In France, influencer marketing and influencers on social networks continue to gain momentum. Influence has become a real strategy, gaining in popularity with marketing professionals and the media alike. However, the definition of influence, and its practices, is still unclear, as evidenced by the latest events in 2022 around controversial practices such as dropshipping or lack of transparency.
We wanted to show, in detail, what influence marketing is in France, and how professionals use this marketing lever, far from the clichés and polemics.
To do this, we teamed up with a major player in the sector: the Blog du Modérateur(BDM), to conduct a survey in partnership with over 400 respondents. Our common goal: to draw up a complete panorama of influence marketing in France in 2022, far from clichés.
When asked about their perception of influencer marketing, agencies and advertisers were unanimous about the essential place of this marketing lever in their overall strategy. Indeed, the majority (60%) plan to launch between one and five influencer marketing campaigns by the end of the year. Budgets allocated to influencer marketing projects are mostly stable or increasing. Investments are declining for only 4.5% of respondents. Influence has therefore found its place in the marketing budgets of brands and agencies.
We asked advertisers which sectors they operate in, and agency professionals which sectors they will be launching campaigns for in 2022. The results revealed a wide diversity of sectors among respondents.
On the agency side, the sectors most concerned are the following:
Advertisers most inclined to influence are in the following sectors:
Audience profile (60% of respondents) comes first, followed by audience engagement (48%), creativity (42%), values (42%) and ethics (23%). The personality and values of the content creator are therefore essential criteria for choosing the right influencer for your campaigns and your brand!
Influencer marketing has proven its impact and performance, coming second only to paid social media (65%) and ahead of SEO (56.5%) among the top 3 digital marketing channels generating the highest ROI (64%).
Our BDMxStellar survey of digital and marketing professionals confirms that influencer marketing has a bright future ahead of it in France, thanks in particular to :
This comprehensive overview of influencer marketing in France reveals the ongoing structuring of this marketing lever: structuring skills and professions, increasing budgets and the number of campaigns launched, and the development of a regulatory and legal framework for more responsible influence.
Would you like to find out more, and discover the key figures and future trends for influencer marketing in France? Download our complete survey report and access the full results, illustrated with explanatory comments.
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