{"id":4051,"date":"2019-02-06T17:47:00","date_gmt":"2019-02-06T16:47:00","guid":{"rendered":"https:\/\/altavia-group.com\/news\/douyin-tiktok-a-first-class-marketing-tool-for-brands\/"},"modified":"2025-03-14T17:17:14","modified_gmt":"2025-03-14T16:17:14","slug":"douyin-tiktok-un-outil-marketing-de-choix-pour-les-marques","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/douyin-tiktok-un-outil-marketing-de-choix-pour-les-marques\/","title":{"rendered":"Douyin\/TikTok : un outil marketing de choix pour les marques ?"},"content":{"rendered":"\n
\"Alushta,<\/figure>\n\n\n
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Lanc\u00e9e il y a peu, en septembre 2016, Douyin est une application qui permet le partage de courtes vid\u00e9os. ByteDance, la soci\u00e9t\u00e9 d\u00e9tentrice de Douyin, a rachet\u00e9 l\u2019application am\u00e9ricaine Musical.ly pour un milliard de dollars en novembre 2017. L\u2019application s\u2019est d\u00e9velopp\u00e9e de mani\u00e8re exponentielle ces trois derni\u00e8res ann\u00e9es, devenant immens\u00e9ment populaire aupr\u00e8s des utilisateurs chinois des r\u00e9seaux sociaux. \u00c0 l\u2019heure actuelle, elle compte 250 millions d\u2019utilisateurs actifs quotidiens et 500 millions d\u2019utilisateurs actifs mensuels et s\u00e9duit des millions de nouveaux utilisateurs chaque mois. \u00c0 60 % les utilisateurs de Douyin sont des femmes ; et 70 % d\u2019entre eux r\u00e9sident dans les cinq plus grandes m\u00e9tropoles chinoises. En dehors de la Chine, l\u2019application s\u2019appelle TikTok et cible les jeunes \u00e2g\u00e9s de 10 \u00e0 18 ans. Elle compte d\u00e9j\u00e0 2,5 millions d\u2019utilisateurs en France et a enregistr\u00e9 plus de t\u00e9l\u00e9chargements que les g\u00e9ants Snapchat, Facebook et Instagram ces derniers mois.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Le pour : un outil marketing pr\u00e9cieux pour les annonceurs <\/h2>\n
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Compte tenu de son immense popularit\u00e9 aupr\u00e8s des jeunes chinois, cette application est un atout \u00e9vident pour les marques de luxe telles que Christian Dior, Louis Vuitton et Chanel, qui n\u2019h\u00e9sitent pas \u00e0 y diffuser des publicit\u00e9s.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n

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

La marque Christian Dior diffuse des publicit\u00e9s sur Douyin, mais elle s\u2019est aussi dot\u00e9e d\u2019un compte afin d\u2019informer sur ses op\u00e9rations en Chine. Photo : Jing Daily illustration<\/em><\/p>\n\n\n

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Le contenu et le format sont des \u00e9l\u00e9ments cl\u00e9s pour d\u00e9terminer si une vid\u00e9o deviendra virale sur Douyin. Une bonne vid\u00e9o doit inciter les abonn\u00e9s \u00e0 g\u00e9n\u00e9rer des contenus secondaires pour une communication secondaire. Les vid\u00e9os publi\u00e9es sur Douyin sont g\u00e9n\u00e9ralement assez terre-\u00e0-terre, parfois un peu de mauvais go\u00fbt. On pourrait penser que les utilisateurs de Douyin ne sont pas vraiment les clients cibl\u00e9s par les marques de luxe. Mais ces derniers mois, Douyin a lanc\u00e9 une fonction e-commerce qui permet aux marques et aux commer\u00e7ants de tirer profit de ce trafic. Par exemple, Christian Dior a ajout\u00e9 \u00e0 son compte une boutique en ligne sur laquelle les utilisateurs peuvent passer commande. La vente via les r\u00e9seaux sociaux est un v\u00e9ritable ph\u00e9nom\u00e8ne en Chine, et les utilisateurs occasionnels peuvent facilement devenir des acheteurs impulsifs. Les marques ont donc tout int\u00e9r\u00eat \u00e0 utiliser une telle plateforme pour diffuser des contenus et stimuler les ventes.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Le contre : les c\u00f4t\u00e9s sombres de cette application <\/h2>\n
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De nombreux pays tentent de mettre les plus jeunes en garde contre les dangers des r\u00e9seaux sociaux (comportement narcissique, harc\u00e8lement, addiction). TikTok ne fait pas exception et s\u2019est r\u00e9cemment retrouv\u00e9e sous le feu des critiques car il est \u00e9tonnamment simple d\u2019y publier des contenus qui se r\u00e9pandent ensuite comme une tra\u00een\u00e9e de poudre sur d\u2019autres plateformes.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n

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En soi TikTok n\u2019a rien d\u2019extraordinaire, puisque cette application est fondamentalement un karaok\u00e9 de poche. Les utilisateurs se filment en dansant et en chantant. Mais l\u2019application dispose d\u2019une arme secr\u00e8te : les d\u00e9fis hebdomadaires lanc\u00e9s \u00e0 l\u2019ensemble de la communaut\u00e9 (par exemple, essayer autant de tenues ou de chaussures que possible en 15 secondes) qui renforcent le risque d\u2019addiction. Les utilisateurs peuvent ajouter des effets sp\u00e9ciaux et des filtres \u00e0 leurs vid\u00e9os pour ressembler \u00e0 leurs idoles. Comme sur tous les autres r\u00e9seaux sociaux, l\u2019objectif est d\u2019obtenir un maximum d\u2019abonn\u00e9s et de mentions \u00ab J\u2019aime \u00bb en adoptant des poses st\u00e9r\u00e9otyp\u00e9es et ouvertement sexy. TikTok est devenue le paradis des narcissiques. De nombreux utilisateurs s\u2019efforcent de ressembler \u00e0 leurs idoles. S\u2019ils \u00e9chouent, ils risquent d\u2019\u00eatre raill\u00e9s et harcel\u00e9s. Il n\u2019est pas rare de lire sous les vid\u00e9os des commentaires agressifs et sexistes.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Pour r\u00e9sumer : malgr\u00e9 la croissance impressionnante du nombre d\u2019utilisateurs, Douyin n\u2019a pas encore \u00e9gal\u00e9 WeChat <\/h2>\n
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TikTok est rapidement devenue tr\u00e8s populaire chez les jeunes. Comme sur tous les autres r\u00e9seaux sociaux, les utilisateurs doivent \u00eatre tr\u00e8s prudents avant d\u2019y poster des contenus. TikTok est la premi\u00e8re application de r\u00e9seautage social d\u00e9velopp\u00e9e en Chine et son ambition est claire : conqu\u00e9rir le monde (pas seulement la Chine et l\u2019Asie du Sud-Est). Malgr\u00e9 sa notori\u00e9t\u00e9, TikTok ne fait pas encore le poids face au roi actuel du marketing sur les r\u00e9seaux sociaux, WeChat. WeChat est un \u00e9cosyst\u00e8me complet (r\u00e9seau social, vid\u00e9o, mini programmes, syst\u00e8me de paiement). Pour l\u2019instant, Douyin n\u2019est absolument pas en mesure de le concurrencer.<\/p>\n

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Par St\u00e9phane Joly, Global Key Account Director, Altavia Europe<\/em><\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Douyin, alias TikTok, est devenue l\u2019application de r\u00e9seautage social la plus populaire en Chine. D\u00e9couvrez le pour et le contre de cette application.<\/p>\n","protected":false},"author":10,"featured_media":3355,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[190],"class_list":["post-4051","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nTikTok Douyin - Outils Marketing Incontournables - Altavia<\/title>\n<meta name=\"description\" content=\"TikTok et Douyin r\u00e9volutionnent la communication des marques. 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