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How much influence do influencers really have? A recent study from Toluna France highlights consumers’ shifting relationship with influencers and their growing expectations for more authentic and purposeful interactions.
Like almost every other country, France is experiencing the power of influencers. Despite new consumer expectations, tapping the influencer network remains a key way for brands to connect with French Gen Z social addicts. Here are 3 interesting points to highlight from this very rich and interesting survey.
1. The influence of influencers
Overall, 53% of French consumers admit to following influencers, rising to 84% of Gen Z. Instagram is the preferred channel for influencer consumption at 69%, followed by TikTok at 39%. Among the digital native Gen Z, 89% prefer Instagram for content, and 58% prefer TikTok.
2. Trust is not a given
Pop culture is rife with caricatures and exaggerations of influencers, compounding an overall negative impression - a feeling held by 51% of all French consumers. The image of an influencer is a delicate asset for brands to manage and consumers are increasingly expecting more nuance and authenticity from these relationships. Only 41% trust brands that communicate through influencers.
Consumers indicate that influencers represent a key source of discovery for new trends (89% overall / 91% for Gen Z), but only 50% say they view influencers as role models. Herein lies the influencer paradox - they are well-known, but not necessarily trusted, and yet two-thirds of consumers (61%) say influencers have an impact on major social issues, such as the environment or inclusion.
3. A symbiotic future
The research suggests that influencers still have a key role to play in the consumer-brand relationship, but expectations have evolved beyond pure product placement/ discovery.
Nearly 8 in 10 (79%) French consumers expect brands to act more responsibly and extend this to how they engage with influencers. Consumers wish influencers to explore more important topics, reflecting their own shifting priorities. The subjects that consumers believe brands should engage influencers with include global warming (59%), social inequalities (57%), disability (49%) and minority rights (44%).
THE CIC TAKE
As consumers adopt more purposeful purchasing patterns, influencers must connect by becoming advocates for relevant social issues and topics, such as the environment, diversity, and equality. In this way, influencers can build trust and organically guide consumers toward brands.
When trust is not a given, brands need to manage influencer relationships with care. Create a more symbiotic dynamic where CSR values are authentically aligned with choices, and look towards flourishing micro-influencers for an authentic route in.
At Cosmetics IC, we feed our inspiration reports with insights and from our constant observation of social media. Ask about our monthly Instagram Book highlighting the key Beauty influencer's trends, the top 5 brands in EMV in the US, and the latest Instagram looks in Beauty.
Source: Toluna