Influencer Advertising - France | Statista Market Forecast

In France, ad spending in the Influencer Advertising market is forecasted to reach US$506.30m in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 8.07%, leading to a projected market volume of US$806.50m by 2030.
The average ad spending per internet user in the Influencer Advertising market is estimated to be US$9.15 in 2024.
When compared globally, China is expected to lead in ad spending with US$19.16bn in 2024.
In France, luxury brands are increasingly collaborating with French influencers to create sophisticated and high-end influencer advertising campaigns.

Definition:
Influencer Advertising refers to advertising that allows marketers to promote products or services by collaborating with influencers on social media. Influencer Advertising allows marketers to reach targeted audiences based on the influencer’s performance and their follower profiles; they also have the ability to measure the performance of campaigns. Influencer Advertising refers to all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

Additional information:
Influencer Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Advertising spending paid directly to influencers to post sponsored content

The values of giveaway products as well as services that influencers receive in exchange for reviews, mentions, or giveaways for their followers
Advertising spending allocated to paid social media campaigns to boost content
Affiliate commissions, i.e., the commissions that are paid to influencers when someone makes a purchase based on their content or links
Gross merchandise volume (GMV) of transactions from sponsored posts or live streams

The Influencer Advertising market in France is experiencing significant growth and development due to several factors.

Customer preferences: Customers in France are increasingly turning to social media platforms for entertainment, information, and inspiration. As a result, influencer advertising has become an effective way for brands to reach their target audience. Influencers are seen as relatable and trustworthy figures, and their recommendations and endorsements carry weight with consumers. In addition, customers in France appreciate authenticity and transparency in influencer content, leading to the rise of micro-influencers who have smaller but highly engaged audiences.

Trends in the market: One of the key trends in the influencer advertising market in France is the shift towards video content. With the popularity of platforms like YouTube and TikTok, influencers are creating more video-based content to capture the attention of their followers. Video content allows for more creativity and storytelling, which resonates with customers and helps brands to convey their messages effectively. Another trend in the market is the growing importance of influencer collaborations and partnerships. Brands in France are increasingly leveraging the reach and influence of popular influencers by collaborating with them on branded content and product launches. These collaborations not only help to increase brand awareness but also create a sense of exclusivity and desirability among customers.

Local special circumstances: France has a vibrant fashion and beauty industry, and influencers in these sectors have a significant impact on customer preferences and purchasing decisions. French customers are highly influenced by fashion and beauty trends, and they look to influencers for recommendations on the latest products and styles. This has led to the rise of fashion and beauty influencers who have a strong presence on platforms like Instagram and YouTube. In addition, the French market is known for its strict regulations on advertising and transparency. Influencers are required to clearly disclose any paid partnerships or sponsored content, ensuring that customers are aware of the commercial nature of the content they are consuming. This transparency is appreciated by customers and helps to build trust between influencers and their followers.

Underlying macroeconomic factors: The growth of the influencer advertising market in France is also driven by macroeconomic factors such as increasing internet penetration and smartphone usage. As more people in France have access to the internet and smartphones, the potential audience for influencer content continues to expand. This has created opportunities for both brands and influencers to reach a larger customer base and drive sales. Furthermore, the COVID-19 pandemic has accelerated the shift towards digital channels and online shopping in France. With physical stores temporarily closed or operating with restrictions, customers have turned to social media platforms for entertainment and shopping inspiration. Influencers have played a crucial role in guiding customers towards online retailers and helping them discover new products and brands. In conclusion, the Influencer Advertising market in France is thriving due to customer preferences for authentic and relatable content, the rise of video-based content, the importance of influencer collaborations, the influence of fashion and beauty influencers, strict advertising regulations, increasing internet penetration and smartphone usage, and the impact of the COVID-19 pandemic.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.