The time for questioning the relevance of influencer marketing is over; now is the time for surgically structuring its practices. We have entered an era of maturity where influence is no longer just the playground of fashion or cosmetics brands, but a lever for transformation for institutions, heavy industry players, and public services, as demonstrated by this benchmark of activations with highly varied objectives and stakeholders!
The key figures of influence in France: a booming industry 🚀
The landscape of influence in France is now being scrutinized using measurement tools of unprecedented precision. first barometer of commercial influence, the result of the alliance between UMICC (Union of Consulting and Influence Professions) and CPA (Collective for Digital Marketing Actors), sheds light on an activity whose volume is staggering. For example, between April 2024 and March 2025, no less than 15,000 "gifting" campaigns (products offered to content creators) were recorded, generating 321,000 publications and a massive impact of 1,4 billion views.
The predominance of organic products and the challenge of credibility
A key finding of the UMICC x CPA barometer challenges preconceived notions: 85% of brand mentions on social media are spontaneous shares, not resulting from any commercial collaboration.. This figure highlights a strong, organic attachment between creators and the brands they actually consume. For communications professionals, this means that The influence strategy should not be limited to buying space through KOLs (Key Opinion Leaders).but must to cultivate a desirability capable of generating natural mentionThe ecosystem consists of 47,200 active content creators, producing a brand mention every 1 minute and 40 seconds on average 🤯
The battle of the platforms: Instagram remains the hub, TikTok the visibility engine
The Kolsquare study on influence As for her, she confirms the hierarchy of channels. Instagram remains the "pivotal network", However, TikTok stands out as the champion of efficiency. This effectiveness is explained by recommendation algorithms that favor the discovery of content beyond the circle of subscribers, unlike Instagram where the follower base remains (for the moment!) a determinant of reach.
Meanwhile, YouTube retains its leading position for long-form content and in-depth storytelling, while Twitch now surpasses Snapchat in terms of brand interest. A highlight of 2025 is the breakthrough of LinkedIn, illustrating a desire of brands to address B2B targets or to deal with reputation and employer branding issues with an expert tone.
Segmentation of creators and activation levers
Brands refine their selection based on the size of the communities, now prioritizing the quality of engagement over critical mass. Micro and nano-influencers (fewer than 250k followers) are showing record engagement rates : 4,42% on Instagram and 6,21% on TikTok. The average annual budgets of French companies for influence are stabilizing between 100,000 and 499,000 euros, managed mostly internally (89% of brands manage all or part of their operations).
Activation methods are diversifying to meet increasingly sophisticated objectives:
- Co-creation (64%) : Involve the creator in the genesis of the product or campaign concept.
- Sponsored content (61%) The classic visibility format.
- Events (53%) : Creating physical experiences relayed digitally.
- UGC (User Generated Content) in Paid Media (44%) : Use user-generated content as advertising assets for its authenticity.
- Ambassador programs (38%) : Building long-term relationships to stabilize brand messaging.
The range of activations: influence in the service of the public interest and complex issues
One of the major lessons of recent years is the ability of influence to carry topics that are radically different from pure "lifestyle". You don't need to be a "love brand" to have a successful campaign.e. Sectors such as insurance, energy, and public services use the codes of influence to humanize technical issues or raise awareness of major risks.
MATMUT: transforming road safety into a fun experience
Rather than moralizing messages, Matmut is focusing on immersive and narrative formats who recreate late-night scenarios. Through realistic videos, influencers show the (bad) decisions one can make under the influence of alcohol or fatigue (and their consequences!).
For this campaign, Matmut collaborated with the Reech agency for a two-phase activation: a YouTube video on Darko's channel, where he warns against drunk driving, accompanied by 5,000 €15 Uber vouchers, then a Instagram and TikTok post by DJ Mosimann, creator of the sound for the aforementioned evenings.
Heinz: “hacking” Fashion Week
At Paris Fashion Week 2025, Heinz didn't walk the runway like everyone else. The brand chose to surprise with a piece as unexpected as it was bold: a ketchup-red Haute Couture dress, designed by Lora Sonney. Presented at Rouge Pigalle on content creator Styleto, this creation successfully bridged the gap between gastronomy, fashion, and pop culture. Humor, visual audacity, and a sense of symbolism: Heinz transformed an everyday object into a true brand statement.
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Behind this bold move lies genuine strategic thinking. “We wanted to shake up the codes of luxury while remaining true to our DNA,” explains Besma Baghdadli, Marketing Director at Kraft Heinz. The activation was conceived as a bridge between worlds, where ketchup becomes a creative medium and Fashion Week a platform for expression. To understand the behind-the-scenes aspects of this campaign, the editorial choices, and the lessons learned in terms of influence and brand culture, We'll take you through Besma's full experience on We Are COM
EDF: Nuclear transparency through the immersion of creators
For an energy giant like EDF, influence serves an educational and transparent purpose around highly technical and sometimes divisive topics: nuclear power production. In 2025, the company took a significant step by inviting content creators with a broad appeal, such as LeBouseuh and Djayson TV, to visit sensitive sites like the EPR2 construction site and the Golfech nuclear power plant.
This immersive influence strategy allows you to:
- To simplify complex concepts : By donning safety equipment and touring the facilities with EDF officials, the creators translate the industrial scale and safety protocols for their communities.
- Reaching a non-institutional audience : Videos published on YouTube and shared on social media reach millions of viewers who never consult EDF's annual reports or press releases.
- To embody expertise : Sharing information with the general public, historically the responsibility of the safety authorities (ASN), gains here in proximity and humanity without sacrificing the rigor of the messages.
Banque Populaire: Sailing and Twitch in the service of accessibility
A long-standing partner of the sailing world for over 30 years, Banque Populaire has leveraged its influence to rejuvenate the image of offshore racing, often perceived as elitist. The collaboration with content creator Nogodi aims to to introduce offshore racing to a new generation. This initiative combines nautical performance with digital entertainment, through several activities surrounding the 24 Hours Ultim and a Twitch live stream broadcast from the Maxi Banque Populaire XI.
The goal is to broaden access to sailing for a young, connected and curious audience, while modernizing the image of a brand that has been present in this world for over 30 years.
By leveraging Nogodi's offbeat style, the brand successfully bridged two worlds: maritime tradition and digital streaming. The strategic use of Twitch for behind-the-scenes glimpses and real-time race updates maintains a narrative tension characteristic of social media platforms.
The French Banking Federation (FBF): an HR influence for behind-the-scenes jobs
The FBF faces a major recruitment challenge with more than 44,000 annual hires, a large proportion of which are for roles little known to the general public (data, cybersecurity, compliance, risk analysis). In October 2025, the national attractiveness campaign "I'm investing in the future", financed by Opco Atlas, focused on digital to promote these careers to high school and university students.
Influence is used here to:
- Breaking down stereotypes : To show that the bank offers more than 200 different jobs, well beyond the branch advisor.
- Valuing stability and meaning : Highlighting the permanent contract rate (98%) and the social dimension of customer support.
- Use “Social Listening” : Identify via Google Trends and Meltwater the key phrases searched by young people in order to adjust the content of creators to the real concerns of future talent.
In addition to more traditional influence actions, the FBF also chose to produce a special issue of Legend Business, the “pro” version of Guillaume Pley’s video podcast, which is very popular with a young audience.
Public Institutions and Services: Raising Awareness Using Web Codes
The Loire Prefecture and the CAF of Hérault demonstrate that influence has become a fully-fledged public communication channel, capable of serving objectives of security and access to rights.
- Prefecture of the Loire : To combat cybercrime, the prefecture has partnered with Loire influencers such as Jonathan Coni (1,7 million subscribers) and Activemumhome. By broadcasting phishing prevention videos during periods of high consumption (Black Friday, sales), the institution adopts targeted and effective communication, far removed from classic administrative displays.
- CAF of Hérault Winner of the Café Noisette Prize for its B2B campaign with the Wonderful agency, CAF 34 uses a pool of 8 local influencers to inform students and families on crucial topics: housing assistance, childcare options, child support, and assistance for victims of domestic violence. Inviting student influencer @Seacurls behind the scenes at CAF services helps to humanize the administration and reduce the distance with benefit recipients.
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Disruptive trends: virtual influence and the rise of collaborators
The future of influence is taking shape through two opposing poles: one technological, with the rise of artificial intelligence, the other profoundly human, with the rise of Employee Advocacy.
Virtual influencers: mastering storytelling from A to Z
Virtual influencers, or AI-generated avatars, are no longer mere technological curiosities. They are becoming stable brand ambassadors, without the risk of "human error," and capable of storytelling without geographical or physical limitations.
The case of samaThe virtual hostess of Qatar Airways is iconic. Unveiled under the pseudonym @SamaOnTheMove on InstagramShe embodies the future of travel storytelling:
- Humanization through AI It blends informative content (travel tips, stopover anecdotes) with interactive storytelling.
- Hybridization of worlds Sama invites her followers to explore the QVerse island on Fortnite for a chance to win plane tickets, creating a bridge between social media and gaming.
- Dynamic customization Unlike a human, a virtual influencer can adjust their responses and behaviors based on real-time engagement data, ensuring consistent relevance for the audience.
Other figures such as Lil miquela (politically engaged and a fashion icon) or shudu (digital supermodel) shows that these avatars can dominate demanding sectors like luxury, while offering brands total control over image and message.27
Employee Advocacy: The employee, a new trusted media outlet
In contrast to virtualization, Employee Advocacy (or employee ambassador programs) capitalizes on raw authenticity. In a world saturated with advertising messages, an employee's voice is considered more credible and sincere than that of a company or even an external influencer.
Recent examples in French mass retail illustrate this phenomenon:
- Carrefour The success of Léonie, a cashier in Laval, whose TikTok videos have garnered millions of views. By humorously and spontaneously showing the behind-the-scenes aspects of her job, she has become a powerful source of goodwill for the brand.
- E.Leclerc The store in Pont-l'Abbé created a buzz with humorous content produced by its own employees, proving that team involvement is the best lever for local communication.
@leclercpontlabbe🍕 STAR DAY 🍕 Hawaiian pizza, are you in? 🍍 Join us this Wednesday, August 29th, to enjoy 34% off in E.Leclerc vouchers on all pizzas! 😋🍕 Yes, even the Hawaiian… See in-store for details. Offer reserved for E.Leclerc cardholders. #leclerc #leclercpontlabbe #promo #humor #viral #pontlabbe #paysbigouden #gooddeal #pizza #starday #hawaiipizza♬ Original sound – E.Leclerc Pont-l'Abbé
💡 In summary: the keys to a successful influencer campaign
Beyond data and examples, the success of an influence strategy for a communicator relies on a structured vision and a constant adaptation to the codes of the platforms.
- Integration into the Global Marketing Mix : Influence should no longer be managed in silos. 49% of companies now integrate it into public relations and 45% into integrated brand campaigns. It supports organic visibility while being amplified by paid media (sponsored UGC).
- Professionalization and compliance : With the evolution of influencer law in Europe and increased public vigilance, transparency has become a major selection criterion (a priority for 69% of marketers). The ARPP's responsible influence certificate is establishing itself as a quality standard for both creators and brands.
- The choice of profile on the audience : Content style (61%) and authenticity (48%) now take precedence over the simple number of subscribers.5 The search for engagement KPIs (engagement rate, reach) has become a priority for communication departments.
- The hybridization of narratives Between virtual influence for control and employee influence for authenticity, brands must find their own balance. This involves moving from a top-down model to a horizontal paradigm where the voice is shared.
- The pedagogical requirement For companies operating in sensitive sectors (nuclear, banking, healthcare), influence should be used to intelligently simplify complex information without resorting to technical jargon, adopting a friendly and human approach.
Today, commercial and institutional influence in France is no longer an accessory of visibility, but a lever for profound transformation of the relationship between organizations and their publics. Whether you're a "love brand" or a public institution, the key lies in the ability to tell true stories, delivered by trusted voices, within an ethical and effective framework 👩🏼🦰
