Sponsored articles , Studies ... ARPP , guillaume doki-thonon ... Camille Jourdain
It's here! I'm talking about Reech's benchmark study on Influencer Marketing ... Each year, this study aims to paint a true portrait of influencers, understand their expectations, measure the evolution of the sector and draw up a complete inventory of the market. Guillaume Doki-Thonon , Founder and CEO of Reech presented the results of this 6th edition of the study on Thursday, December 2 at the Salon des Miroirs in Paris.
The results were released in preview on Twitter, you were able to follow the livetweet with #EtudeReech2022 . First information to remember: the sector is doing well. “What all influencer women database marketing players see on a daily basis is verified by the figures. Brands are increasingly using influencer marketing… Although the market is maturing, it remains hampered by the lack of understanding, the multitude of KPIs, sometimes unclear, and therefore the difficulty of measuring the success of a campaign.”
What's new in the 2022 study
Big news: professionals were questioned! The first 5 studies gave the floor to influencers. This year, the survey was conducted with more than 600 communication and marketing experts, brand and agency representatives. An opportunity to learn more about the differences in approach with influencers and to know the methods used. How do they select influencers? What types of partnerships do they offer them? How do they manage their campaigns? How do they measure the performance of their action? And what is the key trend in influence?
This year, Responsible Influence is at the heart of the sector's challenges. Let's discover what the Secretary of State for Youth and Engagement had to say on this subject. Here is Sarah El Haïry 's word on this trend:
“The rise of social networks in terms of direct communication with young people underlines the need to be particularly vigilant about the messages that are sent there. Influence is a great tool, but responsible influence is everyone's business. If we want to make a difference, we absolutely must encourage platforms, companies, all players in the ecosystem, including agencies and influencers, to commit to greater transparency. The Secretary of State for Youth and Engagement will always be alongside those who are committed to a safer web!”
Another new feature is that Reech has surrounded itself with players specializing in responsible communication: the study was therefore carried out in partnership with the ARPP and the Union des Marques, two players at the heart of uses related to influence. The ARPP is the advertising ethics organization in France that brings together brands, their agencies, the media and platforms. Together, these players define the ethical framework applicable to commercial communications and undertake to respect them. The Union Des Marques helps companies build sustainable brands by representing them to public authorities and the ecosystem.
