This year, we talk a lot about gambling data china transparency in Influence Marketing, I invite you to reread my last article on this subject: “ How to make partnerships more transparent? ”. Transparency is at the heart of partnerships with influencers in 2019, commercial collaborations must indeed be brought to the attention of the public in an explicit and instantaneous manner. Influencers must be aware of and follow the recommendations of the ARPP, the Professional Advertising Regulatory Authority . This is why Reech decided to dedicate an entire section to it in the study. The points discussed on transparency are as follows: highlighting partnerships, hashtags used, audience perception but also knowledge of the regulations.
The 10 key information from the study
60% of influencers are between 19 and 30 years old and 40% define their content as Lifestyle.
72% of influencers consider to be the most engaging social network and 67% of partnership requests concern Instagram, 18.5% the blog and 7.7% .
87% of influencers are not supported in their activity, 3% are supported by a photographer, 2.7% by an agent.
More than half of brands use an agency to build a partnership with influencers.
86% of influencers have already partnered with a brand, 37% had between 0 and 1000 followers during their first partnership and 63% of influencers received more partnership requests in 2018 than in 2017.
75% of brands ask influencers for product placement and 30% for promo code sharing.
57% of influencers are more interested in the product and 25% place brand values as the primary criterion.
95% of influencers say they inform their audience about their partnerships, 37% by using a hashtag and the brand name, 27% by thanking them, 17% by using a dedicated feature.
56% of influencers are not familiar or are not very familiar with brand/influencer regulations, particularly the recommendations of the ARPP.
86% of French influencers earn less than 5000 euros per year with Social Networks and 87% of partnerships offer less than 500 €.
Focus on transparency
Aware that the market has grown rapidly and anarchicly, the ARPP, the organization that regulates advertising in France, has issued its recommendations. Since last year, it has been highlighting a number of best practice rules for partnerships between brands and influencers. Reech, as a member, wanted to survey influencers on their level of information. 95% say they inform their community but half of them feel poorly informed about the rules and risks. However, communities have a rather positive perception of partnerships with brands when the content offered is creative and relevant. It's up to brands and experts to innovate to continue generating follower engagement!
