booming business or ticking bomb? –

Whether you’re on the set of a program on the 8 or on the networks, you’ve necessarily already been confronted with influencers: this new bird of prey species developed by Marketing 2.0. Just as spice sellers run after you in a souk, influencers seek to place their product and their promotional codes in their community, at the least opportunity and at any cost.

What will it mean to be an influencer in 2022? What quantity are we talking about? What is Influencer Marketing? What exactly is it? Let’s lay the groundwork.

Influencer marketing: quezako?

Influencer marketing is a marketing strategy that enables a company to promote its product or service by relying on the reputation of experts, all things considered, and recognized personalities in its field, influencers or thought leaders, to deliver branded content to their community.

With the advent of the digital, networks and influencers have taken many sectors by storm and reinvented numerous trades and marketing techniques. Many brands have decided or have had to adapt to the market and communicate via influencers.

Has it come to be …

Therefore, influence marketing is in line with social networks, but also with our time and with the style of communication that seduces the connected generations, as it is they who have grown up with it. The question of the goal is asked: We reach mainly with this type of marketing, 13-38-year-olds, according to a US study by The Morning Consult, conducted in 2019. In the same way, we are for the communication medium inevitable on digital: mainly it is therefore the social networks , who are concerned, though Mac Lesggy plays his role well in the Oral B ad.

Clearly, brands choose influencers according to what they appear to be, according to their community mass, according to the consistency of their content and product. That said, 2022 represents the era where consumers are becoming less and less fooled and longing for more authenticity. Thus, some brands cater to micro- or even nano-influencers whose community is supposed to be closer, more loyal to the person doing the advertising. There is therefore a reinvention of not only influence but also of the marketing professions, which may indicate that this profession has a bright future ahead of it.

After this reinvention, advertisers had to adapt. Creating or developing a pole dedicated to influencer relationships is increasingly happening in agencies and structures, according to a study by LaunchMetrics. From now on, influencers are increasingly supported: this is Clara Martinage’s job, influencer agent. It teaches its recruits to define an implementation strategy, to structure an editorial line, in short: to become a professional.

The interest in micro-influence has also favored the birth of new types of start-ups or platforms aimed at influential customers and offering brands.

In these recent developments, other trends and professions involved, such as photography, some of which practice it, are being turned to producing capsules and footage for the same influencers.

As for the old quarrel between journalists and influencers, it seems to be increasingly forgotten. During one of the fashion weeks in 2017, some journalists complained about “bloggers” asking them to come out. Today, it is not really what is happening anymore. For several years now, TF1, M6 and even Webedia have had their own creative studios producing programs on YouTube with French influencers. A few years ago, M6’s advertising department invested in an influence marketing agency, which is strong with more than 15,000 main characters.

With all these changes and births of new digital standards, one may wonder whether a limit will be set, or on the contrary, whether the maintenance of utopia will be done.

… Or to crack your face?

If the profession can potentially change certain facets of marketing and become sustainable in terms of supply, we can see its initial limitations looming on the horizon.

Rightly or wrongly, some influencers give the good Lord without confession, some brands do not appreciate the metallic taste on the other side of the coin. False subscribers, commitments with tendentious remarks … Large groups whose fame is well established have in the past been too gullible and have entrusted their offerings and opportunities to influencers whose community and commitment were only a masquerade, with the purchase of likes and followers being extreme accessible. Here we are talking about a real underground economy that causes significant financial damage to investments, enough to make you think once more about announcing them before leaving their projects.

So is it make or crack?

In addition to this problem of honesty with brands, some influencers pose serious ethical issues. By promoting articles and asserting their virtues without knowing it and shamelessly realizing that the said product is not so healthy or even dangerous to health.

Most recently, the Konbini media conducted an interview with a state-certified dental surgeon to warn Internet users about the integrity of certain personalities born thanks to the networks. In this video we can recognize familiar faces; these are influencers who promote medieval or reprehensible techniques. In this case, the doctor warns us about this new way of getting a new smile by destroying the old one. Cyber ​​stars have fun flying to a destination known for surgical tourism, getting all their teeth filet down and replaced with crowns. This technique is simply banned in France as it impairs the oral health of the user for an extended period of time without any conceivable withdrawal.

Earlier this year, an influencer named Sarah Fraisou promoted aesthetic pills to women’s intimate flora, adding more than problematic arguments at a time when all taboos that society lifts are gradually falling.

A user’s reaction to the words of Sarah Fraisou.

The question of the inherent values ​​of influencers therefore arises.

Interviewed by Vogue magazine, Kim Kardashian voluntarily declares she has lost 7 kilos in 3 weeks to fit into Marilyn Monroe’s dress.

What does the main goal mean?

According to Fatim, 22: “Influencers are disconnected from the reality of life because their positivity ends up being false. In addition, some want to create closeness to their community by using the social bias, but… they earn 1000s and 100s on a post and travel to Bali as soon as their daily lives bother them. “

Other people between the ages of 16 and 18 gave us their opinion, which agrees on one point: The job represents a danger to the image it sends back to future generations whose gaps in consciousness become larger and larger.

Lou-Lise, 16, “These reality TV stars are the curse of social media for me. Evidence of deviation, and the complex of many young people unfortunately. All this hype around them is extremely unhealthy. Besides the fact that they make a disproportionate amount of money compared to their “work”, they live in a world of lies and evil.To tell the truth it is worrying for them and for the generations that follow who will be born to this way of looking like “everyone”. lost the value of authenticity, of sincerity, and these people are the consequences ”Lou-Lise, does not hesitate to point the finger at these influencers who change the face of reality without always specifying the underside less glorious.

According to Laurine, she, a young 18-year-old student, believes that “You have to create a buzz, mass-produce as much content as possible to be well-referenced. I find that influencers bring nothing to society, it’s just a new kind of advertising in disguise. ”

Faced with such a drastic distinction between the future that we imagine it to be promising in a sense, and the excesses and negative thoughts that these stars cause at the same time, it can be interesting to create the connection between brands, influencers and their true role. in society.

Is it an effective concept to build your empire by ignoring the values ​​conveyed?

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