{"id":180,"date":"2019-03-05T18:40:26","date_gmt":"2019-03-05T17:40:26","guid":{"rendered":"http:\/\/smilingpeople\/2018\/11\/15\/la-reputation-falsifiee-sur-instagram-faut-il-succomber\/"},"modified":"2026-05-18T00:10:26","modified_gmt":"2026-05-17T22:10:26","slug":"la-reputation-falsifiee-sur-instagram-faut-il-succomber","status":"publish","type":"post","link":"https:\/\/great-artmag.com\/en\/la-reputation-falsifiee-sur-instagram-faut-il-succomber\/","title":{"rendered":"R\u00e9putation falsifi\u00e9e sur Instagram: faut-il succomber ?"},"content":{"rendered":"

La \u00ab\u00a0gonflette\u00a0\u00bb num\u00e9rique a le vent en poupe sur Instagram\u00a0! De plus en plus de comptes font en effet progresser leur nombre d\u2019abonn\u00e9s artificiellement, soit en likes, soit en faux commentaires. Parmi elles, de nombreuses galeries, notamment am\u00e9ricaines, d\u00e9sormais traqu\u00e9es par de nouveaux outils d\u2019audit de compte Instagram comme HypeAuditor ou Social Blade. L\u2019heure est \u00e0 la riposte. Chaque jour, les syst\u00e8mes d\u2019Instagram examinent des milliers d\u2019utilisateurs et se concentrent sur la d\u00e9tection de comportements pour rep\u00e9rer les croissances suspectes. La plateforme sociale au milliard d\u2019utilisateurs fait face, en effet, \u00e0 une vague sans pr\u00e9c\u00e9dent de cr\u00e9ation de \u00ab\u00a0fakes\u00a0\u00bb, ces faux profils qui envahissent les communaut\u00e9s. Leur objectif\u00a0: faire monter artificiellement la cote de certains comptes et ainsi obtenir une notori\u00e9t\u00e9 factice, comme cela est d\u00e9j\u00e0 le cas sur le r\u00e9seau social Facebook.<\/strong><\/p>\n

Le monde de l\u2019art n\u2019\u00e9chappe pas au ph\u00e9nom\u00e8ne. Certaines foires ou \u00e9v\u00e9nements ont recours \u00e0 des achats d\u2019abonn\u00e9s massifs guid\u00e9s par la n\u00e9cessit\u00e9 de gagner en cr\u00e9dibilit\u00e9. Un seul leitmotiv\u00a0: rajeunir leur public. La technique de ce boost m\u00e9canique repose sur un principe simple\u00a0: des \u00ab\u00a0vendeurs d\u2019abonn\u00e9s\u00a0\u00bb proposent, moyennant finances, d\u2019augmenter les comptes d\u2019un millier d\u2019abonn\u00e9s, voire de dizaines de milliers de nouveaux comptes suiveurs. \u00ab Les chiffres sont devenus une arme de r\u00e9putation massive \u00bb, explique ainsi Arthur Kannas, auteur d\u2019un \u00ab guide de la triche sur les r\u00e9seaux sociaux \u00bb. Selon ce sp\u00e9cialiste, un seuil minimum d\u2019abonn\u00e9s est indispensable pour esp\u00e9rer g\u00e9n\u00e9rer du trafic\u00a0: \u00ab Les entreprises croient na\u00efvement que si on publie sur une page des contenus amusants ou int\u00e9ressants, les visiteurs vont affluer d\u2019eux-m\u00eames comme par magie. Ce n\u2019est pas vrai. Pour faire venir les gens, il faut d\u2019abord amorcer la pompe artificiellement, d\u2019une fa\u00e7on ou d\u2019une autre. \u00bb Une directive europ\u00e9enne condamne pourtant comme pratiques commerciales trompeuses le fait de se pr\u00e9senter faussement comme un consommateur, ce qui est le cas dans la cr\u00e9ation de ces faux profils.<\/p>\n

Beaucoup de faux suiveurs sont issus de \u00ab fermes \u00bb bas\u00e9es en Inde. Les d\u00e9veloppeurs y g\u00e9n\u00e8rent des profils fictifs, convertissables en amis. Mais ce \u00ab\u00a0business\u00a0\u00bb est \u00e9galement l\u2019affaire d\u2019entreprises ayant pignon sur rue comme FollowersPasCher.com qui promet \u00ab\u00a0d\u2019amplifier votre croissance sociale\u00a0\u00bb\u00a0: de 2,99 \u20ac pour 100 abonn\u00e9s \u00e0 249,99 \u20ac pour 50 000 sur Instagram. Des outils de traque se mettent donc en place pour tenter de limiter le fl\u00e9au. Ainsi, HypeAuditor vient de voir le jour aux Etats-Unis. Gr\u00e2ce \u00e0 l\u2019intelligence artificielle, l\u2019outil d\u00e9crypte une communaut\u00e9 et d\u00e9livre une \u00ab\u00a0note d\u2019authenticit\u00e9\u00a0\u00bb. Elle v\u00e9rifie et croise une dizaine de crit\u00e8res, dont le \u00ab\u00a0taux d\u2019engagement\u00a0\u00bb des abonn\u00e9s, et surveille la courbe de croissance\u00a0: une courbe en dents de scie, avec de brusques hausses, peut ainsi \u00eatre sujette \u00e0 caution. Ainsi, \u00e0 en croire Hype Auditor, la galerie Gagosian, avec son million d\u2019abonn\u00e9s, affiche un \u00ab\u00a0Audience Quality Score\u00a0\u00bb d\u2019\u00e0 peine 27 %, quand la galerie Mary Boone \u00e0 New York atteint un petit 41 %. Tr\u00e8s peu d\u2019entre elles d\u00e9passent les 50 % de vrais abonn\u00e9s. Un outil de monitoring redoutable qui permet aussi d\u2019\u00e9tablir que les artistes ne sont pas les principaux adeptes de la tricherie\u00a0: Seuls 5 \u00e0 30 % de leurs abonn\u00e9s auraient des origines douteuses. Jeff Koons par exemple affiche un 65 % d\u2019abonn\u00e9s r\u00e9els ou George Condo, un honorable 72 %.<\/p>\n

S\u00e9parer le bon grain de l\u2019ivraie rel\u00e8ve parfois de la simple observation. Un profil avec 100 000 abonn\u00e9s et seulement mille likes par image attire les soup\u00e7ons. D\u2019autres, plus au fait des ratios habituels, ach\u00e8tent des packs de likes par image pour que leur profil paraisse cr\u00e9dible.\u00a0Pour ce genre de profil, c\u2019est le nombre de commentaires qui les trahit.\u00a0Un compte avec beaucoup d\u2019abonn\u00e9s et de likes, mais tr\u00e8s peu de commentaires\u00a0aura probablement sorti la carte bleue.<\/p>\n

Article paru le 8 novembre 2018 dans The Art Newspaper France<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

La \u00ab\u00a0gonflette\u00a0\u00bb num\u00e9rique a le vent en poupe sur Instagram\u00a0! De plus en plus de comptes font en effet progresser leur nombre d\u2019abonn\u00e9s artificiellement, soit en likes, soit en faux commentaires. Parmi elles, de nombreuses galeries, notamment am\u00e9ricaines, d\u00e9sormais traqu\u00e9es par de nouveaux outils d\u2019audit de compte Instagram comme HypeAuditor ou Social Blade. L\u2019heure est […]<\/p>\n","protected":false},"author":1,"featured_media":429,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1466],"tags":[],"class_list":["post-180","post","type-post","status-publish","format-standard","has-post-thumbnail","category-social-media"],"yoast_head":"\nR\u00e9putation falsifi\u00e9e sur Instagram: faut-il succomber ? - GREAT-ARTMAG<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/great-artmag.com\/en\/la-reputation-falsifiee-sur-instagram-faut-il-succomber\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9putation falsifi\u00e9e sur Instagram: faut-il succomber ? - GREAT-ARTMAG\" \/>\n<meta property=\"og:description\" content=\"La \u00ab\u00a0gonflette\u00a0\u00bb num\u00e9rique a le vent en poupe sur Instagram\u00a0! 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