{"id":13082,"date":"2023-04-03T14:48:43","date_gmt":"2023-04-03T18:48:43","guid":{"rendered":"https:\/\/dreww.ca\/?p=13082"},"modified":"2023-04-14T15:59:09","modified_gmt":"2023-04-14T19:59:09","slug":"comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues","status":"publish","type":"post","link":"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/","title":{"rendered":"Comment ce TikTok de 10 minutes de Hilton a obtenu 35 millions de vues!"},"content":{"rendered":"\n<p class=\"has-text-align-center\" style=\"font-size:25px\"><strong>Regardez cet article sous forme de TikTok <a href=\"https:\/\/www.tiktok.com\/@drewwmedia\/video\/7208974426434587910\">ici<\/a><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-hilton-hotels-nous-a-tous-donne-une-masterclass-sur-l-art-des-publicites-tiktok-et-nous-avons-pris-des-notes\"><strong>Hilton Hotels nous a tous donn\u00e9 une <em>masterclass<\/em> sur l\u2019art des publicit\u00e9s TikTok, et nous avons pris des notes. <\/strong><\/h2>\n\n\n\n<p>Il est g\u00e9n\u00e9ralement difficile de capter l\u2019attention d\u2019un public sur internet pendant plus de 5 secondes. Pourtant, la cha\u00eene d\u2019h\u00f4tels Hilton a r\u00e9ussi \u00e0 le faire avec une publicit\u00e9 de 10 minutes &#8211; qui est devenue virale et compte maintenant plus de 35 millions de vues sur TikTok.<\/p>\n\n\n\n<p>A priori, la publicit\u00e9 de type<em> Super Bowl <\/em>correspond \u00e0 tous les crit\u00e8res de ce qui \u00e9choue g\u00e9n\u00e9ralement sur TikTok, comme:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Faire du placement de produit <\/li><li>R\u00e9diger un script trop \u00ab corpo \u00bb et kitsch<\/li><li><span style=\"font-weight: 400;\">Donner l\u2019impression que la vid\u00e9o a \u00e9t\u00e9 surproduite<\/span><\/li><li>Publier des vid\u00e9os qui durent plus de 60 secondes<\/li><\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">Malgr\u00e9 tout, Hilton a r\u00e9ussi un exploit exceptionnel qui a d\u00e9concert\u00e9 les sp\u00e9cialistes en marketing du monde entier. Comment ont-ils r\u00e9ussi?<\/span><\/p>\n\n\n\n<p>D&rsquo;apr\u00e8s notre analyse, ils y sont parvenus en trois \u00e9tapes principales:<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>En incluant des cr\u00e9ateurs qui sont populaires sur TikTok, d\u00e9montrant ainsi leur compr\u00e9hension de la culture de l&rsquo;application et des r\u00e9f\u00e9rences permettant de capter et de maintenir notre attention;<\/li><li>En parodiant les publicit\u00e9s traditionnelles avec des scripts qui donnent l&rsquo;impression d&rsquo;\u00eatre trop corpos ou kitsch;<\/li><li>En invitant le public \u00e0 assister \u00e0 la red\u00e9finition du contenu de marque sur l&rsquo;application.<\/li><\/ol>\n\n\n\n<p>Bien que cette vid\u00e9o ait d\u00e9fi\u00e9 certaines conventions, elle a su appliquer des secrets bien connus de l&rsquo;industrie, comme l&rsquo;importance d\u2019avoir une bonne accroche d\u00e8s le d\u00e9but d\u2019une publicit\u00e9. Dans les premi\u00e8res secondes de la vid\u00e9o, Paris Hilton, homonyme de l&rsquo;h\u00f4tel, met son public au d\u00e9fi de regarder l&rsquo;int\u00e9gralit\u00e9 de la vid\u00e9o de 10 minutes en promettant des points de r\u00e9compense \u00e0 la fin. Puis, des cr\u00e9ateurs de contenu de TikTok la suivent en conseillant \u00e0 leur public <em>de ne pas regarder la vid\u00e9o<\/em>. <\/p>\n\n\n\n<p>Un peu de psychologie invers\u00e9e, quelqu&rsquo;un?<\/p>\n\n\n\n<p>Apr\u00e8s avoir capt\u00e9 notre attention, le grand d\u00e9fi commence: la maintenir pour toute la dur\u00e9e. Pour ce faire, ils ont simul\u00e9 ce que les utilisateurs font habituellement sur TikTok: regarder des vid\u00e9os de courte dur\u00e9e r\u00e9alis\u00e9es par diff\u00e9rents cr\u00e9ateurs de contenu. En divisant la vid\u00e9o de 10 minutes en segments plus courts, ils simulent l&rsquo;acte du d\u00e9filement d&rsquo;\u00e9cran et montrent un visage diff\u00e9rent toutes les 10 \u00e0 60 secondes afin de maintenir l&rsquo;engagement du spectateur. <\/p>\n\n\n\n<p>Mais ce qui retient vraiment l&rsquo;attention du public, ce sont les r\u00e9f\u00e9rences constantes \u00e0 la sous-culture de TikTok dans la vid\u00e9o. La plupart des efforts d\u00e9ploy\u00e9s par les entreprises ou les marques sur l\u2019application \u00e9chouent en raison d&rsquo;un manque de compr\u00e9hension de sa sous-culture et de ses utilisateurs. En revanche, la publicit\u00e9 Hilton met en valeur les caract\u00e9ristiques uniques de TikTok, notamment en faisant r\u00e9f\u00e9rence aux vid\u00e9os <em>Stitch &amp; Duet<\/em>, aux remix musicaux et aux effets int\u00e9gr\u00e9s \u00e0 l&rsquo;application. Plus important encore, chaque cr\u00e9ateur de contenu a r\u00e9dig\u00e9 son segment de vid\u00e9o dans son propre style, restant fid\u00e8le aux personnalit\u00e9s reconnues par le public. <\/p>\n\n\n\n<p>Au final, l&rsquo;authenticit\u00e9 est la cl\u00e9 du succ\u00e8s sur TikTok. Son public est prompt \u00e0 critiquer et \u00e0 \u00ab cancel \u00bb sans h\u00e9sitation les contenus fallacieux et faux-semblants. Il est clair que Hilton a bien fait ses recherches et a consult\u00e9 des cr\u00e9atifs talentueux et comp\u00e9tents pour r\u00e9aliser cette vid\u00e9o. En ce qui nous concerne, cette vid\u00e9o est une r\u00e9f\u00e9rence en mati\u00e8re de publicit\u00e9 TikTok.<\/p>\n\n\n\n<blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@hilton\/video\/7200427944060423470\" data-video-id=\"7200427944060423470\" style=\"max-width: 605px;min-width: 325px;\"> <section> <a target=\"_blank\" title=\"@hilton\" href=\"https:\/\/www.tiktok.com\/@hilton?refer=embed\" rel=\"noopener\">@hilton<\/a> Unexpected &amp; amazing things can happen when you stay, and we want you to stay with us for 10 minutes. Yup, we made a 10-minute TikTok AND we\u2019re&nbsp;giving away 10M Hilton Honors Points + more.&nbsp;<a title=\"hiltonstayfor10\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/hiltonstayfor10?refer=embed\" rel=\"noopener\">#HiltonStayFor10<\/a> <a title=\"hiltonforthestay\" target=\"_blank\" href=\"https:\/\/www.tiktok.com\/tag\/hiltonforthestay?refer=embed\" rel=\"noopener\">#HiltonForTheStay<\/a> <a target=\"_blank\" title=\"\u266c Hilton\u2019s 10-Minute Stay - Hilton\" href=\"https:\/\/www.tiktok.com\/music\/Hilton\u2019s-10-Minute-Stay-7200208803999008769?refer=embed\" rel=\"noopener\">\u266c Hilton\u2019s 10-Minute Stay &#8211; Hilton<\/a> <\/section> <\/blockquote> <script async=\"\" src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script>\n\n\n\n<p><span style=\"font-weight: 400;\">Les marques et les sp\u00e9cialistes du marketing vont-ils soudainement produire des vid\u00e9os plus longues? C&rsquo;est peu probable; la vid\u00e9o de courte dur\u00e9e reste la plus populaire. Ce que nous retenons de cette vid\u00e9o, c&rsquo;est qu&rsquo;il existe encore des zones inexplor\u00e9es pour r\u00e9ussir un coup publicitaire sur TikTok. Ce n&rsquo;est pas parce que quelque chose a toujours \u00e9t\u00e9 fait d&rsquo;une certaine mani\u00e8re qu&rsquo;il s&rsquo;agit de la seule avenue possible.<\/span><\/p>\n\n\n\n<p>Une chose est certaine: les marques seront de plus en plus nombreuses \u00e0 adopter TikTok comme espace de premier plan pour le marketing num\u00e9rique. Pour autant que les entreprises soient pr\u00eates \u00e0 faire preuve d&rsquo;audace et \u00e0 \u00e9tudier la sous-culture unique de l&rsquo;application, elles peuvent en tirer d&rsquo;importants avantages en termes de marketing. <\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Avec ses dix minutes, la publicit\u00e9 de Hilton est un exemple retentissant de ce qui est possible sur une application o\u00f9 <\/span><b>chaque seconde compte<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Regardez cet article sous forme de TikTok ici Hilton Hotels nous a tous donn\u00e9 une masterclass sur l\u2019art des publicit\u00e9s TikTok, et nous avons pris des notes. Il est g\u00e9n\u00e9ralement difficile de capter l\u2019attention d\u2019un public sur internet pendant plus &#8230; <\/p>\n<div><a href=\"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/\" class=\"more-link\">Read More<\/a><\/div>\n","protected":false},"author":2,"featured_media":13069,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[31,1],"tags":[],"class_list":["post-13082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.2.1 (Yoast SEO v26.5) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment ce TikTok de 10 minutes de Hilton a obtenu 35 millions de vues! &#8212; DREWW<\/title>\n<meta name=\"description\" content=\"Avec ses dix minutes, la publicit\u00e9 de Hilton est un exemple retentissant de ce qui est possible sur une application o\u00f9 chaque seconde compte.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment ce TikTok de 10 minutes de Hilton a obtenu 35 millions de vues!\" \/>\n<meta property=\"og:description\" content=\"Avec ses dix minutes, la publicit\u00e9 de Hilton est un exemple retentissant de ce qui est possible sur une application o\u00f9 chaque seconde compte.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/\" \/>\n<meta property=\"og:site_name\" content=\"DREWW\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/dreww.agency\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-03T18:48:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-14T19:59:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dreww.ca\/wp-content\/uploads\/2023\/03\/Hiltonimage2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Andrew Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Avec ses dix minutes, la publicit\u00e9 de Hilton est un exemple retentissant de ce qui est possible sur une application o\u00f9 chaque seconde compte.\" \/>\n<meta name=\"twitter:creator\" content=\"@dreww_agency\" \/>\n<meta name=\"twitter:site\" content=\"@dreww_agency\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Andrew Johnson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/\"},\"author\":{\"name\":\"Andrew Johnson\",\"@id\":\"https:\/\/dreww.ca\/fr\/#\/schema\/person\/f221e35d5b6b3cd5cc15c2b307611ae8\"},\"headline\":\"Comment ce TikTok de 10 minutes de Hilton a obtenu 35 millions de vues!\",\"datePublished\":\"2023-04-03T18:48:43+00:00\",\"dateModified\":\"2023-04-14T19:59:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/\"},\"wordCount\":852,\"publisher\":{\"@id\":\"https:\/\/dreww.ca\/fr\/#organization\"},\"image\":{\"@id\":\"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dreww.ca\/wp-content\/uploads\/2023\/03\/Hiltonimage2.png\",\"articleSection\":[\"Non classifi\u00e9(e)\",\"Uncategorized\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/\",\"url\":\"https:\/\/dreww.ca\/fr\/blog\/comment-ce-tiktok-de-10-minutes-de-hilton-a-obtenu-35-millions-de-vues\/\",\"name\":\"Comment ce TikTok de 10 minutes de Hilton a obtenu 35 millions de vues! 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