Influencer marketing in France - Statistics & Facts
With the increasing usage of imaging software and generative artificial intelligence (AI) tools, social media filters and retouched posts have swamped the web. As a consequence, many users have suffered from unhealthy and unrealistic comparisons with social media celebrities’ faces, bodies, and lifestyles. This is why, in early 2023, the French government passed a bill that would severely fine any influencer who omits the usage of retouching tools in their work. The bill has polarized opinions in the European country with some defending the creativity of influencers while others being pro social media disclaimers. In this context, the French influencer market has become more intriguing than ever.
In the last couple of years, both mobile and desktop social media advertising spending in France has grown. It is projected to grow in the following years, too. Thus, it comes as no surprise that the most popular type of influencer partnership among marketers in France was social media content production for brands’ accounts. Whether as long-term brand ambassadors or as brand faces for a one-off campaign, influencers were considered mostly effective or highly effective as a marketing tool, according to the majority of French professionals. As of late 2022, the industry considered influencers’ audience profiles the most when deliberating on brand collaborations. Engagement, creativity, and the influencer’s values ranked lower as less important criteria.
The consumer perspective
Instagram and TikTok offer a plethora of brand choices on one’s feed. Consumers in France mostly spent under 50 euros on social media purchases of various kinds. Even when shoppers did purchase on Instagram and TikTok, consumer definitions for French influencers varied widely – social media celebrities and personas were primarily seen as advertisers, sometimes as cool, creative, and innovative, but sometimes also as profiteering. Influencers in France mostly managed to help consumers discover new brands or impacted them on buying a specific campaign product.
In the context of generative AI’s traction and the new French bill, however, more and more people were also concerned with priorities related to ethical influencer marketing, such as retouching and presenting idealized bodies in ads. Regardless of the legislative changes, internet users in France increasingly seem to demand frankness from those who intend to influence them.
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