On the occasion of the CEW France Beauty Day, Bénédicte Amiot, influencer strategy expert and director at Traackr, shared an international reading of brand practices in terms of collaboration with content creators. She reviewed developments in the sector, regional practices and the criteria that today determine a brand’s performance on social networks.
Long confined to the margins of marketing budgets, influence is now fully integrated into brand strategies. The global market is estimated to be worth 450 billion euros over the next three years. In France, it already represents 500 million euros, a level comparable to that of radio or the press.
Today, 82% of social network users follow a content creator. And nearly one in two consumers say they have already made a purchase following a recommendation. “We no longer wonder whether influence works. The answer is yes. And the brands that succeed are those that know how to engage their audience in a story,” emphasizes Bénédicte Amiot.
New formats
Faced with content saturation, the professionalization of creators and the demands of Gen Z are forcing brands to rethink their approaches. “Showing a product is no longer enough. You have to create a routine, a moment in life, an emotion. What works is authenticity, humor, context,” she reminds us.
An evolution that goes hand in hand with the growing use of amplified content: brands are investing more and more to “push” creators’ publications, in order to extend their reach. “But the content still has to work organically. …
