étude reech

Reech study: Influencer marketing, what brands really think



The Reech study, dedicated to brands and influencers, is back for a 6th edition. Produced in partnership with the Regulatory Authority for Advertising Professionals (ARPP) and the Union des Marques (UDM), the study this time gives a voice to communication professionals.

Advertisers are increasingly investing in influencer marketing

Based on more than 600 respondents evolving in various sectors (mass distribution, beauty, cosmetics, home & decoration, publishing, multimedia, tourism, leisure, clothing, etc.), the study reech confirms the importance of influencer marketing for brands. Thereby, 74% of respondents say they have already carried out at least one influencer campaign in the past two years (2019/2020). 86% consider influencer marketing as an effective lever and 92% of them include it in their communication strategy. In this sector, brands particularly appreciate the trust established between the content creator and their audience (58%) as well as the creativity of influencers (56%). As for the brands that do not practice influence marketing, it is above all a question of a financial order since 44% say they lack a budget.

On the agency side, only 23% of them are specialized in Influence mmarketing. However, 76% see an increase in requests for influencer marketing support over the past two years.

The leading influencer marketing platforms

Without real surprise, instagram still tops the list of favorite social networks. He is for 94% respondents the preferred channel for carrying out influence campaigns far ahead of Youtube and Facebook. The Chinese social network continues its rise to reach 4th position.


TikTok confirms its attractiveness, since brands and agencies wish to diversify in 2022 and invest in the platform. There are also rising networks and media: Twitch, Podcast and Pinterest.

Influencer selection criteria

If formerly thea size of communities was the first criterion for selecting influencers, today the engagement rate comes first for 73% respondents followed by the authenticity of audiences for 68% (fake accounts). Professionals in the sector are in the process of evolving and refining their knowledge of the market.

The study of the size of influencers solicited by brands and agencies reveals a clear preference for influencers between 10,000 and 100,000 subscribers for 73% of respondents. This category makes it possible to reach a large targeted audience, at more affordable prices than star influencers. However, 38% of respondents regularly collaborate with influencers with less than 10,000 followers : if it still has room for improvement, the recognition of micro-influencers is already installed.

The issue of influencer compensation

To compensate influencers, financial compensation seems to be in order most of the time according to the respondents. This is however not automatic for brands that cap at 58%, and seem to prefer compensation of influencers by sending products.

Obstacles still present

Generallybrands and agencies are quite satisfied with their collaborations with influencers, with an average rating of 7.1 out of 10. In response to last year’s study, 88% of content creators said they were satisfied with their collaborations with brands. However, there are still some obstacles related to the difficulty of measuring ROI of a campaign (53%), lack of budget (42%) and to the ROI deemed insufficient (28%). Despite a market that is becoming more structured and substantial demand, the study highlights mistrust and a lack of internal competence still very present.

The challenges of influencer marketing

Tainted by several bad buzz over the past three years, the transparency of partnerships becomes essential. According Responsible Influence Observatory led by theARPP, in 2020, more than 1 in 4 content was not transparent about business collaboration. Faced with this observation, the profession is responding by launching a certificate for content creators: Responsible Influencing Certificate. This one allows influencers of protect their audiencesse differentiate with brands and of preserve the values ​​of ethical and responsible influencer marketing.

so alone 27% of respondents said they were aware of this new certificate, it seems to be received as a useful tool: 53% of participants intend to rely on it in the future. 17% of agencies even say they are ready to make it an essential condition for claiming a partnership.

Despite the obstacles and challenges to come, influencer marketing still has a bright future since 78% of respondents confirmed the increase in the influence budget.

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