What is a digital influencer?

The phenomenon of digital influencers and their impact on society

With the advent of digital technology and social networks, the media landscape has undergone a profound upheaval, giving rise to new influential players: digital influencers. They are also called content creators or digital influencers and often use influencer agencies.

The characteristics of a digital influencer

A digital influencer is a person who has built a reputation on digital platforms such as YouTube, Instagram, Twitter or Facebook. This notoriety is mainly measured by the number of subscribers and the amount of interactions (likes, comments, shares) that it generates from its community. Thanks to this recognition, Internet users often consider the influencer to be a reliable opinion relay and regularly seek his advice.

His ability to mobilize an audience around various topics echoes the consumption habits of his community, but also the values they share with him. The influencer thus offers relevant content adapted to his audience, and in return benefits from trust and strong engagement.

The digital influence visible through the numbers:

• Number of subscribers: The more followers an influencer has on their networks, the more popular they are considered to be.
• Engagement Rate: An indicator to measure the proportion of followers interacting with the influencer's content.
• Scope: The total number of people who have seen or interacted with a specific piece of content posted by the influencer.

Topics addressed by digital influencers

Digital influencers are present in various universes, catering to different interests and passions. Here are some of the most popular domains on social media:

• Fashion and beauty: clothing advice, presentation of cosmetic products, make-up tutorials...
• Travel: bloggers sharing their experiences and tips for traveling around the world.
• Cooking and nutrition: recipes, cooking tips, tips for a healthy diet...
• Lifestyle: personal development, well-being, interior design, practical advice for everyday life...
• Sport and fitness: training programs, recommendations to stay in shape, support for a healthy and active lifestyle...
• Tech and gaming: tests and demonstrations of electronic gadgets, opinions on current video games, live streaming of gaming sessions.

General and specialized influencers

It's worth pointing out that not all influencers focus solely on one particular area. There are generalist influencers who address several themes on their channel or account, as well as specialized influencers who are dedicated to a specific topic and develop recognized expertise in their field.

The digital influencer: a key player in influencer marketing

Beyond sharing their passions and personal experiences, digital influencers have established themselves as important players in the world of marketing. Indeed, thanks to their notoriety and the trust they generate among their community, influencers are solicited by brands to promote their products or services, with the aim of improving their image and increasing their visibility with potential new customers.

Influencers & Brand Partnerships

It is now common to see brands partnering with digital influencers to highlight their products or services. According to Le Monde, 93% of advertisers increased their investments in influencer marketing in 2018, confirming the growing interest of companies in this communication approach. These collaborations can take different forms:

• Blog posts or sponsored posts on social media.
• Participation in a brand event (preview, launch, etc.).
• Product placement or mention in a video.
• Test and detailed review on a specific product.

The benefits of influencer marketing for brands:

• Authenticity: Promoting a model through a popular ambassador consolidates its reliability with the intended targets.
• Precise targeting: Influencers have a relatively homogeneous audience that is segmented according to their interests.
• Strong commitment: The relationship between influencer and followers often generates a higher engagement rate than that obtained through traditional advertising.

Thus, digital influencers have gradually asserted themselves as essential communication levers for brands. Thanks to their loyal and engaged network, they allow companies to increase their notoriety and promote the conversion of their audience into potential customers.