Attendees include: Julie Pellet, Instagram's Development gambling data china Manager in Southern Europe, the Facebook group Wanted Community, the hotel group Accor, entrepreneur Catherine Barba, the NGO Care France, the founders of the brand Merci Handy, YouTuber Alex Vizéo, one of the youngest influencers Leany danse, the messenger chat bot Entendre la France, the mother Je ne suis pas jolie, Sophie Trem, the blogger of The Other art of living. So some really interesting talks are planned, on the brand side too, including the one from the Accor group which has come up with an influencer collaboration charter for all of its brands, or the one from the NGO Care France which, through its StoriesDuBoutDuMonde campaign, has used influencer marketing to share the daily lives of women around the world. Find the full program on the event website: influentialhstories.
You will also have the opportunity to discover, if you haven't already, the new book that we wrote with Guillaume Doki-Thonon: “ Influence Marketing – Brand Strategies with Influencers ”. Everything to better understand the privileged relationships between influencers and their community.
Focus on the ARPP Observatory
The ARPP (Professional Advertising Regulatory Authority) is also participating in the event by unveiling its new “ Influencer Marketing and Transparency ” observatory with Reech. Its objective is to highlight influencer marketing by taking stock of the sector and presenting best practices applicable to its implementation. This Observatory provides the essential keys for successful operations on an ethical and legal level!
More than 500 campaigns were therefore analyzed on this occasion, selected by survey, mixing campaigns noted by the ARPP on several social networks with those provided by specialized agencies members of the ARPP, with the aim of encouraging and promoting good practices related to influencer marketing. An important figure: in 88% of cases, the commercial nature is well communicated by influencers to consumers. Among these 88%, practices qualified as improvable were noted: these are communications in which the influencer clearly indicates his partnership with the brand, but this indication is not sufficiently explicit and/or not instantaneous: this concerns a third of the content analyzed.
A code of good conduct has indeed been drafted by the ARPP to help influencers be transparent with their community. First, the commercial collaboration must be brought to their attention explicitly and instantly. It must be understood immediately, without waiting for the end of a video for example. The expressions to be used preferably are “in partnership with” or “sponsored by”. On the contrary, influencers will avoid terms that maintain vagueness such as “sponso” or “ad”. In the event of a breach, offenders are exposed to a letter from the ARPP, a referral to the Jury of Advertising Ethics, and possibly an intervention by the DGCCRF under the Consumer Code. We will come back to these rules during the presentation of the Observatory during the event.
