Marketers Say Influencers Are Overpaid The Practice of Conditioning Payments to Specific Audiences Could Be a Game Changer France’s Newest Law Better Regulates the Sector Are Influencers Overpaid? Capterra recently polled 300 marketers to find out what they think about this. The results of this survey are very unexpected and contradictory. Indeed, 41% of professionals surveyed believe that influencers are overpaid. They even 40% say that it is difficult to discuss the level of their remuneration with them.
A fairer pay system?
But ironically, 64% of these experts say they want to increase budget allocated to influential people. Even if the use of the latter is expensive, they are clearly not ready to do without them. But to better optimize their influencer marketing strategies, the cited professionals say they are using a new method. Specifically, it’s pay-per-view. performance, where the content creator is paid based on campaign results, not via fixed remuneration. 56% of respondents claim to use this process. But they also 64% always use pay per campaign. For advertisers, this is additional security, but on one can also imagine that this is not necessarily to the taste of influencers, car this could potentially lower their income if the campaign fails. It can also hurt micro-influencers, who instead rely on the quality of their relationship with public not quantity. Fixed payment from bonus so maybe option viable, satisfying each of the parties. The French parliament recently passed a law regulating influencer marketing. Several long-awaited framework measures have been taken, including the fact that commercial influencers will thus have the same obligations as e-commerce professionals, especially in tax and social matters. Likewise, influencers must be transparent about their public. As such, they are required to clearly indicate when their posts are commercial in nature, for example by using hashtags such as #sponsored or #partnership. The legislator does not bother with compliance with these new rules, since violators face criminal and financial liability: up to five years in prison and a fine of 375,000 euros.
Newsletter ???? Subscribe and get the newsletter every morning tech in your mailbox.
I’m registering
