{"id":38062,"date":"2025-04-29T09:47:35","date_gmt":"2025-04-29T07:47:35","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=233958"},"modified":"2025-07-03T08:12:36","modified_gmt":"2025-07-03T06:12:36","slug":"trendsetter-oder-uebersaettigter-hype-influencer-fatigue-fordert-das-marketing","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-04-29\/trendsetter-oder-uebersaettigter-hype-influencer-fatigue-fordert-das-marketing\/","title":{"rendered":"Cr\u00e9ateur de tendances ou engouement satur\u00e9 ? La fatigue des influenceurs met le marketing au d\u00e9fi"},"content":{"rendered":"
\"\"<\/a>\r\n
(Graphiques : Marketagent Suisse\/\u00d6MG\/PRVA)<\/figcaption>\r\n<\/figure>\r\n

Le marketing d'influence se trouve \u00e0 un tournant : alors que les jeunes initi\u00e9s du secteur et les grandes entreprises y voient toujours un potentiel, l'attrait g\u00e9n\u00e9ral de cette forme de publicit\u00e9 est en recul. C'est ce que montre une \u00e9tude r\u00e9cente de Marketagent en coop\u00e9ration avec la \u00d6sterreichische Marketing-Gesellschaft (\u00d6MG) et la Public Relations Verband Austria (PRVA), dans laquelle 600 experts en marketing et en communication de Suisse et d'Autriche ont \u00e9t\u00e9 interrog\u00e9s.<\/p>\r\n

Avons-nous assez de cr\u00e9ateurs de contenu ?<\/strong><\/h3>\r\n

Dans le classement de l'attractivit\u00e9 des formes publicitaires num\u00e9riques, le marketing d'influence arrive \u00e0 la derni\u00e8re place - en Suisse, seuls 37% des professionnels de la publicit\u00e9 le trouvent attractif, en Autriche 41%. Les professionnels de la communication plus \u00e2g\u00e9s se montrent particuli\u00e8rement critiques : seuls 26% des experts \u00e2g\u00e9s de 50 ans et plus consid\u00e8rent encore cette forme de publicit\u00e9 comme attrayante (moins de 30 ans : 70%). De m\u00eame, le marketing d'influence n'est per\u00e7u positivement que par 2 personnes interrog\u00e9es sur 10 en Suisse.<\/p>\r\n

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

N\u00e9anmoins, environ 4 initi\u00e9s du secteur sur 10 (39%) s'attendent \u00e0 une importance croissante du marketing d'influence dans les ann\u00e9es \u00e0 venir - paradoxalement dans un environnement qui montre de plus en plus de signes de \"fatigue de l'influenceur\".<\/p>\r\n

\"Peu de sujets sont actuellement aussi controvers\u00e9s que le marketing d'influence\", explique Thomas Schwabl, fondateur de Marketagent Suisse. \"Alors que de grands groupes comme Unilever souhaitent augmenter massivement leur utilisation, on entend de plus en plus souvent parler d'Influencer Fatigue et d'importance d\u00e9croissante. Et les r\u00e9sultats de notre \u00e9tude sont tout aussi dualistes : Alors que le marketing d'influence est jug\u00e9 le moins attractif parmi tous les formats publicitaires num\u00e9riques, plus de la moiti\u00e9 des experts en communication interrog\u00e9s lui attribuent une plus grande importance \u00e0 l'avenir\".<\/p>\r\n

Le cr\u00e9ateur de contenu en mutation : l'attitude plut\u00f4t que le brillant<\/strong><\/h3>\r\n

Les principaux d\u00e9fis li\u00e9s au marketing d'influence sont la saturation des consommateurs (49%), la perte d'authenticit\u00e9 (48%) et la probl\u00e9matique des faux followers et des bots (48%). Environ deux tiers des personnes interrog\u00e9es per\u00e7oivent les premiers signes de fatigue, 24% parlent d\u00e9j\u00e0 d'une fatigue tr\u00e8s prononc\u00e9e. Lors de la s\u00e9lection des cr\u00e9ateurs de contenu, l'accent doit donc \u00eatre mis sur l'authenticit\u00e9 (87%), la qualit\u00e9 du contenu (86%) et la pertinence th\u00e9matique (82%). Les professionnels du marketing consid\u00e8rent la port\u00e9e comme secondaire. Au contraire, les micro-influenceurs (10 000-100 000 followers) sont consid\u00e9r\u00e9s comme l'option la plus efficace par 32% des personnes interrog\u00e9es.<\/p>\r\n

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

\"Dans un monde num\u00e9rique de plus en plus satur\u00e9, ce n'est pas la taille de la port\u00e9e qui d\u00e9termine le succ\u00e8s, mais la cr\u00e9dibilit\u00e9 du message\", explique Roland Zeindler, directeur de Marketagent Suisse. \"Les contenus authentiques et pertinents sont aujourd'hui plus importants que jamais - et ce sont justement les micro-influenceurs\/influenceuses que les professionnels du marketing et de la communication consid\u00e8rent comme ayant le plus grand potentiel dans ce domaine\".<\/p>\r\n

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

Malgr\u00e9 les critiques, de nombreux initi\u00e9s de la branche appr\u00e9cient les avantages du marketing d'influence : l'approche sp\u00e9cifique des groupes cibles (39%), la port\u00e9e (38%) et la cr\u00e9ation de tendances (31%) sont consid\u00e9r\u00e9s comme les principaux points forts. Le recours aux influenceurs semble le plus appropri\u00e9 pour s'adresser \u00e0 de nouveaux groupes cibles (42%), pour augmenter la notori\u00e9t\u00e9 (40%) et pour favoriser les achats impulsifs (39%).<\/p>\r\n

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

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

Selon une \u00e9tude r\u00e9cente de Marketagent, men\u00e9e en coop\u00e9ration avec la Soci\u00e9t\u00e9 autrichienne de marketing et la PRVA aupr\u00e8s de 600 professionnels de la communication en Suisse et en Autriche, le marketing d'influence est la forme de publicit\u00e9 num\u00e9rique la moins attrayante - en m\u00eame temps, beaucoup croient \u00e0 son importance croissante.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Influencer Fatigue","_yoast_wpseo_metadesc":"Laut einer aktuellen Marketagent-Studie ist Influencer-Marketing die unattraktivste digitale Werbeform. 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