Leading large communities, influencers want to share their passion(s) with their followers. And it’s precisely because they’re passionate and “close to us” that they’re followed, read, seen and appreciated. It’s also worth noting that the term “influencer” is not universally used by bloggers, Youtubers and Instagrammers. Indeed, most of them have a professional activity on the side and don’t really recognize themselves in this qualifier. As Mariel from Blog de Neroli puts it, ” it’s a passion ” above all else. She, for example, describes herself as a ” girl next door ” and is convinced that this is what makes her successful. As a result, it’s difficult to draw up a typical portrait of the influencer or to establish categories in which to place them. Because the influencer is not always where you expect him or her to be.
Influencer demographics
Where are they?
Breaking with the belief that “everything is done in Paris”, influencers are not all from the capital! On the contrary, many of them can be found in the regions, close to their subscribers. There are talent pools in Bordeaux, Lyon, Montpellier and Nantes, for example.
How old are they?
Contrary to popular belief, influencers aren’t just 18-35 year olds. Whether they’re 25, 40 or 55, there are no rules. Moms, for example, form large communities. Like Hélène, mother of two, who shares her passions on her blog (Dans un petit village), as well as children’s fashion, women’s fashion and home decoration.
Women or men?
Both of them! Even if, in the lifestyle world, there are obviously far more women bloggers than men, Instagram has enabled men to create profiles on this network that now have many subscribers, like Nicolas Simoes or Nathanyel Bens (98.6K subscribers on Instagram). On YouTube, we can all think of Cyprien or Norman, who between them have 16 million subscribers. But they’re not the only ones, and today many new talents have emerged, attracting large communities of subscribers in multiple universes. Take Jay Max, for example.
Interests and passions
Influencers share “their favorites and passions “, says Mariel. Clem (clemaroundthecorner) adds that their aim is “to present solutions to help people discover and inspire . Nathanyel wants to ” help her audience discover or rediscover brands ” on Instagram. As for Chloé, she shares ” everything that puts us in a good mood on a daily basis: shopping, food, running, travel… “. There’s more to life than fashion, and more and more influencers are taking an interest in more than one universe.
Networks: single or multiple
For the most part, influencers often combine a blog with accounts on social networks like TikTok Shop, Facebook, Instagram, Pinterest or Twitter. Some only have an Instagram account, others only a Youtube channel.
Content creation
All they need to do is adapt their content to their chosen media. On Instagram, the social network of inspiration, the focus will be on the quality and originality of the photo to engage web users. On a blog, it’s both the editorial content, created by the influencer, and the photos from shoots or stagings. On YouTube, engagement will be all the stronger if the influencer offers advice on how to use a product, or highlights a site’s features, with a video involving his or her community of fans.
