“I do product placements because I need YouTube Money
,” Squeezie (17.7 million subscribers) sang in a 2017 video.
A way to poke fun at the close relationships between brands and content creators.
The same year, the French Professional Advertising Regulation Authority (ARPP) launched the first influence observatory.
Objective: better supervise this growing sector.
In particular, collaborations between brands and influencers, those social network players capable of encouraging their communities to consume.
The latter have proven to be advertising relays for businesses.
Historically, content creators were paid according to the audiences on the platforms where they broadcast their production, their economic model quickly evolved.
Read alsoRise and fall of the empire of Magali Berdah, the popess of influencers
“Partnerships with brands and advertisers now account for the bulk of influencer compensation
, according to Rubben Chiche…
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