{"id":71612,"date":"2022-10-05T09:00:37","date_gmt":"2022-10-05T07:00:37","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=71612"},"modified":"2024-03-13T09:18:09","modified_gmt":"2024-03-13T08:18:09","slug":"reseaux-de-divertissement","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2022\/10\/05\/reseaux-de-divertissement\/","title":{"rendered":"Les r\u00e9seaux sociaux sont morts, vivent les r\u00e9seaux de divertissement !"},"content":{"rendered":"<p><em>Les r\u00e9seaux sociaux seraient-ils devenus des r\u00e9seaux de divertissement\u2009? Dans ce billet, <a href=\"https:\/\/www.linkedin.com\/in\/s\u00e9bastien-beaujaultghostwriter\/\" target=\"_blank\" rel=\"noopener\">S\u00e9bastien Beaujault<\/a>, de son propre aveu \u00ab\u2009observateur passionn\u00e9 des mondes num\u00e9riques\u2009\u00bb met les pieds dans le plat. Un exercice difficile, mais n\u00e9cessaire, \u00e0 un moment o\u00f9 les m\u00e9dias sociaux sont en train de <a href=\"https:\/\/visionarymarketing.com\/fr\/2022\/09\/marques-et-medias-sociaux\/\">changer de mani\u00e8re significative<\/a>.\u00a0<\/em><\/p>\n<h2>Les r\u00e9seaux sociaux sont morts, vivent les r\u00e9seaux de divertissement\u2009!<\/h2>\n<figure id=\"attachment_71683\" aria-describedby=\"caption-attachment-71683\" style=\"width: 1024px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-71683 size-large\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/jumpstory-download20220930-123907-1024x686.jpg\" alt=\"Les r\u00e9seaux sociaux sont morts, vivent les r\u00e9seaux de divertissements !\" width=\"1024\" height=\"686\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/jumpstory-download20220930-123907-1024x686.jpg 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/jumpstory-download20220930-123907-448x300.jpg 448w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/jumpstory-download20220930-123907-768x514.jpg 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/jumpstory-download20220930-123907.jpg 1280w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption id=\"caption-attachment-71683\" class=\"wp-caption-text\">Les r\u00e9seaux sociaux sont morts, vivent les r\u00e9seaux de divertissement\u2009!<\/figcaption><\/figure>\n<p><em>Car cette question du \u00ab\u2009divertissement\u2009\u00bb nous am\u00e8ne immanquablement \u00e0 nous pencher sur\u00a0<\/em><i>l\u2019\u00e9tymologie. Derri\u00e8re le vocable \u00ab\u2009divertissement\u2009\u00bb il y a le verbe \u00ab\u2009divertir\u2009\u00bb et dans divertir, il y a plusieurs sens. <\/i><\/p>\n<p><i>D\u2019abord, bien entendu distraire ou amuser. Mais aussi \u00ab\u2009d\u00e9tourner l\u2019attention ou l\u2019activit\u00e9 de quelqu\u2019un sur un autre objet, une nouvelle occupation\u2009\u00bb [<\/i><a style=\"font-style: italic;\" href=\"http:\/\/stella.atilf.fr\/Dendien\/scripts\/tlfiv5\/advanced.exe?8;s=3308919780;\" target=\"_blank\" rel=\"noopener\">2<\/a><i>] et surtout \u00ab\u2009d\u00e9tourner \u00e0 son profit\u2009\u00bb [<\/i><a style=\"font-style: italic;\" href=\"http:\/\/stella.atilf.fr\/Dendien\/scripts\/tlfiv5\/advanced.exe?8;s=3308919780;\" target=\"_blank\" rel=\"noopener\">1<\/a><i>]. <\/i><\/p>\n<p><i>Le sens\u00a02 nous pose la\u00a0question de ce que nous faisons sur les m\u00e9dias sociaux et pourquoi nous y\u00a0passons autant de temps, sp\u00e9cialement LinkedIn que S\u00e9bastien \u00e9voque dans ce billet. <\/i><\/p>\n<p><i>Et le sens\u00a01 nous\u00a0rappelle\u00a0<\/i><a style=\"font-style: italic;\" href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:6983141409708986369\/\" target=\"_blank\" rel=\"noopener\">certains \u00e9mois de cr\u00e9ateurs de contenus<\/a><i> qui se posent la question de savoir \u00e0 qui appartient r\u00e9ellement le contenu qui est\u00a0cr\u00e9\u00e9 sur ces plateformes. <\/i><\/p>\n<p><i>Ce qui fait dire \u00e0 notre ami\u00a0S\u00e9bastien qu\u2019il est temps de penser \u00e0 des alternatives\u00a0: d\u2019autres plateformes sociales d\u2019une part, et surtout, retravailler les m\u00e9dias en propre.<\/i><\/p>\n<h3>Des r\u00e9seaux sociaux aux r\u00e9seaux de divertissement<\/h3>\n<p>L\u2019arriv\u00e9e de TikTok dans l\u2019oligopole du social media, a r\u00e9volutionn\u00e9 le genre et phagocyt\u00e9 les strat\u00e9gies num\u00e9riques du groupe Meta.<\/p>\n<p><!--more--><\/p>\n<p>Comment\u2009? En proposant, d\u00e8s son lancement, une nouvelle exp\u00e9rience. En soumettant, sur l\u2019application, par d\u00e9faut, des publications sugg\u00e9r\u00e9es, sur les avis, les envies (les emmerdes aussi\u2009!), des utilisateurs. Et \u00e7a marche\u2009!<\/p>\n<p>Un bouleversement et un succ\u00e8s retentissant qui fait vaciller la soci\u00e9t\u00e9 de Menlo Park. En r\u00e9action, les deux structures (Facebook et Instagram) ont d\u00e9cid\u00e9 de copier TikTok, sans y parvenir, pour le moment.<\/p>\n<p>Mais l\u2019intention est d\u00e9sormais claire\u00a0: passer de r\u00e9seau social \u00e0 r\u00e9seau de divertissement. Les vid\u00e9os \u00ab\u2009d\u00e9couvertes\u2009\u00bb sont pouss\u00e9es. La machine \u00e0 scroller bat son plein.<\/p>\n<p>Et pour les strat\u00e9gies de communication des marques, des entreprises, \u00e7a change quoi\u2009? Tout\u2009!<\/p>\n<h3>Pour certaines plateformes num\u00e9riques, le changement, c\u2019est maintenant\u2009!<\/h3>\n<p>Dans les couloirs des services de communication, l\u2019ambiance n\u2019est plus \u00e0 faire tourner les serviettes. Les chiffres sont implacables.<\/p>\n<p>Le reach, les interactions des publications sont en perte de vitesse sur Facebook et sur Instagram. Juste un peu mieux sur TikTok pour qui a os\u00e9 s\u2019y aventurer.<\/p>\n<figure id=\"attachment_71798\" aria-describedby=\"caption-attachment-71798\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-71798 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/clown_4370060-e1664968429350.jpg\" alt=\"r\u00e9seaux de divertissement\" width=\"520\" height=\"390\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/clown_4370060-e1664968429350.jpg 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2022\/10\/clown_4370060-e1664968429350-400x300.jpg 400w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><figcaption id=\"caption-attachment-71798\" class=\"wp-caption-text\">Les r\u00e9seaux de divertissement : un casse-t\u00eate &#8230;<\/figcaption><\/figure>\n<p>Les utilisateurs ont d\u00e9sert\u00e9 ces plateformes\u2009? Non\u2009! Ils ont simplement chang\u00e9 de comportement. Sur TikTok, les voici \u00e0 d\u00e9couvrir des contenus non plus d\u2019amis, mais de profils inconnus.<\/p>\n<p>Rien n\u2019est laiss\u00e9 au hasard, puisque ce sont des publications bas\u00e9es, de pr\u00e8s ou de loin, sur nos go\u00fbts et nos sujets de pr\u00e9dilection. Et tout ceci en plein \u00e9cran sur votre t\u00e9l\u00e9phone portable.<\/p>\n<p>L\u2019algorithme est tr\u00e8s puissant. Il vous rend addict. Et vous passez des minutes pour certains, des heures pour d\u2019autres, \u00e0 scroller le feed infini de votre application.<\/p>\n<p>La machine \u00e0 dopamine fonctionne \u00e0 plein r\u00e9gime. Vous en oubliez presque une fonctionnalit\u00e9 vous invitant \u00e0 regarder ce que vos amis ont post\u00e9. On verra plus tard\u2009!<\/p>\n<p><em>[nous vous invitons \u00e9galement \u00e0 visionner cette vid\u00e9o d&rsquo;un \u00e9v\u00e9nement live enregistr\u00e9 sur LinkedIn en octobre 2022 avec S\u00e9bastien Beaujault]<\/em><\/p>\n<p><iframe title=\"B2B : les r\u00e9seaux sociaux entre divertissement et contenu s\u00e9rieux\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/zS8v8fwFu8Q?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Depuis quelques semaines, insidieusement, m\u00eame si dans les rues\u00a02.0, la fronde se fait entendre, on tente de copier l\u2019algorithme de TikTok.<\/p>\n<p>Adam, le Roi de la vid\u00e9o facecam d\u2019Instagram, a beau rassurer les r\u00e9volt\u00e9s du Mosseri, l\u2019int\u00e9r\u00eat du groupe prime avant tout. Et il est fort \u00e0 parier que le plein \u00e9cran et les contenus de \u00ab\u2009suggestion\u2009\u00bb arriveront aussi sur les terres de Meta.<\/p>\n<h3>Et \u00e7a change quoi\u2009?<\/h3>\n<p>Pour les communicants, cela risque de devenir un v\u00e9ritable casse-t\u00eate. Quid des strat\u00e9gies de communication mises en place sur ces r\u00e9seaux\u2009? La plupart seront vaines ou invisibles.<\/p>\n<p>En fait, ces espaces ne seront plus adapt\u00e9s \u00e0 recevoir un message ou une information \u00e0 caract\u00e8re publicitaire. Je pense m\u00eame qu\u2019il sera plus difficile de cr\u00e9er une audience.<\/p>\n<p>D\u2019interagir avec ses communaut\u00e9s. Voici l\u2019heure des plateformes de distraction, d\u2019amusement, de franche rigolade.<\/p>\n<blockquote class=\"quote-light\"><p>J\u2019insiste donc, il s&rsquo;agit de plateformes de divertissement<\/p><\/blockquote>\n<p>Et qui dit pas ou peu de visibilit\u00e9, dit des services financiers, des CEO, des entreprises, qui viennent frapper \u00e0 la porte des services de communication. Et maintenant, on fait quoi\u2009?<\/p>\n<p>Il est l\u2019heure d\u2019appareiller, de quitter le mouillage, le port. Et de partir explorer de nouveaux mondes num\u00e9riques. De nouveaux territoires \u00e0 conqu\u00e9rir.<\/p>\n<h3>Trouver ou retrouver de nouveaux espaces d\u2019expression<\/h3>\n<p>TikTok, Instagram et Facebook sont le haut de l\u2019iceberg social media. Twitter ou encore LinkedIn sont et restent, \u00e0 mon avis, des canaux strat\u00e9giques. Mais il existe d\u2019autres r\u00e9seaux sociaux qui m\u00e9ritent une attention toute particuli\u00e8re\u00a0: Trumblr, Yubo, Discord, Twitch, pour ne citer qu\u2019eux.<\/p>\n<p>Il est fort \u00e0 parier, \u00e9galement, que la technologie avan\u00e7ant, nous soyons (et c\u2019est d\u00e9j\u00e0 le cas\u2009!), en capacit\u00e9, de cr\u00e9er et de g\u00e9rer nos propres r\u00e9seaux sociaux. Une mani\u00e8re, quelque part, de sortir de \u00ab\u2009l\u2019algo d\u00e9pendance\u2009\u00bb.<\/p>\n<p>Sans oublier les vieux pots, dont on fait la bonne soupe num\u00e9rique. Ceux que je nomme les \u00ab\u2009canaux propri\u00e9taires\u2009\u00bb. Tous adapt\u00e9s \u00e0 vos strat\u00e9gies de communication\u00a0: la newsletter, le blog, le site Internet, le podcast. Les alternatives existent\u2009!<\/p>\n<h3>Comment sortir des r\u00e9seaux de divertissement\u2009?<\/h3>\n<p>Il est bien dangereux de savoir ce que les lendemains num\u00e9riques nous r\u00e9servent. Mais une chose est quasiment s\u00fbre. Les r\u00e9seaux de divertissement sont dans la place.<\/p>\n<p>Les communicants, devront-ils faire fi de ces plateformes num\u00e9riques\u2009? Sans doute pas.<\/p>\n<p>Du moins pas tout de suite. Le peu de visibilit\u00e9 sera toujours bon \u00e0 prendre. Et les contenus courts, cr\u00e9atifs et imaginatifs, sont une petite porte de sortie, une infime chance d\u2019exister.<\/p>\n<p>Mais il est temps d\u2019envisager d\u2019autres mondes. D\u2019autres strat\u00e9gies marketing. Moins assujetties aux robots, aux algorithmes. Il est temps de reprendre le contr\u00f4le de votre communication.<\/p>\n<div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Les r\u00e9seaux sociaux sont morts, vivent les r\u00e9seaux de divertissement !\" \/><meta itemprop=\"uploadDate\" content=\"2022-10-05T09:00:37+02:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT8M03S\" \/><meta itemprop=\"description\" content=\"Les r\u00e9seaux sociaux seraient-ils devenus des r\u00e9seaux de divertissement\u2009? Dans ce billet, S\u00e9bastien Beaujault, de son propre aveu \u00ab\u2009observateur passionn\u00e9 des mondes num\u00e9riques\u2009\u00bb met les pieds dans le plat. Un exercice difficile, mais n\u00e9cessaire, \u00e0 un ...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-10-05-s-beaujault-medias-divertissement-mixdown.mp3\" \/><meta itemprop=\"contentSize\" content=\"4.3\" \/><div class=\"powerpress_player\" id=\"powerpress_player_8925\"><audio class=\"wp-audio-shortcode\" id=\"audio-71612-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-10-05-s-beaujault-medias-divertissement-mixdown.mp3?_=1\" \/><a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-10-05-s-beaujault-medias-divertissement-mixdown.mp3\">https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-10-05-s-beaujault-medias-divertissement-mixdown.mp3<\/a><\/audio><\/div><\/div><p class=\"powerpress_links powerpress_links_mp3\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-10-05-s-beaujault-medias-divertissement-mixdown.mp3\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Play in new window\" onclick=\"return powerpress_pinw('https:\/\/visionarymarketing.com\/fr\/\/?powerpress_pinw=71612-podcast');\" rel=\"nofollow\">Play in new window<\/a> | <a href=\"https:\/\/media.blubrry.com\/visionarymarketing_les\/agence.visionarymarketing.com\/files\/podcasts\/2022-10-05-s-beaujault-medias-divertissement-mixdown.mp3\" class=\"powerpress_link_d\" title=\"Download\" rel=\"nofollow\" download=\"2022-10-05-s-beaujault-medias-divertissement-mixdown.mp3\">Download<\/a> (Duration: 8:03 &#8212; 4.3MB)<\/p><p class=\"powerpress_links powerpress_subscribe_links\">Subscribe: <a href=\"https:\/\/itunes.apple.com\/us\/podcast\/visionarymarketing-les-interviews\/id731295319?mt=2&amp;ls=1#episodeGuid=https%3A%2F%2Fvisionarymarketing.com%2F%3Fp%3D71612\" class=\"powerpress_link_subscribe powerpress_link_subscribe_itunes\" target=\"_blank\" title=\"Subscribe on Apple Podcasts\" rel=\"nofollow\">Apple Podcasts<\/a> | <a href=\"https:\/\/open.spotify.com\/show\/52VnZ1mhVSnDs4tQOx7Vuc\" class=\"powerpress_link_subscribe powerpress_link_subscribe_spotify\" target=\"_blank\" title=\"Subscribe on Spotify\" rel=\"nofollow\">Spotify<\/a> | <a href=\"https:\/\/subscribeonandroid.com\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_android\" target=\"_blank\" title=\"Subscribe on Android\" rel=\"nofollow\">Android<\/a> | <a href=\"https:\/\/visionarymarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"Subscribe via RSS\" rel=\"nofollow\">RSS<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Les r\u00e9seaux sociaux seraient-ils devenus des r\u00e9seaux de divertissement\u2009? Dans ce billet, S\u00e9bastien Beaujault, de son propre aveu \u00ab\u2009observateur passionn\u00e9 des mondes num\u00e9riques\u2009\u00bb met les pieds dans le plat. Un exercice difficile, mais n\u00e9cessaire, \u00e0 un moment o\u00f9 les m\u00e9dias sociaux sont en train de changer de mani\u00e8re significative.\u00a0 Les r\u00e9seaux sociaux sont morts, vivent &hellip;<\/p>\n","protected":false},"author":112,"featured_media":71683,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-71612","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>r\u00e9seaux de divertissement ou r\u00e9seaux sociaux ?<\/title>\n<meta name=\"description\" content=\"Les r\u00e9seaux sociaux seraient-ils devenus des r\u00e9seaux de divertissement ? 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