Influencer Marketing Budgets to Rise: TikTok Challenges Instagram in France [2024 Data]

Despite ongoing scrutiny and concerns surrounding social media platforms, French advertisers are continuing to invest in influencer marketing. A recent study reveals that 69% of advertisers anticipate increasing their budgets for this channel in the current year, though this represents a 9-point decrease from a similar survey conducted in 2022.

Shifting Dynamics in Influencer Marketing

The 10th annual study, released on January 22nd, was conducted by Reech in partnership with the Union des Marques, the ARPP (Autorité de Régulation Professionnelle de la Publicité), and Snap. It indicates a maturing market where initial rapid adoption is slowing. In 2022, 74% of advertisers had launched an influencer campaign in the previous two years, compared to 82% today. However, the proportion of advertisers with over four years of experience in influencer marketing has risen from 20% to 36%.

Did You Know? In 2022, 74% of advertisers had engaged in an influencer marketing campaign in the previous two years, a figure that has now risen to 82%.

Claire Decommer, deputy director of Reech Influence Cloud’s Development and coordinator of the study, notes that the focus is shifting from simply increasing budgets to optimizing performance. This includes improved measurement, more selective creator partnerships, and a drive for better results. The study was based on a survey of 400 agencies and advertisers of all sizes conducted last autumn.

Financial Investment in Creator Relationships

The study also highlights a growing trend towards financial compensation for influencers. While not universal, financial remuneration is becoming increasingly standard, with 86% of agencies and 68% of brands now utilizing this practice – increases of 13 and 10 percentage points, respectively, since 2022. Budgets vary based on company size, ranging from 10,000 euros for businesses with fewer than 200 employees to 100,000 euros for those with over 1,000 employees. Notably, 17% of advertisers allocate more than 300,000 euros annually to influencer marketing, with these figures continuing to rise.

TikTok’s Ascendancy and Platform Shifts

TikTok continues to gain traction, now ranking as the second most popular platform for influencer campaigns, utilized by 86% of agencies and 64% of brands. This positions it closely behind Instagram, and represents an unprecedented level of adoption for a platform other than Instagram. This growth has come at the expense of Facebook, which has fallen to fourth place, behind YouTube, which maintains its third-place position. Twitch also remains a relevant platform, favored by 9% of brands and 19% of agencies.

Expert Insight: The shift towards optimizing influencer marketing budgets, rather than simply increasing them, suggests a growing demand for demonstrable return on investment and a more sophisticated approach to campaign management.

Instagram remains the dominant platform, with 97% of agencies and 94% of advertisers utilizing it. Conversely, X (formerly Twitter) and Pinterest are experiencing declines in popularity. The study found that no advertisers surveyed were currently using Bluesky, while Threads and Reddit remain largely untapped.

Looking ahead to 2026, TikTok, Instagram, YouTube, and Snapchat are the platforms advertisers are most likely to consider for new campaigns. BeReal and Reddit are also emerging as potential options.

Perceptions of Influencer Marketing’s Impact

Despite the rise of TikTok Shop, advertisers remain somewhat skeptical about influencer marketing’s direct impact on sales. The majority still view it primarily as a tool for brand awareness, product launches, and building brand preference. While opinions are divided on its ability to directly generate sales, the study suggests this will vary depending on the specific industry.

Frequently Asked Questions

What percentage of advertisers expect to increase their influencer marketing budget this year?

69% of advertisers surveyed anticipate increasing their budget dedicated to influencer marketing this year.

Which platform is currently the most popular for influencer marketing campaigns?

Instagram remains the most popular platform, utilized by 97% of agencies and 94% of advertisers.

Has the perception of influencer marketing’s impact on sales changed?

The study indicates that advertisers still primarily view influencer marketing as a tool for brand awareness and preference, and remain to be fully convinced of its ability to directly generate sales.

As influencer marketing continues to evolve, how do you foresee the relationship between brands and creators changing in the coming years?