Marketing Influence: Reference study with figures and trends

By Rebecca
13 Min Read

Marketing Influence: This research intends to present an accurate image of influencers each year, to understand their aspirations, to monitor the progress of the sector, and to compile a state of the whole market. On Thursday, December 2nd, Guillaume Doki-Thonon, the Founder and CEO of Reech, presented the findings of the 6th edition of the research at the Salon des Miroirs in Paris.

The results were pre-broadcast on Twitter, and you may follow the livetweet using the hashtag #EtudeReech2022. The first thing to remember is that the industry is performing well. “The stats back up what many influencer marketers observe on a daily basis.” Influence marketing is becoming more popular among brands... Although the industry is expanding, it is nevertheless plagued by a lack of awareness, a plethora of often ambiguous KPIs, and hence the challenge of quantifying campaign performance.”

What’s new in the 2022 research?

It’s a first: the pros have been questioned! The first five research gave influencers the floor. This year’s study included over 600 communication and marketing specialists, brand representatives, and agency representatives. The chance to learn more about the variations in approach with influencers and the strategies used. What criteria do they use to choose influencers? What kinds of collaborations do they provide? How do they handle campaign management? How do they assess the effectiveness of their actions? And what is the most important impact trend?

Responsible Influence is at the core of the sector’s concerns this year. Let’s have a look at what the Secretary of State for Youth and Engagement has to say about it. Sarah El Hary had this to say about the trend:

“The emergence of social networks in terms of direct connection with young people emphasises the need of being especially cautious about the messages expressed there.” Influence is a powerful weapon, but it is everyone’s responsibility to use it responsibly. If we want to shift the boundaries, we must push platforms, corporations, and other ecosystem stakeholders, including agents and influencers, to commit to more openness. The Secretary of State for Youth and Engagement will always be on the side of people who want a safer internet!”

Another first, Reech has surrounded itself with players specialised in responsible communication: the research was conducted in collaboration with the ARPP and the Union des Marques, two actors at the heart of influence-related uses. The ARPP is a French advertising ethical group that brings together businesses, their agencies, media, and platforms. These actors establish the ethical framework relevant to commercial communications and commit to upholding it. Union Des Marques assists businesses in developing long-term brands by representing them to public authorities and the ecosystem.

Influence Marketing’s 12 most important figures

Brands and marketing influence:

The selection of influencers:

  • TikTok has ascended to top position among emerging networks to incorporate into influence efforts, with 34% planning to begin an influence campaign on the platform in 2022.
  • When deciding which influencers to collaborate with, 73% prioritise engagement rate.

Collaboration with influential people:

  • Product placements account for 78% of partnerships obtained by influencers, while discount coupons account for 57%.
  • Co-creation partnerships account for just 8% of the partnerships obtained by influencers, despite the fact that they would want to get many more (59 percent ).

Campaign management:

  • 61 percent outsource the administration of their influence efforts, and 69 percent entrust them to expert influencer marketing organisations on a regular basis.
  • 36 percent claim they have a particular platform devoted to influence marketing, while 8 percent are unsure.


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Influencer Marketing will be a major trend in 2022.

As you may have guessed, responsible influence is the number one trend! Whoever says responsible influence is also saying transparent influence. Indeed, partnership transparency is a huge difficulty since not all actors in the industry are necessarily aware of the standards in place or are purposefully not open. According to the ARPP’s Responsible Influence Observatory, more than one-fourth of material is not open regarding commercial participation.

Reech’s research follows in the same vein, providing more information on the relevant impact. Let’s take a look at businesses that don’t want to admit to working with influencers. Very few firms demand influencers to keep the collaboration a secret from their audience. A positive evolution of a practise is a fantastic thing! Only half of them demand that the agreement be publicised in full openness in terms of brand transparency. There is still a lot of work to be done to make them aware of the current regulations. As a reminder, it is a matter of being adequately specific in its words and declaring it as soon as possible. These are the ARPP’s two primary rules.

If you haven’t heard, the ARPP has just launched a certificate of responsible influence. The majority of experts claim they are unaware of this new technology. However, it is seen as beneficial, and most brands aim to depend on it in the future. Its goal is to help influencers safeguard their audiences, distinguish themselves from businesses, and uphold the standards of ethical and responsible influence marketing.

It makes it feasible, for example, to guarantee that the Influencer completed an awareness-raising training on the ARPP’s ethical guidelines and that the control of the information obtained during this course was effectively confirmed. Influencers, for example, understand the norms to follow while discussing the environment, health, cosmetics, food goods, gambling, and so on. They also learn about the fundamental ethical concepts that govern Influencer Marketing, such as loyalty and kid safety… The price of this certificate is 49 € plus VAT. More information and registration are available on the ARPP website.

Here are 7 more impact tendencies revealed by this study:

Focus Brands VS Agencies: what differences in influence?

Agencies took part in the research, and those who answered to the poll ranged from the “Consulting” agency to the “Evenementiel” agency, through the “Social Media” agency, Advertising, PR, and Influence. It should be emphasised that 48 percent of these agencies have incorporated Influence Marketing into their activity for 1 to 4 years, that the lever constitutes less than half of their activity for 63 percent of them, and that influence agencies are in the minority (23 percent ).

No agency anticipates a decrease in demand for influencer marketing. 76 percent report an increase in inquiries. A tendency that corresponds to what we see on the brand side. Some agencies are in more demand than others. The most frequent agencies specialising in influence have seen a significant increase: this speciality seems to be on the rise!

What about tools and solutions for managing influencer campaigns?

30% of agencies have a specific tool for handling influence campaigns, and 44% of agencies say influence marketing accounts for at least half of their work. We’re talking about technologies that enable you to choose influencers, verify their reputation, and track important campaign metrics. Reech, for example, provides brand assistance from A to Z (through its Brand Tech offering) as well as a solution to manage influence operations (with Reech Influence Cloud). It’s worth noting that fewer than half of the agencies have specialist tools, which is very shocking!

Brands depend on prominent social networks such as Instagram, Facebook, and YouTube when it comes to influence. Agencies, for their part, tend to diversify their networks. TikTok is quite popular among the latter (39 percent), whereas brands are less popular (27 percent ). LinkedIn is popular with agencies (28%), but less so with brands (8 percent ). It should be highlighted that LinkedIn and Twitter are the main B2B platforms. This makes it easy to forecast the BtoB influence’s future success. Agencies now utilise a broader range of networks than brands and will strive to broaden this range by building new networks such as Twitch or Pinterest.

The influencers chosen and the criteria employed also varied. Brands prefer to begin with the number of subscribers (64% vs 47%) and the engagement rate (77 percent against 66 percent ). The agencies value the quality of the conversations between the influencer and his community, as well as the audience’s points of interest. Overall, we can still claim that the engagement rate is the most important factor nowadays. For all professions, the quantity of subscribers is no longer as crucial. On the other hand, understanding the qualities of the audience is critical to avoiding errors, which is something that not all experts do. To summarise, despite the abundance of KPIs accessible, just 44 percent of companies and 58 percent of agencies believe they are well qualified to measure the effectiveness of their campaigns.

Today, remuneration is vital, and it is acceptable for the majority of professionals; yet, there are distinctions between agencies and brands. Influencers are more likely to get compensated by agencies (73 percent vs 58 percent ). Brands prefer product compensation (72 percent vs. 58 percent) or the use of promotional coupons (29 percent vs 20 percent ). There are also discrepancies in the framing and brief delivered to influencers. Rather of stifling content producers’ creativity with too many limits, brands prefer to merely give them a basic direction. Agencies, on the other hand, are more likely than brands to have the reflex of including a transfer of rights agreement (52 percent) (41 percent ).

By Rebecca
Rebecca is an Independent content writer for breldigital, She writes content on any given topic. She loves to write a case study article or reviews on a brand, Be it any topic, she nails it