A start-up got down to analyzing the strategies of 65 politicians on the six largest social platforms. It has established a ranking that is likely to change each month.
Who is the most influential politician on social networks? Favikon, a young company specializing in influencer marketing and based at Station F, has just launched its Policy Observatory, a sort of monthly barometer of the power of these actors on social networks, some of whom will be candidates for the presidential election.
It is Emmanuel Macron who now tops the standings with a score of 89 points. Marine Le Pen is in second place with 84 points, while Jean-Luc Mélenchon takes the bronze medal with 78 points. Many members of the government are present in the first third of the ranking: Bruno Le Maire (4), Jean Castex (11), Marlène Schiappa (13) and Gérald Darmanin (15). Arnaud Montebourg will try to do justice to his slogan and start a comeback, he who points to 22nd place. Perhaps more surprisingly, Manuel Valls is in 25th place, ahead of Olivier Véran (26) and Xavier Bertrand (37). Very present in the news, Eric Zemmour only arrives at 58th place, when Nathalie Arthaud (Lutte Ouvrière) closes this list of 65 personalities.
Jeremy Boissinot, founder of Favikon who worked for Sciences Po, explains that he had the idea when he observed the interest aroused on LinkedIn by the publications of political figures. “I realized that it interested people and that there were real strategies behind, he comments. For some, there is a real search for new targets, which is what Emmanuel Macron has been doing for some time. Conversely, I saw that Julien Bayou was doing this on TikTok, but that it didn’t work ”. With three other collaborators, he then imagined this evaluation of the influence on social networks and compiled data for several months.
Four main evaluation criteria
Favikon divides its analysis into four criteria each with 25 potential points, giving each personality a score out of 100. The first criterion retained is the scope of hearing, corresponding to the cumulative audience on all social networks analyzed (Facebook, Twitter, TikTok, YouTube, Instagram, LinkedIn). Jeremy Boissinot explains that there is “A big gap between Emmanuel Macron and the other candidates” and that it was therefore necessary to arbitrate so that the current president does not end up with a score of 25 and the others decked out with a derisory score. It must be said that Emmanuel Macron has 17.8 million subscribers, when Marine Le Pen, yet second in cumulative audience, has only 4.35 million.
The second criterion is the network quality. “Our software will evaluate this quality by fetching all the quantitative criteria of the influencer”, explains the entrepreneur. Three major axes here: the engagement rate, the activity rate and the growth rate. And to give concrete examples: “Christiane Taubira, for example, has 350,000 followers on Facebook, but never posts, which weighs on her activity rate. Sarkozy and Hollande are no longer first-rate policies and are losing subscribers, which negatively affects the growth rate ”.
We then legitimately wonder about certain personalities very prone to mockery, which we could consider to be negative engagement, like Manuel Valls on Twitter. “He certainly generates mocking comments, but in the end, few people clash with him as a percentage of his audience., explains the company. We do not differentiate between good and bad engagement, maybe that will be a criterion to put in place later ”. Jeremy Boissinot adds: “Bruno Le Maire, when we dig, we see that it is well done, while Xavier Bertrand, it is a bit hard.”
The third criterion is the easiest to grasp since it concerns the network diversity. Overall, a score of 25 is attributed to politicians for their presence on all platforms, and here too the personalities affiliated with La République en Marche are one step ahead of the competition. In this area, for example, the Republicans are quite poor students since they are not or hardly present on platforms such as YouTube or TikTok.
Finally, the fourth criterion corresponds to the party power. The larger the political formation, the more first-rate personalities, the more important the communication relays will be. Thus, LREM, La France insoumise, Les Républicains and the National Rally glean good scores, while isolated figures such as Florian Philippot, Nicolas Dupont-Aignan or Nathalie Arthaud accumulate few points.
Mélenchon king of YouTube, Philippot best strategist
Exploring the ranking by platform also allows us to observe certain trends. Thus, the policies of La France insoumise are very present on YouTube, where Jean-Luc Mélenchon alone has more than 500,000 subscribers. Florian Philippot has also been able to exploit the platform to the limit (253,000 subscribers), taking advantage in particular of the health crisis to increase its audience, while its weight in a political election seems minimal. But it’s not just YouTube. “While he is politically lonely, Philippot has really understood that social networks are a loophole for him, and in this sense his strategy works wonderfully”, comments Jeremy Boissinot. Fortunately for the candidate of the Patriots, the veracity of the information is not taken into account in the scoring.
For some networks like YouTube, which are not Favikon’s core target, the ranking is established solely on the basis of the number of subscribers. But the company has an internal formula – especially for TikTok or Instagram – which incorporates no less than 20 criteria analyzed by its algorithm. “On Instagram, we will take into account the saturation rate, that is to say partnerships with brands”, we explain. Thus, Marlène Schiappa certainly has a bad rating on Instagram, but a successful Brazilian smoothing …
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