“99% of influencers in the influencer market are very self-regulated” – Influencer Strategy > Influencers

Influence, prey to too many clichés? This is the feeling at the origin of the book by Aurélie Siou, Director of Influence and Public Relations at Cision France, which gathers the testimonies of media, communication and digital experts around digital influence. influencers. The interview.

After its adoption in the National Assembly in November 2022, with other actors (agencies, influencers, etc.) Work on influencer status and controlCision continues to prioritize his subject affects regulation. The media relations management tool collected expert testimony (legal, technological, perspective, etc.) and turned it into a digital book, available on January 24. In summary, in particular, several questions: “Trust, authenticity, intimacy, experience… what are the mechanisms that make us ‘follow’ and ‘listen’ to an influencer? ; “What role does the media play in the visibility of influencers?” ; “What is the legal responsibility for the influencer, agency, brand? ; or again, “Should we separate organic influences from monetized influence, ‘natural’ influencers from ‘product’ influencers?” (see the book summary at the end of the interview).

To explain its approach, Cision also publishes its Manifesto for responsible impact and challenges creating a “professional, positive and ethical” influence. We asked Aurélie Siou, Director of Influence and Public Relations at Cision France and author of this book, to tell us. In 2020, it is an inventory of influence3 and exchanges with the political world.

Emarketing.fr: What are the challenges of influencer marketing today?

Aurelie Siou : “Above all, matters of understanding and acculturation. Evangelization of understanding the ecosystem of influence is more necessary than ever and there is still a long way to go. This is the “Impact of Digital Doers.” Who better to shed some much-needed light on the subject than experts? Who says impact is thinking reality TV. This is an established fact. Be it public opinion, politicians or the younger generations, influence is often only taken from the prism of French exiles in Dubai and reality TV stars who only make up 1% of the influence market. An over-mediated and over-exposed microcosm. Who says influencer marketing or influencer marketing thinks influence: this is another proven fact. But the effect is much more than that! Influence is the result of influence strategy and the message spread through influence communication.

Do you think impact sector regulation is important?

In this regard, the regulation of the influence sector has become important excessive actions applied in social networks – to highlight misleading and false advertising such as endangering the health of others, selling products, services, financial investments, fraud, CPF scams, selling fake administrative documents, disinformation, normalizing irresponsible behavior. However, it is important to remember that 99% of the actors in the market of influence have been regulating themselves very well for the last ten years without the need of anyone’s intervention.

2022 – and the beginning of 2023 – has been an important year, and a few days ago there were great developments, such as the creation of the UMICC (union of influencer professions and content creators). To stay define influencer (an overused term) and influencing agent statusto overcome biases related to the lack of transparency in economic models and rewards for brands and influencers, and to prohibit the dual practice of influencer agent and consulting agency in influencer marketing.

What did you learn from the working meetings held at the National Assembly at the end of 2022?

“There is no market of single influence. It is a protean market”

Let things move forward and professional influence contours take shape, but also and above all, let the commitment and actions of virtuous influence actors and actresses, of which I am a part, begin to make their voices heard! We are at a turning point: the organic, virtuous, positive effect of experience and exemplification redeems letters of nobility. ! Commercial, commercial, monetized influence must be more responsible, more ethical, more framed, more legal. First of all, we had to ask Aurélien Tache (deputy for environmental protection from Val-d’Oise) the following question. Regulating commercial and advertising practices related to influencer marketing on the Internet”Ed): what impact are you talking about in your bill? Because there is no single influence market. It is a protein market. The influence comes from the Anglo-Saxon term, which has many nuances.

That’s what’s shocking today lack of real penalties against the agent who influenced or influenced when they promote questionable products or encourage unsafe practices. Scams are certainly an anchor, but they shouldn’t be the main focus of this fight. This is the exact opposite of the effect associated with the communication profession, which is the fact of positioning the brand message. An organic, positive, sustainable, transparent, legal impact where the message is received, valued and committed. This is the result of good communication that is long-term, visible and multi-channel. And finally, reality is far from streaming TV.

We were invited to the discussion because Cision has been a partner to communicators for 150 years and we have always been able to support brands, deliver and amplify their messages and protect their reputation. Every day we see effective and positive communication strategies that make sense and make brands shine. Every day we see a lot of failed influencer campaigns that border on bad buzz. Messages with no real legitimacy, partnerships with influencers disconnected from the company’s values, questionable legal frameworks… These poorly put together campaigns put brands in the spotlight.

content “The Digital Impact of Those Who Make It” :

Influence and Communication : The state of the impact market. Trust, authenticity, intimacy, expertise… what are the mechanisms that compel us to “follow” and “listen” to an influencer? What is deep effect and light effect? A micro-influencer for sales and a macro-influencer for fame, or vice versa? What are the differences between B2B and B2C influence? How to manage a crisis when its impact is reduced?
With Emilie Cabanié / Andréa Bensaid / Nicolas Bordas / Frédéric Fugerat / Camille Jourdain / Guillaume Mikovski / Clifford Mahu / Julien Morisson /

Influence and Media : Are influencers a threat to journalism? What are the differences between a journalist and an influencer? Are we confusing influence and influencer? How to bring influencers and journalists together? What role does the media play in making influencers visible?
Philipp Schmidt / Bruno Maltor / Julie Mamou-Mani / David Creuzot / Lucie Beudet / Myriam Roche /

Impact, Abuses and Legislation : What are the missions for DGCCRF and ARPP? What is the legal responsibility for the influencer, agency, brand? What legal, tax and social status for the influencer and his agent? What mistakes should be avoided when collaborating with an influencer? What is a Responsible Impact Certificate?
With Alain Hazan / Gaelle Loinger-Benamran / Mohamed Mansouri / Sandrine Cormary / Audrey Chippaux /

Influence and Technology : no technology, no internet, no social networks, but how do digital pioneers use influence, what strategy for what results? Are the French Tech champions and its entrepreneurs on the Next40 list as influential as others? How to become a reputable entrepreneur?
With Fabio Gauthier / Guillaume Ferrand / Emmanuel Vivier / Thomas Benzazon / Arnault Chatel /

Influence and Business Strategy : What is the role of leaders in influence strategy? How to build and defend your network of influence? Should we separate organic influencers from monetized, “natural” influencers from “product” influencers? How to get a CEO involved in an influencer strategy to embody your brand?
Marion Darrieutort / Antoine Lévèque / Edouard Fillias / Caroline Faillet / Bruno Fridlanski / Constance Henault / Charlotte Euzen / Jérôme Bondu /

Impact, Trends and New Worlds : Are new forms of influence emerging? Can influence positively affect our lives? Do influencers have a role in “educating” consumers about more sustainable and responsible lifestyles? Can influence and sobriety be compatible? Is the future the future of “influencers”?
With Samir Amellal / Gilles Babinet / Karine Tisserand / Natacha Quester /

Leave a Reply

Your email address will not be published. Required fields are marked *