The number of followers of social networks in France continues to grow and currently has 53.50 million users* or 80.3% of the population. The latter devote 1 hour and 46 minutes of their time to it every day, that is, 5 minutes more than last year.
As you can see, the leverage of marketing influence is exponential, and it’s no surprise when you consider these few numbers that 78% of Marketing Departments surveyed by UDM and ARPP as part of their annual study. In 2022, they will increase their investments on this lever. However, while influencer marketing is experiencing exponential annual growth, comes a number of potentially deceptive practices undermines the trust of the advertiser and the consumer. Fortunately, transparency and CSR can now be easily integrated into your influencer marketing strategy.
Influencer Marketing and its flaws
Are you an advertiser? Partnering with a bad content creator can be counterproductiveeven completely harmful to the image of the brand.
Until then, nothing new under the sun will inform you. It would be wise to highlight a number of unethical or irresponsible practices in order to better appreciate the pitfalls you should not fall into later. But we won’t do that in this forum, the list will certainly be too long and you should already know them.
If such behavior or practices are to be disapproved of, however, it must be emphasized that the influencer is by no means a journalist and that his approach to the matter is essentially more personal. In fact, the latter are not subject to the same constraints as press professionals and thus do not meet the same duty of integrity or impartiality as enshrined in the code of ethics.
However, Today, there are safeguards to apply more ethical and responsible influence. We are not in the cutthroat world of Dallas, and no, not all influencers can wear shabby suits, quite the opposite.
Clean, responsible and ethical influence
The influence market, according to some, has not yet begun the ecological or ethical transition. However, this is a lie.
First of all, the advertising professional regulatory body (ARPP) launched the Responsible Impact certificate last year. The purpose of the latter is simply to prevent abuse for greater transparency, especially around product placements. They are bet, environment, health, etc. By attending a 2h30 online training session to educate them on ethical or legal protocols on sensitive topics such as
To go further, ARPP even added a module dedicated to the environment. No impressive people posing in a polluting 4X4 to promote a pair of sunglasses! Are you still in doubt? Rest assured, ARPP ensures compliance with the obligations of certified influencers. Suffice to say, we now only partner with these certified influencers.
At the same time, we encourage those who are not yet on this path to establish a professional relationship with us. Finally, to respond to those who believe that promotional content created with influencers promotes digital pollution, know this some agencies have developed tools to measure the carbon impact of a campaign and thus the possibility of offsetting their footprints to contribute to carbon neutrality. Of course, it is understood that carbon offsets may not be enough to protect our climate, and offsets come in addition to upstream mitigation measures.
As you can see, Influence Marketing is structuring, developing the sector and laying the groundwork for new modes of cooperation that are more ethical and environmentally friendly.
. For this purpose, Specialized institutions announced the creation of a professional federation last December. As with any developing sector, some unscrupulous content creators have been able to take advantage of the temporary lack of legal frameworks.
However, the agency’s role is to support advertisers in ensuring their Brand Safety, achieving their marketing goals and moving beyond a strictly quantitative approach in favor of more qualitative influencer marketing. Jean-Jacques Rousseau said that “man is no longer asked whether he has talent, but whether he has integrity.” As part of our Cleanfluence approach, we now require both!