{"id":1065,"date":"2020-04-25T11:00:54","date_gmt":"2020-04-25T09:00:54","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=1065"},"modified":"2023-11-13T11:07:54","modified_gmt":"2023-11-13T10:07:54","slug":"le-recours-aux-micro-influenceurs-une-opportunite-pour-les-entreprises","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/le-recours-aux-micro-influenceurs-une-opportunite-pour-les-entreprises\/","title":{"rendered":"Le recours aux micro influenceurs, une opportunit\u00e9 pour les entreprises"},"content":{"rendered":"

A l\u2019\u00e8re du num\u00e9rique, la digitalisation des proc\u00e9d\u00e9s constitue un formidable atout au d\u00e9veloppement des entreprises. Certains acteurs d\u00e9sign\u00e9s sous le vocable \u00ab\u00a0influenceurs<\/b>\u00a0\u00bb sont de v\u00e9ritables ic\u00f4nes. Ils boostent les campagnes publicitaires et le niveau de visibilit\u00e9 de ces entreprises. Toutefois, en 2020, place aux micro influenceurs.\u00a0<\/span><\/p>\n

\u00c9tat des lieux sur la contribution des influenceurs \u00e0 une campagne publicitaire<\/h2>\n

Les influenceurs sont r\u00e9f\u00e9renc\u00e9s selon leur popularit\u00e9, leur carnet d\u2019adresses, la taille de leur fan-club, les th\u00e9matiques abord\u00e9es. Un partenariat est g\u00e9n\u00e9ralement sign\u00e9 entre un influenceur identifi\u00e9 et une entreprise donn\u00e9e. Ce contrat publicitaire compte-tenu des enjeux peut porter sur des montants financiers importants. Les clauses contractuelles cr\u00e9ent des droits et des obligations pour chacune des parties. Le contrat porte sur la mise-en-ligne, la cr\u00e9ation de blogs ou l\u2019utilisation d\u2019une interface d\u00e9di\u00e9e pour la pr\u00e9sentation de certains produits et articles. D\u00e8s lors qu\u2019un contenu est mis-en-ligne sur la page d\u2019un influenceur qui met \u00e0 disposition sa plateforme, l<\/strong>es milliers d\u2019internautes connect\u00e9s \u00e0 sa page re\u00e7oivent une notification en temps r\u00e9el<\/b>. Ces derniers interagissent sur la page, effectuent des actions dont la conversion est g\u00e9n\u00e9ratrice d\u2019\u00e9normes revenus.<\/p>\n

L\u2019usage des r\u00e9seaux sociaux tels que Facebook, Instagram<\/b> constitue un v\u00e9ritable atout. Ils sont reconnus comme des canaux d\u2019information de masse. L\u2019information atteint une plus grande cible en un temps record.\u00a0<\/span><\/p>\n

L\u2019adoption de micro influenceurs, une nouvelle politique de d\u00e9veloppement des entreprises en 2020<\/b><\/h2>\n

Si tous s\u2019accordent \u00e0 dire que le recours aux micro influenceurs n\u2019est pas toujours g\u00e9n\u00e9rateur d\u2019\u00e9normes avantages, l\u2019aspect contractuel est bien souvent p<\/strong>lus souple et moins contraignant<\/b>.\u00a0<\/span><\/p>\n

Faire appel \u00e0 des micro influenceurs est moins on\u00e9reux<\/h3>\n

Collaborer avec des micro influenceurs<\/a> vous \u00e9pargne les d\u00e9sagr\u00e9ments r\u00e9sultant de l\u2019indisponibilit\u00e9 des influenceurs d\u2019envergure. Mais aussi de leurs difficult\u00e9s \u00e0 honorer les clauses contractuelles. Il s\u2019agit d\u2019un contrat moins on\u00e9reux m\u00eame si les domaines d\u2019interventions et les th\u00e9matiques sont plus limitatifs. Leur carnet d\u2019adresses est moins important, ce qui limite leur influence et ils ne sont souvent pas pluridisciplinaires, leur champ d\u2019intervention \u00e9tant sp\u00e9cifique.<\/b>\u00a0Cependant\u00a0la m\u00e9thode de fonctionnement des micro influenceurs est en revanche bien structur\u00e9e.<\/p>\n

Les partages pour toucher une cible plus importante<\/h3>\n

Certaines \u00e9tudes r\u00e9v\u00e8lent que quand on tague un produit dans une publication, il a plus de chance d\u2019obtenir des interactions d\u2019une masse importante d\u2019internautes. Au lieu de se contenter de d\u00e9poser une vid\u00e9o ou de poster une image en ligne, on peut donc proc\u00e9der \u00e0 des partages sur la page de micro influenceurs. Partagez avec des internautes dont le carnet d\u2019adresse est pr\u00e9cieux \u00e0 l’\u00e9gard \u00e0 la cible vis\u00e9e.\u00a0<\/span><\/p>\n

Le t\u00e9moignage positif : la cl\u00e9 pour un bon taux de conversion<\/h3>\n

De plus, c<\/strong>eux-ci sont bien plus susceptibles de partager \u00e0 leur tour avec d\u2019autres influenceurs.<\/b>\u00a0De quoi\u00a0augmenter la taille du r\u00e9seau.<\/b> D\u00e8s lors que certains t\u00e9moignent positivement sur un produit, cela suscite la curiosit\u00e9 d\u2019autres \u00e0 aller \u00e0 la d\u00e9couverte du m\u00eame produit. Et cela\u00a0booste les taux de conversion et le niveau des ventes.<\/b><\/p>\n

Plusieurs micro influenceurs partenaires de marques am\u00e9liorent les options de vente de certains produits en les taguant. L\u2019effet est plus impactant qu\u2019un simple post sur Google ou sur Facebook par exemple. La politique adopt\u00e9e par certains micro influenceurs est tellement b\u00e9n\u00e9fique en termes de r\u00e9sultats que certains g\u00e9ants du marketing digital calquent leur vision sur cette m\u00eame politique. La dur\u00e9e de vie des articles partag\u00e9s avec des influenceurs est tr\u00e8s courte.\u00a0<\/span><\/p>\n

Un taux d’engagement plus \u00e9lev\u00e9<\/h3>\n

Le niveau d\u2019engagement des micro influenceurs est plus important car chaque post suscite une interaction plus \u00e9lev\u00e9e. Si le taux d\u2019engagement des influenceurs traditionnels avoisine 6,3 dans une marge de 5 \u00e0 10.000, celui des micro-influenceurs atteint 8,8 pour une marge de 1 000 \u00e0 5 000 car ces derniers sont plus proches de la cible<\/b>.\u00a0<\/span><\/p>\n

En mati\u00e8re de marketing digital et de conqu\u00eate de march\u00e9, les micro-influenceurs sont une v\u00e9ritable opportunit\u00e9 pour les entreprises soucieuses d\u2019augmenter significativement leur chiffre d\u2019affaires.<\/p>\n

Trouver des micro influenceurs<\/span><\/a><\/p>\n

\"Faites<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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