Influence marketing: impact of the crisis, 2021 trends and btob focus
Posted: Tue Dec 10, 2024 6:40 am
Each year, Reech conducts a study to better understand the mechanisms of marketing influence and better understand the relationships between brands and influencers. This morning, Guillaume Doki-Thonon, Founder and CEO of Reech, spoke about the 5th edition of this study entitled “Influencers X Brands ”. During a webinar broadcast live via Livestorm from the HUB Institute, he highlighted the main lessons.
More than 1,400 French influencers participated in a survey and answered questions about their activities. On the agenda of this study: Who are the influencers or “content creators” and what are their favorite topics? What are the types of collaborations with brands? What are their favorite platforms and the uses favored by creators? What are the incomes of influencers? What are the specificities of BtoB creators? What is the impact of the Covid 19 crisis on influence in 2020? What are the trends in influence for 2021? Let's focus on these last three questions in this article.
Let's specify that, for the first time, the Reech team added information identified thanks to its proprietary Reech Influence Cloud technology. How much content is posted each month by women database creators on Instagram? What is the number of publications resulting from a brand and influencer partnership in 2020? Which brands activate the most influencers in France and around the world? You will find answers to these questions at the end of the study.
First, a word about influencers and their favorite BtoC platforms. We already knew it but the study proves it again this year, they are above all passionate. They create and share content on one or more subjects with their community. Moreover, we can talk about content creators (a term preferred by 67% of influencers). They love Instagram (94%), regularly publish Stories (79% of creators post stories daily) and use the new Reels format which has already convinced 28% of creators. They continue to use the blog (3rd place) which remains a privileged space for expression. Some platforms are gaining ground, notably which moves to 7th place, overtaking Snapchat. We should also note the appearance of Twitch, Podcast and Mapstr in this ranking.
How has the Covid 19 crisis impacted influence in 2020? Adapting and trying new formats.
Despite the health crisis, especially for certain sectors directly affected by the restrictions, the passion remains intact. 84% of respondents are still as satisfied (or more) with their role as content creators in 2020. The conditions are difficult but 1 in 3 creators have not changed their practices during the crisis. For those who have made a change, they have adapted their speaking topics: new topics (51%), topics left aside (35%) or abandoned (18%). They have also tried new ways of communicating, by registering on new platforms (36%), testing new types of publication (36%), or using more live broadcasts (32%).
What about the topics discussed during the crisis? Travel is still popular, with 36% of creators talking about it this year. Going from 48% to 42%, the subject of fashion has seen the biggest drop. Conversely, lockdowns have favored decoration and DIY sessions, which have gone from 17% to 20%. Finally, sport is holding up very well, remaining at 16% (compared to 17% in 2019). Public interest causes are also popular with paid or unpaid partnerships. Among the creators who formed partnerships in 2020, 47% formed at least one public interest partnership. A little over half (56%) of these public interest partnerships were unpaid.
More than 1,400 French influencers participated in a survey and answered questions about their activities. On the agenda of this study: Who are the influencers or “content creators” and what are their favorite topics? What are the types of collaborations with brands? What are their favorite platforms and the uses favored by creators? What are the incomes of influencers? What are the specificities of BtoB creators? What is the impact of the Covid 19 crisis on influence in 2020? What are the trends in influence for 2021? Let's focus on these last three questions in this article.
Let's specify that, for the first time, the Reech team added information identified thanks to its proprietary Reech Influence Cloud technology. How much content is posted each month by women database creators on Instagram? What is the number of publications resulting from a brand and influencer partnership in 2020? Which brands activate the most influencers in France and around the world? You will find answers to these questions at the end of the study.
First, a word about influencers and their favorite BtoC platforms. We already knew it but the study proves it again this year, they are above all passionate. They create and share content on one or more subjects with their community. Moreover, we can talk about content creators (a term preferred by 67% of influencers). They love Instagram (94%), regularly publish Stories (79% of creators post stories daily) and use the new Reels format which has already convinced 28% of creators. They continue to use the blog (3rd place) which remains a privileged space for expression. Some platforms are gaining ground, notably which moves to 7th place, overtaking Snapchat. We should also note the appearance of Twitch, Podcast and Mapstr in this ranking.
How has the Covid 19 crisis impacted influence in 2020? Adapting and trying new formats.
Despite the health crisis, especially for certain sectors directly affected by the restrictions, the passion remains intact. 84% of respondents are still as satisfied (or more) with their role as content creators in 2020. The conditions are difficult but 1 in 3 creators have not changed their practices during the crisis. For those who have made a change, they have adapted their speaking topics: new topics (51%), topics left aside (35%) or abandoned (18%). They have also tried new ways of communicating, by registering on new platforms (36%), testing new types of publication (36%), or using more live broadcasts (32%).
What about the topics discussed during the crisis? Travel is still popular, with 36% of creators talking about it this year. Going from 48% to 42%, the subject of fashion has seen the biggest drop. Conversely, lockdowns have favored decoration and DIY sessions, which have gone from 17% to 20%. Finally, sport is holding up very well, remaining at 16% (compared to 17% in 2019). Public interest causes are also popular with paid or unpaid partnerships. Among the creators who formed partnerships in 2020, 47% formed at least one public interest partnership. A little over half (56%) of these public interest partnerships were unpaid.