{"id":3921,"date":"2014-04-30T11:22:44","date_gmt":"2014-04-30T09:22:44","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=3921"},"modified":"2025-05-28T13:44:19","modified_gmt":"2025-05-28T11:44:19","slug":"les-reseaux-sociaux-ephemeres","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/les-reseaux-sociaux-ephemeres\/","title":{"rendered":"Les r\u00e9seaux sociaux \u00e9ph\u00e9m\u00e8res"},"content":{"rendered":"

Qu’est-ce qu’un r\u00e9seau social \u00e9ph\u00e9m\u00e8re\u00a0?<\/h2>\n

Un r\u00e9seau social \u00e9ph\u00e9m\u00e8re<\/strong> se pr\u00e9sente g\u00e9n\u00e9ralement sous la forme d’une application mobile qui permet d’envoyer instantan\u00e9ment des images, des vid\u00e9os ou encore des messages textes qui s’autod\u00e9truisent<\/strong>\u00a0pass\u00e9 un certain d\u00e9lai. Le plus connu et pl\u00e9biscit\u00e9 d’entre eux est actuellement Snapchat<\/span><\/a><\/span> mais il en existe beaucoup d’autres.<\/p>\n

Par exemple, Cyberdust<\/span><\/a><\/span>, un mix de Whatsapp et Snapchat, permet d’envoyer des messages textes qui ne sont visibles que 24 secondes, \u00e0 la diff\u00e9rence de Snapchat qui ne\u00a0s’int\u00e9resse qu’aux photos et vid\u00e9os. Confide<\/strong>\u00a0cible lui le monde du travail en permettant aux coll\u00e8gues de s’envoyer des messages instantan\u00e9ment qui se d\u00e9truisent automatiquement au bout de 10 secondes et n\u00e9cessitent l’intervention de l’utilisateur pour le lire (ce qui au passage \u00e9vite les captures d’\u00e9cran compromettantes).\u00a0On pourrait\u00a0encore citer Wickr<\/strong> qui quant \u00e0 lui permet d’envoyer des messages, photos ou vid\u00e9os, capables de s\u2019autod\u00e9truire, sans laisser aucune\u00a0trace.<\/p>\n

Comment sont-ils n\u00e9s ?<\/h2>\n

Apr\u00e8s une d\u00e9cennie o\u00f9 la domination de Facebook\u00a0a \u00e9t\u00e9 tr\u00e8s forte, les internautes ont commenc\u00e9 il y a quelques mois \u00e0 investir de nouveaux r\u00e9seaux sociaux.<\/p>\n

Pendant longtemps, de nombreux\u00a0internautes ont affich\u00e9 sans aucune pudeur leurs exploits en tous genre sur Facebook. Aujourd’hui,\u00a0ce sont ces m\u00eames internautes qui sont\u00a0de plus en plus inquiets sur la protection de leur donn\u00e9es personnelles<\/strong> et\u00a0le respect de leur\u00a0vie priv\u00e9e<\/strong>. Le ph\u00e9nom\u00e8ne a pris de l’ampleur r\u00e9cemment avec les r\u00e9v\u00e9lations sur la NSA qui surveillerait pr\u00e8s de 75% du trafic sur le web.<\/p>\n

C’est en partant de ce constat que les premiers r\u00e9seaux sociaux du type Snapchat ont vu le jour. Leur but : permettre la confidentialit\u00e9 des \u00e9changes<\/strong> entre utilisateurs.<\/p>\n

Plus de libert\u00e9 avec les r\u00e9seaux sociaux \u00e9ph\u00e9m\u00e8res<\/h2>\n

Snapchat et compagnie\u00a0offrent plus d’instantan\u00e9it\u00e9<\/strong>. Les mobinautes envoient leurs messages directement \u00e0 leurs amis qui re\u00e7oivent une notification et peuvent ainsi vivre quasiment en temps r\u00e9el l’action via leur smartphone.<\/p>\n

Le gros avantage de Snapchat ? L’application ne laisse pas de trace<\/strong> : la peur de voir ses donn\u00e9es utilis\u00e9es contre soi s’envole. En effet, les images et vid\u00e9os ne sont (normalement) stock\u00e9es sur aucun serveur<\/strong>.<\/p>\n

Pour rester dans la discr\u00e9tion, l’application demande seulement un pseudo durant l’inscription, elle ne se couple pas avec Facebook ce qui permet de garder un certain anonymat.<\/p>\n

R\u00e9seaux sociaux \u00e9ph\u00e9m\u00e8res : peut-on trouver un\u00a0int\u00e9r\u00eat pour les marques ?<\/h2>\n

Il existe aujourd’hui tellement de leviers marketing<\/strong>\u00a0qu’il est de plus en plus difficile de capter l’attention de l’internaute<\/strong>. M\u00eame si le passage \u00e0 l’acte pour la plupart est souvent difficile, les\u00a0marques sont friantes de nouveaut\u00e9s et cherchent en permanence de nouvelles fa\u00e7on de communiquer et avancer. \u00a0Certaines se sont ainsi lanc\u00e9es sur Snapchat, avec plus ou moins de r\u00e9ussite, en diffusant diff\u00e9rents messages tels que des offres promotionnelles ou encore du teasing.<\/p>\n

A noter au passage que Snapchat<\/strong> compte d\u00e9j\u00e0 plus de\u00a0100 millions d’utilisateurs<\/strong> et 400 000 millions de messages envoy\u00e9s chaque jour, soit 7 fois plus qu’Instagram<\/span><\/a><\/span>. On comprend donc tout le potentiel pour les marques.<\/p>\n

Voici ci-dessous quelques exemples de marques qui ont r\u00e9ussi \u00e0 int\u00e9grer l’\u00e9ph\u00e9m\u00e8re dans leur strat\u00e9gie social media<\/span><\/a><\/span> :<\/p>\n

\"ONG<\/p>\n

ONG Br\u00e9silienne envoie aux mobinautes des vid\u00e9os de 10 secondes mettant en avant les catastrophes environnementales qui peuvent se d\u00e9rouler dans ce m\u00eame\u00a0intervalle\u00a0de\u00a0temps.\u00a0<\/em><\/p>\n

\"Campagne<\/p>\n

Campagne McDonald’s visant \u00e0 promouvoir ses produits sous la forme d’un teasing<\/em><\/p>\n

\"Campagne<\/p>\n

Snapzheimer<\/a> – Fondation M\u00e9d\u00e9ric Alzheimer. Chaque utilisateur re\u00e7oit des photos de la campagne qui s\u2019auto-d\u00e9truisent au bo<\/span>ut de<\/span> 10 secondes afin de d\u00e9couvrir un message destin\u00e9 \u00e0 l’informer sur la maladie.<\/span><\/em><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Un r\u00e9seau social \u00e9ph\u00e9m\u00e8re se pr\u00e9sente sous la forme d’une application mobile qui permet d’envoyer des images, des vid\u00e9os ou encore des messages textes instantan\u00e9ment […]<\/p>\n","protected":false},"author":10,"featured_media":3947,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[905,56,904,137],"class_list":["post-3921","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reseaux-sociaux","tag-ephemere","tag-reseaux-sociaux","tag-snapchat","tag-social-media"],"yoast_head":"\nLes r\u00e9seaux sociaux \u00e9ph\u00e9m\u00e8res - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"Focus sur les r\u00e9seaux sociaux \u00e9ph\u00e9m\u00e8res : pourquoi ce format s\u00e9duit-il autant les jeunes et comment les marques peuvent en tirer parti ?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/les-reseaux-sociaux-ephemeres\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les r\u00e9seaux sociaux \u00e9ph\u00e9m\u00e8res - 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