From Intuition to Strategy: Ana Aires-Lerin’s Perspective on Influence Marketing

Ana, What has been your career path and what was the turning point that led you to specialize in influence marketing?

After completing a Master’s degree in Advertising and Marketing, enriched by several experiences in artist management and both online and offline partnerships, I joined iGraal as Partnerships Manager. I then joined the SEO team to strengthen the department’s strategy and develop partnerships with blogs in various sectors.

It was in 2014 that I recognized YouTube’s potential as an acquisition channel. The first collaborations boosted traffic and registrations, outperforming results obtained through other channels. This realization led me to join the marketing team and specialize in the field of influence. This evolution allowed me to accompany the transformations in the sector, take on new challenges, support the deployment of Influence in the company’s other markets (Germany and Spain), and create a dedicated service with other passionate professionals.

Influence Marketing Market

With the exponential growth of the marketing market, are we seeing a real improvement in campaign performance or, on the contrary, market saturation reducing their impact?

It all depends on how “performance” is defined. In the 2010s, it was exceptional for content to reach millions of views. Today, thanks to platforms like TikTok, this virality is much more accessible.

However, regarding conversion, we’ve observed a gradual decrease since 2020. This trend can be explained by evolving usage patterns and market saturation. Indeed, attention is now spread across more platforms and the consumption of certain formats has become more passive (such as watching YouTube on TV).

In 2024, which collaborations between brands and influencers stood out to you the most and what were their success factors?

The campaigns that integrated the brand in a “native” way into the content are those that capture my attention the most. This approach promotes natural immersion, strengthening the credibility of the message, optimizing audience engagement, and thus maximizing return on investment. Cyprien, Joyca, Greg Guillotin, and Lena Situations, particularly with her Pop-Up Stores, have excelled in this approach. Their ability to reconcile brand expectations with those of their audience, while preserving their creativity and spontaneity, can be decisive in their success.

What are the essential performance indicators for measuring the effectiveness of an influence campaign today?

KPIs must be aligned with 2 or 3 communication and/or marketing objectives of the company. They vary according to the target market, the specifics of the company, and its ambitions. For example, for a set sales generation objective, it is particularly wise to track indicators such as generated revenue, average basket size, or ROAS (Return on Ad Spend). The identification and continuous adaptation of these indicators are fundamental for establishing solid strategic foundations and optimizing campaign results.R

What are the main challenges faced by brands in maximizing their return on investment in influence marketing?

• Strategy: Defining a clear and evolving approach while analyzing campaigns beyond simple metrics. It’s about extracting concrete insights to make more informed decisions.

• Efficiency: Adopting appropriate tools, centralizing processes, and automating certain tasks. Surrounding yourself with adequate expertise, both internally and externally, is also crucial.

• Market environment: Identifying relevant opportunities in a saturated ecosystem (choice of partners, budget, timing), while dealing with a limited supply of creators in terms of renewal for the most mature advertisers in the market.

What is the role of micro-influencers in an effective influence strategy? Do they really offer a better engagement/investment ratio?

The popularity of micro-influencers has never been higher. They are gaining popularity thanks to the argument of significant engagement and a more affordable access cost. However, the time invested in this type of campaign remains comparable to that required to collaborate with larger-scale influencers. Additionally, results will be proportional to their actual reach. The automation offered by platforms dedicated to micro-influencers must be nuanced, particularly due to self-reported statistics that can create a gap between perceived potential and actual performance. Ultimately, it is essential to find a balance between engagement, impact, and invested resources to optimize campaign effectiveness.

How can you develop an influence strategy that is both effective and ethical? What are the best practices to adopt?

To reconcile performance and ethics, here are the essential practices:

• Establish a precise strategy with relevant KPIs that align with the company’s objectives.
• Choose profiles that share the brand’s values by analyzing their content and previous collaborations.
• Integrate the product naturally: these partners must take ownership of the product to present it with sincerity.
• Explicitly mention commercial collaborations (legal obligation)
• Consider your responsibility (as a brand) toward the audience when distributing sensitive content
• Favor measurable formats that allow performance evaluation via concrete indicators (downloads, clicks, registrations, sales…)
• Surround yourself with experts aligned with your goals if the campaign is not entirely managed internally. These professionals are true partners who significantly contribute to the execution and success of campaigns.
• Prioritize transparency regarding commissions (I also recommend establishing tripartite contracts including creators)
• Join the UMICC (Union of Influence Professions and Content Creators) and collaborate with structures committed to this initiative

These practices not only optimize performance but also build a lasting relationship of trust in the market and with the public.

How do creators balance commercial partnerships and authenticity to maintain the trust of their audience?

Coherence is paramount: the more naturally a collaboration integrates into the creator’s universe, the less likely it is to be perceived negatively. Opportunistic engagement, particularly on ethical issues, can quickly erode audience trust and damage the reputation of both the creator and the brand. It’s normal for creators’ commitments to evolve over time, especially on topics like ecology or social responsibility. The essential thing is to avoid obvious inconsistencies and remain vigilant about the messages conveyed, as shown by certain excesses around controversial products such as vapes. Sincerity is built over time, and in the social media era, an inconsistency can be exposed instantly. The punishment is immediate! Each creator must therefore find their own balance, which may involve refusing certain collaborations if they no longer align with their convictions.

What is your opinion on the regulation of practices in France, with the Influence Law (June 2023) and the Responsible Influence Certificate? Are these initiatives sufficient?

These initiatives are very beneficial, as they help structure and professionalize the sector. I also participate at my level, convinced that business school training is essential to ensure regulatory compliance and encourage more responsible practices. I wish to go even further soon with the launch of my project.

The UMICC plays a decisive role in promoting a more ethical framework. After launching the Responsible Influence Certificate for creators, the organization has opened its ethical charter to advertisers, thus providing benchmarks for adopting virtuous practices and consolidating their credibility.

We are still experiencing the repercussions of past excesses: pricing abuses, lack of transparency, and opacity of practices have gradually created a crisis of trust. Fortunately, initiatives are emerging to restore this credibility! Certiphy.io is fully part of this dynamic by offering an innovative solution to promote transparency and trust within the influence marketing ecosystem. Thank you for this commitment!

 How do you see influence marketing strategies evolving across different platforms (TikTok, Instagram, LinkedIn, etc.)? Are there specific approaches to prioritize depending on the channels?

Each platform has its own codes and specificities, requiring distinct approaches:

• Snapchat has historically been less utilized but is perceived as a safe place where authenticity is more central
• TikTok favors creativity and promotes virality
• Instagram is evolving its formats in response to TikTok competition but maintains a Story format allowing for organic call-to-action, although engagement has been declining year by year
• LinkedIn stands out with its B2B and professional approach. Expertise and credibility are paramount, with more informative content and an audience that values sector relevance
• YouTube remains essential for conversion goals and in-depth content

• Twitch is performing on (phygital) events and very precious to have live feedbacks on a product, a brand and the campaign itself

The ideal strategy consists of adapting the message, format, and schedule according to the specificities of each platform, while maintaining overall brand coherence.

Trends and Future Vision

 What influence marketing trends do you anticipate in the coming years?

• Increased professionalization of the sector: Specialists will be better trained and will have sophisticated tools to manage their campaigns with precision.

• Return to authenticity and tangible experiences: Authentic connection with audiences becomes a strategic priority, validated by solid data.

• Development of B2B collaborations with creators: Influence transcends the framework of traditional partnerships. Many creators are developing their own businesses, and brands can support them in this diversification, as illustrated by the collaboration between Zalando and Hotel Mahfouf.

• The rise of affiliation as a strategic lever: Affiliation, encompassing several approaches, could become a key lever in the diversification and sustainable development of creators.

The rise of generative AI and virtual influencer avatars: opportunity or risk for the authenticity of influence marketing?

Generative AI and virtual avatars open new creative perspectives; nevertheless, they raise a major challenge: the boundary between reality and fiction becomes blurrier, which can affect the relationship of trust with the audience. I think consumers will know how to distinguish between them, but transparency is essential. It is therefore imperative to communicate clearly about the use of these technologies and adopt an ethical approach to ensure a sincere relationship with audiences.

What would be your main advice for a brand that wants to get started in influence marketing?

I have many recommendations, but if I had to choose just one, it would be to build an evolving and coherent strategy. Mastering your strategy allows not only to define a clear direction but also to adjust your actions according to results and market evolution. By relying on relevant metrics and remaining agile, a brand can optimize its influence campaigns and ensure a lasting impact while controlling its investments.