The market of influencers - France

The influencer marketing market has experienced robust growth and is becoming increasingly structured, fueled by the prevalence of social media and a young, engaged audience. By 2020, the global influencer market was booming, reaching around $16.4 billion. The French market alone was estimated at 786 million euros, with around 150,000 influencers. Fast-growing social platforms like Instagram, Snapchat and TikTok captured the attention of Generation Z, which is the key demographic for brands due to its receptivity to brand communication and its expectations of authenticity and personalized experiences.

Agencies reported healthy sales figures, with Reech and Jin at the helm in France, earning 8.313 million euros and 8 million euros respectively. Influencers mostly cover lifestyle topics and are remunerated through partnerships, which increased by 15% in 2020, with high-paying agencies doubling their salaries. Despite the pandemic, influencer activity has increased, with 40% of French internet users joining new social networks during blocking periods, and influencer satisfaction with their profession has risen. Legal requirements for influencers to disclose sponsored content have been tightened, and companies continue to develop ancillary services to support the growing market.

The rising tide of influencer marketing in the country

The influencer marketing landscape in the country has experienced a robust wave of growth, largely fueled by the increased engagement of young people in social media. As brands vie for the attention of the elusive Generation Z, influencers now play a key role in purchasing decisions and brand perception.

The size of the influencer market in the country is remarkable, probably in the order of 750 to 800 million euros in recent years, underlining the powerful economic impact of influencers in digital marketing. A wide range of sectors make use of this powerful marketing tool, with lifestyle, leisure, cultural and business content leading the way.

When it comes to the demographics of social media platform users, the most striking use is by the 18-29 age group, with a usage rate that decimates other age groups on all major networks. It's worth noting that platforms like Facebook continue to have an influence on older users, particularly the over-65s, with a usage rate of almost 50% in this age bracket.

The gender breakdown also shows some interesting trends, with women tending to dominate platforms such as Facebook and Instagram, while men are more inclined to use Twitter and YouTube. In a country where the younger generation spends over 5 hours a day on computers and phones, these platforms provide fertile ground for influencers.

Generation Z, in particular, is emerging as a highly coveted audience, with influencers in this demographic charging premium prices for their services. The overwhelming majority of Generation Z believe in the importance of authenticity in branding, which means a radical shift in the way brands communicate and market themselves. Interestingly, the presence of influencers varies from platform to platform. Instagram is the leading network for influencers.

However, newer platforms such as TikTok are making considerable inroads, capturing the interest of influencers and younger users, demonstrating a contagion effect compared to older networks such as Facebook.

Market segmentation reveals a vibrant mix, with various agencies serving different slices of the influencer pie, from boutique operations to behemoths run by the influencers themselves. The influencer profile is also characterized by a predominance of women, who make up the lion's share, with a large proportion of influencers in the 19-35 age bracket. Remuneration for influencer services is evolving rapidly.

While a significant number of influencers still engage in unpaid partnerships, there is a growing trend towards higher average remuneration. Brands' quest for influencer endorsement is particularly popular among fashion and accessories companies, which tend to lead the majority of influencer marketing campaigns.

Influencer marketing's main competitors: Agencies and personalities shaping the scene

In the exciting field of influencer marketing, a diverse range of players each bring their own unique flair and expertise to the tapestry that makes up the digital marketplace. Central to the influencer landscape are the agencies that orchestrate the dance between brands and content creators.

• Reech stands out as a pioneering force, leveraging its insight to connect companies with the ideal influencer personalities to amplify their messages.
• Close behind, Jin brings a fresh perspective with innovative strategies that resonate across all digital platforms.
• Woô, another notable player, leverages its wealth of experience to develop impactful campaigns that drive market dynamism.
• Junto, although younger in the field, is driven by an audacious spirit that has quickly positioned it as an essential resource for brands seeking a solid digital presence.
• Follow Agency, despite its more modest beginnings, has carved out a niche for itself thanks to personalized campaigns that resonate with target audiences.
• Influence4you prides itself on its expertise, deftly navigating the ever-changing social media landscape to deliver content that speaks to today's consumers.
• Influenzzz, while smaller in comparison to its contemporaries, stands out for targeted campaigns that drive engagement. What's more, the market is also graced by creative agencies born of the influential minds of popular personalities.
• Tibo Inshape's D2AM, Squeezie's Bump and Norman Thavaud's Miniprod are testament to the entrepreneurial spirit of influencers who are extending their reach beyond content creation into influencer marketing itself.

The synergy between these agencies and influencers creates a dynamic ecosystem that feeds the influencer market. At the confluence of this digital river are the influencers themselves, who are the lifeblood of the sector.

• Names like Squeezie and Nabilla Vergara don't just rack up millions of followers - they've become synonymous with the influencer movement in France, as icons of a generation that communicates, entertains and inspires through the power of social media.
• Norman Thavaud and Cyprien, who have successfully transported their humor beyond traditional boundaries into the digital age, are other figureheads.
• Fitness aficionado Tibo InShape and lifestyle enthusiast Lena Situations show how personal passions can be transformed into influential careers.
• The diversity of content styles, from Enjoy Phoenix's beauty tips to Mister V's humorous sketches, represents the wide range of interests catered for by the influencer market.

Together, these people and agencies form the pillars on which influencer marketing rests.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 09/02/2023

Summary and extracts

List of charts

• Size of the global influencer marketing market
• Use of the main social networks by age
• YouTube usage by age group
• Social network usage rates by gender
• The effects of the health crisis on influencers' activities
• Gen Z Influencers' Benefit Prices
• Relationship to brands by age
• Amounts allocated to influencer marketing by companies responding to the Influencer Marketing Hub survey
• Most visited social networks in France
• Social network penetration rate among 15-24 year olds
• Influencers' favorite social networks
• Platforms on which influencers have registered
• Average age of influencers according to social network
• Distribution of influencers by gender
• Distribution of influencers by age
• The most talked about topics by influencers
• Share of paid partnership requests
• Average remuneration for paid partnerships
• Number of companies offering services related to influencer marketing