The reality of the influencer marketing business in France (survey)

For several years now, influencer marketing and The presence of influencers on the web continues to grow. A lever that changes the problems for brands and advertising agencies facing increasingly volatile consumers. But the controversies are also increasing: dropshipping, lack of transparency, bad buzz… It is in this context that Stellar.ioan influencer marketing platform and agency, has produced, in collaboration with BDM a study dedicated to influencing strategies with more than 400 professionals in the sector.

Asked about their perception of influencer marketing, agencies and advertisers agree on the importance of this communication lever in their strategy: the majority (60%) plan to launch between 1 and 5 influencer campaigns by the end of the year. These figures clearly show that influence is now part of the marketing lever of all agencies: social media agencies, generalist agencies, agencies specializing in influence and PR (43%). It is a channel that is becoming more and more common and becoming the norm in marketing plans.

The top 5 industries planning to launch influencer marketing campaigns in 2O22 relate to areas largely dedicated to leisure and broader wellness:

  1. Culture, sport, leisure and entertainment – 37.5%,
  2. Food – 27%,
  3. Furniture, decoration and appliances – 25%,
  4. Hygiene and beauty – 25%,
  5. Transport, tourism and travel – 25%

Several types of collaborations between brands and influencers, CSR in focus

If brands have so far used influencers for product placement (45.5%) or co-creation of content (44%), the company is now being transformed and developed, especially in terms of CSR (12.5%). Communication is increasingly focused on transparency and honesty, an authentic discourse that results in a more sustainable engagement in local communities.

In the future, influencers will therefore no longer be simple alternatives to increase brand awareness (37.5%) or its image/positioning (22.5%), but they will become significant levers for engagement. The power of influence marketing also lies in the universe and creativity of the influencer, as well as in the targeting of his audience. Influencer profiles are thus selected based on very specific criteria: audience (60%), engagement (48%), creativity and shared values ​​(42%).

Changing channels, budgets and formats

If the selection of influencers is stricter, we are also witnessing the birth of new channels. TikTok is one of the newest, but its exponential growth has quickly propelled it to the top of the most used platforms in terms of influence (Instagram 81.5%, Facebook 36.5%, TikTok 32%, Youtube 29% ). With formats also evolving, from post images (80%) to short and real videos (76%) via stories (71.5%).

It is not surprising the average budget allocated to marketing campaigns is increasingwith 46.5% of budgets increasing for agencies, 59% for advertisers.

In the field of influence, everything develops very quickly, and the codes are constantly readjusted. Influencer is one of the 3 marketing channels that generates the highest ROI (64%) after paid social media (65%) and before SEO (56.5%). Influencers have a prominent place in the promotion of brands and their commitments. As for the next trends, the surveyed influencer professionals are of the same opinion: in the next two years, short videos such as TikTok, Reels (52%) or sharing CSR campaigns and brand commitments (38%) will be preferred.


Survey conducted online by BDM from 30 August to 30 September 2022 among 401 influencers.

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