Understanding the role of influencers in digital marketing

by our Digital Agency and Social Media Agency Optimize 360

Le digital marketing has overturned the codes of communication and given rise to a new practice that is very popular with brands: working with influencers.

These web personalities have real power over consumer groups, which makes their collaboration all the more interesting for companies.



Definition of an influencer

influencer is a person who, thanks to his or her expertise, reputation or charisma, has a certain power over public opinion and, in particular, over a specific group of consumers.

This status enables them to share their point of view, their recommendations and their favourites on various subjects and products with their community, which is generally very receptive to their advice. The different categories of influencer include :

  • The bloggers : They're holding a website where they share their experiences, opinions and discoveries on a variety of themes such as fashion, cooking, travel, etc.
  • The youtubers Via their channel YouTubeThey produce and publish videos in which they tackle various cultural, scientific or technical issues by presenting services, objects or places relevant to their field. audience;
  • The Instagrammers These influencers mainly share photos and videos highlighting their daily lives, their passions or the products they test;
  • The tiktokeurs They make short video sequences to talk about various subjects (humour, dance, cooking) and engage their community.

The importance of social networks in influencer marketing

Social networks play a vital role in promoting an influencer's image. These platforms enable them to share content with their audience quickly and easily, and also to interact directly with them through comments, private messages and polls. These exchanges do much to strengthen the bond between the influencer and their community, demonstrating their credibility and commitment to their fans.

The power of influencers over consumers

It's undeniable that influencers have a real impact on consumer behaviour. There are several reasons for this influence:

    1. The reputation of the influencer guarantees a certain legitimacy on a given subject;
    2. Individuals tend to rely more on the judgement of their peers than on that of brands;
    3. Thanks to their regular and active presence on social networks, influencers are able to build a relationship of trust and closeness with their audience.

The partnership between brands and influencers in digital marketing

For companies, working with influencers has become a major way of increasing their visibility and gaining credibility. There are a number of reasons for this:

  • A better understanding of consumer groups thanks to a precise profile of the influencer and their community;
  • An engagement rate that is generally higher than that of traditional advertising campaigns or other media;
  • Measurable benefits in terms of image, but also sales for the brand.

However, brands need to choose their influencer partners carefully, taking into account numerous criteria such as audience, type of content produced, shared values and level of involvement with the community.

Different types of partnerships

To optimise their collaboration with influencers, brands have set up several types of partnerships adapted to their specific objectives and constraints:

    1. Product placement The influencer includes a product or service in a publication or video without necessarily giving their opinion;
    2. Product test The influencer gives their opinion after having tested the product or service, generally alongside their usual content;
    3. Ambassador The influencer undertakes to represent and promote the brand for a specific period of time;
    4. Creating personalised content Influencers are called upon for their creative talent and specific knowledge: writing articles, making videos, creating visuals, etc.

The limits and ethical issues of influencer marketing

While influencer marketing has many benefits for brands, it is not without its critics and questions:

  • Authenticity is the culprit: the line between genuine and artificial engagement can be blurred when influencers enter into paid partnerships with brands;
  • Regulation of unconcealed advertising: some countries impose strict rules on the promotion of products and services in sponsored content, as well as on respect for copyright;
  • The risk of the influencer's image being hijacked: a poor choice of partner or a media scandal can damage the influencer's credibility and have a negative impact on their community.

Despite these potential difficulties, influencer marketing remains an essential practice for companies wishing to develop their online reputation and reach a target audience in an effective and targeted way. Influencers, the new influencers of the web, still have a bright future ahead of them.

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