Étude de marché sur les influenceurs

Influencers are social leaders who build large followings and communities, often online. Their social value and followings allow them to sway the opinions of others. Influencers and thought leaders can inspire others to buy from a particular brand.  The success of Influencer Marketing comes from building relationships and providing social benefits to consumers.

Influencer marketing is becoming popular, especially in the fashion and beauty industries.  Companies are increasingly using Internet personalities to boost general awareness and sales conversions.  Internet personalities can be compensated with fees and royalties to promote products in-person and online.

The principle behind influencer marketing isn’t new. Brands have been using celebrity endorsers for decades. By endorsing products, influencers promote products subtly or overtly to their large followings.  Today’s social media influencers can more rapidly and cost effectively build a following than the celebrities of yesterday.

Impact économique des influenceurs

The Instagram Influencer market size is over $1 billion—just on Instagram.  Some retailers have seen sales increases by as much as 250% when using influencers.  

Les « micro-influenceurs » sont une sous-section d'influenceurs qui ont moins d'abonnés que les influenceurs comptant plus d'un million d'abonnés, mais qui proposent des solutions de marketing d'influence plus abordables et à retour sur investissement élevé.

Influencer Marketing performance can also be measured.  Choosing the most effective Key Performance Indicators and determining ROI are essential.  ROI can be determined by:

• Nombre de vues
• Nombre d'abonnés
• Mesures d'engagement
• Performances achats

Importance du marketing de « bouche à oreille »

“Word of Mouth” marketing can be an effective form of promotion and advertisement.  Customers trust their friends and family more than they believe advertisements. Influencers leverage relationships to promote products and can benefit from the “Halo Effect,” the phenomenon in which an impression created in one area influences opinion in another area.  This type of marketing does not stop after one interaction. Instead, one person tells another, and that person can tell someone else which can translate into long term benefits.

Dans les cultures orientales où les relations sociales sont très valorisées (par exemple les réseaux Guanxi en Chine), les résultats du marketing d'influence peuvent être significatifs et durables.  

Les sites sociaux comme Twitter, Facebook et YouTube sont parmi les plus visités au monde. L’une des principales raisons du partage social est de rendre le nom d’une marque familier aux utilisateurs potentiels. Il est également important d’impliquer les utilisateurs à une époque où les algorithmes des moteurs de recherche évoluent. Le partage social peut également servir de conversion pour la vente proprement dite.

Comment les influenceurs stimulent les entreprises

Influencers are some of the most connected people online. They use their blend of photos, videos, posts, status updates, thought leadership and stories to voice their opinion on a product.  They can subtly tell the business’ story and can be powerful co-creators and storytellers.

The social media influencers that a brand chooses should relate to its target audience.  Reaching out to top-tier social media influencers can be very expensive. Marketers should keep in mind that non-celebrities can have even more influence.  Consumers are more likely to buy a product promoted by someone they see as a peer.

L'importance des études de marché dans le marketing d'influence

Influencers work with brands they enjoy and that reflect their values.  Influencers also seek to participate in campaigns that will boost their own profiles and create value for their followers.  It’s important that businesses deliver meaningful messages. Marketers should reach out to the right influencers and do research to ensure the influencer is a  “strategic fit” with the brand. The competition for influencers can be intense, and research can identify influencers and their opinions. Market Research achieves all of those objectives.

Notre travail avec les influenceurs

We conduct interviews, focus groups and surveys with influencers.  Our access to some of the world’s most influential people sets us apart.  Additionally, SIS is located in the world’s global cities — NYC, Los Angeles, London, Frankfurt, Shanghai, Hong Kong and other global cities.  We have in-depth access to influencers worldwide.

We conduct research into brand essence, strategic fit, concept testing,  market opportunity, competitive analysis, messaging testing, psychographic research, millennial marketing insights and influencer marketing analysis.  

Voici quelques exemples de notre expérience passée avec les influenceurs :

• Animation de groupes de discussion avec des influenceurs cosmétiques (plus de 20 000 abonnés à New York)
• Réalisation d'une ethnographie à domicile avec des influenceurs de la mode sneaker à Copenhague et à Londres
• Conducted in-depth interviews with Fashion influencers in NYC to assist an Asian automotive brand launch a new luxury car.  A photographer was present to photograph the fashion influencers and how they interacted with the car concept.
• Réalisation d'entretiens pour plusieurs marques américaines de mode et de détaillants de mode avec des stylistes influents.
• Conducted recruitment for a major co-creation “Hackathon” in NYC for a European airline.  The participants included a runway model, influential dad bloggers, and influential marketers.
• Réalisation d'entretiens approfondis pour une marque asiatique avec des blogueurs en direct et ceux qui ont utilisé la diffusion en direct et créé de nombreux abonnés.

Contactez-nous pour entrer en contact avec des influenceurs et des leaders d'opinion.