{"id":66825,"date":"2018-01-02T14:08:28","date_gmt":"2018-01-02T13:08:28","guid":{"rendered":"https:\/\/www.brandwatch.com\/fr\/?p=66825"},"modified":"2025-08-13T13:36:02","modified_gmt":"2025-08-13T11:36:02","slug":"6-methodes-ameliorer-presence-marketing-instagram-2018","status":"publish","type":"post","link":"https:\/\/www.brandwatch.com\/fr\/blog\/6-methodes-ameliorer-presence-marketing-instagram-2018\/","title":{"rendered":"6 m\u00e9thodes pour am\u00e9liorer votre pr\u00e9sence marketing sur Instagram en 2018"},"content":{"rendered":"<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Brandwatch a d\u00e9velopp\u00e9 <a href=\"https:\/\/www.brandwatch.com\/fr\/image-insights\">Image Insights,<\/a> c&rsquo;est le premier outil de d\u00e9tection de logo au monde, qui permet aux utilisateurs de trouver leur logo sur des millions d&rsquo;images avec une pr\u00e9cision jamais \u00e9gal\u00e9e \u00e0 ce jour.<\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\">Brandwatch Image Insights est d\u00e9sormais 100% compatible avec le plus grand site de partage d&rsquo;images au monde, la plateforme Instagram.<\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Pour d\u00e9montrer la puissance de cette mise \u00e0 jour, nous avons men\u00e9 une nouvelle analyse pour montrer aux marketeurs <strong>six fa\u00e7ons d&rsquo;am\u00e9liorer leur pr\u00e9sence marketing sur Instagram :<\/strong><\/span><\/p>\n<h2>1. Inspirez-vous du leader<\/h2>\n<p>Notre \u00e9quipe de Social Intelligence a utilis\u00e9 notre plateforme\u00a0<a href=\"https:\/\/www.brandwatch.com\/fr\/reports\/rapport-visibilite-marques-ligne\/\">Image Insights<\/a> pour rechercher \u00e0 travers 50 millions d&rsquo;images Instagram sur une p\u00e9riode de deux semaines, quelles sont les marques les plus photographi\u00e9es.<\/p>\n<p>Retrouvez ici le top 7 des marques les plus photographi\u00e9es sur Instagram :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-111829\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-11-at-2.36.31-PM.png\" alt=\"\" width=\"1593\" height=\"763\" \/><\/p>\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Adidas a g\u00e9n\u00e9r\u00e9 le plus de mentions sur Instagram lors de notre analyse. <\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Voici pourquoi :<\/span><\/p>\n<ul>\n<li>Le choix de sponsoring <a href=\"https:\/\/www.instagram.com\/p\/BcSuJeQF0ov\/\" target=\"_blank\" rel=\"noopener\">d&rsquo;\u00e9v\u00e9nements g\u00e9n\u00e9rant un fort engagement\u00a0<\/a>\u00a0(en particulier dans le football)<\/li>\n<li>Un positionnement de son logo pertinent et visible<a href=\"https:\/\/www.instagram.com\/p\/BcF4c0wnrXy\/\" target=\"_blank\" rel=\"noopener\">\u00a0sur les plateforme social media<\/a><\/li>\n<li>Un fort engagement g\u00e9n\u00e9r\u00e9 gr\u00e2ce \u00e0 leurs influenceurs sur Instagram.<\/li>\n<\/ul>\n<blockquote class=\"instagram-media\" 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: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-version=\"7\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 50.0% 0; text-align: center; width: 100%;\">\n<div style=\"background: url(data:image\/png; base64,ivborw0kggoaaaansuheugaaacwaaaascamaaaapwqozaaaabgdbtueaalgpc\/xhbqaaaafzukdcak7ohokaaaamuexurczmzpf399fx1+bm5mzy9amaaadisurbvdjlvzxbesmgces5\/p8\/t9furvcrmu73jwlzosgsiizurcjo\/ad+eqjjb4hv8bft+idpqocx1wjosbfhh2xssxeiyn3uli\/6mnree07uiwjev8ueowds88ly97kqytlijkktuybbruayvh5wohixmpi5we58ek028czwyuqdlkpg1bkb4nnm+veanfhqn1k4+gpt6ugqcvu2h2ovuif\/gwufyy8owepdyzsa3avcqpvovvzzz2vtnn2wu8qzvjddeto90gsy9mvlqtgysy231mxry6i2ggqjrty0l8fxcxfcbbhwrsyyaaaaaelftksuqmcc); display: block; height: 44px; margin: 0 auto -44px; position: relative; top: -22px; width: 44px;\"><\/div>\n<\/div>\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 style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/BbYFogRjziG\/\" rel=\"noopener\" target=\"_blank\">A post shared by snoopdogg (@snoopdogg)<\/a> on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2017-11-12T01:14:53+00:00\">Nov 11, 2017 at 5:14pm PST<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async=\"\" defer=\"\" src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><\/p>\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Alors que le budget derri\u00e8re les campagnes d&rsquo;Adidas est hors de port\u00e9e pour la plupart des marques, il reste impressionnant de voir comment leur engagement \u00e9clipse Nike, malgr\u00e9 des d\u00e9penses similaires.<\/span><\/p>\n<h2>2. Fa\u00eetes appel \u00e0 des micro-influenceurs<\/h2>\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Chanel et Louis Vuitton ont fait un travail incroyable sur Instagram. <\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">En moyenne, leurs logos apparaissent plus sur Instagram que Apple, Samsung, McDonald, Amazon, Heineken, L&rsquo;Or\u00e9al et Walmart r\u00e9unis. <\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Ils y sont parvenus en engageant des micro-influenceurs. Ce sont des influenceurs avec entre 1000 et 100 000 adeptes :<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-111831\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-11-at-2.40.07-PM.png\" alt=\"\" width=\"1603\" height=\"606\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Ces utilisateurs, en plus d&rsquo;\u00eatre en g\u00e9n\u00e9ral moins chers compar\u00e9 aux m\u00e9ga stars des social media ont des followers tr\u00e8s actifs qui enregistrent un fort taux d&rsquo;engagement avec leur contenu.<\/p>\n<h2>3. Personnalisez vos produits<\/h2>\n<p>&nbsp;<\/p>\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Pourquoi la strat\u00e9gie de Starbucks qui est d&rsquo;\u00e9crire votre nom sur ses tasses \u00e0 caf\u00e9 est <a href=\"https:\/\/www.brandwatch.com\/blog\/react-starbucks-spelling-your-name-wrong\/\">un sujet de d\u00e9bat ?<\/a><\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Ce sujet a suscit\u00e9 un fort taux d&rsquo;engagement sur les medias sociaux.<\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">En moyenne, nous avons trouv\u00e9 que Starbucks a recueilli 100 mentions suppl\u00e9mentaires par jour provenant d&rsquo;auteurs partageant des photos avec leur nom inscrit sur un verre Starbuck :<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote class=\"instagram-media\" 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: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-version=\"7\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 62.5% 0; text-align: center; width: 100%;\">\n<p style=\"background: url(data:image\/png; base64,ivborw0kggoaaaansuheugaaacwaaaascamaaaapwqozaaaabgdbtueaalgpc\/xhbqaaaafzukdcak7ohokaaaamuexurczmzpf399fx1+bm5mzy9amaaadisurbvdjlvzxbesmgces5\/p8\/t9furvcrmu73jwlzosgsiizurcjo\/ad+eqjjb4hv8bft+idpqocx1wjosbfhh2xssxeiyn3uli\/6mnree07uiwjev8ueowds88ly97kqytlijkktuybbruayvh5wohixmpi5we58ek028czwyuqdlkpg1bkb4nnm+veanfhqn1k4+gpt6ugqcvu2h2ovuif\/gwufyy8owepdyzsa3avcqpvovvzzz2vtnn2wu8qzvjddeto90gsy9mvlqtgysy231mxry6i2ggqjrty0l8fxcxfcbbhwrsyyaaaaaelftksuqmcc); display: block; height: 44px; margin: 0 auto -44px; position: relative; top: -22px; width: 44px;\">\n<\/div>\n<p style=\"margin: 8px 0 0 0; padding: 0 4px;\"><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/BcZ74cuFHlv\/\" rel=\"noopener\" target=\"_blank\">Still trying to work out how my name &#8211; Geraldine got to be \u201cSharon\u201d on my #Starbuck\u2019sCoffee when I was in a line only with men ?Maybe one of them was Sharon and I got the wrong coffee ???#names #coffee #spelling #geraldine<\/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 post shared by Geraldine Lee (@gerolalee) on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2017-12-07T14:59:33+00:00\">Dec 7, 2017 at 6:59am PST<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async=\"\" defer=\"\" src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><\/p>\n<blockquote class=\"instagram-media\" 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: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-version=\"7\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 50.0% 0; text-align: center; width: 100%;\">\n<div style=\"background: url(data:image\/png; base64,ivborw0kggoaaaansuheugaaacwaaaascamaaaapwqozaaaabgdbtueaalgpc\/xhbqaaaafzukdcak7ohokaaaamuexurczmzpf399fx1+bm5mzy9amaaadisurbvdjlvzxbesmgces5\/p8\/t9furvcrmu73jwlzosgsiizurcjo\/ad+eqjjb4hv8bft+idpqocx1wjosbfhh2xssxeiyn3uli\/6mnree07uiwjev8ueowds88ly97kqytlijkktuybbruayvh5wohixmpi5we58ek028czwyuqdlkpg1bkb4nnm+veanfhqn1k4+gpt6ugqcvu2h2ovuif\/gwufyy8owepdyzsa3avcqpvovvzzz2vtnn2wu8qzvjddeto90gsy9mvlqtgysy231mxry6i2ggqjrty0l8fxcxfcbbhwrsyyaaaaaelftksuqmcc); display: block; height: 44px; margin: 0 auto -44px; position: relative; top: -22px; width: 44px;\"><\/div>\n<\/div>\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 style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/BcM90AdFb-R\/\" rel=\"noopener\" target=\"_blank\">A post shared by naomi sheppard (@xxxnomixxx)<\/a> on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2017-12-02T14:06:18+00:00\">Dec 2, 2017 at 6:06am PST<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async=\"\" defer=\"\" src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><\/p>\n<blockquote class=\"instagram-media\" 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: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-version=\"7\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 50.0% 0; text-align: center; width: 100%;\">\n<div style=\"background: url(data:image\/png; base64,ivborw0kggoaaaansuheugaaacwaaaascamaaaapwqozaaaabgdbtueaalgpc\/xhbqaaaafzukdcak7ohokaaaamuexurczmzpf399fx1+bm5mzy9amaaadisurbvdjlvzxbesmgces5\/p8\/t9furvcrmu73jwlzosgsiizurcjo\/ad+eqjjb4hv8bft+idpqocx1wjosbfhh2xssxeiyn3uli\/6mnree07uiwjev8ueowds88ly97kqytlijkktuybbruayvh5wohixmpi5we58ek028czwyuqdlkpg1bkb4nnm+veanfhqn1k4+gpt6ugqcvu2h2ovuif\/gwufyy8owepdyzsa3avcqpvovvzzz2vtnn2wu8qzvjddeto90gsy9mvlqtgysy231mxry6i2ggqjrty0l8fxcxfcbbhwrsyyaaaaaelftksuqmcc); display: block; height: 44px; margin: 0 auto -44px; position: relative; top: -22px; width: 44px;\"><\/div>\n<\/div>\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 style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/BcPuehwlpD5\/\" rel=\"noopener\" target=\"_blank\">A post shared by Krista Leigh Schrader (@krista.leigh.07)<\/a> on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2017-12-03T15:50:01+00:00\">Dec 3, 2017 at 7:50am PST<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async=\"\" defer=\"\" src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><\/p>\n<p>&nbsp;<\/p>\n<p>En comparaison, la marque de caf\u00e9 britannique Costa g\u00e9n\u00e8re 300 mentions d&rsquo;image au total par jour.<\/p>\n<p>La strat\u00e9gie de personnalisation de Starbucks est pertinente car elle g\u00e9n\u00e8re de l&rsquo;engagement sur les medias sociaux.<\/p>\n<p>La visibilit\u00e9 de la marque a consid\u00e9rablement augment\u00e9 par rapport \u00e0 celle de ses concurrents, se classant ainsi au troisi\u00e8me rang sur la liste la plus repr\u00e9sent\u00e9e.<\/p>\n<h2>4. Encouragez vos utilisateurs \u00e0 cr\u00e9er du contenu<\/h2>\n<p>Nutella fait un travail incroyable sur Instagram.<\/p>\n<p>La marque Nutella appara\u00eet en 5\u00e8me position (devant KFC et Pepsi).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-111833\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-11-at-2.43.28-PM.png\" alt=\"\" width=\"1600\" height=\"780\" \/><\/p>\n<p>&nbsp;<\/p>\n<div id=\"tw-container\" class=\"vk_c tw-reflow\" data-cp=\"1\" data-exp=\"1\" data-nnttsvi=\"1\" data-nttsd=\"1\" data-rf=\"1\" data-sm=\"1\" data-uilc=\"en\" data-ulf=\"1\">\n<div id=\"uid_0\" class=\"r-i92_8_kuSoGc xpdbox xpdclose\">\n<div class=\"vk_bk r-i5DV87oCixaY\">\n<div id=\"tw-ob\">\n<div class=\"_Ejb\">\n<div id=\"tw-target\">\n<div id=\"tw-target-text-container\" class=\"tw-ta-container tw-nfl\">\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Compar\u00e9 \u00e0 d&rsquo;autres sur cette liste, Nutella d\u00e9pense \u00e0 peine sur la publicit\u00e9 et le sponsoring, alors comment font-ils?<\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Le compte Instagram de Nutella poss\u00e8de une strat\u00e9gie tr\u00e8s claire; <strong>c&rsquo;est d&rsquo;encourager les utilisateurs<\/strong> \u00e0 utiliser le produit Nutella de mani\u00e8re innovante. <\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Nutella suit \u00e9galement des directives strictes, en incluant principalement le logo dans chaque morceau de contenu (voir ci-dessous):<\/span><\/p>\n<\/div>\n<div id=\"tw-tmenu\" class=\"tw-menu\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<blockquote class=\"instagram-media\" 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: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-version=\"7\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 50.0% 0; text-align: center; width: 100%;\">\n<div style=\"background: url(data:image\/png; base64,ivborw0kggoaaaansuheugaaacwaaaascamaaaapwqozaaaabgdbtueaalgpc\/xhbqaaaafzukdcak7ohokaaaamuexurczmzpf399fx1+bm5mzy9amaaadisurbvdjlvzxbesmgces5\/p8\/t9furvcrmu73jwlzosgsiizurcjo\/ad+eqjjb4hv8bft+idpqocx1wjosbfhh2xssxeiyn3uli\/6mnree07uiwjev8ueowds88ly97kqytlijkktuybbruayvh5wohixmpi5we58ek028czwyuqdlkpg1bkb4nnm+veanfhqn1k4+gpt6ugqcvu2h2ovuif\/gwufyy8owepdyzsa3avcqpvovvzzz2vtnn2wu8qzvjddeto90gsy9mvlqtgysy231mxry6i2ggqjrty0l8fxcxfcbbhwrsyyaaaaaelftksuqmcc); display: block; height: 44px; margin: 0 auto -44px; position: relative; top: -22px; width: 44px;\"><\/div>\n<\/div>\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 style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none;\" href=\"https:\/\/www.instagram.com\/p\/BaV5D7YheVu\/\" rel=\"noopener\" target=\"_blank\">A post shared by Nutella (@nutella)<\/a> on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2017-10-17T12:58:04+00:00\">Oct 17, 2017 at 5:58am PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async=\"\" defer=\"\" src=\"\/\/platform.instagram.com\/en_US\/embeds.js\"><\/script><\/p>\n<p>Cette strat\u00e9gie est clairement payante, augmentant consid\u00e9rablement sa visibilit\u00e9 et le taux d&rsquo;engagement.<\/p>\n<p>Cela encourage \u00e9galement plusieurs de leur clients \u00e0 partager sur les r\u00e9seaux sociaux de nouvelles id\u00e9es d&rsquo;utilisation du produit sur leurs propres cr\u00e9ations souvent tr\u00e8s innovantes.<\/p>\n<p>Notre analyse a permis de d\u00e9couvrir :<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><a href=\"https:\/\/www.instagram.com\/p\/BcfTNg8FdLu\/\" rel=\"noopener\" target=\"_blank\">320 images de g\u00e2teaux au Nutella\u00a0<\/a><\/li>\n<li><a href=\"https:\/\/www.instagram.com\/p\/BcYXFswjLc8\/\" rel=\"noopener\" target=\"_blank\">132 images de milkshakes au Nutella<\/a><\/li>\n<li><a href=\"https:\/\/www.instagram.com\/p\/BcE00MGne7L\/\" rel=\"noopener\" target=\"_blank\">50\u00a0 sandwiches au Nutella\u00a0<\/a><\/li>\n<li><a href=\"https:\/\/www.instagram.com\/p\/BcIVho1Dt7K\/\" rel=\"noopener\" target=\"_blank\">Et 10 tartes au Nutella\u00a0<\/a><\/li>\n<\/ul>\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Globalement, Nutella gagne beaucoup en image et en visibilit\u00e9, gr\u00e2ce \u00e0 une strat\u00e9gie intelligente qui encourage leurs consommateurs \u00e0 partager sur les r\u00e9seaux sociaux.<\/span><\/p>\n<h2>5. Budget \u2260 Visibilit\u00e9<\/h2>\n<p>La marque de technologie la plus photographi\u00e9e sur Instagram est Apple, avec plus d&rsquo;images que Google et Samsung combin\u00e9s.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-111835\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-11-at-2.45.47-PM.png\" alt=\"\" width=\"1609\" height=\"697\" \/><\/p>\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Ce qui est incroyable dans tout cela, c&rsquo;est le peu d&rsquo;argent que l&rsquo;entreprise Apple consacre au sponsoring.<\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">En dehors d&rsquo;un bref partenariat avec l&rsquo;\u00e9quipe de football Bayern Munich, Apple n&rsquo;a jamais sponsoris\u00e9 d&rsquo;\u00e9v\u00e9nements ou d&rsquo;autres organisations. <\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">En comparaison, Samsung d\u00e9pense pr\u00e8s de 3,3 milliards de dollars par an en sponsoring et en publicit\u00e9. <\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Le point \u00e0 retenir ici est que la visibilit\u00e9 de la marque n&rsquo;est pas une question de budget. <\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Ne vous attendez pas \u00e0 rivaliser avec les leaders de l&rsquo;industrie avec seulement quelques dollars. <\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>6. Le &laquo;&nbsp;earned media&nbsp;&raquo; plus fort que le &laquo;&nbsp;owned media&nbsp;&raquo;<\/h2>\n<p>En termes de visibilit\u00e9, le &laquo;&nbsp;earned media&nbsp;&raquo; est plus important que le &laquo;&nbsp;owned media&nbsp;&raquo;.<\/p>\n<p>Cela est ressorti lors de l&rsquo;analyse de l&rsquo;industrie automobile.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-111834\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-11-at-2.44.21-PM.png\" alt=\"\" width=\"1601\" height=\"675\" \/><\/p>\n<p>Mercedes Benz r\u00e9alise une performance remarquable, <strong>g\u00e9n\u00e9rant 49% de mentions d&rsquo;image de plus que son rival BMW<\/strong>.<\/p>\n<p>En revanche ce qui est surprenant, c&rsquo;est le succ\u00e8s des comptes en ligne de BMW par rapport \u00e0 Mercedes.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-111809\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2017\/12\/Screen-Shot-2017-12-11-at-1.06.55-PM.png\" alt=\"\" width=\"1872\" height=\"552\" \/><\/p>\n<ul>\n<li>BMW compte presque 3 millions de plus de followers<\/li>\n<li>BMW compte en moyenne 150k likes par post<\/li>\n<li>Mercedes compte en moyenne seulement 60k par post<\/li>\n<\/ul>\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">En regardant seulement le nombre de followers de BMW, nous supposerions rapidement que BMW est beaucoup plus visible en ligne. <\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Cependant, c&rsquo;est Mercedes qui est beaucoup plus visible sur les medias sociaux<\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Le point \u00e0 retenir ici est que vous devez regarder au-del\u00e0 du &laquo;&nbsp;owned content&nbsp;&raquo;, il montre g\u00e9n\u00e9ralement seulement une petite partie de vos performances.\u00a0<\/span><span lang=\"fr\">Par exemple, le&nbsp;&raquo; owned content&nbsp;&raquo; peut \u00eatre influenc\u00e9 par des publicit\u00e9s pay\u00e9es et un engagement artificiel.<\/span><\/p>\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Et n&rsquo;oubliez pas, votre strat\u00e9gie marketing sur Instagram ne se limite pas \u00e0 votre propre compte. Votre strat\u00e9gie doit s&rsquo;\u00e9tendre aux engagements de vos influenceurs, de vos utilisateurs et plus (en tenant compte de vos contenus textes et images publi\u00e9s sur les r\u00e9seaux sociaux).<\/span><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<h2>Les prochaines \u00e9tapes pour votre strat\u00e9gie marketing sur\u00a0 Instagram<\/h2>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/www.brandwatch.com\/fr\/reports\/rapport-visibilite-marques-ligne\/\">Ce rapport<\/a> confirme l&rsquo;importance de la d\u00e9tection des logos sur les r\u00e9seaux sociaux et plus encore et\u00a0vous fournit \u00e9galement des insights que la plupart des marques n&rsquo;ont pas eu prendre connaissance.<\/p>\n<p>Sans <a href=\"https:\/\/www.brandwatch.com\/fr\/reports\/rapport-visibilite-marques-ligne\/\">\u00eatre \u00e9quip\u00e9 d&rsquo;un outil de d\u00e9tection de logo efficace<\/a>, vous ne pouvez comprendre si votre marque, vos produits ou vos messages ont un v\u00e9ritable poids en termes de visibilit\u00e9 sur les medias sociaux.<\/p>\n<p id=\"tw-target-text\" class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><strong><span lang=\"fr\">Si vous souhaitez savoir comment <a href=\"https:\/\/www.brandwatch.com\/fr\/image-insights\">Image Insights<\/a> peut \u00eatre utilis\u00e9 pour votre marque et d\u00e9couvrir quelles nouvelles informations cette solution peut vous apporter, <a href=\"https:\/\/www.brandwatch.com\/fr\/demo\">contactez-nous pour r\u00e9server une demo d\u00e8s aujourd&rsquo;hui.<\/a><\/span><\/strong><\/p>\n<p><strong>Si vous \u00eates un client Brandwatch existant et que vous voulez en savoir plus sur <a href=\"https:\/\/www.brandwatch.com\/fr\/image-insights\">Image Insights<\/a> + Instagram, <a href=\"https:\/\/support.brandwatch.com\/hc\/en-us\/articles\/115004289753-Image-Insights-Instagram\" target=\"_blank\" rel=\"noopener\">cliquez ici<\/a>.<\/strong><\/p>\n<p>[bw_banner_cta type=1 url=&nbsp;&raquo;<a href=\"https:\/\/www.brandwatch.com\/fr\/reports\/rapport-visibilite-marques-ligne\/\">https:\/\/www.brandwatch.com\/reports\/brand-visibility-report\/<\/a>&nbsp;&raquo; button=&nbsp;&raquo;Lire le rapport&nbsp;&raquo; title= &laquo;&nbsp;4 mois. 100 millions d&rsquo;images.&nbsp;&raquo;\u00a0image=&nbsp;&raquo;https:\/\/www.brandwatch.com\/wp-content\/uploads\/2017\/10\/Press-Release-Thumbnail-XL.png&nbsp;&raquo;]Le dernier classement des meilleures marques sur les medias sociaux.[\/bw_banner_cta]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brandwatch a d\u00e9velopp\u00e9 Image Insights, c&rsquo;est le premier outil de d\u00e9tection de logo au monde, qui permet aux utilisateurs de trouver leur logo sur des millions d&rsquo;images avec une pr\u00e9cision jamais \u00e9gal\u00e9e \u00e0 ce jour. Brandwatch Image Insights est d\u00e9sormais 100% compatible avec le plus grand site de partage d&rsquo;images au monde, la plateforme Instagram. [&hellip;]<\/p>\n","protected":false},"author":267,"featured_media":66826,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false},"categories":[3479,3122,1],"tags":[],"class_list":["post-66825","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-observation","category-uncategorized"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts\/66825","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/users\/267"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/comments?post=66825"}],"version-history":[{"count":0,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts\/66825\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media\/66826"}],"wp:attachment":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media?parent=66825"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/categories?post=66825"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/tags?post=66825"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}