{"id":67538,"date":"2018-02-28T12:35:09","date_gmt":"2018-02-28T11:35:09","guid":{"rendered":"https:\/\/www.brandwatch.com\/fr\/?p=67538"},"modified":"2024-09-09T12:59:23","modified_gmt":"2024-09-09T10:59:23","slug":"avons-nous-atteint-le-pic-des-licornes","status":"publish","type":"post","link":"https:\/\/www.brandwatch.com\/fr\/blog\/avons-nous-atteint-le-pic-des-licornes\/","title":{"rendered":"Avons-nous atteint le pic des licornes ?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">2017 fut l\u2019\u00e8re de la licorne\u00a0: survenue en janvier, la l\u00e9g\u00e8re hausse des recherches autour des licornes est rest\u00e9e constante le reste de l&rsquo;ann\u00e9e, avant d\u2019exploser vers la fin de l\u2019ann\u00e9e 2017.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En fin d\u2019ann\u00e9e, de nombreux m\u00e9dias pr\u00e9disaient d\u00e9j\u00e0 <\/span><a href=\"http:\/\/www.marieclaire.com\/beauty\/g14442907\/beauty-trends-out-2018\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">la fin<\/span><\/a><span style=\"font-weight: 400;\">\u00a0de<\/span><a href=\"http:\/\/social.diply.com\/unicorn-trend-is-the-worst?publisher=different-solutions&amp;config=21\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> l\u2019omnipr\u00e9sence<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><a href=\"https:\/\/www.usatoday.com\/story\/life\/entertainthis\/2017\/08\/22\/unicorns-weve-officially-reached-peak-trend-whats-next\/526036001\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">des licornes\u00a0\u00a0<\/span><\/a>Avaient-ils raison ?<\/p>\n<p><span style=\"font-weight: 400;\">La question est donc la suivante\u00a0: avons-nous atteint le pic des licornes ou allons-nous encore entendre le bruit des sabots paillet\u00e9s en 2018.<\/span><\/p>\n<p><script type=\"text\/javascript\" src=\"https:\/\/ssl.gstatic.com\/trends_nrtr\/1308_RC02\/embed_loader.js\"><\/script> <script type=\"text\/javascript\"> trends.embed.renderExploreWidget(\"TIMESERIES\", {\"comparisonItem\":[{\"keyword\":\"\/m\/0bvpg\",\"geo\":\"\",\"time\":\"2017-01-01 2017-12-31\"}],\"category\":0,\"property\":\"\"}, {\"exploreQuery\":\"date=2017-01-01%202017-12-31&q=%2Fm%2F0bvpg\",\"guestPath\":\"https:\/\/trends.google.com:443\/trends\/embed\/\"}); <\/script><\/p>\n<p><span style=\"font-weight: 400;\">Gr\u00e2ce \u00e0 Brandwatch Analytics, j\u2019ai collect\u00e9 des donn\u00e9es Twitter et Instagram provenant du Royaume-Uni et des \u00c9tats-Unis, puis je les ai analys\u00e9es pour en avoir le c\u0153ur net.<\/span><\/p>\n<h2>Quelle est l&rsquo;\u00e9volution du volume des conversations portant sur les licornes durant l&rsquo;ann\u00e9e 2017 ?<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-114736 size-large\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/02\/1__6GTphrW0KaSpeybRi2ECw-1024x692.png\" alt=\"\" width=\"1024\" height=\"692\" \/><\/p>\n<p><span style=\"font-weight: 400;\">La hausse au mois d\u2019avril est la cons\u00e9quence du lancement par Starbucks de son Frappuccino licorne.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u00eame si l\u2019int\u00e9r\u00eat est retomb\u00e9 par la suite on remarque que, d\u00e8s le mois de juillet, une solide combinaison d\u2019autres tendances a provoqu\u00e9 une certaine recrudescence. En cons\u00e9quence, si on compare les statuts sociaux li\u00e9s aux licornes, on remarque qu\u2019il y en a un peu plus de 500\u00a0% de plus en d\u00e9cembre qu\u2019en janvier.<\/span><\/p>\n<p>Ce pic de mention en avril \u00e9tait le r\u00e9sultat du lancement de la boisson &laquo;&nbsp;Licorne Frappuccino&nbsp;&raquo; par Starbucks.<\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Bien que l&rsquo;int\u00e9r\u00eat ait chut\u00e9 par la suite, \u00e0 partir de juillet, une combinaison stable d&rsquo;autres tendances cr\u00e9\u00e9es ont vu une augmentation des statuts sociaux li\u00e9s \u00e0 la licorne en d\u00e9cembre qu&rsquo;en janvier.<\/span><\/p>\n<h2>Le public en a t-il d\u00e9j\u00e0 assez des licornes ?<\/h2>\n<p><span style=\"font-weight: 400;\">Ce n\u2019est pas parce que les gens parlent des licornes qu\u2019ils les adorent \u2014 et si l\u2019augmentation des conversations \u00e9tait en fait provoqu\u00e9e par des individus exprimant leur ras-le-bol de voir des licornes partout\u00a0?<\/span><\/p>\n<div id=\"attachment_114738\" style=\"width: 841px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-114738\" class=\"wp-image-114738 size-full\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/02\/chart_from_01_Jan_to_01_Jan_831.6666870117188px.jpg\" alt=\"\" width=\"831\" height=\"400\" \/><p id=\"caption-attachment-114738\" class=\"wp-caption-text\"><center>How social sentiment around unicorns changed during 2017<\/center><\/p><\/div>\n<p><span style=\"font-weight: 400;\">En regardant la r\u00e9partition entre les sentiments positifs, n\u00e9gatifs et neutres, on constate qu\u2019il y a davantage de discussions n\u00e9gatives au sujet de nos quadrup\u00e8des \u00e0 corne pr\u00e9f\u00e9r\u00e9s.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cependant, m\u00eame si le volume des conversations n\u00e9gatives a augment\u00e9, sa proportion a diminu\u00e9, ce qui laisse entendre que le public devient plus enthousiaste.<\/span><\/p>\n<h2>Quels sont les \u00e9l\u00e9ments qui poussent les internautes a parl\u00e9 de licornes ?<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-114751 size-large\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/02\/unicorn-themeskey-1024x279.png\" alt=\"\" width=\"1024\" height=\"279\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Apr\u00e8s les breuvages maladifs, se mettre dans la tendance licorne est une tendance forte, avec les cheveux et le maquillage \u00e9tant les deuxi\u00e8me et troisi\u00e8me plus populaires.<\/p>\n<p><span style=\"font-weight: 400;\">Laissons de c\u00f4t\u00e9 les boissons \u00e9c\u0153urantes\u00a0: une autre tendance consiste \u00e0 se relooker pour ressembler davantage \u00e0 une licorne, la coiffure et le maquillage \u00e9tant respectivement deuxi\u00e8me et troisi\u00e8me sur le podium des sujets les plus populaires. Apr\u00e8s tout, pourquoi se contenter d\u2019une blouse licorne si vous pouvez \u00eatre la licorne que vous voulez voir dans ce monde\u00a0?<\/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-permalink=\"https:\/\/www.instagram.com\/p\/BewczlUD0fk\/\" data-instgrm-version=\"8\">\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=\"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\/BewczlUD0fk\/\" target=\"_blank\" rel=\"noopener\">Saturday night Vibes ??? Hair by me, photo by my mystical unicorn @cloesshi<\/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 <a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;\" href=\"https:\/\/www.instagram.com\/hairbymisskellyo\/\" target=\"_blank\" rel=\"noopener\"> Winnipeg, Canada Pulp Riot<\/a> (@hairbymisskellyo) on <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2018-02-04T01:53:20+00:00\">Feb 3, 2018 at 5:53pm PST<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async=\"\" defer=\"\" src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Une autre part importante des conversations tourne autour d\u2019Harry Potter. La majorit\u00e9 des discussions concernait n\u00e9anmoins un seul Tweet viral, post\u00e9 en d\u00e9cembre depuis le British Museum\u00a0:<\/span><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\"><span style=\"font-weight: 400;\">Voici mon post pr\u00e9f\u00e9r\u00e9 de 2017, pour notre exposition \u00ab\u00a0Harry Potter\u00a0: A History of Magic\u00a0\u00bb.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Combien de cornes les licornes ont-elles\u00a0?\u00a0<\/span><a href=\"https:\/\/t.co\/uw8zc3Q51Q\">https:\/\/t.co\/uw8zc3Q51Q<\/a><a href=\"https:\/\/twitter.com\/hashtag\/BLHarryPotter?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">#BLHarryPotter<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/unicorn?src=hash&amp;ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">#unicorn<\/a> <a href=\"https:\/\/t.co\/EtOqhN3jAY\">pic.twitter.com\/EtOqhN3jAY<\/a><\/p>\n<p>\u2014 Julian Harrison (@julianpharrison) <a href=\"https:\/\/twitter.com\/julianpharrison\/status\/947406978590101504?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">December 31, 2017<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h2>Qu&rsquo;est-ce que le public a vraiment aim\u00e9 ?<\/h2>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-114757 size-large\" style=\"font-size: 16px;\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/02\/2018-01-05-13_11_16-Tab-1-Dashboard_-Unicorn-Summary-Project_-Samsung-Brandwatch-1024x267.png\" alt=\"\" width=\"1024\" height=\"267\" \/><\/h2>\n<p><center>Top themes broken down by sentiment and % share of voice<\/center><\/p>\n<blockquote class=\"twitter-tweet\" data-partner=\"tweetdeck\">\n<p dir=\"ltr\" lang=\"en\">Meilleur titre de la journ\u00e9e : <a href=\"https:\/\/twitter.com\/Starbucks?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">@Starbucks<\/a> Unicorn Frappuccino a le go\u00fbt de la honte, par WashPo.<\/p>\n<p>\u2014 Gil Rudawsky (@GilComMedia) <a href=\"https:\/\/twitter.com\/GilComMedia\/status\/855162437733167104?ref_src=twsrc%5Etfw\" target=\"_blank\" rel=\"noopener\">April 20, 2017<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-114760 size-full\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/02\/unnamed.png\" alt=\"\" width=\"596\" height=\"86\" \/><\/p>\n<p><span lang=\"fr\">Il se trouve que les gens adorent vraiment le maquillage, les cheveux et les g\u00e2teaux de licorne &#8211; il s&rsquo;agit de vivre sa meilleure vie de licorne sur Instagram. Au moins jusqu&rsquo;\u00e0 ce que le diab\u00e8te s&rsquo;installe et que vos cheveux commencent \u00e0 se d\u00e9colorer.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-114761 size-large\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/02\/2018-01-05-13_11_49-Tab-1-Dashboard_-Unicorn-Summary-Project_-Samsung-Brandwatch-1024x269.png\" alt=\"\" width=\"1024\" height=\"269\" \/><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">\u00a0Malheureusement, il n&rsquo;y a pas de f\u00eate de la licorne (bien que si elle existait, cela pourrait \u00eatre une v\u00e9ritable c\u00e9l\u00e9bration)\u00a0<\/span><\/p>\n<h2>Alors allons nous manger un g\u00e2teau de licorne de licorne en 2018 ?<\/h2>\n<div class=\"_NId\">\n<div class=\"g tpo knavi obcontainer mod\" data-md=\"77\" data-hveid=\"37\" data-ved=\"0ahUKEwjg_r7f8bvZAhUEblAKHYRwCsIQkCkIJSgAMAA\">\n<div data-hveid=\"38\">\n<div id=\"tw-container\" class=\"vk_c\" 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-iCzEhs5XE4ls xpdbox xpdclose\">\n<div class=\"vk_bk r-iAQBqrsbo4Yw\">\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\">Peut \u00eatre pas. <\/span><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Apr\u00e8s une forte mont\u00e9e en \u00e9t\u00e9, l&rsquo;int\u00e9r\u00eat en ligne pour les trois th\u00e8mes r\u00e9currents : le g\u00e2teau, le maquillage et les cheveux inspir\u00e9s par l&rsquo;univers des licornes continuent de g\u00e9n\u00e9rer des volumes de conversations importants autour de la licorne malgr\u00e9 une l\u00e9g\u00e8re baisse vers la fin de l&rsquo;ann\u00e9e. Bien que cela puisse \u00eatre une tendance saisonni\u00e8re, les tendances en mati\u00e8re de cheveux et de maquillage de licorne semblent d\u00e9finitivement d\u00e9cro\u00eetre.<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-114768 size-full\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/02\/unicorn-cake-mentions-2.png\" alt=\"\" width=\"1671\" height=\"365\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-114769 size-full\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/02\/unicorn-makeup-mentions.png\" alt=\"\" width=\"1667\" height=\"358\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-114770 size-full\" src=\"https:\/\/www.brandwatch.com\/wp-content\/uploads\/2018\/02\/unicorn-hair-mentions.png\" alt=\"\" width=\"1671\" height=\"365\" \/><\/p>\n<p class=\"tw-data-text tw-ta tw-text-small\" dir=\"ltr\" data-placeholder=\"Translation\"><span lang=\"fr\">Les donn\u00e9es ont \u00e9t\u00e9 recueillies \u00e0 partir des messages Instagram et Twitter du Royaume-Uni et des \u00c9tats-Unis, \u00e9chantillonn\u00e9s \u00e0 5%.<\/span><\/p>\n<p>Si vous souhaitez analyser une tendance particuli\u00e8re li\u00e9 \u00e0 votre march\u00e9, n&rsquo;h\u00e9sitez pas \u00e0 r\u00e9servez <a href=\"https:\/\/www.brandwatch.com\/fr\/demo\">une d\u00e9mo gratuitement avec notre \u00e9quipe de social intelligence.\u00a0<\/a><\/p>\n<p>[bw_banner_cta type=2 url=&nbsp;&raquo;\/fr\/demo&nbsp;&raquo; button=&nbsp;&raquo;R\u00e9servez une d\u00e9mo&nbsp;&raquo;] Analysez les conversations social media de votre march\u00e9 avec Brandwatch Analytics [\/bw_banner_cta]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>2017 fut l\u2019\u00e8re de la licorne\u00a0: survenue en janvier, la l\u00e9g\u00e8re hausse des recherches autour des licornes est rest\u00e9e constante le reste de l&rsquo;ann\u00e9e, avant d\u2019exploser vers la fin de l\u2019ann\u00e9e 2017. En fin d\u2019ann\u00e9e, de nombreux m\u00e9dias pr\u00e9disaient d\u00e9j\u00e0 la fin\u00a0de l\u2019omnipr\u00e9sence\u00a0des licornes\u00a0\u00a0Avaient-ils raison ? La question est donc la suivante\u00a0: avons-nous atteint le [&hellip;]<\/p>\n","protected":false},"author":267,"featured_media":67640,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false},"categories":[3479,3122,1],"tags":[],"class_list":["post-67538","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\/67538","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=67538"}],"version-history":[{"count":0,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/posts\/67538\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media\/67640"}],"wp:attachment":[{"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/media?parent=67538"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/categories?post=67538"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandwatch.com\/fr\/wp-json\/wp\/v2\/tags?post=67538"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}