Information circulating on the internet is constantly evolving. Viral word-of-mouth spreads uncontrollably. For businesses, tapping into the online buzz requires acquiring new skills that must be continually updated.
Becoming a benchmark, the annual Reech study aims to profile influencers, understand their platform usage, and better comprehend their motivations and connections with brands. This study highlights how the crisis has impacted influencers’ activities, their thoughts on content amplification, why Instagram remains their preferred platform, and which brands engage the most influencers.
The year 2023 was marked by the new Influence Law, enacted on June 9th. Transparency in commercial promotions, responsible influence, artificial intelligence, and cyberbullying are current topics that content creators have had to address.
Here are some key figures from the study:
- 63% of 18-24-year-olds follow content creators on social media.
- 51% of respondents follow creators for information, while 47% do so for entertainment.
- Only 31% follow reality TV stars, compared to 61% who follow professional content creators.
- 1 in 4 French people trust a content creator’s opinion when making a purchase.
- 40% believe only a minority of content creators engage in too many campaigns.
- 83% of influencers have engaged in partnerships, with 2.9% of their posts being brand partnerships, representing a 33% increase from the previous year.
Portrait of an Influencer
Web opinion leaders have credibility. They can be journalists, experts, bloggers, or anonymous individuals who share specific themes. They build communities and use social platforms to set trends. They work anticipating expectations and react by regularly publishing diverse content. The most targeted subjects online include new technologies, high-tech, beauty products, and services like restaurants. These articles prompt reactions.
Trendsetters come from diverse backgrounds. Among them, five types are predominant:
- The one who scours the web for the latest news or rumors in their field of interest.
- The influencer who not only reports news but also provides analysis and insight, shaping trends.
- The expert influencer who tests the latest products in their field and is recognized for their skills.
- The influencer who openly expresses their likes and dislikes, providing decisive opinions.
- Influencers with a longstanding presence in the online world, boasting extensive networks.
The Role of Influencers for Businesses
Web influencers are crucial for businesses as they wield considerable influence online, relaying information to numerous followers. Businesses need to monitor them and establish contact to disseminate their message effectively. Influencers can promote products, cover events, or generate buzz marketing campaigns online. They provide real-time market analysis by reflecting consumer sentiments and can build or damage a brand’s online reputation.
Identifying Web Influencers
Identifying influential figures on the internet involves recognizing passionate individuals who regularly contribute via blogs, emails, and social platforms like LinkedIn, Twitter, and Facebook. The audience size, engagement metrics, and topic relevance are key indicators of influence. Various online tools like Retweet Rank, Followerwonk, and social scoring platforms such as Kred, Klout, and PeerIndex can help identify influencers based on their profiles, topics of interest, and engagement levels.
Entering into Collaboration with Influencers
Initiating contact with influencers requires delicacy and persistence. Interaction through social media engagement is recommended before proposing collaborations. Care should be taken not to appear too promotional too soon to avoid alienating influencers. Building trust and genuine interest in their work is essential for successful partnerships.
