Unsuitable values for French influencers that make them decline a partnership 2020

For the sample of French influencers included in this study, there were several reasons to decline a partnership request. Thus, for 55 percent of the respondents, the brand or the product was often not compatible with one's own values: the respect of the environment, in particular, was a topic of discrepancies and 42 percent mentioned the lack of transparency, where the brand did not want to mention the partnership.

Influencers and partnerships

For many French influencers, being an influencer on social media had a lot of benefits such as a passion for different brands, possible partnerships, as well as a certain degree of popularity or notoriety. Of course, one of the main reasons was a fitting remuneration. As partnership requests have increased throughout the years, especially on platfroms like Instagram and Facebook, so has the pay: in comparison to 2017, about 13 percent more influencers earned between 500 and 1,000 euros per partnership.
But, even though partnership remuneration might be very tempting, 33 percent of influencers mentioned that only a minorty of brands offered a certain pay.

Social media platforms and engagement

With Instagram acting as the most popular platform on which French influencers got the most partnership requests in 2020, it is with no surprise that it was equally the most popular platform on which influencers were active on and for which almost half of the population subscribed. Overall, Instagram generated the most engagement for all influencers. However, when looking at the engagement distribution of social media platforms according to the reach of the influencer, nano influencers had the most success on TikTok.