INFLUENCER MARKETING


Market figures

35
Billon

The global influence market in 2024 
56 
Billion

Projected influence market in 2029 
6 
Billion

The influence market in Europe in 2027 
600 
Billion

The influence market in France in 2027 
150,000 


Number of creators in France 
75%


The percentage of European marketers already working with micro-influencers
70%


The percentage of European brands planning to increase their budgets from 10% to 49%

70%


The percentage of European marketers who plan to increase the number of creators they work with in the coming months 
56%


The percentage of European brands planning to be more selective in their choice of KOLs in the coming months 

2025 market trends

Increasing budgets despite the economic context

Despite a complex economic context, 72% of brands forecast an increase in their influencer marketing budgets from 10% to 49% by 2025. This increase reflects the strategic importance of influencer marketing in the new marketing mix, even as brands seek to optimize these investments by targeting lower-cost content creators, particularly micro- and nano-influencers. 

The influencer market is entering a phase of stabilization, with an increase in budgets, but a particular focus on micro- and nano-influencers, who offer more accessible solutions with high engagement rates.

Brands are becoming increasingly selective in their choice of influencers. They now favor partnerships aligned with brand values to maximize the impact of collaborations and ensure an authentic brand image.

The number of followers is no longer a key indicator of success. Brands are turning to influencers with a high level of engagement with their audience, guaranteeing more effective and authentic campaigns.

Social network saturation and audience fatigue are forcing brands to seek out more authentic, meaningful collaborations, in response to a growing demand for more thoughtful, sustainable content. 

Brands and designers must integrate more diversity, inclusion and ethics into their campaigns to meet the needs of consumers. Certifications and new market standards are developing in Europe to guarantee transparent and responsible practices. 

With economic pressure, new remuneration mechanisms such as affiliation and sales commissions are becoming commonplace, enabling brands to guarantee a better return on investment while motivating influencers to generate concrete results. 

With economic pressure, new remuneration mechanisms such as affiliation and sales commissions are becoming commonplace, enabling brands to guarantee a better return on investment while motivating influencers to generate concrete results. 

Social commerce is set to become one of the driving forces behind influencer marketing, as it combines entertainment with e-commerce to create seamless, immersive shopping experiences. 

The rise of the metaverse is rapidly revolutionizing influencer marketing. Virtual creators - featured on Followme 2024 - digital personalities created by CGI are becoming increasingly popular, especially in virtual worlds and gaming environments.