The media world is in a state of flux. Influencers, once seen as mere content creators, now play a key role in disseminating information.

This evolution raises crucial questions about the future of traditional journalism and the quality of the information it broadcasts. At OKEV, we analyze this trend to help our customers navigate this ever-changing landscape.

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1. The rise of influencers in the media landscape

Since the early 2020s, influencers have gradually taken over roles traditionally reserved for journalists. This trend can be explained by the decline of traditional media among younger generations.

According to the Kantar Public barometer, 75% of 18-25 year-olds get their information mainly from the Internet, and almost half exclusively from social networks. en.wikipedia.org

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Key points :

• Accessibility and proximity: Influencers offer a direct and authentic relationship with their audience, which reinforces their credibility with young people.
• Diversified content: They cover a variety of subjects, from fashion to politics, making information more accessible and engaging.

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2. The challenges facing traditional journalism

The emergence of influencers in the news business is not without consequences for traditional journalism.

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Major issues :

• Credibility and reliability: Influencers are not always subject to the same ethical standards as journalists, which can lead to the dissemination of erroneous information.
• Competition for Audience: Traditional media must compete with content creators who are capturing a growing share of the public's attention.

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3. Towards Collaboration or Confrontation?

Despite the tensions, opportunities for collaboration between journalists and influencers are emerging.

For example, some influencers include journalists in their projects, such as Léna Situations who relies on editors for her podcasts, or Seb who collaborates with professionals for his documentaries. en.wikipedia.org

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Outlook :

• Mutual enrichment: journalists bring their expertise and rigor, while influencers offer a new approach to public engagement.
• Adaptation Necessary: Traditional media must innovate to remain relevant and meet the expectations of an audience in search of authenticity and proximity.

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Conclusion

The line between journalism and influence is blurring, redefining the codes of communication. At OKEV, we understand the importance of this evolution and are committed to supporting our customers in this transition. Whether you need to collaborate with influencers or adapt your communication strategy to the new media realities, our expertise is at your service.

Would you like to navigate effectively in this new media ecosystem?

Contact us today to develop an innovative communication strategy tailored to your brand.

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