Influencer Advertising - France

  • France
  • In France, ad spending in the Influencer Advertising market is forecasted to reach US$506.30m in 2024.
  • Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 8.44%, leading to a projected market volume of US$759.30m by 2029.
  • The average ad spending per internet user in the Influencer Advertising market is estimated to be US$9.15 in 2024.
  • When compared globally, China is expected to lead in ad spending with US$19,160.00m in 2024.
  • In France, luxury brands are increasingly collaborating with French influencers to create sophisticated and high-end influencer advertising campaigns.

Key regions: Australia, Germany, France, Europe, United States

Region comparison

Analyst Opinion

The Influencer Advertising market in France is experiencing significant growth and development due to several factors.

Customer preferences:
Customers in France are increasingly turning to social media platforms for entertainment, information, and inspiration. As a result, influencer advertising has become an effective way for brands to reach their target audience. Influencers are seen as relatable and trustworthy figures, and their recommendations and endorsements carry weight with consumers. In addition, customers in France appreciate authenticity and transparency in influencer content, leading to the rise of micro-influencers who have smaller but highly engaged audiences.

Trends in the market:
One of the key trends in the influencer advertising market in France is the shift towards video content. With the popularity of platforms like YouTube and TikTok, influencers are creating more video-based content to capture the attention of their followers. Video content allows for more creativity and storytelling, which resonates with customers and helps brands to convey their messages effectively. Another trend in the market is the growing importance of influencer collaborations and partnerships. Brands in France are increasingly leveraging the reach and influence of popular influencers by collaborating with them on branded content and product launches. These collaborations not only help to increase brand awareness but also create a sense of exclusivity and desirability among customers.

Local special circumstances:
France has a vibrant fashion and beauty industry, and influencers in these sectors have a significant impact on customer preferences and purchasing decisions. French customers are highly influenced by fashion and beauty trends, and they look to influencers for recommendations on the latest products and styles. This has led to the rise of fashion and beauty influencers who have a strong presence on platforms like Instagram and YouTube. In addition, the French market is known for its strict regulations on advertising and transparency. Influencers are required to clearly disclose any paid partnerships or sponsored content, ensuring that customers are aware of the commercial nature of the content they are consuming. This transparency is appreciated by customers and helps to build trust between influencers and their followers.

Underlying macroeconomic factors:
The growth of the influencer advertising market in France is also driven by macroeconomic factors such as increasing internet penetration and smartphone usage. As more people in France have access to the internet and smartphones, the potential audience for influencer content continues to expand. This has created opportunities for both brands and influencers to reach a larger customer base and drive sales. Furthermore, the COVID-19 pandemic has accelerated the shift towards digital channels and online shopping in France. With physical stores temporarily closed or operating with restrictions, customers have turned to social media platforms for entertainment and shopping inspiration. Influencers have played a crucial role in guiding customers towards online retailers and helping them discover new products and brands. In conclusion, the Influencer Advertising market in France is thriving due to customer preferences for authentic and relatable content, the rise of video-based content, the importance of influencer collaborations, the influence of fashion and beauty influencers, strict advertising regulations, increasing internet penetration and smartphone usage, and the impact of the COVID-19 pandemic.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.


We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.


  • Ad Spending
  • Analyst Opinion
  • Reach
  • Demographics
  • Global Comparison
  • Methodology
  • Key Market Indicators
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