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Summary of our market study
The French influencer market is estimated at 800 million euros, with around 150,000 influencers.
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. The global influencer market is worth over $16.4 billion.
Rising social platforms like Instagram, Snapchat and TikTok have captured the attention of Generation Z, the key demographic for brands.
Agencies such as Reech and Jin generate sales of over 8 euros.
Influencers mostly cover lifestyle topics and are remunerated through partnerships. During the pandemic, influencer activity increased by 40%.
The rising tide of influencer marketing in the country
Influencers now play an essential role in purchasing decisions and brand perception. A wide range of sectors use this powerful marketing tool, with lifestyle, leisure, cultural and business content leading the way.
Users of social media platforms are predominantly young people between the ages of 18 and 29. The younger generation spends over 5 hours a day on computers and phones.
Platforms like Facebook have an influence on older users, particularly the over-65s, with a usage rate of almost 50% in this age bracket.
Women in particular use Facebook and Instagram, men Twitter and YouTube. .
More recent platforms such as TikTok are making considerable progress.
The profile of influencers is characterized by a predominance of women between the ages of 19 and 35.
A significant number of influencers still engage in unpaid partnerships. Brands' quest for influencer endorsement is particularly popular among fashion companies.
Influencer marketing agencies: Agencies and
- Reech
- Jin
- Woô
- Junto
- Follow Agency
- Influence4you
- Influenzzz
Independent Influencers
- Squeezie and Nabilla Vergara
- Norman Thavaud and Cyprien.
- Tibo InShape
- enjoy Phoenix
- Mister V
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Detailed content of our market study
Inforamtion
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
The influencer market, or influencer marketing, is made up of four types of players: the influencers, the platforms on which they publish their content, the brands and the influencer marketing agencies. Although the market is young and growing, a clear structure and organization is starting to take shape. Born out of the need to attract young consumers who have moved away from the most common advertising mediums of the past (television, print media), influencer marketing has become the most effective way to reach a growing potential customer base that is highly receptive to communication that feels more authentic.
In fact, influencers have much more emotional capital than the brands they collaborate with, which makes collaborations more effective but also raises legal and ethical issues. Paid collaborations and partnerships between brands and influencers go beyond the realm of traditional advertising and erase the barriers usually established between organic content and paid advertising. This is all the more true as the audience of influencers is young. Social platforms and networks as well as regulators are trying to enforce the rules related to advertising content with more and more success, but the sector remains quite uncontrolled. The amount and speed of content publication on platforms is a big problem for regulators.
Influencer marketing has been growing steadily on all fronts for several years. The number of social network users, influencers as well as the budget allocated to influence by brands are all growing, driven by a basic trend and then accelerated by the health crisis. The various confinements have led to an increase in time spent on social networks and a growth in e-commerce in general. Today, the main challenge is to structure the market to eliminate regulatory and fiscal risk and benefit from the structural growth of the sector.
1.2 A fast-growing global market
The global influencer marketing market has been experiencing exceptional growth for the past few years. Representing *.* billion dollars in ****, if the forecasts for **** prove correct, this will mean that the market will have multiplied by almost ** in only * years. This exponential growth is due to many factors, which we will detail ...
1.3 The French market in full expansion
According to Reech, there are ***,*** influencers in France today. Although it gives an order of magnitude, this statistic should be taken with a grain of salt, since it lists the pages with more than **** subscribers who publish posts to be commented or shared. By multiplying this figure by the weighted average ...
1.4 The impact of the health crisis
The health crisis had a twofold impact on infuence marketing:
Users spent significantly more time on social networks: according to Harris Interactive, **% of French Internet users said they created an account on a social network or instant messaging application during the containment Creators had more time to cover different topics, improve ...
2 Analysis of the demand
2.1 Characteristics of adult users
Differences by age
Logically, the **-** age group is the one that uses social networks the most, reaching the highest percentages of users of the four social networks we have selected. Note that YouTube data is not included in the graph because it does not correspond to the age groups we ...
2.2 Focus on Gen Z
The first observation is that Gen Z is the most valuable demographic for brands. In fact, influencers from this age group are by far the most expensive:
Price of Gen Z influencers' services World, ****, dollars Source: ****
The reason why services are so expensive is because the Gen Z audience is extremely ...
2.3 Demand from brands
Although in purely economic terms social network users are not the source of demand for influencer marketing, we decided to include them here since influencer marketing is a marketplace where services (***) are exchanged in order to sell products that brands want to sell. We therefore considered that social network users are ...
3 Market structure
3.1 Value chain and players in the influencer marketing market
The influencer marketing market is organized around four types of players
Brands, which seek to reach a targeted audience by paying influencers, and influencer agencies to gain access to influencers' communities via sponsored content. Brands can either contact influencers directly or pay an influencer agency to find the best profiles Influencer ...
3.2 Influence is not counted in number of visits
Young consumers are orchestrating a switch to Instagram and TikTok
At first glance, it would make sense to say that Facebook should be the preferred platform for influencers. With a wide dominance in terms of daily visits and high penetration across all age categories, all signs would suggest that this is ...
3.3 A highly segmented market based on age
Each social network has its own user base, more or less young, which explains the following curve. The youngest creators go to the networks that have the youngest users and vice versa.
Average age of influencers according to the social network France, **** Source: ****
We find Snapchat and Tiktok at the bottom ...
3.4 Ancillary services that are beginning to develop
The number of services offered to brands and influencers is growing. Companies offering paid services such as influencer discovery, marketplaces, e-commerce tools, etc. are flourishing every day.
Number of companies offering services related to influencer marketing Europe, ****-**** Source: ****
This phenomenon is the result of a growing demand for specialized services, ...
4 Analysis of the offer
4.1 Influencer profile
Gender breakdown:
Influencers are overwhelmingly female. They represent **% of the total. Men account for only a quarter of French influencers, and groups of people for *%.
Distribution of influencers by gender France, **** Source: ****
Age distribution:
**-** year olds dominate the market, representing **% of the total. However, a quarter of influencers are ...
4.2 Average compensation for benefits
Although one might think that the influencer market is all about paid partnerships, this is far from being the case. In fact, **% of influencers even declare that they have not received any partnership requests in ****.
Share of paid partnership requests France, ****-****, % of total requests Source: ****
The average partnership remuneration increased ...
4.3 Brands that have used influencer marketing the most
Influencer marketing is particularly sought after by fashion and accessories companies. In ****, nine out of the ten brands that launched the most influencer marketing campaigns in France offered fashion products. Brands use the image of influencers to promote themselves and also play on the impulse purchases of an often young public, ...
4.4 The most followed influencers in France
5 Regulation
5.1 Current regulations
Today, the only legal requirement for influencers is to clearly disclose if the content they are offering is sponsored or not. If there is a financial link (***) between the brand and the influencer, the influencer must in any case let his community know that this link exists. Two legal texts affirm ...
6 Positioning of the actors
6.1 Market segmentation
- Reech
- Jin
- Woô
- Junto
- Follow
- Influence4you
- Influenzzz
- Bump Agency
- Miniprod
- Agence Influenceur
- Trends Paris
- Tanke
- Magnave
- Beastly
- Dire
- We Are Influence
- Tibo Inshape - D2AM
- Findly Influentia
- Avisa Partnerts
- Bump Squeezie
- Influencia
- Trainsweateat
List of charts presented in this market study
- 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
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Latest news
Trainsweateat, the start-up of influencer Sissy Mua | Sissy Mua and her start-up Trainsweateat - 19/02/2024
- Sissy Mua has 2 million subscribers on Youtube and 1.5 million on Instagram.
- Her company, Trainsweateat (TSE), offers health and fitness programs via an app, a sportswear line and a range of food supplements.
- Monthly subscriptions on TSE range from 5.5 to 14.9 euros. TSE offers over 400 hours of video content and more than 300 recipes.
- TSE has convinced 30 companies, including Bose, L'Occitane en Provence, IZI by EDF and E.Leclerc stores.
- TSE has a majority of female customers
- The percentage of paid and unpaid users of fitness apps has almost quadrupled in France from 2019 to 2023, rising from 6% to 22% (source: Statista).
Findly aims to democratize the use of influence marketing - 24/04/2023
- Founding of Findly: 2019
- Number of employees: around twenty
- Number of brands worked on: approx. 200
- Example brands: Sodebo, Decathlon, Vertbaudet, Publicis, Marie Antoinette
- First round of financing: 1 million euros in 2022
- Subscription-based platform
- Platform sales: 300,000 euros (excluding consulting activity)
- Objectives: position the company on TikTok, enhance the platform with new functionalities (customer reviews, UGC), develop international business, work with Anglo-Saxon influencers
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the market of influencers | France
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