
Par Laure MASSEGLIA
Pour certains, une campagne efficace se résume à contacter un gros influenceur qui vante les mérites d’un produit sur Instagram. Si les choses étaient si simples, ça se saurait ! Tout d’abord, il faut savoir quelle plateforme utiliser. Avec sa fonction social commerce, Instagram est idéal pour faire des achats, connaître les tendances mode alors que YouTube est plus propice à la découverte de produits avec une orientation plus tech et sports. En ce qui concerne TikTok, véritable terrain de jeu des plus jeunes pour l’instant, c’est surtout son taux d’engagement qui va attirer l’attention. En effet, celui-ci est largement supérieur à n’importe quel autre réseau social. On parle de 19,32% en France alors qu’il plafonne à 2,23 sur Instagram. Certes, il faut en acquérir les codes, mais lorsqu’on voit les résultats, plus d’hésitation ! Une récente étude montre que 34% des marques ont l’intention de se positionner sur ce réseau lors de leur prochaine campagne. Ensuite, pour choisir son influenceur, contrairement à ce que l’on peut imaginer, la taille d’une communauté, seule, ne garantit pas le succès. Il faut s’assurer de l’authenticité de la communauté et étudier son taux d’engagement. Les likes, les partages, les enregistrements, les commentaires sont autant d’éléments qui contribuent à le faire évoluer. Il existe plusieurs catégories d’influenceurs : les « stars », les macros, les micros et les nano influenceurs. Les tarifs vont de pair avec leur taille et leur taux d’engagement. Une large communauté va vous permettre de gagner en visibilité mais ne vous garantira pas la conversion.

Pour faire simple, on dira que le taux d’engagement est inversement proportionnel à la taille de la communauté. C’est pour cela que désormais les campagnes réunissent plutôt plusieurs profils et davantage de plus petits influenceurs, plus proches de leur communauté, Il est également important de vérifier que vous partagez avec le producteur de contenu des valeurs communes, un ton, parfois un même rayonnement géographique sans oublier un dispositif bien ficelé. Des agences ou des solutions existent pour aider à la sélection des profils. Cette étape représente l’essentiel ou presque d’une opération réussie. Il faut prendre le temps de bien choisir son/ses influenceurs. Comme le disait le philosophe chinois Mencius « Ceux qui s’avancent trop précipitamment reculeront encore plus vite. »
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