Des influenceurs qui profitent aux marques

Des influenceurs qui profitent aux marques

Les professionnels des RP, qui s’occupent de créer du lien entre une marque et des journalistes, voient de nouveaux acteurs émerger, à savoir les « so called influenceurs »…

Les influenceurs contribuent au positionnement de marque pour n’importe quelle entreprise.

« …350.000 personnes.
Les « influenceurs » sont ces nouveaux chroniqueurs du Web qui s’expriment dans leurs blogs, sur Instagram, etc. et qui sont suivis par une large communauté. On estime leur nombre à 11 millions, mais seule une minorité peut se targuer d’être suivie par plusieurs dizaines de milliers d’internautes. Les plus recherchés sont écoutés par plus de 350.000 personnes ! Ceux-là mettent en scène leur vie sur Facebook ou Instagram, et finissent bien souvent par en faire leur activité principale, ayant chacun leur spécialité, qui la mode, qui la cuisine ou les restaurants, ou encore le sport.
RP 2.0
Les influenceurs réputés sont devenus des stars, qui font parfois concurrence aux journalistes spécialisés. On les voit d’ailleurs souvent assis au premier rang dans les défilés de mode ! Car, bien sûr, ils sont très courtisés par les marques. En témoigne l’émergence d’un nouveau métier, celui de l’influence relation pre sse, autrement dit l’e-RP ou les RP 2.0… L’attrait mercantile devient inévitable et les bases de données recensant les meilleurs influenceurs, leurs cibles et leurs audiences s’échangent à prix d’or. Certains se font maintenant payer pour citer une  marque . Au-delà du coût pour l’annonceur, il est évident que la crédibilité d’un influenceur « sponsorisé » n’est pas la même pour sa communauté… Dommage !… »

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