Social networks and influencers have promptly become the most indispensable communication and information-sharing tools in the daily lives of millions of people around the world. The 21st century happens to be the era of digital communication, fast information and screen-based interactivity. The use of social networks is growing and therefore offers new work opportunities to influencers. Consequently, the importance of defining and understanding the role they play on social networks and in the daily lives of people following them is paramount.

The number of influencers present on social networks is increasing day by day. Followed by a community ranging from thousands to hundreds of thousands of people around the world, wishing to identify with them. Influencers are present in all sectors of activity such as fashion, beauty, decoration, cooking and gaming.  Their job resides in creating content related to their area of expertise. These people are the representatives of their community and influence it through their audiences on different platforms such as Instagram, Youtube, Facebook, Twitter and Tiktok.

The influence on online platforms is a remarkable phenomenon regarding information transmission as well as for controlling the desires of users. Media exposure, status and notoriety of influencers play a weighty role in the marketing policy set up by brands or companies. They are able to influence the consumption behavior of those following them through their power of persuasion and recommendation. It is therefore important for them to maintain a privileged relationship and keep their human qualities with their community. Research by Ouahi and Melghagh (2020) supports that “influencers, representatives of their community, can increase and strengthen consumer loyalty to a brand, and save time in launching and improving an appropriate customer strategy” (p.206).

Influencer’s strength comes from the number of subscribers. A large number of subscribers has a greater impact. Four categories of influencers can be found: The ones who own less than ten thousand subscribers are called « nano-influencers ». Those between ten thousand and one hundred thousand subscribers are called « micro-influencers ». And those who own between one hundred thousand and one million subscribers are called « macro-influencers ». As for public figures who own more than one million subscribers, they are categorized as « mega-influencers » (Flora, 2018).

Several types of influencing strategies exist, both paid and unpaid, depending on the number of subscribers the influencer has and the needs of the brands they work with. This includes exchanging products to enhance brand visibility, make sponsored videos or posts, or promoting a discount code when a product is purchased. All of these strategies generate brand visibility and a commission for the influencer who promoted it (Lecomte, n.d).

By promoting brands or products, influencers convey an impact of authenticity and trust to which Internet users are sensitive. Indeed, « Like opinion leaders, influencers on social networks have a role of prescriber to the people who follow them, which is transformed into an intention to buy and which then translates into an act of purchase” (Ouahi & Malghagh, 2020, p.206).

The influence of the opinion leader increases with the number of subscribers, although the rate of community engagement does not increase proportionally. Indeed, keeping a human and personal contact with a very large community of followers is not simple. A community that feels neglected can lead to an decrease in investment. Another problem that arises is the confidence crisis that can appear between influencers and their community if influencers do not clearly mention their « product placements ».

There is no universal law requiring the identification of a publication with advertising content. However, some countries have one such in France. The Law 2004-575 of June 21, 2004 on confidence in the digital economy requires, under the terms of its Article 20, the identification of the advertising nature: « all advertising, in any form whatsoever, accessible by a communication service to the public online, must be clearly identifiable as such. It must clearly identify the natural or legal person on whose behalf it is carried out ».

However, some influencers do not advertise clearly when a post is sponsored or provided by a brand and do not admit being paid to promote a product. The importance of transparency towards Internet users is essential in order not to induce a confidence crisis that will benefit neither the influencer nor the brands and which could, depending on the country of activity, be criminally reprehensible.

Despite this problem of transparency, the figures for purchases made following the recommendations of an influencer are very high. According to a study on influence marketing (2020), 80% of consumers would have bought a product recommended by an influencer. Moreover, the audience of social networks is growing. Indeed, « more than 2 million new users join social networks every day » (Sojae, 2020). As a result, influencers play an increasingly important role in the daily lives of millions of people and help transmit and control the information they receive.