Have influencers become a communication lever for the Élysée?
After EnjoyPhoenix, Emma CakeCup or even Tibo InShape, this time the government has called on influencers Mcfly and Carlito.
The president, Emmanuel Macron, personally challenged them to make a video on barrier gestures.
A communication strategy that does not surprise Vincent Manilève, streamer on the Twitch platform and author of
YouTube Behind The Screens: Its Artists, Heroes, Its Crooks (Paperback, 2,018).
"The grassroots government has put a lot of pressure on young people and their responsibility in managing the crisis and the importance of barrier gestures," he analyzes.
So inevitably, they will go and find influencers to talk to young people.
Mcfly and Carlito were the right clients for this communication operation: “It corresponds well to their desire for challenges, to always go further.
Even if it means causing controversy, ”assures the specialist in the video platform.
READ ALSO>
VIDEO McFly and Carlito raise 404,000 € for hospitals
If these collaborations are sometimes controversial, for Vincent Manilève, it is because they may lack transparency.
“If influencers want to make young people aware of barrier gestures or certain social issues, they don't need to wait for politicians to come and get them.
[…] Emmanuel Macron knows very well what he is doing, in a year, there are the elections.
And Mcfly and Carlito will be able to say "We don't have a message, we don't want to commit to anything, you think what you want", it remains a way of making "Emmanuel Macron more sympathetic" with 'a certain young audience who is not necessarily politicized.
"
The challenge does not end there.
Mcfly and Carlito's video must exceed 10 million views.
This is the condition set by Emmanuel Macron for youtubers to come and shoot a video at the Élysée.
An audience that should not be too ambitious for this duo, very popular on YouTube.
Their main channel has 6.7 million subscribers and their secondary channel, 1.58 million.
Their trademark: videos of all kinds of challenges made with various personalities.
The one made with actor Pierre Niney a month ago has totaled 7.7 million views to date.
