There is a term today to describe brands' communication with influencers: influence marketing. Worldwide, 30 percent of brands now consider this tool as a strategic priority to increase the visibility of their products. 40 percent of them invest more than 10,000 U.S dollars a year in influence marketing. In France, 50 percent of influencers were contacted by a brand after the first 6 months of being on social networks, with between 1,000 and 5,000 followers in 34 percent of cases.
Thanks to these partnerships with brands, influencers can now expect to earn money through their work and their daily presence on social networks. Remuneration remains quite low, but an influencer with even a small following can earn up to 5,000 euros annually, and it turns out in France 1.5 percent of influencers earn more than 50,000 euros a year.
While some now make a business of it, motivated solely by money, others are much more attentive to their community and their values and are therefore not ready to promote just any product. Indeed, nearly 60 percent of influencers wanted above all to collaborate with a brand they love and that meets their values.
Today, there are more and more influencers, representing several generations and speaking on various and varied subjects with a different tone, knowledge and perception, with "lifestyle" being the most discussed field. It is therefore not surprising that the French themselves feel that certain influencers or advertisements impact on their purchasing behavior. More than 30 percent of them felt subject to multiple influences in 2018. 30 percent of them had also already purchased a product following its promotion in the written posts, videos or photos shared by an influencer.