Thanks to TikTok’s algorithm, more regular people than ever have turned into mega-influencers, acquiring millions of followers, brand deals, and even starting brands of their own. But as the influencer industry grows, the relatability of these creators has faded for Gen Z and Millennials. Now, their product recommendations are met with increasing skepticism among young consumers, with YPulse’s WE Influencers Anonymous trend report showing 47% of European 13-39-year-olds agree “Influencers don’t have the power they used to.” In France, though, the situation is looking quite different. Young consumers in France are more likely than their European peers to be listening to mega-influencers and still buying the products they recommend—the influencer fatigue isn’t really hitting for them. These two stats show just how much, and why, French consumers love their influencers and what this cultural difference means to brands: For more than a third of young French people, followers do matter YPulse data shows 38% of French 13-39-year-olds are more likely to listen to a product recommendation from an influencer...
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