Marketing effect. On the morning of September 29, Sandry’s predicament in the 9th Circuit is still very inactive. It’s eight in the morning. But if you push the doors of Le Shack’s bar restaurant, the neighborhood suddenly comes alive. Here, about fifty people chose to meet. Smiling, they are happy to meet and talk about a topic that moves them so much: influence marketing. To bring them together today, the ARPP, the professional regulatory authority for advertising, has chosen to release the results of its second Ethical Impact Observatory. A study has been conducted over the past twelve months to understand the evolution of the sector, but above all to answer the question: Do French content creators respect the code of good conduct?
In France, all influencers must follow clear regulations. For all partnerships, you should clearly state whether there is a reward with simple words, such as “paid…”. In 2020, 73.4% of publications submitted an initial selection. How about 2021? 30,000 content was analyzed on YouTube, Instagram and TikTok. The analysis continued in 2022 on influencers who have passed the Moral Impact Certification and another part that has not yet passed.
What are the findings of the ARPP’s Ethical Impact Monitor on Influencers’ Business in 2021?
Mohammed Al-Mansoori, deputy director of the association, wants to be more than optimistic. 83% of posts extracted from social networks in recent months show the beginning of identification. Among these publications, 17% do not contain any mention of the partnership. “It is an important development compared to 2020, because it is an increase of 10 points,” he explains. Those who don’t have the correct reaction yet account for less than one in five content. Creators with less than 10,000 subscribers often break the rules.
The analysis continued until the first quarter of 2022. At the beginning of the year, the number is increasing. “91% of the content is transparent among approved influencers,” continues Mohamed Al-Mansoori. This percentage represents 87% for those who did not obtain the certificate. “It’s an improvement that takes its course through certification, but it also goes beyond that,” concludes the deputy director. In this first quarter, Instagram Stories, as well as Snapchat and Twitch, were taken into account.
In order to conduct this study, the ARPP team relied on the expertise of two partners: Reech and Traackr. “We co-developed algorithms to fetch content which, by analyzing semantics, made us say there is definitely a partnership behind it,” says Mohamed Al-Mansoori. The first platform focused on YouTube and Instagram. The second was interested in TikTok. The ARPP specifies that posts from brands and affiliate links unrelated to the campaign or even French-speaking content not aimed at a French audience have been excluded.