{"id":51836,"date":"2023-05-11T12:36:42","date_gmt":"2023-05-11T11:36:42","guid":{"rendered":"https:\/\/shoelifer.com\/?p=51836"},"modified":"2023-05-12T10:37:37","modified_gmt":"2023-05-12T09:37:37","slug":"experts-phenomene-desinfluence-linfluence","status":"publish","type":"post","link":"https:\/\/serafina-hub.com\/new_en\/culture\/experts-phenomene-desinfluence-linfluence\/","title":{"rendered":"LES EXPERTS 2.0, \u00c9PISODE 1. LE PH\u00c9NOM\u00c8NE DE LA D\u00c9SINFLUENCE PREND-IL LE PAS SUR L\u2019INFLUENCE ?"},"content":{"rendered":"<p><strong><b>En une d\u00e9cennie et \u00e0 la faveur des r\u00e9seaux sociaux, le marketing d\u2019influence est devenu omnipr\u00e9sent dans nos vies. Parce qu\u2019il pose des questions \u00e9thiques, \u00e9conomiques et g\u00e9n\u00e9rationnelles,<\/b><b><i> Shoelifer<\/i><\/b><b> a d\u00e9cid\u00e9 d\u2019y regarder de plus pr\u00e8s et de d\u00e9crypter le ph\u00e9nom\u00e8ne de la d\u00e9sinfluence.<\/b><\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Entre les scandales, les pol\u00e9miques et les arnaques, le business de l\u2019influence est-il au bord de l\u2019implosion ? Une question un chouia brutale, mais l\u00e9gitime qui interroge <\/span><i><span style=\"font-weight: 400;\">Shoelifer<\/span><\/i><span style=\"font-weight: 400;\">. Voil\u00e0 pourquoi la r\u00e9dac\u2019 a d\u00e9cid\u00e9 de consacrer une s\u00e9rie en trois volets d\u00e9di\u00e9e \u00e0 l\u2019influence. Il y a un peu plus d\u2019une d\u00e9cennie (\u00e0 peine), les marques ont saisi le potentiel des r\u00e9seaux sociaux comme nouveaux canaux de publicit\u00e9. C\u2019est ainsi que les <\/span><strong><a href=\"https:\/\/shoelifer.com\/lifestyle\/reseaux\/etre-influenceur-marocain-aujourdhui\/\">influenceurs 2.0 <\/a><\/strong><span style=\"font-weight: 400;\">sont apparus, sur YouTube, Instagram, Snapchat et dor\u00e9navant TikTok jusqu\u2019\u00e0 la prochaine invention\u2026\u00a0<\/span><\/p>\n<blockquote class=\"instagram-media\"  data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/Cp4nCwyI9uh\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:500px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/Cp4nCwyI9uh\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p><\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/Cp4nCwyI9uh\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\">A post shared by Lena Situations (@lenamahfouf)<\/a><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Le march\u00e9 de l\u2019influence sur la Toile s\u2019est d\u2019abord ouvert avec les gamers et les beauty-addict (coucou les tutos YouTube), avant de s\u2019\u00e9largir \u00e0 la cat\u00e9gorie (fourre-tout) du lifestyle. Mais si les canaux ont \u00e9volu\u00e9, le concept de marketing d\u2019influence est th\u00e9oris\u00e9 depuis 1940. En 1955, les sociologues am\u00e9ricains <\/span><span style=\"font-weight: 400;\">P. Lazarsfeld et E. Katz ont publi\u00e9 l\u2019ouvrage <\/span><strong><a href=\"http:\/\/publictionnaire.huma-num.fr\/notice\/influence-personnelle\/\"><i>Personal Influence<\/i><\/a><\/strong><span style=\"font-weight: 400;\">, dans lequel ils d\u00e9montrent que les leaders d\u2019opinion sont plus influents que les m\u00e9dias traditionnels. Au XXIe si\u00e8cle, les influenceurs num\u00e9riques font d\u2019une pierre deux coups : leur avis compte et ils sont capables de f\u00e9d\u00e9rer une communaut\u00e9 autour d\u2019eux. Bingo ! Un business (juteux) est n\u00e9. Et c\u2019est comme \u00e7a que nous <\/span><span style=\"font-weight: 400;\">\u2013<\/span> <span style=\"font-weight: 400;\">la G\u00e9n\u00e9ration Y <\/span><span style=\"font-weight: 400;\">\u2013 <\/span><span style=\"font-weight: 400;\">\u00a0avons succomb\u00e9 aux Naked palettes de Urban Decay ou encore aux bases (primers) anti-pores de Benefit. Ne niez pas, on sait tout.\u00a0<\/span><\/p>\n<p>\u00c0 lire aussi :\u00a0<strong><a title=\"COMMENT DEVENIR INFLUENCEUR SANS Y PERDRE LA SANT\u00c9 (MENTALE) ?\" href=\"https:\/\/shoelifer.com\/lifestyle\/reseaux\/comment-devenir-influenceur-sante\/\">COMMENT DEVENIR INFLUENCEUR SANS Y PERDRE LA SANT\u00c9 (MENTALE) ?<\/a><\/strong><\/p>\n<hr \/>\n<h2><span style=\"font-size: 20px;\"><b>La r\u00e9volution GenZ<\/b><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Pour autant, le temps o\u00f9 les influenceurs pouvaient dicter \u00e0 leur communaut\u00e9 quoi acheter sans se soucier des \u00e9ventuels retours pourrait bien \u00eatre r\u00e9volu. Ce ph\u00e9nom\u00e8ne s\u2019est notamment mat\u00e9rialis\u00e9 \u00e0 travers le hashtag deinfluencing (d\u00e9sinfluence) sur le r\u00e9seau social TikTok\u00a0 au d\u00e9but de l\u2019ann\u00e9e 2023. L\u2019id\u00e9e ? Critiquer ou au moins parler en toute franchise, des produits ayant b\u00e9n\u00e9fici\u00e9 d\u2019une (trop) large publicit\u00e9 de la part des influenceurs. Le but ? Inciter les internautes \u00e0 r\u00e9fl\u00e9chir avant d\u2019acheter et \u00e9viter qu\u2019ils ne gaspillent leur argent. Une petite tendance anti-consum\u00e9riste donc. Pour les boomers, les X et les Y, la d\u00e9sinfluence ne r\u00e9invente pas l\u2019eau chaude, la r\u00e9dac\u2019 vous l\u2019accorde volontiers. Mais pour la GenZ <\/span><span style=\"font-weight: 400;\">\u2013 <\/span><span style=\"font-weight: 400;\">qui n\u2019a connu que l\u2019\u00e8re num\u00e9rique et l\u2019omnipr\u00e9sence de l\u2019influence <\/span><span style=\"font-weight: 400;\">\u2013<\/span><span style=\"font-weight: 400;\">, c\u2019est une petite r\u00e9volution.\u00a0<\/span><\/p>\n<blockquote class=\"instagram-media\"  data-instgrm-permalink=\"https:\/\/www.instagram.com\/reel\/ClUs2xLjERQ\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:500px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/reel\/ClUs2xLjERQ\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p><\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/reel\/ClUs2xLjERQ\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\">A post shared by Mikey Angelo (@mrgrandeofficial)<\/a><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Dans les faits, le hashtag deinfluencing serait n\u00e9 au lendemain du \u201cMascaraGate\u201d en janvier 2023. \u00c0 l\u2019\u00e9poque, l\u2019influenceuse Mikayla Nogueira avait fait la promotion d\u2019un mascara L\u2019Or\u00e9al cens\u00e9 allonger les cils de fa\u00e7on t\u00e9lescopique. Or, la jeune femme portait des faux-cils. En plus d\u2019inciter \u00e0 la \u201cd\u00e9consommation\u201d, le deinfluencing s\u2019inscrit dans l\u2019air du temps : une d\u00e9saffection pour le monde de l\u2019influence, qui encha\u00eene les pol\u00e9miques, les mensonges et les arnaques.\u00a0<\/span><\/p>\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@ritzvn\/video\/7192552581221092614\" data-video-id=\"7192552581221092614\" data-embed-from=\"oembed\" style=\"max-width: 605px;min-width: 325px;\" >\n<section> <a target=\"_blank\" title=\"@ritzvn\" href=\"https:\/\/www.tiktok.com\/@ritzvn?refer=embed\">@ritzvn<\/a> <\/p>\n<p>Mascaragate2023\ud83e\udef6\ud83c\udffd BFFR. Another day of influencers lying for the bag \ud83d\ude3b <a title=\"mikaylanogueira\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mikaylanogueira?refer=embed\">#mikaylanogueira<\/a> <a title=\"mascaragate\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mascaragate?refer=embed\">#mascaragate<\/a> <a title=\"mascara\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/mascara?refer=embed\">#mascara<\/a> <a title=\"fyp\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fyp?refer=embed\">#fyp<\/a> <a title=\"deinfluencing\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/deinfluencing?refer=embed\">#deinfluencing<\/a> <a title=\"fakereviews\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/fakereviews?refer=embed\">#fakereviews<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c Monkeys Spinning Monkeys - Kevin MacLeod &#038; Kevin The Monkey\" href=\"https:\/\/www.tiktok.com\/music\/Monkeys-Spinning-Monkeys-6746993352891189249?refer=embed\">\u266c Monkeys Spinning Monkeys &#8211; Kevin MacLeod &#038; Kevin The Monkey<\/a> <\/section>\n<\/blockquote>\n<p> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">En avril 2023, le hashtag deinfluencing comptabilisait d\u00e9j\u00e0 plus de 455 millions de vues. Et sans surprise, l\u2019industrie cosm\u00e9tique cumule \u00e0 elle seule plus de 55% des posts relatifs \u00e0 la d\u00e9sinfluence, suivi par la mode (12%). A contrario, le hashtag deinfluencing est quasi inexistant sur Instagram, un r\u00e9seau spot\u00e9 par les Y.\u00a0\u00a0<\/span><\/p>\n<p>\u00c0 lire aussi :\u00a0<strong><a title=\"TEENAGERS\u00a0: SUR QUELLE APPLICATION MOBILE PASSENT-T-ILS TOUT LEUR TEMPS\u00a0?\" href=\"https:\/\/shoelifer.com\/lifestyle\/reseaux\/teenagers-application-mobile-tout-leur-temps\/\">TEENAGERS\u00a0: SUR QUELLE APPLICATION MOBILE PASSENT-T-ILS TOUT LEUR TEMPS\u00a0?<\/a><\/strong><\/p>\n<hr \/>\n<h2><span style=\"font-size: 20px;\"><b>\u201cLa d\u00e9sinfluence est une influence\u201d<\/b><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">En 2020, le groupe Kantar <\/span><span style=\"font-weight: 400;\">\u2013<\/span><span style=\"font-weight: 400;\"> bas\u00e9 \u00e0 Londres et sp\u00e9cialiste de l\u2019expertise consommateurs <\/span><span style=\"font-weight: 400;\">\u2013<\/span><span style=\"font-weight: 400;\"> r\u00e9v\u00e9lait qu\u2019un quart de la population mondiale a effectu\u00e9 un achat sur recommandation d\u2019un influenceur. Un taux qui monte \u00e0 44% aupr\u00e8s de la GenZ. L\u2019influence a donc un immense pouvoir, mais elle doit s\u2019adapter aux attentes de son public, avide de transparence et de sinc\u00e9rit\u00e9. Notamment la GenZ, une g\u00e9n\u00e9ration <\/span><strong><a href=\"https:\/\/www.airofmelty.fr\/societes\/la-generation-z-engagee-en-2022-ca-donne-quoi-1268.html\">ultra-engag\u00e9e <\/a><\/strong><span style=\"font-weight: 400;\">et ultra-connect\u00e9e, qui privil\u00e9gie de plus en plus la seconde main et les marques \u00e9thiques (ou RSE).<\/span><\/p>\n<p>\u00c0 lire aussi :\u00a0<strong><a title=\"LA RSE POUR LES NUL(LE)S\" href=\"https:\/\/shoelifer.com\/lifestyle\/rse-pour-nulles\/\">LA RSE POUR LES NUL(LE)S<\/a><\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Par cons\u00e9quent, la d\u00e9sinfluence est aussi une influence. Les d\u00e9sinfluenceurs arborent exactement les m\u00eames codes esth\u00e9tiques que les influenceurs. Ils critiquent des produits jug\u00e9s trop chers ou m\u00e9diocres, avant de proposer des versions plus cheap ou plus efficaces. Quant aux influenceurs qui se lancent dans le deinfluencing, il s\u2019agit simplement pour eux de s\u2019adapter aux attentes des consommateurs. La chroniqueuse Marion Mariani r\u00e9sume d\u2019ailleurs parfaitement cette dynamique sur <\/span><strong><a href=\"https:\/\/www.radiofrance.fr\/franceinter\/podcasts\/veille-sanitaire\/veille-sanitaire-du-mardi-21-fevrier-2023-4980217\">France Inter.<\/a>\u00a0<\/strong><\/p>\n<blockquote class=\"instagram-media\"  data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/BvrtD2gBTw9\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:500px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/BvrtD2gBTw9\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">View this post on Instagram<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p><\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/BvrtD2gBTw9\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\">A post shared by Manon Mariani (@mmattack)<\/a><\/p>\n<\/div>\n<\/blockquote>\n<p><script async src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Pour l\u2019instant, ces derniers sont encore r\u00e9ticents \u00e0 critiquer ouvertement des marques partenaires. Mais cela pourrait aussi augmenter leur nombre de followers, d\u2019une part, et attirer \u00e0 eux des marques nouvelles et\/ou concurrentes, d\u2019autre part.\u00a0<\/span><\/p>\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@michelleskidelsky\/video\/7197509354889792774\" data-video-id=\"7197509354889792774\" data-embed-from=\"oembed\" style=\"max-width: 605px;min-width: 325px;\" >\n<section> <a target=\"_blank\" title=\"@michelleskidelsky\" href=\"https:\/\/www.tiktok.com\/@michelleskidelsky?refer=embed\">@michelleskidelsky<\/a> <\/p>\n<p>Replying to @krishateresa \ud83e\udee1\ud83e\udee1 my bank account hates me, save yours while you can <a title=\"deinfluencing\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/deinfluencing?refer=embed\">#deinfluencing<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c original sound - michelle\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7197509423342455557?refer=embed\">\u266c original sound &#8211; michelle<\/a> <\/section>\n<\/blockquote>\n<p> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n<hr \/>\n<h2><span style=\"font-size: 20px;\"><b>Les marques et l\u2019UGC\u00a0<\/b><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Dans l\u2019univers du marketing, il n\u2019y a pas que les influenceurs qui \u00e9voluent. Les marques aussi r\u00e9inventent leur fa\u00e7on d&#8217;interagir avec les consommateurs. Des mastodontes comme L\u2019Or\u00e9al vont par exemple reposter sur TikTok des contenus cr\u00e9\u00e9s par Monsieur et Madame Tout-le-monde.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Sur TikTok, le nombre d\u2019abonn\u00e9s ne compte pas vraiment. Les marques n\u2019ont plus besoin de faire appel \u00e0 des influenceurs tr\u00e8s suivis. Elles recherchent surtout du contenu susceptible d\u2019\u00eatre repost\u00e9. Le but \u00e9tant d\u2019\u00eatre authentique et proche des gens\u201d, d\u00e9taille Yacine Ka\u00efs, <\/span><strong><a href=\"https:\/\/www.instagram.com\/yacinekais\/?hl=fr\">coach en business et marketing<\/a><\/strong><span style=\"font-weight: 400;\">. Dans le jargon, on parle alors de contenu UGC (user generated content), que notre coach explique en d\u00e9tail dans cet <\/span><strong><a href=\"https:\/\/yacinekais.com\/contenu-ugc\/\">article<\/a><\/strong><span style=\"font-weight: 400;\"><strong>.<\/strong>\u00a0<\/span><\/p>\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@lorealparis\/video\/7229392519803489562\" data-video-id=\"7229392519803489562\" data-embed-from=\"oembed\" style=\"max-width: 605px;min-width: 325px;\" >\n<section> <a target=\"_blank\" title=\"@lorealparis\" href=\"https:\/\/www.tiktok.com\/@lorealparis?refer=embed\">@lorealparis<\/a> <\/p>\n<p>Send this to someone who still believes men don\u2019t need skincare products \ud83d\ude44 <a title=\"lorealparis\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/lorealparis?refer=embed\">#LOrealParis<\/a> <a title=\"menexpert\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/menexpert?refer=embed\">#MenExpert<\/a> <a title=\"hyaluronicacid\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/hyaluronicacid?refer=embed\">#hyaluronicacid<\/a> <a title=\"skincare\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/skincare?refer=embed\">#skincare<\/a> <a title=\"menskincare\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/menskincare?refer=embed\">#menskincare<\/a> <a title=\"menbeauty\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/menbeauty?refer=embed\">#menbeauty<\/a> <\/p>\n<p> <a target=\"_blank\" title=\"\u266c original sound - L\u2019Or\u00e9al Paris\" href=\"https:\/\/www.tiktok.com\/music\/original-sound-7229392528050424603?refer=embed\">\u266c original sound &#8211; L\u2019Or\u00e9al Paris<\/a> <\/section>\n<\/blockquote>\n<p> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Vous l\u2019aurez compris, le marketing d\u2019influence mute mais a encore de beaux jours devant lui. En 2022, il a pes\u00e9 16,4 milliards de dollars, soit 20 fois plus qu\u2019en 2015 et touch\u00e9 4 milliards d\u2019\u00eatres humains sur la plan\u00e8te. Pour autant, il n\u2019est pas \u00e9pargn\u00e9 par la critique, que ce soit de la part des m\u00e9dias, des responsables politiques et m\u00eame des stars. La suite au prochain \u00e9pisode.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Face au business de l\u2019influence, omnipr\u00e9sent dans nos vies, le ph\u00e9nom\u00e8ne de la d\u00e9sinfluence gagne du terrain sur les r\u00e9seaux sociaux.<\/p>\n","protected":false},"author":452,"featured_media":51838,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"image","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[16939,16938],"tags":[3732,18293,18294],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v21.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>LES EXPERTS 2.0, \u00c9PISODE 1. 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