The influencer of 2023 is you and me without subscribers.

The influencer of 2023 is you and me without subscribers.

Photo of Praveen Juge

21/09/2022

Entre 2020 et 2022 au Cameroun, les marques ont investi beaucoup d'argent dans des campagnes de marketing d'influence pour embaucher des célébrités qui non seulement soulagent le mal de tête de remplir leurs obligations contractuelles mais aussi, ces associations ont mieux réussi à la visibilité des produits/marques plutôt que de motiver à prendre l'action d'achat. Le problème est que peu de célébrités sont connectées à leurs communautés d'une manière qui leur permet de faire un post et de suivre la courbe des avis en commentaires afin d'orienter ou de recentrer les interactions pour les ramener à au moins 10 % des sujets postés. Vous verrez que généralement les commentaires n'ont rien à voir avec la publication. Une célébrité va faire un post sur l'éducation mais en commentaires c'est l' appréciation de son physique "Tu es belle" "Tu es mon idole", de ses vêtements et quelques insultes qui vont s'échauffer et nourrir tout le poste. Ici les indicateurs de performance que donneront les équipes agence/annonceur pour justifier le choix du profil seront :

Audience/audience/impressions : Sauf qu'ici, en bio, on touche des personnes dont on ne connaît pas vraiment les habitudes de consommation. Ces personnes ne sont atteintes que par rapport à leurs habitudes de navigation

Le taux d'engagement : L'un des indicateurs qui va justifier le succès d'un post réalisé par une célébrité est le taux d'engagement. Il s'agit de toutes les interactions parmi lesquelles COMMENTS . Sauf que la nature des commentaires à 75% est loin des informations passées.

Il existe d'autres indicateurs, mais celui qui intéresse le plus les marques et qui motive sans aucun doute l'objet de ce post est LE TAUX DE CONVERSION

This is the indicator most observed by company managers. When you finish telling him that the campaign reached 10 million people with an excellent engagement rate and blah blah blah. At the end he asks you: "How many customers did we gain? A business leader once said to a friend, "Brother, I don't want to know how many were reached... I want the body count. A study also showed that 50% of the campaigns launched are aimed at improving brand image, 42% at generating online sales and 39% at expanding the audience

WHO REALLY INFLUENCES OUR BUYING BEHAVIOR?

We tried to analyze the behavior of the African and mainly Cameroonian Internet user which led to the conclusion that the one who influences the attitude or behavior of others is not the one who posts but the one who comments. If you entrust your brand to an influencer and after a post, the first 50 comments are negative, this will lead to a series of other comments of the same nature (the influencer's haters will take advantage of this) which will modify the perception of a prospect towards the product and influence his decision during the purchasing process. These opinions can even considerably affect the company's E-reputation. This is quite normal and can be justified by two cognitive biases:

The anchoring effect: If first reviews affect the reasoning of others it is simply because by nature we tend to rely too much on the first information presented to us to make subsequent decisions.

Social proof: If people like me say it's bad, it's bad. A prospect who has no fixed opinion will espouse the opinion of the many or doubt his own opinion. This is a principle of social psychology that influences more than 80% of the reasoning of consumers of goods and services. It is this principle that justifies the reviews and ratings (stars) that the applications propose to put before or after the download. This is why in 2023

WHAT IS THE PROFILE OF THE INFLUENCER OF 2023?

The influencer of 2023 is you and me without subscribers. Brands will have to deal with the group effect and the social proof effect and deal with advisers to gain credibility, influence and control the reasoning of the masses. A new market is going to be created and will grow: POSITIVE OPINIONS. People will live thanks to the positive opinions they will give under their posts or via their publications. Brands will focus on authentic profiles rather than those with millions of subscribers and will direct the opinion of others in comments through adapted strategies and tools.

Charly Despote