L’ère de l'influenceur est terminée et voilà ce qui la remplace.

Overview

The video argues that the “aesthetic influencer” era—built on perfectly staged routines, aspirational lifestyles, and meticulously crafted imagery—is ending. The creator claims this model is losing appeal not because influencers disappeared, but because social media use is changing fundamentally.

Why the change is happening now

• Artificial intelligence (AI) is taking over “information” content. Since around 2025, AI tools for the general public can answer practical, factual, and structured questions instantly—reducing the need to watch long videos or search for tips.
• As a result, people increasingly use social platforms less for answers and more for emotional needs: feeling understood, belonging to a community, and connecting with someone who “gets” them.
• People are also more aware of their screen time, adopting “digital detox” behaviors and becoming more selective about what they consume. This makes low-quality or purely decorative content less attractive.

Why aesthetic / “dream lifestyle” content loses impact

• The speaker distinguishes “aesthetic influencers” as creators whose content is mainly beautiful, perfectly unnatural, and aspirational—often resembling a show apartment or Pinterest-perfect scenes.
• Over time, the audience becomes tired of content that doesn’t resemble real life, creating distance rather than connection.
• The key problem isn’t that visuals are bad—it’s that admiration (watching and admiring) doesn’t produce the same loyalty as recognition (feeling seen and understood).

What brands and the market are shifting toward

• Brands are allegedly moving away from chasing massive audiences and “perfect content.”
• They now prefer highly engaged, topic-focused communities—even if smaller—because engagement and genuine interest matter more than raw follower counts.
• The reversal: the old “race for views/followers” is being replaced by the goal of real relationships and long-term community building.

The new winning approach: “hybrid” creators

The video draws a major distinction:

• Influencers: spotlight on themselves (e.g., “outfit of the day,” showing their own life/food).
• Content creators: spotlight on the audience (e.g., how to assemble an outfit on a budget, how to build a balanced diet for someone working from home and lacking discipline).

The speaker says the format that’s exploding combines both: a hybrid style where creators share their experience and personality, but in a way that clearly aligns with what their audience is experiencing too.

• The goal is human connection, not messy “low-quality” posts—emphasizing depth, viewpoints, and showing you’re not performing a role.

“Competitive advantage” changes

• Advantage shifts from production value (lighting, equipment, polished presentation) to perspective: your unique point of view and how it helps a specific audience.
• The speaker frames this as good news for aspiring creators: lower the barrier to entry because you don’t need a perfectly curated life—your perspective is the differentiator.

Overall takeaway

The speaker concludes that the most important shift is from admiration to recognition. Creators who build loyalty by addressing real questions and making people feel understood will be best positioned going forward, especially as AI and changing attention patterns reduce the value of purely informational or purely aesthetic content.

Presenters or contributors

• The main speaker (unnamed in the subtitles)
• Arthur Perticose (referenced via his podcast episode)
• Gaspar Garget (referenced; described as a news/politics content creator)