For the past four years, Reech, the first brand tech brand in marketing influence, has published its study on the relationship between influencers and brands. The opportunity to take stock of what is being done today in terms of marketing influence. While the professions of astronaut and firefighter no longer make young Americans who prefer to become an influencer dream, what about England? Can we live on marketing influence? What is the typical profile of the influencer? What relationship do influencers have with brands? Decryption with this study.
Who are the influencers?
Passionate about a specific theme and creator of content, the influencer directs consumer behavior in his world: lifestyle, leisure, culture … He is recognized as an expert on his theme. In practice, 75% of influencers are women and the average age of influencers is 29.
Themed, the study shows that, on average, an influencer deals with 3 different subjects. Below is a breakdown of the different themes in pictures:
Their uses of social networks
Of course, social networks being the voice of influencers, they are acclaimed by them.
And at the top of the social media ranking, the unbeatable Instagram, which for 3 years has been THE preferred network of influencers.
“55% of influencers active on TikTok have registered for it this year, but only 30% of those registered are really active.
Interesting : Reech classified influencers by community size, and it looks like this:
Do influencers make a living from their activity?
If as we have seen, young dreams of becoming influencers, we are still far from having sufficient income to live on!
Only a minority of influencers make a living from this activity (15%).
Fortunately, money is not the main motivator for influencers.
You become an influencer above all to share a passion, have fun and get a message across!
The relationship between influencers and brands
According to the study, the marketing influence continues to grow from year to year.
In 2019, 62% of influencers received more partnership requests than the previous year.
The gap between influencers ‘expectations and brands’ proposals
An important point is put forward by the study: there is a gap between the expectations of influencers and the brands’ proposals!
While influencers envision a long-term relationship, in particular via “ambassador” type partnerships at 69%, recurring partnerships (68%) and exclusive contracts (30%), brands are more in the short term with simple product placements (77% of requests received)…
Influencers are nevertheless selective, 66% refuse partnerships. This leaves room for brands wishing to establish a real relationship with influencers.
“The type of collaboration desired by influencers is consistent with their motivations for carrying out this activity but also with the reasons for refusing a partnership, very oriented towards their values. Recurring and closer partnerships with brands ensure consistency in brand communication but also, for them, with their audience. This also confirms a rising trend for “content studio”: brands increasingly entrust the production of their content to influencers whose editorial line corresponds to their universe – and vice versa – and it is a good idea both their passion and their creativity can bring them real added value.” Guillaume Doki-Thonon, Founder & CEO Reech.
As we have seen, only 15% of influencers live full time on their income. But from year to year, remuneration has increased as has the professionalisation of the sector.
Despite this, 65% of partnership requests are still unpaid and for 86% of influencers, this activity is neither their main source of income nor a career choice.
Click here to find the complete study proposed by Reech
Article written in collaboration with Reech