This second part of the survey that we conducted in partnership with Stellar, a reference platform in managing and analyzing influence campaigns, focuses specifically on the channels used, the formats used, collaboration with influencers and the main trends of the sector. This survey was conducted with more than 400 participants.
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Find the first part of our survey conducted in partnership with Stellar:
Most used social networks and formats
Instagram, Facebook and TikTok are popular
Marketing and communications professionals adapt to the uses of users of social networks, and will logically search for their audience wherever it is. The most used networks are Instagram (used by 81.5% of respondents), Facebook (36.5%) and TikTok (32%).
YouTube (29%) is also present, followed by LinkedIn (22%) and the influencer’s website or blog (11.5%). Thus, this “historic” channel is still part of the influencers’ choices for their campaigns. Twitter (10%), Twitch (2%), Pinterest (1.5%), and Snapchat (0.5%) appear behind.
Despite the large audiences, the latter offers formats that are more complex to understand and set up.
The importance of photos and short videos
In terms of formats, posts or images (80%) are the first format used, followed by short videos and reels (76%), as well as stories (71.5%). Blog posts were used by 18.5% of respondents and long videos were used by only 15%. Live, the results of which may not yet appear, is used by only 4% of respondents. Podcasts, a “trendy” format, are used by only 4% of respondents.
Influencer profiles selected by brands and agencies
Micro and Nano Influencers Instead of Big Influencers
There is a very strong diversity of influencer profiles that can be activated by brands. Advertisers and agencies are mainly geared towards micro influencers (10,000+ followers). They already 34.5% mainly collaborate with them, 31.5% mainly collaborate with nano influencers (<10,000 followers) and 21.5% collaborate with macro influencers (>100,000 followers). Only 1.5% of respondents use major influencers and their community of over 1 million followers. We also note the importance of brand advocates (employees or customers) in influence strategies: 11% of respondents primarily advocate them in their campaigns.
Audience profile and creativity not the number of followers
We also asked respondents about the key elements they rely on when choosing the influencers they plan to work with. Audience profile (60% of respondents) comes first, followed by audience engagement (48%), creativity (42%) and values (42%). Next comes ethics (23%), audience size (22.5%), and price (21%). Professionalism and compliance with regulations is a criterion that appears increasingly important and was cited by only 17.5% of respondents. This figure shows the evolution of mindsets on the part of brands on this topic.
The nature of cooperation, satisfaction and difficulties
Product placement is still the main cooperation
In terms of collaboration, the most used campaign type remains product placement (45.5% of respondents), followed by co-creation (44%), and contests (40%). This important co-creation space shows that brands and agencies have realized that good campaigns depend on the creativity of content creators.
Sending products or sowing (38.5%) is a type of preferred campaign, as are events (33.5%). CSR campaigns were used by 12.5% of respondents, challenges by 12% and live by 6.5%. Product co-creation accounts for only 4% of collaborations, as does gaming and manipulation.
Collaborations that work well
The professionals we interviewed give a positive evaluation of their cooperation with influencers (exchanges, respect for commitments, quality of content, etc.). They are actually 69% satisfied, or rather satisfied, with this cooperation. Dissatisfaction is rare: 7.5% of respondents are somewhat dissatisfied or very dissatisfied.
Difficulties in measuring ROI
If the cooperation is considered satisfactory, there are still some difficulties. The main factor is measuring campaign performance and ROI (44% of respondents), followed by influencer research (42%) and analysis of influencer profiles and content (33%), as well as the difficulty of persuading the hierarchy. Pay attention to this channel. Difficulties in setting prices are a difficulty for 32.5% of respondents, and managing cooperation (brief, contract, shipping products, etc.) is a problem for 27.5% of them.
Tools to get reliable data and find the right profiles
Despite the difficulties of measurement and management, manual campaign management remains the majority. Only 30.5% of respondents use a dedicated tool. 44.5% do not use a tool. Notable fact: 25% of respondents do not use a tool, but plan to equip themselves. Perhaps because the sector is becoming more mature, and professionals need effective tools to manage their campaigns, but also to gain productivity and analytical ability.
Among those who use the tools, choosing to equip themselves is guided by the importance of having reliable data on influencers (55%), finding the right profiles (55%), generating reports (49.5%), managing a campaign from the ground up (39.5%), They manage their budget (18%), and finally communicate with influencers (14%).
Impact: an effective marketing channel
We asked our participants to rank the marketing channels that yield the best return on investment. The effect was specifically mentioned (cited by 64% of participants), behind paid social media (65%). This is followed by SEO (56.5%), SEA (44%) and then Affiliate (32%) and Offer (29%).
The main trends in the sector
This survey provides an excellent overview of influencer marketing practices in France in 2022. But we also wanted to know how professionals envision the future, and what trends they see in the next two years.
The phenomenon of short videos (TikTok, Reels, shorts, etc.) was cited by 52% of respondents. We were surprised by the second trend: engagement and CSR campaigns (38%). Podcasts and audio, although little used, are seen as a major trend (24%). This is followed by virtual influencers, deepfakes and metaverses (23.5%), influence structuring and professionalization (23.5%), live and live shopping (18.5%), influence and affiliation affinity (17%), social commerce (16.5%) and brand advocacy ( 15.5%). Games were cited by 15% of participants, and NFTs by 9%.
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METHODOLOGY: A survey conducted by BDM online from August 30 to September 30
2022, with 401 influential professionals.