Misleading commercial practices, the sometimes polluting way of life and the incitement to overconsumption of influencers are increasingly denounced. But what about the very impact of their publications – and subscriber views – on the climate? A study by the agency dedicated to responsible digital Footsprint and the data analysis agency 1000heads looked into the subject.
The authors of the study relied on existing influencer accounts to define an imaginary profile: Clara, three million subscribers on Youtube, Instagram and TikTok. Counting its fifteen hours of content published per year and its 345 million views, Clara emits the equivalent of 481 Paris-New York round trips per year, or 1,072 tonnes of CO2.
In comparison, a report by Ademe and Arcep estimates that the digital carbon footprint of a French person is only… 253 kilos of CO2 per year. And if we consider its overall footprint (8.9 tonnes of CO2 per year according to the Ministry of Ecological Transition), it also remains well below Clara’s total impact.
Raising awareness of the little-known environmental impact of digital technology
Several factors explain this colossal figure. ” For each publication, the data is stored in datacenters. This data is then transferred via telecom networks, then received on our terminals. All of this consumes a lot of energy. “, explains Elisa Boivin, General Manager of Footsprint.
Not all platforms pollute on the same scale. In the case of Clara, Footsprint and 1000heads estimate that the content published on Youtube is responsible for 94% of its emissions, against only 4% for those of Instagram and 2% those of TikTok. The reason: the length of the video. The longer it lasts, the greater the amount of data transferred from the servers.
Beyond the fictional case of Clara, what is the carbon footprint of all influencers? It is difficult to accurately measure their digital pollution, but given the constant increase in the market, the subject is cause for alarm. Between 2020 and 2021 alone, the global influence marketing market has grown from 9.7 to more than 13 billion dollars, according to the Advertising Regulatory Authority (ARPP). In France, the Ministry of the Economy has estimated at 150,000 the number of influencers who have more than 10,000 subscribers.
Is responsible influence possible?
The purpose of the study is not to make people feel guilty. ” We want to raise awareness about the unknown environmental impact of digital technology and above all show that with a collective effort, we can reduce this impact. “, underlines Elisa Boivin.
There are solutions for this. For creators, the authors of the study recommend favoring short formats. On the user side, they can choose a lower resolution on the videos viewed. ” On a smartphone, going from a resolution of 1080 to 720 pixels does not change the user experience, and reduces energy consumption by 50%. “says the general manager of Footsprint.
The type of connection also matters. According to the study, cellular data uses five times more energy than wifi. Finally, some platforms, such as TikTok, offer a “low data” mode to view their content.
Influencers, an ecological weapon?
But then, is responsible influence possible? ” Before we can answer this question, we must take into account the power of mobilization of influencers, says Elisa Boivin. If they use their power to promote digital sobriety, the negative impact of digital pollution could be far outweighed”.
Even the IPCC experts are convinced of this: the sixth report of the group of experts on the climate recognizes the power of influencers in the shift towards more sustainable consumption patterns.
