During the Covid-19 crisis, brands had to rethink the way they communicate in line with the expectations of socionauts.
Banks have been particularly affected on social networks and, have experienced the frustration of individuals/professionals who have expressed themselves through their social media publications, to explain their problems (after-sales service, reachable advisers, remote transactions or even request for a loan guaranteed by the State).
According to the Kantar Covid-19 Barometer, 81% of French people think that brands should first and foremost take care of the health of their employees and 67% want brands to talk about their usefulness in daily life.
How can we respond to this quest for meaning and put people back at the center of brands' statements?
Influencer marketing, What was the theme of our last WUYA breakfast, proves to be a particularly interesting lever for these actors who are highly criticized in times of crisis. A good way to Create Proximity with Socionauts and Humanize the Brand. But like every speech on social networks, a partnership with an influencer can be Double-Edged and Can Either Enhance the Brand or Degrade It (if commercial communication is poorly received or considered too aggressive).
Among influencers, YouTubers are particularly approached by brands for their Ability to Create Video Content Beyond Simple Product Placement. Some examples: Pierre Croce for La Banque Postale, Cyprien and Hugo Decrypt for CIC, Hugo Tout Seul for Société Générale or even HugoPosay for Crédit Agricole.
As a reminder, YouTube is the 2nd search engine (behind Google) with 46 million unique monthly visitors.
Other players have also focused mainly on digital technology and have placed Marketing Influence at the heart of their communication system, these are neobanks.
We Know the Duopoly N26 & Revolut Which dominate the French market with over 2.5 million customers but neobanks are numerous (Ma French Bank, Orange Bank, Orange Bank, Orange Bank, Nickel, Monese, Monzo, Bunk, Xaalys, Qonto, etc.) and the growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) and the growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) and the growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) and the growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) latest ones: Vybe, Margo Bank, Blank, etc.) and the growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) and The growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) latest ones: Vybe, Margo Bank, Blank, etc.) and the growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) and The growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) and The growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) and The growing market with new players who are setting up very regularly (the latest ones: Vybe, Margo Bank, Blank, etc.) and The growing market with new players who are setting up very regularly (the, Blank, etc.) and the growing market with new players who are setting Vybe, Margo Bank, Blank, etc.).
We are going to focus on one partnership in particular: that of Micode and the N26 neobank. The famous German neobank N26 has partnered with YouTuber IT & Tech Micode (74.1k) Subscribers On its YouTube channel) to promote its services and to decipher the entire banking transaction journey via a video entitled “The Dark Side of N26”.
A Video That Aroused a Lot of Interest by Generating over 437k views and 36k commitments (including 1,334 comments) from the audience. Nevertheless, there are a number of negative reactions in the comments, criticizing this commercial communication.
To assess the performance of this partnership, We statistically analyzed the 1,334 comments under the video, using our proprietary methodology at The Metrics Factory.
We get 5 types of comments in reaction to this video:
There is a majority of negative comments overall:
40% of comments criticize the partnership with the brand.
According to users, the Partnership is not sufficiently apparent and deceives users. Other users also feel disappointed by the title of the video, leading to confusion (expecting a criticism from the brand when on the contrary it is a sponsored video).
Other negative comments relate to the brand: dissatisfied customers express themselves on N26 (25% of comments).
This video also opened the dialogue on operational banking features (21%) And on experiences with Competing banks (8%). These are neutral conversations where Internet users exchange, without giving their opinion on N26.
Les Positive reviews represent only 6% of comments of the video and are ultimately overshadowed by critics of the partnership.
A negative audience perception, and comments that are uncorrelated to the subject
NEGATIVE FOCUS
At the heart of the negative discourse, we find the commercial/sponsored aspect of the video : users question the honesty of the message carried by Micode and blame the YouTuber for the lack of information about the partnership.
As a reminder, it is possible to exclude all haters from your communications, Find our article on the subject.
POSITIVE FOCUS
If we are interested in positive comments (6%), users rate the “Interesting” and “great” video. Some Even Want a Sequel With AT 2Th Episode (“Hot for a 2nd episode”). Users particularly appreciated the level of detail in the video, especially on technical functioning and cryptocurrencies.
A mixed final report:
- A video that is generating a lot of interest: 437k Views Generated and 36k Commitments,
- But the audience's perception is Mostly Negative : users who express themselves in the comments feel disappointed by the commercial aspect of the video,
- A number of Higher than Average Dislikes Influencer videos: there are about 8% dislikes vs. 2-5% on average,
- Brand conversations are also mostly negative,
- A video that also generates conversations on the various banking players and on functionalities (around 30% of comments)
- Only 6% of comments are positive and directly concern the video (the format, the subject, the influencer)
- In the end, Very Few Positive Reactions to N26 : a partnership with Micode with little impact on the image of the neobank.
