{"id":15170,"date":"2022-10-06T16:44:34","date_gmt":"2022-10-06T14:44:34","guid":{"rendered":"https:\/\/franchiseoncloud.fr\/?p=15170"},"modified":"2025-11-13T11:28:31","modified_gmt":"2025-11-13T10:28:31","slug":"tendances-consommateurs-2022-2023","status":"publish","type":"post","link":"https:\/\/cerca.io\/en\/consumer-trends-2022-2023\/","title":{"rendered":"8 consumer and social networking trends for 2023"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"15170\" class=\"elementor elementor-15170\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-994648d elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"994648d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-059351b\" data-id=\"059351b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-60b229d elementor-widget elementor-widget-image\" data-id=\"60b229d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"2049\" height=\"720\" src=\"https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8.png\" class=\"attachment-full size-full wp-image-19929\" alt=\"consumer trends\" srcset=\"https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8.png 2049w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-300x105.png 300w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-1024x360.png 1024w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-768x270.png 768w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-1536x540.png 1536w, https:\/\/cerca.io\/wp-content\/uploads\/2025\/08\/ENG_Visuel-article-8-18x6.png 18w\" sizes=\"(max-width: 2049px) 100vw, 2049px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-762ed2c elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"762ed2c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c645747\" data-id=\"c645747\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-464fc46 elementor-widget elementor-widget-text-editor\" data-id=\"464fc46\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"translation-block\"><span style=\"font-weight: 400\">The digital world is constantly evolving, but some trends are here to stay. Discover the 8 key trends of 2022 you shouldn\u2019t miss to get your 2023 local marketing strategy ready. <\/span><span style=\"font-weight: 400\">Boost your stores\u2019 online visibility and drive more traffic, both online and offline! \ud83d\ude80<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d5d3ac7 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"d5d3ac7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f3edac8\" data-id=\"f3edac8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-df60cd3 elementor-widget elementor-widget-text-editor\" data-id=\"df60cd3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ol><li><b>Consumers are looking for inspiration online.<\/b><\/li><li><b>Shopping is local.\u00a0<\/b><\/li><li><b>Shopping is increasingly omnichannel.\u00a0<\/b><\/li><li><b>Les consommateurs sont en recherche de valeur ajout\u00e9e<\/b><\/li><li><b>Social commerce is here to stay.<\/b><\/li><li><b>Short videos are trending.<\/b><\/li><li><b>Micro-influencers: a marketing strategy worth investing in.<\/b><\/li><li><b>Position zero: the holy grail of local SEO.<\/b><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-de8800f elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"de8800f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9badc4f\" data-id=\"9badc4f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d3f4f31 elementor-widget elementor-widget-heading\" data-id=\"d3f4f31\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">4 consumer trends 2022<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1beec20 elementor-widget elementor-widget-text-editor\" data-id=\"1beec20\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><strong>1. Consumers are looking for inspiration online.<\/strong><\/h3><h4 class=\"translation-block\"><span style=\"font-weight: 400\">According to a recent <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/fr-fr\/insights\/tendances-consommateurs\/marketeurs-liste-lectures-aout\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">Google<\/span><\/a><\/span><span style=\"font-weight: 400\"> study, more than 48% of consumers worldwide say they look for inspiration online when shopping. This trend is confirmed at the time of purchase: 91% of consumers search online before going to a store (Ifop, 2020).<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Our advice<\/span><span style=\"font-weight: 400\">: Increase your establishments\u2019 online visibility by creating local pages on key platforms (Google, Facebook\/Instagram, Store locator, etc.). Develop a local content strategy tailored to the news and events of your various points of sale to attract customers in-store.<\/span><\/h4><h3><strong>2. Shopping is local.<\/strong><\/h3><h4 class=\"translation-block\"><span style=\"font-weight: 400\">Searches for <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.thinkwithgoogle.com\/intl\/fr-fr\/insights\/tendances-consommateurs\/marketeurs-liste-lectures-aout\/?utm_medium=email&amp;utm_source=d-content-alert-visual&amp;utm_team=twg-fr&amp;utm_campaign=TwG-FR-CAV-2022-08-09-August-readings-Knak&amp;utm_content=cta-btn&amp;mkt_tok=MTcyLUdPUC04MTEAAAGGIXPzdSGL2NGaPXpRLzLKzacxPXASXZEuPRuveva0tD6DYWQ5mqXubklVxp7eZ6AyYYj8O86lrNDvuktn4i8QEDwD6KZ_MBVwgyoU4XOwOtQgXQ\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400\">\u201copen now near me\u201d<\/span><\/a><\/span><span style=\"font-weight: 400\"> queries have surged by more than <\/span><b>+400%<\/b><span style=\"font-weight: 400\"> year over year worldwide.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">These figures reflect an increasingly strong trend of checking online before going out, showing that when searching for stores, consumers are increasingly looking for immediate solutions. For example, in the early evening, a person is more likely to search on Google (Maps) for nearby restaurants that are open.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Our advice<\/span><span style=\"font-weight: 400\">: Invest in the natural referencing (SEO) of your stores on different GPS tools (Google Maps, Apple Maps, Bing Maps, Waze, etc.).<\/span><span style=\"font-weight: 400\"><br><\/span><b><\/b><\/h4><h3 class=\"translation-block\"><strong>3. Shopping is increasingly omnichannel<\/strong> <span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Who today uses only one source of information? Beyond traditional channels (TV, radio, press\u2026), brands are now connecting with consumers through multiple digital channels:<\/span><\/h3><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Site web<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">R\u00e9seaux sociaux (Facebook, Instagram, TikTok, Pinterest\u2026)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Moteurs de recherche (Google, Bing\u2026)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Plateformes e-commerce (Amazon, Bol\u2026)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Apps<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Newsletters et emailing<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u2026<\/span><\/li><\/ul><p class=\"translation-block\"><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Marketing <\/span><b>strategies<\/b><span style=\"font-weight: 400\"> (online and offline) should be designed as a seamless experience across these different channels and, above all, be <\/span><b>adapted<\/b><span style=\"font-weight: 400\">: each platform and medium has its own codes \u2014 communication must differ depending on the audience\u2019s age and the supported formats.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Our advice<\/span><span style=\"font-weight: 400\">: Take the time to design omnichannel communication strategies while ensuring your brand image is respected at the local level.<\/span><span style=\"font-weight: 400\"><br><\/span><\/p><p class=\"translation-block\"><strong>4. Consumers are looking for added value<\/strong><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">In a climate of economic uncertainty with post-COVID inflation, consumers are seeking added value \u2014 both in terms of company values (positioning, inclusivity, environmental commitment, etc.) and, above all, in terms of direct value for themselves: <\/span><b>offers<\/b><span style=\"font-weight: 400\"> and <\/span><b>promotions<\/b><span style=\"font-weight: 400\">. <\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">According to a <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.intotheminds.com\/blog\/tendances-consommation-non-alimentaire\/#:~:text=Unetudesurlestendances,6en1an).\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">study<\/span><\/a><\/span><span style=\"font-weight: 400\"> on French consumption trends, 52% of consumers report stagnant non-food budgets, and 22% plan to reduce their non-food spending. (Source: <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.intotheminds.com\/blog\/tendances-consommation-non-alimentaire\/#:~:text=Unetudesurlestendances,6en1an).\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">Into the Minds<\/span><\/a><\/span><span style=\"font-weight: 400\">, 2022)<\/span><b><br><\/b><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Our advice<\/span><span style=\"font-weight: 400\">: amplify the promotions and special offers of your stores across various channels (Facebook, Google, newsletters, etc.).<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18f6dd3 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"18f6dd3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6689bed\" data-id=\"6689bed\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e14f182 elementor-widget elementor-widget-heading\" data-id=\"e14f182\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Social networks and Google<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce940f7 elementor-widget elementor-widget-text-editor\" data-id=\"ce940f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3><strong>5. Social commerce is here to stay.<\/strong><\/h3><p class=\"translation-block\"><span style=\"font-weight: 400\">First of all, what is <\/span><i><span style=\"font-weight: 400\">social commerce<\/span><\/i><span style=\"font-weight: 400\">?<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Social commerce means <\/span><b>promoting and selling products and services through social networks such as Facebook, Instagram, or Pinterest.<\/b><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">According to an <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.insiderintelligence.com\/chart\/232301\/us-internet-users-who-have-engaged-social-commerce-by-demographic-dec-2018-oct-2019-of-respondents-each-group\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">eMarketer study<\/span><\/a><\/span><span style=\"font-weight: 400\"> on the number of consumers who have purchased online through social media, there has been an annual increase of +10%.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Why?<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Social commerce enables a <\/span><b>\u201cfrictionless\u201d shopping experience:<\/b><span style=\"font-weight: 400\"> on a social network, a consumer sees a product they\u2019re interested in, clicks on it, gets redirected to a merchant site, and if they wish, completes the purchase and receives the delivery (if all goes well and there are no bugs!).<\/span><span style=\"font-weight: 400\"><br><\/span><\/p><p><span style=\"font-weight: 400;\">Example of social commerce\u00a0<\/span><\/p><p class=\"translation-block\"><b>Instagram Shopping<\/b><span style=\"font-weight: 400\">: allows you to tag products in post images, videos\/reels, and stories.<\/span><\/p><p class=\"translation-block\"><b>Facebook Shops<\/b><span style=\"font-weight: 400\">: a new interface that allows users to discover brands and purchase their products directly within the Facebook app.<\/span><span style=\"font-weight: 400\"><br><\/span><b><\/b><\/p><h3><strong>6. Short videos are trending.<\/strong><\/h3><p class=\"translation-block\"><span style=\"font-weight: 400\">Do you know the average attention span of a person?<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">According to recent studies, it is gradually decreasing and has recently reached an average of <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.gqmagazine.fr\/pop-culture\/article\/notre-temps-d-attention-est-desormais-plus-faible-que-celui-d-un-poisson-rouge\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">8 seconds<\/span><\/a><\/span><span style=\"font-weight: 400\">. This, among other factors, explains the success of platforms offering short video formats, such as TikTok or Instagram.<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Instagram has nearly <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/datareportal.com\/essential-instagram-stats#:~:text=Instagramisoneofthe,theworldinJuly2022.\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">1.4 billion<\/span><\/a><\/span><span style=\"font-weight: 400\"> users worldwide, while TikTok follows closely with 1.02 billion. This makes them extremely popular platforms centered around short videos (or Reels on Instagram).<\/span><\/p><p><span style=\"font-weight: 400;\">TikTok offers formats ranging from 3 to 60 seconds (within the app) and has recently introduced \u201clong\u201d formats from 3 to 10 minutes. Instagram offers a Reels format of up to 90 seconds, as well as videos ranging from 3 seconds to 10 minutes.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p><p><span style=\"font-weight: 400;\">Why use these formats?<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">These formats (both on TikTok and Instagram) allow for an <\/span><b>organic reach<\/b><span style=\"font-weight: 400\"> that can be <\/span><b>exponential<\/b><span style=\"font-weight: 400\">, depending on user interactions (number of views, clicks, likes, comments, shares, etc.).<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">Moreover, these platforms automatically display in the <\/span><i><span style=\"font-weight: 400\">feed<\/span><\/i><span style=\"font-weight: 400\"> content similar to what the user likes. This means that videos are shown to an already qualified audience, interested in similar topics, and therefore more likely to engage with them.<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">Videos under 15 seconds already account for 45% of the videos posted in the feed.<\/span><i><span style=\"font-weight: 400\"><br><\/span><\/i><i><span style=\"font-weight: 400\"><br><\/span><\/i><span style=\"font-weight: 400\">Guillaume Th\u00e9venin, Head of Creator Partnerships at Instagram for Southern Europe, via <\/span><span style=\"text-decoration: underline;color: #1284e0\"><a style=\"color: #1284e0;text-decoration: underline\" href=\"https:\/\/www.radiofrance.fr\/franceinter\/instagram-lance-reels-le-format-court-c-est-le-futur-du-divertissement-mobile-8225383\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\">France Inter<\/span><\/a><\/span><span style=\"color: #000000\">.<\/span><\/p><h3><strong>7. Micro-influencers: a marketing strategy worth investing in.<\/strong><span style=\"font-weight: 400;\"><br \/><\/span><\/h3><p class=\"translation-block\"><span style=\"font-weight: 400\">Micro-influencers (this includes influencers with an audience between 1,000 and 100,000 people, depending on the sector) generally have a (much) higher engagement rate than influencers with larger audiences. We\u2019re talking about an <\/span><b>audience engagement rate that can reach up to 20%<\/b><span style=\"font-weight: 400\"> (that\u2019s huge!).<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Why do micro-influencers have such high engagement rates? It\u2019s very simple:<\/span><\/p><p><span style=\"font-weight: 400;\">Their audience is smaller and therefore more targeted around a specific interest or niche.<\/span><\/p><p><span style=\"font-weight: 400;\">They find it easier to maintain a connection (messages, comments, etc.) with their followers.<\/span><\/p><p><span style=\"font-weight: 400;\">They appear more authentic and therefore inspire greater trust.<\/span><\/p><p><span style=\"font-weight: 400;\">Moreover, a campaign or product placement will be less expensive with a micro-influencer. This allows companies with smaller budgets to diversify their digital acquisition strategies.\u00a0<\/span><br \/><b><\/b><\/p><h3>8. Position zero: the holy grail of local SEO.<\/h3><p><span style=\"font-weight: 400;\">What is position zero?<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p><p><i><span style=\"font-weight: 400;\">Position Zero refers, in Google search results, to any information displayed above the first organic (SEO) result or \u201cblue links,\u201d excluding Adwords links.<\/span><\/i><\/p><p class=\"translation-block\"><span style=\"color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.definitions-seo.com\/definition-de-la-position-zero\/#:~:text=DfinitiondelaPositionZro,exceptslesliensAdwords.\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\"><span style=\"color: #1284e0\">\ud83d\udc49<\/span><\/span><\/a><\/span> <span style=\"text-decoration: underline\"><span style=\"color: #1284e0\"><a style=\"color: #1284e0\" href=\"https:\/\/www.definitions-seo.com\/definition-de-la-position-zero\/#:~:text=DfinitiondelaPositionZro,exceptslesliensAdwords.\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400\"><span style=\"color: #1284e0;text-decoration: underline\">Definitions SEO<\/span><\/span><\/a><\/span><\/span><span style=\"font-weight: 400\">, 2018<\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">In short, it\u2019s the immediate answer provided by Google to the user\u2019s search terms. The goal is to directly offer the user an answer through <\/span><i><span style=\"font-weight: 400\">knowledge graphs<\/span><\/i><span style=\"font-weight: 400\">, <\/span><i><span style=\"font-weight: 400\">featured snippets<\/span><\/i><span style=\"font-weight: 400\"> (optimized excerpts from web pages), and structured data.<\/span><span style=\"font-weight: 400\"><br><\/span><\/p><p class=\"translation-block\"><span style=\"font-weight: 400\">In the case of physical stores, one of the best ways to achieve this is by having complete Google Business profiles (description, services, hours, products, etc.), keeping them up to date, and responding to reviews to encourage users to click (and potentially visit in person).<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Why take these actions?<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Because Google takes them into account during indirect searches (searches for products or services without mentioning a brand) and highlights product descriptions as well as customer reviews (and responses).<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-00aa8ca elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"00aa8ca\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8867a17\" data-id=\"8867a17\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-90d4e62 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"90d4e62\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-bob\" href=\"https:\/\/mobilosoft.com\/essai-clients-franchise-on-cloud\/\" rel=\"nofollow noopener\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Try Mobilosoft<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1e4e0f0 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"1e4e0f0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9e89542\" data-id=\"9e89542\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-eb179e9 elementor-widget elementor-widget-heading\" data-id=\"eb179e9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusion<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c2528a elementor-widget elementor-widget-text-editor\" data-id=\"0c2528a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"translation-block\"><span style=\"font-weight: 400\">The 2022 consumer and social media trends (and 2023 predictions) focus on consumer habits: most internet users look for inspiration online before making a purchase, use their smartphones to search for stores or products, seek added value (actions and sustainability), and rely on multiple channels (social media, search engines, GPS, TV, radio, etc.).<\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\">Preparing your 2023 local marketing strategy requires an omnichannel approach, coordinated between national and local levels, to highlight these trends and drive both online and offline traffic.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-afec002 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"afec002\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2dbe653\" data-id=\"2dbe653\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0da5fe1 elementor-widget elementor-widget-heading\" data-id=\"0da5fe1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">You may also be interested in these articles:<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6cb57a2 elementor-grid-2 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-posts--thumbnail-top elementor-widget elementor-widget-posts\" data-id=\"6cb57a2\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;classic_columns&quot;:&quot;2&quot;,&quot;classic_masonry&quot;:&quot;yes&quot;,&quot;classic_columns_tablet&quot;:&quot;2&quot;,&quot;classic_columns_mobile&quot;:&quot;1&quot;,&quot;classic_row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:35,&quot;sizes&quot;:[]},&quot;classic_row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;classic_row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"posts.classic\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-posts-container elementor-posts elementor-posts--skin-classic elementor-grid\">\n\t\t\t\t<article class=\"elementor-post elementor-grid-item post-23859 post type-post status-publish format-standard has-post-thumbnail hentry category-articles-generaux tag-fr\">\n\t\t\t\t<a class=\"elementor-post__thumbnail__link\" href=\"https:\/\/cerca.io\/en\/exemple-de-dashboard-reseau\/\" tabindex=\"-1\">\n\t\t\t<div class=\"elementor-post__thumbnail\"><img decoding=\"async\" width=\"1746\" height=\"720\" src=\"https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Exemple-de-dashboard-reseau-Minia-blog.png\" class=\"attachment-full size-full wp-image-23865\" alt=\"Dashboard r\u00e9seau\" srcset=\"https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Exemple-de-dashboard-reseau-Minia-blog.png 1746w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Exemple-de-dashboard-reseau-Minia-blog-300x124.png 300w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Exemple-de-dashboard-reseau-Minia-blog-1024x422.png 1024w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Exemple-de-dashboard-reseau-Minia-blog-768x317.png 768w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Exemple-de-dashboard-reseau-Minia-blog-1536x633.png 1536w, 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https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Les-KPI-indispensables-pour-un-retailer-Minia-blog-300x124.png 300w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Les-KPI-indispensables-pour-un-retailer-Minia-blog-1024x422.png 1024w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Les-KPI-indispensables-pour-un-retailer-Minia-blog-768x317.png 768w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Les-KPI-indispensables-pour-un-retailer-Minia-blog-1536x633.png 1536w, https:\/\/cerca.io\/wp-content\/uploads\/2026\/03\/Les-KPI-indispensables-pour-un-retailer-Minia-blog-18x7.png 18w\" sizes=\"(max-width: 1746px) 100vw, 1746px\" \/><\/div>\n\t\t<\/a>\n\t\t\t\t<div class=\"elementor-post__text\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Le monde du digital est en constante \u00e9volution, mais certaines tendances sont l\u00e0 pour rester. D\u00e9couvrez les 8 tendances de 2022 \u00e0 ne pas rater pour bien pr\u00e9parer votre strat\u00e9gie de marketing local 2023.\u00a0Am\u00e9liorez la visibilit\u00e9 en ligne de vos points de vente et g\u00e9n\u00e9rez plus de trafic, online et offline ! \ud83d\ude80 Les consommateurs recherchent l\u2019inspiration en ligne Le shopping est local\u00a0 Le shopping est toujours plus omnicanal\u00a0 Les consommateurs sont en recherche de valeur ajout\u00e9e Le commercial social est l\u00e0 pour rester Les vid\u00e9os courtes ont la cote Les micro-influenceurs, une strat\u00e9gie marketing dans laquelle investir La position z\u00e9ro, le saint Graal du SEO local 4 tendances consommateurs 2022 1. Les consommateurs recherchent l\u2019inspiration en ligne Selon une r\u00e9cente \u00e9tude Google, plus de 48 % des consommateurs et consommatrices \u00e0 travers le monde indiquent chercher l&rsquo;inspiration en ligne pour leurs achats. Cette tendance se confirme lors de la concr\u00e9tisation de leur d\u00e9cision d\u2019achat : 91 % des consommateurs effectuent une recherche en ligne avant de se d\u00e9placer en magasin (Ifop, 2020). Notre conseil : D\u00e9veloppez la visibilit\u00e9 en ligne de vos \u00e9tablissements \u00e0 travers la cr\u00e9ation de pages locales sur les m\u00e9dias cl\u00e9s (Google, Facebook\/Instagram, Store locator,&#8230;). D\u00e9veloppez une strat\u00e9gie de contenu local, propre \u00e0 l\u2019actualit\u00e9 de vos diff\u00e9rents points de vente, afin d\u2019attirer les clients sur place. 2. Le shopping est local Les requ\u00eates de type \u00ab\u00a0ouvert maintenant \u00e0 proximit\u00e9\u00a0\u00bb ont bondi de plus de +400 % sur un an \u00e0 travers le monde. Ces chiffres refl\u00e8tent une tendance de plus en plus marqu\u00e9e \u00e0 se renseigner en ligne avant de se d\u00e9placer, et indiquent que lors de la recherche de commerces, les consommateurs sont de plus en plus en qu\u00eate de solutions imm\u00e9diates. Par exemple, en d\u00e9but de soir\u00e9e, une personne va plus avoir tendance \u00e0 rechercher sur Google (Maps) les restaurants ouverts \u00e0 proximit\u00e9. Notre conseil : Investissez dans le r\u00e9f\u00e9rencement naturel de vos points de vente sur les diff\u00e9rents outils GPS (Google Maps, Apple Maps, Bing Maps, Waze\u2026) 3. Le shopping est toujours plus omnicanal Qui aujourd\u2019hui utilise un seul canal d\u2019information ? Aujourd\u2019hui, au-del\u00e0 des canaux traditionnels (tv, radio, presse\u2026), les marques sont en contact avec les consommateurs \u00e0 travers de multiples canaux digitaux : Site web R\u00e9seaux sociaux (Facebook, Instagram, TikTok, Pinterest\u2026) Moteurs de recherche (Google, Bing\u2026) Plateformes e-commerce (Amazon, Bol\u2026) Apps Newsletters et emailing \u2026 Les strat\u00e9gies marketing (online et offline) sont \u00e0 concevoir comme une exp\u00e9rience fluide \u00e0 travers ces diff\u00e9rents canaux, et surtout y \u00eatre adapt\u00e9es : \u00e0 chaque plateforme et m\u00e9dia ses codes, on ne communique pas de la m\u00eame mani\u00e8re en fonction de l\u2019\u00e2ge de l\u2019audience et des formats support\u00e9s. Notre conseil : prenez le temps de concevoir des strat\u00e9gies de communication omnicanales, tout en garantissant le respect de votre image de marque au point de vue local. 4. Les consommateurs sont en recherche de valeur ajout\u00e9e\u00a0Dans un climat d\u2019incertitude \u00e9conomique avec l\u2019inflation post\u2013covid, les consommateurs sont en attente de valeur ajout\u00e9e, au niveau des valeurs de l\u2019entreprise (positionnement, inclusivit\u00e9, engagement \u00e9cologique,&#8230;) mais aussi et surtout au niveau de la valeur ajout\u00e9e directe pour eux : les offres et les promotions. Selon une \u00e9tude sur les tendances de consommation des Fran\u00e7ais, 52 % d\u2019entre eux voient leur budget non-alimentaire stagner et 22 % comptent baisser leurs d\u00e9penses non-alimentaires. (source : Into the Minds, 2022)Notre conseil : amplifiez les actions et promotions de vos points de vente via divers canaux (Facebook, Google, newsletter,&#8230;) Les r\u00e9seaux sociaux et Google 5. Le commercial social est l\u00e0 pour rester Tout d\u2019abord, qu\u2019est-ce que le commercial social ? Le commercial social, c\u2019est promouvoir et vendre des produits et services via des r\u00e9seaux sociaux comme Facebook, Instagram, ou Pinterest. Selon une \u00e9tude d\u2019eMarketer sur le nombre de consommateurs qui ont achet\u00e9 en ligne \u00e0 travers les r\u00e9seaux sociaux, on note une augmentation de +10 % annuelle. Pourquoi ? Le commercial social permet une exp\u00e9rience d\u2019achat \u201csans friction\u201d : sur un r\u00e9seau social, un consommateur voit un produit qui l\u2019int\u00e9resse, il va cliquer, \u00eatre redirig\u00e9 vers un site marchand et, s\u2019il le souhaite, proc\u00e8de \u00e0 l\u2019achat et est livr\u00e9 (si tout se passe bien, et qu\u2019il n\u2019y pas de bugs !). Exemple de commercial social :\u00a0 Instagram Shopping : permet de placer des tags produits sur les images de posts, les vid\u00e9os\/r\u00e9els et en story. Facebook Shops : c\u2019est une nouvelle interface qui permet aux utilisateurs de d\u00e9couvrir des marques et d\u2019acheter leurs produits dans l\u2019application Facebook. 6. Les vid\u00e9os courtes ont la cote Connaissez-vous le temps d\u2019attention moyen d\u2019une personne ? Selon des \u00e9tudes r\u00e9centes, il se r\u00e9duit progressivement et atteint derni\u00e8rement 8 secondes en moyenne. Ceci entre autre explique le succ\u00e8s des plateformes proposant des formats vid\u00e9o courts, comme TikTok ou Instagram. Instagram compte pr\u00e8s de 1.4 milliard d\u2019utilisateurs \u00e0 travers le monde, TikTok suit avec 1.02\u00a0 milliard. Ceci en fait des plateformes extr\u00eamement populaires et ax\u00e9s autour de vid\u00e9os courtes (ou R\u00e9els sur Instagram). TikTok propose des formats de 3 \u00e0 60 sec (depuis l\u2019app) sinon propose \u00e9galement depuis peu des formats \u201clongs\u201d de 3 \u00e0 10 min. Instagram propose un format R\u00e9els de 90 secondes maximum, mais aussi des vid\u00e9os pouvant aller de 3 secondes \u00e0 10 minutes. Pourquoi utiliser ces formats ? Ces formats (autant sur TikTok qu\u2019Instagram) permettent d\u2019avoir une port\u00e9e organique qui peut \u00eatre exponentielle, en fonction des interactions des utilisateurs (nombre de vues, clics, like, commentaires, partage,&#8230;). De plus, ces plateformes pr\u00e9sentent automatiquement dans le feed (fil) des contenus similaires \u00e0 ce que l\u2019utilisateur like. Cela veut dire que les vid\u00e9os sont montr\u00e9es \u00e0 une audience d\u00e9j\u00e0 qualifi\u00e9e de par son int\u00e9r\u00eat pour des sujets similaires, et qui sera plus \u00e0 m\u00eame d\u2019y r\u00e9agir. Les vid\u00e9os de moins de 15 secondes repr\u00e9sentent d\u00e9j\u00e0 45 % des vid\u00e9os post\u00e9es dans le flux d\u2019images. Guillaume Th\u00e9venin, responsable des partenariats avec les cr\u00e9ateurs de contenu chez Instagram pour l\u2019Europe du Sud, via France Inter. 7. Les micro-influenceurs, une strat\u00e9gie marketing dans laquelle investir Les micro-influenceurs (cela comprend les<\/p>","protected":false},"author":1,"featured_media":19934,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[63,113],"tags":[140,141,139],"class_list":["post-15170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-marketing-digital","tag-en","tag-es","tag-fr"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/posts\/15170","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/comments?post=15170"}],"version-history":[{"count":93,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/posts\/15170\/revisions"}],"predecessor-version":[{"id":19937,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/posts\/15170\/revisions\/19937"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/media\/19934"}],"wp:attachment":[{"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/media?parent=15170"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/categories?post=15170"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cerca.io\/en\/wp-json\/wp\/v2\/tags?post=15170"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}