{"id":6486,"date":"2018-10-02T17:49:39","date_gmt":"2018-10-02T15:49:39","guid":{"rendered":"https:\/\/www.odw.fr\/blog\/?p=6486"},"modified":"2025-08-08T11:45:42","modified_gmt":"2025-08-08T09:45:42","slug":"e-influence-lessor-des-micro-influenceurs","status":"publish","type":"post","link":"https:\/\/www.odw.fr\/blog\/reseaux-sociaux\/e-influence-lessor-des-micro-influenceurs\/","title":{"rendered":"E-influence : l’essor des micro-influenceurs"},"content":{"rendered":"

Au fond, nous sommes tous l\u2019influenceur de quelqu\u2019un. Si, si ! Vous avez bien une amie, un petit fr\u00e8re, un voisin qui, de mani\u00e8re consciente ou pas, vous consid\u00e8re comme source d\u2019inspiration. Soyez vigilant, c\u2019est peut-\u00eatre le d\u00e9but de la gloire. <\/span><\/p>\n

Ces derni\u00e8res ann\u00e9es, tout un business s\u2019est mont\u00e9 autour de cela. Il s\u2019agit du marketing d\u2019influence<\/strong>. En peu de temps, ce secteur a compl\u00e8tement \u00e9volu\u00e9. Le principe est simple : l\u2019influenceur devient un m\u00e9dia<\/strong> \u00e0 part enti\u00e8re et fait la promotion d\u2019un produit ou d’un service en \u00e9change d\u2019un produit, d’une r\u00e9mun\u00e9ration ou de visibilit\u00e9. Il est d\u00e9sormais question d\u2019un canal de communication<\/strong> incontestable pour les annonceurs. <\/span><\/p>\n

L\u2019efficacit\u00e9 des influenceurs est prouv\u00e9e et approuv\u00e9e. Seulement voil\u00e0, certains sont d\u00e9j\u00e0 devenus de v\u00e9ritables stars du web. Vous \u00eates annonceur et vous disposez d’un budget restreint ? Vous devez trouver un influenceur<\/a> rapidement ? Un conseil : int\u00e9ressez-vous au micro-influenceurs !<\/span><\/p>\n

Moins d\u2019abonn\u00e9s pour plus d\u2019impact<\/h2>\n

Le micro-influenceur s\u2019apparente \u00e0 monsieur-madame tout-le-monde mais est reconnu pour son expertise dans un domaine sp\u00e9cifique. Pr\u00e9sent sur un ou plusieurs r\u00e9seaux sociaux<\/a>, il est caract\u00e9ris\u00e9 par un nombre d\u2019abonn\u00e9s \u00ab\u00a0relativement\u00a0\u00bb bas : entre 1 000 et 100 000 personnes<\/strong>. <\/span><\/p>\n

Si ce score peut sembler faible face \u00e0 certains, le micro-influenceur<\/strong> se diff\u00e9rencie par le taux d\u2019engagement qu\u2019il suscite. Souvent, l\u2019engagement qu\u2019il produit est, de loin, plus \u00e9lev\u00e9 que celui de certaines personnalit\u00e9s. <\/span><\/p>\n

Prenons le cas de Sandrine du blog Fraise & Basilic<\/strong><\/a> et ses presque 40 000 abonn\u00e9s sur Instagram dont le nombre d\u2019interactions est consid\u00e9rable pour un compte de cette taille. Ou encore Clarisse du blog D’ici et D’ailleurs Association<\/strong><\/a> dont l\u2019Instagram atteint plus de 27 000 abonn\u00e9s et sur lequel des posts sponsoris\u00e9s pointent le bout de leur nez.<\/span><\/p>\n

\"\"<\/a>\u00a0\u00a0\"\"<\/a><\/p>\n

Et les chiffres ne trompent pas\u00a0: ces communaut\u00e9s sont 60% plus engag\u00e9es<\/strong> que la moyenne et les micro-influenceurs conversent 22 fois plus avec leurs abonn\u00e9s<\/strong> qu\u2019un influenceur ayant atteint le million d\u2019abonn\u00e9s par exemple. <\/span><\/p>\n

Les consommateurs sont formels. Ils se disent davantage sensibles \u00e0 une recommandation formul\u00e9e par un micro-influenceur que par une grande c\u00e9l\u00e9brit\u00e9.<\/span><\/p>\n

Authenticit\u00e9 et proximit\u00e9<\/h2>\n

Le succ\u00e8s du micro-influenceur s\u2019explique, en partie, par sa relation avec son public. Parmi ses particularit\u00e9s, il y a effectivement son nombre d\u2019abonn\u00e9s. Le fait que celui-ci soit plus bas permet une certaine proximit\u00e9, une relation plus amicale<\/strong>, voire familiale. Une relation bas\u00e9e sur la confiance. Cela est prouv\u00e9 scientifiquement : plus la communaut\u00e9 est r\u00e9duite, plus les membres se sentent \u00e0 l\u2019aise pour interagir, d\u2019o\u00f9 un taux d\u2019engagement plus fort. <\/span><\/p>\n

Par ailleurs, la sp\u00e9cialisation du micro-influenceur dans un domaine en particulier lui donne une r\u00e9elle cr\u00e9dibilit\u00e9<\/strong> aupr\u00e8s de son public. <\/span>\u00a0<\/span><\/p>\n

Pendant longtemps, leur r\u00f4le \u00e9tait plut\u00f4t confus. Ils \u00e9taient \u00e0 la fois ador\u00e9s et moqu\u00e9s, c\u00e9l\u00e8bres aupr\u00e8s de leur communaut\u00e9 mais ordinaires pour d\u2019autres. Aujourd\u2019hui, les micro-influenceurs se sont clairement affirm\u00e9s. Vous h\u00e9sitez encore ?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Au fond, nous sommes tous l\u2019influenceur de quelqu\u2019un. Si, si ! Vous avez bien une amie, un petit fr\u00e8re, un voisin qui, de mani\u00e8re consciente […]<\/p>\n","protected":false},"author":24,"featured_media":6495,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[927,637],"class_list":["post-6486","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-reseaux-sociaux","tag-influenceur","tag-instagram"],"yoast_head":"\nE-influence : l'essor des micro-influenceurs - Agence digitale ODW<\/title>\n<meta name=\"description\" content=\"Les micro-influenceurs allient authenticit\u00e9, proximit\u00e9 et fort engagement. 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