Innovation and change

THE INFLUENCER MARKETING BOOM.

INNOVATIONS AND CHANGES

OF SOCIAL NETWORKS.

The digital and online business sectors continue to grow. A real boom that reflects the profound changes that impact our societies. This is how Influence Marketing, or Influencer Marketing, emerges. It is a marketing strategy that relies on the powers of attraction, influence and persuasion of an opinion leader on the web, in this case social networks, to promote a brand. Because the advice of opinion leaders corrects and optimizes the visibility and credibility of a brand. Thus, notoriety is increasingly the key element to spread a powerful message on the Internet and on social networks.

The influencer marketing boom.

Faced with the demands for legitimacy, tangibility, etc. of social network consumers, brands are now relying on the authenticity of influencers and opinion leaders to exist. Because of course, the media reach and influence on the buying act of these influencers are no longer to be proven. In fact, influencer marketing is now crucial in winning marketing strategies.

The platforms are renewed during the crisis.

Instagram is the most popular platform and TikTok is overtaking YouTube in the influencer marketing segment, according to Meltwater, a leader in strategic intelligence and Klear, the platform specialized in influencer marketing.

The last three years have had a serious impact on the Influence Marketing business. Even though content creators and advertising brands are increasingly flexible and agile in their collaborations. In other words, brands are moving from the search for notoriety to a real acquisition channel.

The influencer marketing boom, the segmentations of the platforms.

Indeed, the platforms meet different objectives and can target different people. Therefore, Youtube offers a fertile field of action to the notoriety on a more or less adapted format. While Instagram, TikTok or Snapchat welcome shorter and more entertaining video formats. Moreover, these are platforms in motion. To the point of constantly innovating Influence Marketing.

The irruption of Twitch.

The Twitch platform has two essential characteristics for the full development of influencer marketing. First, it accepts advertisements and sponsoring. Indeed, the Twitch community naturally adheres to the sponsorship of its star streamers by brands. Because 84% of Twitch users support the creators of the platform financially and 76% appreciate the brands that accompany the streamers in their success. Support is thus an essential part of the Twitch experience.

And then, the platform only allows the broadcasting of live streaming video content. It’s a great way to create a tight-knit community around streamers and creator–influencers. Clearly, the Twitch boom is only in its infancy.

The influencer marketing boom, a few benchmarks on digital in 2021.

Live shopping represents 5 to 10 million euros in France. However, in the United States, China, and the United Kingdom, the figures are measured in billions. Nevertheless, the market is developing strongly in France.

• 66.7 billion € of products sold online in 2021.
• Digital advertising will reach €7.7 billion in 2021, a growth of +24%.

Influencer marketing in 2021.

4 billion people in the world use social networks for an average of 2 hours and 30 minutes per day. In 2021, of a 10-minute smartphone visit, 7 minutes will be spent on social apps and photo and video apps.

Specifically, consumers in Q4 2021 collectively spend about 950 billion hours on Android phones worldwide. And within that total, they spend about 650 billion hours on social/communication and photo/video products.

The influencer marketing boom, mobile-first is transforming consumer habits.

For example, according to App Annie’s State of Mobile 2022 data, consumers’ global time on social apps increases by 35% between Q4 2018 and Q4 2021. Ultimately, then, Internet users go from 306 billion hours to 412 billion hours on social apps over that same period.

Le boom du marketing d’influence, le mobile-first transforme les habitudes de consommation.

Ainsi, selon les données App Annie sur l’état du mobile 2022, le temps mondial des consommateurs sur les apps sociales augmente de 35% entre le 4^e trimestre 2018 et le 4^e trimestre 2021. En définitive, les Internautes passent donc de 306 milliards d’heures à 412 milliards d’heures sur les applications sociales sur cette même période.

Influence marketing and the digital planet.

Influencer marketing professions are at the heart of this digital buzz. Influencer marketing is now the intermediary between brands and legitimate and relevant social network influencers. All the more reason, the planet is going digital. And the better are the content creators, the better are the consumers. And the better the creativity is, the better are the creation of material and immaterial values.

The influencer marketing boom.

The digital and online commerce professions continue to grow. A real boom that reflects the profound changes that are impacting our societies. Thus, the labor and employment market is adjusting to meet this new demand. And therefore give everyone the opportunity to access a dynamic and exciting job.

The Social Media Manager.

The Social media manager works either in a large company or in a communication and marketing agency. He is multidisciplinary because he has to master data analysis, digital marketing strategy, various monitoring and management… Thus his role is to ensure and maintain the image of the company brand. To do this, he defines the social media strategy :

• defines the target and the positioning,
• determines the editorial line,
• monitors, measures and analyzes the results of the strategies put in place,…

The job is accessible to a bac+3 in communication, marketing or digital professions. However, the exercise of management on this job brings the level of studies to bac+5. And the salaries are between 27.000 and 33.000 € gross per year.

The Community Manager : animating his community on social networks.

With a good web culture, the Community Manager masters social networks and executes the strategies set up by the social media manager. On a daily basis, he/she ensures the presence of a brand or a company on social networks by animating a community of Internet users. Thus :

• he publishes content on social networks,
• and ensures the brand’s e-reputation.

Consequently, the Community manager federates his community around his creations and his reactivity.

The job is accessible after a baccalaureate, Bac+2 or Bac+3. Salaries are between 23,000 and 30,000 €.

The influencer marketing boom, the Brand Content Manager.

A Web marketing content manager creates and manages a company’s digital content. The goal of his mission is to implement an editorial strategy to establish a lasting relationship with consumers. Thus it is a conductor in direct collaboration with the teams of art directors, social media manager, web integrators, etc…

This job is accessible via a master’s degree in university or business school, communication or marketing. However, recruiters appreciate a specialization in digital marketing or e-commerce and a few years of experience. However, the Brand content manager can expect to earn €50,000 gross per year at the beginning of his or her career.

The Digital Marketing Director.

He drives the digital strategy of his company. His goal is to improve the visibility and sales of the company brand. He must therefore follow, evaluate, correct and develop the strategy developed. He must also analyze the traffic of the website or the mobile application.

The Digital Marketing Director may have managerial responsibilities. The job is accessible with a baccalaureate +5 in business school, marketing or communication. A specialization in e-commerce, digital business or digital marketing is an asset. Finally, the income for a junior can vary between 45,000 and 75,000 € gross per year depending on experience.

The influencer marketing boom, the Influencer Agent.

The Influencer Agent represents very popular personalities on the Web, in this case on social networks. Influencers federate coherent and qualified communities around them. Thus, the influencer agent puts their image at the service of brands.

Upstream, he works with the influencer on the development of content in line with his profile. On the other hand, he negotiates partnerships and commercial agreements. Finally, the remuneration of the Influencer’s Agent depends on the degree of popularity and notoriety of the influencer. Therefore, the salary of the influencer’s agent depends on the number of subscribers of the influencer and his field of specialization.