{"id":399,"date":"2026-01-15T10:54:45","date_gmt":"2026-01-15T09:54:45","guid":{"rendered":"https:\/\/makingblog.audencia.com\/scroll-think\/?p=399"},"modified":"2026-02-20T15:11:49","modified_gmt":"2026-02-20T14:11:49","slug":"marketing-influence","status":"publish","type":"post","link":"https:\/\/makingblog.audencia.com\/scroll-think\/2026\/01\/15\/marketing-influence\/","title":{"rendered":"Le marketing d\u2019influence est-il en train de perdre la confiance des consommateurs ?"},"content":{"rendered":"\n

On a tous v\u00e9cu la sc\u00e8ne : une story \u201ctrop spontan\u00e9e\u201d qui finit par un code promo, un \u201cje vous jure je l\u2019adore\u201d qui sonne un peu comme un brief. Et le malaise arrive vite, pas forc\u00e9ment parce que la recommandation est mauvaise, mais parce qu\u2019on sent la m\u00e9canique.<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

L\u2019influence est-elle en train de perdre son capital confiance ?<\/h3>\n\n\n\n

Le plus int\u00e9ressant, c\u2019est que cette petite g\u00eane individuelle ressemble de plus en plus \u00e0 un mouvement collectif. En France, une enqu\u00eate Cetelem montrait d\u00e9j\u00e0 en 2023 que seuls environ un tiers des Fran\u00e7ais faisaient confiance aux recommandations produit d\u2019influenceurs dans le cadre d\u2019un partenariat avec une marque. Et en parall\u00e8le, la DGCCRF<\/strong> <\/a>a intensifi\u00e9 ses contr\u00f4les : en 2024, plus de 260 profils auraient \u00e9t\u00e9 v\u00e9rifi\u00e9s et 110 pr\u00e9sentaient des pratiques r\u00e9pr\u00e9hensibles (pub non signal\u00e9e, fausses promos, secteurs sensibles, etc.).<\/p>\n\n\n\n

La question, donc, n\u2019est plus \u201cest-ce que \u00e7a marche ?\u201d (\u00e7a marche encore). C\u2019est plut\u00f4t : est-ce que le marketing d\u2019influence est en train de grignoter la confiance qui faisait sa force au d\u00e9part ?<\/p>\n\n\n\n

I\/.Ce qui s\u2019ab\u00eeme : la promesse d\u2019authenticit\u00e9<\/h3>\n\n\n\n

Le marketing d\u2019influence s\u2019est construit sur une id\u00e9e simple : on fait plus confiance \u00e0 une personne qu\u2019\u00e0 une institution. Sauf qu\u2019en 2024, Edelman<\/strong><\/a> montre surtout un climat o\u00f9 une majorit\u00e9 de gens s\u2019inqui\u00e8tent du fait que des leaders (journalistes, dirigeants politiques, dirigeants business) cherchent \u00e0 les \u201cinduire en erreur\u201d volontairement. Dit autrement : le soup\u00e7on est devenu l\u2019ambiance de fond, et l\u2019influence, qui vit de proximit\u00e9, n\u2019y \u00e9chappe pas.<\/p>\n\n\n\n

En France, le chiffre Cetelem sur la confiance (un tiers environ) est assez parlant : on n\u2019est pas dans le rejet total, mais dans une vigilance quasi automatique. Concr\u00e8tement, beaucoup de consommateurs ne se disent pas \u201cje d\u00e9teste les influenceurs\u201d, ils se disent plut\u00f4t \u201cje vais devoir d\u00e9coder\u201d. Et \u00e0 partir du moment o\u00f9 tu dois d\u00e9coder, tu n\u2019es d\u00e9j\u00e0 plus dans la confiance, tu es dans l\u2019enqu\u00eate.<\/p>\n\n\n\n

Ce qui ab\u00eeme la promesse, ce n\u2019est pas la collaboration en elle-m\u00eame. C\u2019est l\u2019\u00e9cart entre le ton (\u201cje vous partage un bon plan\u201d) et le statut r\u00e9el (\u201cc\u2019est une pub, avec un objectif de conversion\u201d).<\/p>\n\n\n\n

II\/. Ce qui acc\u00e9l\u00e8re la m\u00e9fiance : d\u00e9rives, opacit\u00e9 et contr\u00f4les<\/h3>\n\n\n\n

Quand l\u2019\u00c9tat commence \u00e0 r\u00e9guler un secteur, ce n\u2019est jamais un hasard. La loi fran\u00e7aise du 9 juin 2023 <\/strong><\/a>encadre l\u2019influence commerciale et vise explicitement \u00e0 lutter contre les d\u00e9rives des influenceurs sur les r\u00e9seaux sociaux. En filigrane, \u00e7a envoie un message assez clair au public : \u201cvous aviez raison de vous m\u00e9fier un peu\u201d.<\/p>\n\n\n\n

Les contr\u00f4les DGCCRF <\/a><\/strong>jouent un r\u00f4le presque paradoxal. D\u2019un c\u00f4t\u00e9, ils r\u00e9v\u00e8lent des pratiques probl\u00e9matiques (et donc nourrissent l\u2019id\u00e9e qu\u2019il y a un souci), comme le montrent les chiffres 2024 relay\u00e9s sur les contr\u00f4les et les manquements. De l\u2019autre, ils peuvent aussi assainir le march\u00e9, en for\u00e7ant les cr\u00e9ateurs et les marques \u00e0 mieux signaler les partenariats et \u00e0 \u00e9viter certains produits ou promesses.<\/p>\n\n\n\n

III\/. Ce qui r\u00e9siste (et peut sauver la confiance)<\/h3>\n\n\n\n

Malgr\u00e9 la m\u00e9fiance, l\u2019influence ne dispara\u00eet pas. D\u2019ailleurs, l\u2019enqu\u00eate Cetelem<\/strong><\/a> souligne un point que beaucoup oublient : m\u00eame avec peu de confiance d\u00e9clar\u00e9e, une partie des Fran\u00e7ais d\u00e9couvre des produits via des influenceurs, et certains ach\u00e8tent. Donc l\u2019efficacit\u00e9 peut coexister avec le doute \u2014 ce qui est, en r\u00e9alit\u00e9, assez moderne.<\/p>\n\n\n\n

Ce qui change, c\u2019est la forme de la confiance. On passe d\u2019une confiance \u201caffective\u201d (j\u2019aime cette personne donc je la crois) \u00e0 une confiance plus \u201cconditionnelle\u201d (je la crois si elle est claire, coh\u00e9rente, et si je vois des preuves). C\u2019est l\u00e0 que la transparence devient plus qu\u2019une obligation l\u00e9gale : c\u2019est une strat\u00e9gie. La loi 2023 pousse dans ce sens, en rendant la relation commerciale plus visible.<\/p>\n\n\n\n

Et puis il y a un signal culturel int\u00e9ressant : la \u201cd\u00e9sinfluence\u201d. Cetelem note que beaucoup de Fran\u00e7ais per\u00e7oivent la d\u00e9sinfluence \u00e0 la fois comme une nouvelle forme d\u2019influence et comme un contre-pouvoir. Au fond, c\u2019est peut-\u00eatre \u00e7a la prochaine \u00e9tape : moins \u201cacheter parce que je le dis\u201d, plus \u201cchoisir parce que je l\u2019ai test\u00e9, compar\u00e9, et parfois d\u00e9conseill\u00e9\u201d.<\/p>\n\n\n\n

Conclusion<\/h2>\n\n\n\n

Oui, le marketing d\u2019influence perd une partie de sa na\u00efvet\u00e9, et donc une partie de sa confiance automatique. Mais il ne perd pas forc\u00e9ment sa l\u00e9gitimit\u00e9 : il est surtout en train de se professionnaliser sous pression (r\u00e9gulation, contr\u00f4les, attentes plus \u00e9lev\u00e9es).<\/p>\n","protected":false},"excerpt":{"rendered":"

On a tous v\u00e9cu la sc\u00e8ne : une story \u201ctrop spontan\u00e9e\u201d qui finit par un code promo, un \u201cje vous 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