In a recent survey, 70% of French people questioned said they had a bad image of influencers, which they most often associate with an easy job and the risk of scams. The generation gap is of course felt, with a much more positive image among the youngest populations. In addition, many of the older ones do not actually know any influencers.
For some time now, the middle of influence has been going through a period of movement in France. Between controversial declarations and accusations of hidden advertising – even false – this new profession is today seen with a very bad eye by a large part of the French population. In a recent survey by Harris Interactive, we learn that 70% of them don’t trust influencersor the products and services they promote.
It must be said that the image associated with them is not very rosy. Among the terms that come up most often, all relate directly or indirectly to the notion of sale or money, when it is simply not a question of denouncing the scams that they can relay. For many, influence is also an image profession, which requires little skill if one has a physique considered advantageous.
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Generations in complete disagreement when it comes to influencers
Of course, it’s hard to blame all these refractories given the current climate in the sector. The recent sentencing of 6 influencers, forced to publicly display hidden advertising on their networks, has cast a chill over the industry. But it is also important to take into account a key element to better understand these figures: the generational factor.
Indeed, 15-24 year olds have a much more positive opinion of influencers (50%). Conversely, those over 65 are only 4% unsuspecting. In addition, the vast majority of French people cannot name an influencer, although some, like Squeezie and Léna Situations, are sometimes mentioned. It is also these older French people who believe 77% that the profession does not allow them to be financially stable, where contrary examples are legion.
