We are witnessing an acceleration and democratization of influence in all sectors today, a lever of digital marketing strategy. The influencer marketing industry is expected to reach around 15 billion dollars in 2022 (Influencers Marketing Hub estimates).

From President Emmanuel Macron’s challenge with YouTubers McFly and Carlito to promote the barrier gestures to Instagram star Chiara Ferragni as part of Tod’s Board of Directors, collaborative approaches with content creators are being rethought and all social networks are being invested to target and engage young audiences.

It is in this ultra-dynamic context that the first school in France dedicated to influencer marketing, ffollozz (IGS Group and in partnership with ISCPA), will open its doors next September.

We have chosen to decrypt three key trends in influencer marketing.


After overuse of product placement and promotional codes (very common practice among influencers from reality shows) to encourage purchasing, we are now witnessing a shift in influence towards more authenticity and commitment with influencers speaking out on societal and environmental issues (Black Lives Matter, feminism, ecology, etc.). For Key Opinion Leaders (KOLs), it is a question of proposing more meaningful content, embodying causes and defending values that they share with brands. This is the first acceptance criteria of an influencer marketing campaign by influencers.

Influencers have also understood the importance of being honest and transparent with their community and thus display paid partnerships, sponsored posts and placement shares with the hashtag #ad. Numerous tools, such as the Charter of the Influencer Relationship launched by the Public Relations Consultancy Union (SCRP), exist to regulate practices but also increasingly to track down false influencer profiles.

To meet the need for authenticity, brands are also working with micro-influencers and nano-influencers who have a limited but more targeted audience, a better engagement rate and who develop content with a more personal tone. Unfiltered formats such as “live”, which exploded during lockdown, also bring more spontaneity (see our community management mission for La Martinique with the organization of 11 Instagram lives).



It is no longer just a question of responding to notoriety issues but also to performance objectives (loyalty, recruitment, sales). Social networks have thus deployed “social selling” functionalities to enable products to be sold directly through publications or live shopping.


For more dynamism, emotion and creativity, influencers are also posting more short videos (TikTok, Guides/Lives/IGTV/Instagram clips…) instead of photos. In the tourism industry, TikTok is becoming more and more popular and is fully integrated in the promotion strategy of destinations. It is no surprise that Cannes became the first commune in France to launch a call for applications to become a “TikTok Ambassador for the City”.

With such trends, influencer marketing still has a bright future ahead of it!

To be continued…

Deborah Pires

Deborah Pires

RP & Digital Consultant l Transports