Influence marketing, forced or automated regulation?
Posted: Tue Dec 10, 2024 7:05 am
If you follow me on social media, you know that we wrote a book with Guillaume Doki-Thonon, CEO and Founder of Reech. Published by Kawa, our book is called: “ Influence Marketing – Brand Strategies with Influencers ” and highlights good collaboration practices, concrete examples analyzed and testimonials from Influence Marketing experts. You can get it on the publisher's website, on Amazon, Fnac and in all good bookstores.
Today, I am sharing with you the testimony of Guillaume Terrien , a digital friend whom I had the chance to meet last year and who agreed to write a few lines in the book. An independent gambling data china consultant, Guillaume is also a talented portrait painter. I invite you to (re)discover the text he published about me. A few months ago, he decided to take a long trip to discover digital experts all over the world. His goal: to share these meetings by presenting their initiatives, their careers and their profession on the Word Digital People website .
Guillaume Terrien’s testimony, taken from the book “Influence Marketing”
Influence Marketing, forced or automated regulation?
The hype of Influence Marketing is shaking up the social web, reshuffling the cards of modern Marketing, animating the ROI dreams of agencies and advertisers but remains prey to the fever of "fake". However, with the progressive maturity of voice assistants and the numerous data processing tools, everything is currently within the reach of marketers so that this creative and authentic lever becomes a flagship tool for increasingly personalized communication strategies.
Fight fakes to avoid bankruptcy!
You have to listen to Guillaume Ruchon talk about his analysis of Instagram influencer communities, comfortably installed in front of his HypeAuditor software, to understand that the "fake" syndrome does not only apply to "news"; in fact, Influence Marketing, after years of growth, is today faced with an evil characterized by the compulsive and automated purchase of likes, comments, views and other followers. In addition to the negative economic aspect impacting the ROI of dedicated campaigns, these fraudulent practices are also killing the creativity and genius of digital players serving the general public.
Indeed, the growth of "fake influencers" with shady ethics has the main consequence of nipping in the bud a good number of young talents who put their authenticity at the service of their passion intended to serve the interests of their community through objective and engaging information. Faced with this digital scourge, regulation is struggling to catch up and the initiatives carried out by the ARPP among others are still far too marginal to counter a phenomenon in full development. Advertiser charters, such as that of AccorHotels , represent an effective first solution; however, a global awareness of the main players - agencies, advertisers, influencers - of a market in the process of maturing must imperatively and quickly take place under penalty of killing "this Marketing goose that lays the golden eggs". The role of pedagogy and awareness, the mastery of complementary technological tools and the analytical management of data are essential to preserve this Marketing lever which, in view of the new communication media and formats, should nevertheless create new professions and prosper in the future.
New formats and data, factors for self-regulation?
Articles, photos, videos, Stories, podcasts are all communication formats with varying degrees of maturity and playing fields available to influencer-creators. While bloggers, the elders of content producers, have long understood the rules of the game – transparency, expertise and authenticity – of Influence Marketing, the arrival of YouTubers, then Instagrammers, with their explosive engagement rate, has created new professions and shaken up the winning formula. The gradual integration of voice assistants into the market and the revival of the podcast format nevertheless promises Influence Marketing a bright future where everyone, according to their talent and predispositions, could find their place and benefit from financially interesting partnerships with advertisers and agencies.
Today, I am sharing with you the testimony of Guillaume Terrien , a digital friend whom I had the chance to meet last year and who agreed to write a few lines in the book. An independent gambling data china consultant, Guillaume is also a talented portrait painter. I invite you to (re)discover the text he published about me. A few months ago, he decided to take a long trip to discover digital experts all over the world. His goal: to share these meetings by presenting their initiatives, their careers and their profession on the Word Digital People website .
Guillaume Terrien’s testimony, taken from the book “Influence Marketing”
Influence Marketing, forced or automated regulation?
The hype of Influence Marketing is shaking up the social web, reshuffling the cards of modern Marketing, animating the ROI dreams of agencies and advertisers but remains prey to the fever of "fake". However, with the progressive maturity of voice assistants and the numerous data processing tools, everything is currently within the reach of marketers so that this creative and authentic lever becomes a flagship tool for increasingly personalized communication strategies.
Fight fakes to avoid bankruptcy!
You have to listen to Guillaume Ruchon talk about his analysis of Instagram influencer communities, comfortably installed in front of his HypeAuditor software, to understand that the "fake" syndrome does not only apply to "news"; in fact, Influence Marketing, after years of growth, is today faced with an evil characterized by the compulsive and automated purchase of likes, comments, views and other followers. In addition to the negative economic aspect impacting the ROI of dedicated campaigns, these fraudulent practices are also killing the creativity and genius of digital players serving the general public.
Indeed, the growth of "fake influencers" with shady ethics has the main consequence of nipping in the bud a good number of young talents who put their authenticity at the service of their passion intended to serve the interests of their community through objective and engaging information. Faced with this digital scourge, regulation is struggling to catch up and the initiatives carried out by the ARPP among others are still far too marginal to counter a phenomenon in full development. Advertiser charters, such as that of AccorHotels , represent an effective first solution; however, a global awareness of the main players - agencies, advertisers, influencers - of a market in the process of maturing must imperatively and quickly take place under penalty of killing "this Marketing goose that lays the golden eggs". The role of pedagogy and awareness, the mastery of complementary technological tools and the analytical management of data are essential to preserve this Marketing lever which, in view of the new communication media and formats, should nevertheless create new professions and prosper in the future.
New formats and data, factors for self-regulation?
Articles, photos, videos, Stories, podcasts are all communication formats with varying degrees of maturity and playing fields available to influencer-creators. While bloggers, the elders of content producers, have long understood the rules of the game – transparency, expertise and authenticity – of Influence Marketing, the arrival of YouTubers, then Instagrammers, with their explosive engagement rate, has created new professions and shaken up the winning formula. The gradual integration of voice assistants into the market and the revival of the podcast format nevertheless promises Influence Marketing a bright future where everyone, according to their talent and predispositions, could find their place and benefit from financially interesting partnerships with advertisers and agencies.