Influencer marketing in France

[Dimaeiya333]

The influencer marketing sector in France has matured rapidly over the past two years, with companies increasingly quantifying ROI as they focus on leveraging influencer marketing to drive business goals, and KOLs upping their game to deliver content that stands out for its quality and professionalism.


Led by its global luxury and communications companies and accelerated by a vibrant digital-native startup scene, France’s influencer marketing ecosystem has today evolved into a professional and data-driven marketplace .

France ranks fifth in Europe – behind Britain and Spain, but ahead of Germany – among countries with the most creators , according to data from Kolsquare. It is home to some 57,000 influencers with more than 5,000 followers on Instagram . It also has a growing TikTok scene , hosting 14,304 creators with more than 50,000 followers on the platform, compared to 9,637 in Germany and 1,104 in Britain.

French KOLs are focused on maintaining authenticity among their communities, while developing viable and long-lasting businesses from their social media presence. They are increasingly professional in their approach and in tune with brands’ commercial objectives. Micro-influencers are more likely than before to be represented by influencer agencies – which have proliferated in France vp safety email database , and are often founded by influencers themselves – while KOLs with larger followings are also accompanied by artistic directors and legal advisors.

With online activity – social and e-commerce – accelerating due to the pandemic, brands of all kinds have turned to influencer marketing to drive awareness and sales . Whereas in France influencer marketing was focused on product placement and was often outsourced to PR agencies, the focus has shifted to the value it offers in developing deeper relationships with potential customers and driving online sales.

France’s lightbulb moment has been driven by the success of its growing ecosystem of digitally native companies that have leaned on an ROI approach to influencer marketing to drive growth, observers say. The country’s 500 digitally native brands earned revenues of €2.7 billion in 2021, an impressive 69% increase on the previous year.

Today, French companies are elevating influencer marketing within company structures to the highest levels , as the power of data to analyse audience demographics and reach , engagement metrics , costs and EMV allows companies to drive and measure the impact of campaigns on awareness and sales.

“Influencer marketing in France has become very efficient, and the question is no longer whether to do it or not, but how to do it correctly