeux des consommateurs (61 %) les influenceurs ont vraiment de l\u2019impact \u00e0 ce niveau\u00a0;<\/li>\n<li>ce ne sont pas les plus grands influenceurs qui sont le plus appr\u00e9ci\u00e9s, mais les moyens et les plus petits. Ce qui est tout \u00e0 fait en ligne avec d\u2019autres \u00e9tudes (<a href=\"http:\/\/www.magazinemedia.be\/fr\/que-faut-il-mesurer-et-savoir-de-son-marketing-dinfluence\/\" target=\"_blank\" rel=\"noopener noreferrer\">lisez plus ici<\/a>)\u00a0;<\/li>\n<\/ul>\n<p>L\u2019authenticit\u00e9 est donc on ne peut plus importante. Dans l\u2019\u00e9tude, 46 % des r\u00e9pondants indique que si l\u2019on veut qu\u2019\u00e0 l\u2019avenir, ils fassent confiance aux campagnes d\u2019influenceurs, il faudra que le contenu soit plus authentique et plus attrayant. Beaucoup de jeunes ont d\u00e9j\u00e0 vu des influenceurs sur les m\u00e9dias sociaux d\u00e9raper. De ce fait, leur enthousiasme s\u2019est refroidi. Le plus grand souci de nombreux marketeurs en ce moment concerne d\u00e8s lors la fraude et les faux\u00a0followers qui s\u2019av\u00e8rent \u00eatre utilis\u00e9s en grand nombre.<\/p>\n<p><img decoding=\"async\" class=\" wp-image-25406 aligncenter\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-what-would-it-take-to-trust-and-buy-into-influencer-led-campaigns-1024x625.png\" alt=\"Graph what would it take to trust and buy into influencer-led campaigns\" width=\"704\" height=\"431\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-what-would-it-take-to-trust-and-buy-into-influencer-led-campaigns-1024x625.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-what-would-it-take-to-trust-and-buy-into-influencer-led-campaigns-300x183.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2019\/05\/Graph-what-would-it-take-to-trust-and-buy-into-influencer-led-campaigns.png 1212w\" sizes=\"(max-width: 704px) 100vw, 704px\" \/><\/p>\n<p>La g\u00e9n\u00e9ration des natifs num\u00e9riques est tr\u00e8s critique envers les campagnes d\u2019influence\u00a0: cela doit \u00eatre authentique, et ce de fa\u00e7on tr\u00e8s convaincante, et ne peut absolument pas reposer sur une alliance trop forc\u00e9e ou inspir\u00e9e commercialement entre la marque et l\u2019influenceur, car, dans ce cas, ils d\u00e9crocheront tr\u00e8s vite. Cela se retrouve aussi dans l\u2019importance d\u00e9croissante accord\u00e9e aux c\u00e9l\u00e9brit\u00e9s. Il vaut mieux que les marques s\u2019associent \u00e0 des th\u00e8mes majeurs comme la production \u00e9thique, l\u2019empreinte carbone et les valeurs progressives (lisez aussi <a href=\"http:\/\/www.magazinemedia.be\/fr\/questions-de-genre-les-marketeurs-courageux-ont-plus-de-succes\/\" target=\"_blank\" rel=\"noopener noreferrer\">Questions de genres : les marketeurs courageux ont plus de succ\u00e8s<\/a>).<\/p>\n<p>Le r\u00f4le des influenceurs dans le processus de d\u00e9cision est complexe et peut aller de l\u2019achat direct \u00e0 l\u2019aide \u00e0 l\u2019orientation, la recherche et la d\u00e9cision d\u2019achat finale.<\/p>\n<p>Source\u00a0:\u00a0<a href=\"https:\/\/influencerintelligence.econsultancy.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Influencer Intelligence<\/a><\/p>\n<p><em>Sur le m\u00eame sujet :<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/4-seulement-des-utilisateurs-internet-font-confiance-aux-influenceurs\/\" target=\"_blank\" rel=\"noopener noreferrer\">4 % seulement des utilisateurs Internet font confiance aux influenceurs<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/print-vs-instagram-1-0\/\" target=\"_blank\" rel=\"noopener noreferrer\">Print vs. Instagram : 1-0<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/que-faut-il-mesurer-et-savoir-de-son-marketing-dinfluence\/\" target=\"_blank\" rel=\"noopener noreferrer\">Que faut-il mesurer (et savoir) de son marketing d\u2019influence ?<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/que-pensent-les-jeunes-des-influenceurs\/\" target=\"_blank\" rel=\"noopener noreferrer\">Que pensent les jeunes des influenceurs ?<\/a><\/em><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les influenceurs sont constamment devenus plus importants dans le marketing, mais des voix critiques s\u2019\u00e9l\u00e8vent aussi (lisez \u00e9galement\u00a0: Seulement 4 % des utilisateurs Internet font confiance aux influenceurs). On s\u2019attend \u00e0 ce que dans les prochaines ann\u00e9es ce m\u00e9dia app\u00e2te toujours plus de budget. L\u2019attitude des natifs num\u00e9rique d\u00e9terminera tout&#8230;<\/p>\n","protected":false},"author":10,"featured_media":25414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[2258,1015,662,2051,2259],"class_list":["post-25417","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-authenticite","tag-confiance","tag-influenceurs-fr","tag-marketing-dinfluence","tag-natifs-numeriques"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Influenceurs : l\u2019authenticit\u00e9 le plus grand souci<\/title>\n<meta name=\"description\" content=\"L\u2019attitude des natifs num\u00e9riques d\u00e9terminera tout sp\u00e9cialement l&#039;efficacit\u00e9. 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