2023-07-30 14:00:00
“Booba killed our business,” lamented reality TV influencer Julia Paredes last July during an interview with YouTuber Jeremstar. The 30-year-old, who appeared in programs such as Angels or The people of Marseilles on NRJ12, even recognizes in front of his interlocutor having gone “from 40,000 to 5,000 euros” per month. According to her, this decline is due to the boycott campaign of rapper Booba, determined to bring out the truth about the business of those he describes as “influencers”.
However, while some reality TV influencers become the laughingstock of their subscribers, noting their financial downfall on their social networks, the “new influencers” from Generation Z have managed to seize power in the influence market. When questioned, the young users of the TikTok application easily concede that they prefer to buy on the advice of their “favorite tiktokeurs” and admit to favoring the “likeness” of the inaccessible bling-bling of Dubai where their reality TV stars reside.
A salary that makes you dream
“Hamdoulilah, don’t pay attention to me”, laughs Mohammed, alias @mohalaid, in a video available on his TikTok account, followed by more than 80,000 subscribers. This enthusiasm, Mohammed owes it to the new remuneration program launched by the application and called “beta program”. Thanks to screenshots, Mohammed proves to his subscribers that in four days, he managed to generate 700 euros thanks to his videos. “By living with my parents and more”, even flatters the student, before concluding with “I quit school” and a burst of laughter.
This staggering remuneration, Mohammed obtained it by applying for free to the program of the application, which requires as only constraints to be French and major, to have at least 10,000 subscribers on his account, but also to have succeeded in generate 100,000 views on its content in the last 30 days. Paid at the ratio per eligible view (when a user has stayed more than 5 seconds on a TikTok video, editor’s note), Mohammed reveals to receive 0.75 euro cents for every thousand views.
Cyril, a young influencer followed by more than 7 million users, also plays the transparency card with his subscribers and unveils its financial earnings for the month of November 2022. If he only receives 0.49 cents for 1,000 eligible views, Cyril still has more than 107 million views thanks to his 58 videos posted on his TikTok account during the month. “For my videos, I had to spend 8,523 euros”, specifies the tiktokeur, early twenties, follower of purchases, gadgets and experiences to test. But if the budget for the material is substantial, the content creator reveals to have received 22,371 euros during the month. And to conclude: “I’m a little afraid of the taxes that will come. »
If these figures may seem dizzying for videos often shot as an amateur in their bedroom or living room, the French marketing agency Kolsquare reveals in its study released in 2023 (Influence Marketing: what budget to invest for your campaigns in 2023?) that the influencer market is expected to reach $16.4 billion globally by the end of 2022. According to the agency, content creators on TikTok have increased their prices with brands over by 10 or even 15% depending on the visibility of the videos shared on the application.
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Lisa is 23 years old and has more than 60,000 subscribers on the application which she joined in January 2022. With content addressing entrepreneurship, business but also her daily life, the Lille resident has become responsible for the new division dedicated to TikTok within the Parisian agency Foll-ow. Transparent that the application allows her to benefit from views, but also from partnerships with brands, Lisa tells in a video having won 141 euros thanks to a TikTok viewed 662,000 times. “I really like the new beta program! This allows many content creators to generate a lot of money, but also to remunerate the work, and to motivate us to publish long videos [souvent, des vidéos qui apportent de la valeur !]. Too bad, however, not to provide any remuneration, even just lower, for content lasting less than a minute…” analyzes the content creator.
A matter of power
François-Charles Rohard is managing director of the communication and influence agency Jin. He specializes in particular in the implementation of the influencer strategy. Asked, he wishes to recall that in France, more than 8 out of 10 content creators have a community of less than 50,000 subscribers, a lower figure but guaranteeing a quality of interactions, unlike larger accounts. “It is no longer a question of following a person solely for their aura, their style, their way of being or their topicality, which could be specific to “reality TV” influencers. Content creators have influence, because they create a long-term relationship of trust with their community based on real common passions and a certain added value,” explains François-Charles Rohard.
For the specialist, brands and consulting agencies therefore have every interest in favoring content creators and the understanding of their communities. brands and agencies know this. The interest of brands for this generation is therefore more focused on this “loyalty” lever between the influencer and his community that he brings together, which goes far beyond purchasing power, ”recalls François-Charles Rohard.
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According to a study conducted by the Jin agency in 2023, more than one in two young people follow influencers every day (or even several times a day) and declare that they have already purchased a product following their advice and recommendations. As such, Lisa believes that content creators seem “more authentic and credible” to her compared to influencers from reality TV. “The current trend is more towards nano influence or micro influence. Creators with small communities, but committed communities. We want to be able to identify with the person we are looking at, we want to be able to trust him. If a brand uses an influencer from reality TV, it discredits its brand and risks giving it a bad image, especially following all the recent scandals,” explains the content creator.
Say, how much do you earn?
If the agencies, brands and influencers all seem to agree on the power of new content creators, the remuneration they draw from it seems to fascinate their subscribers, so much so that content creators decide in turn to disclose the below their income. According to Visibrain, the social media monitoring platform, the hashtags #SalaireTikTok, #RemunerationTikTok and #MonetisationTikTok each have between 9 and 44 million views. Massively “liked”, these contents appeal to users who are the first to criticize an omerta on the part of the French on this taboo subject. A reproach regularly made to the candidates of reality TV who refused to communicate the amount of their fortune or the prices required for their partnerships.
For Lisa, this desire for transparency is important. She also readily admits to appreciating the videos on the subject: “We often see creators of business content selling dreams and promising millions, but it’s not that ‘easy’ and it’s far from being the reality. for everyone. Me, I want to show the reality and make budding influencers feel guilty: it’s OK not to earn thousands of euros, it’s OK not to succeed in generating big income each month… Because of the networks, of many young people say to themselves that they are late, that they do not earn enough. We constantly see content creators posting videos of their dream life. They are young, are of our generation, and are already rich. It’s cool, but it’s far from the reality of the majority of content creators. So, might as well show real life! concludes Lisa.
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