Dive into the heart of Reech's annual study on the influencer marketing in 2025 and discover how social networks have surpassed television to become the preferred media of the French.
Learn how to YouTube is establishing itself as the new audiovisual reference and why the profession of content creator is now recognized at its true value. This analysis also reveals the growing expectations of consumers in terms of transparency and authenticity. Don't miss these essential insights to understand the current dynamics of marketing influence
Here are the key points:
Social networks: the essential media
For the first time, social networks have become the most essential media for 55 % of French people, surpassing television which reaches 54 %. This trend is particularly marked among 18-34 year-olds, where 77 % prefer social platforms, but it is also notable among those over 35 with 65 %.
Decrease in time spent on social networks
Despite their growing importance, the median time spent on social media has decreased to 1 hour and 8 minutes per day, a reduction of 11 minutes since 2023.
YouTube, the new television?
YouTube is establishing itself as a major alternative to traditional television channels. With 42 million users in France, the platform records an average viewing time of 41 minutes per day among 15-49 year-olds, surpassing TF1.
The profession of content creator is gaining recognition
The profession of content creator is increasingly recognized. 58% of French people are now aware of it, a figure that reaches 71% among 18-34 year-olds.
Diversity of profiles followed by users
Users follow a variety of profiles on social networks:
- Professional influencers : 64 % of respondents follow creators who have made their activity a profession.
- Passionate people sharing their hobbies : 59 % users follow enthusiasts who share their interests.
- Artists : 47 % of respondents follow artists.
Internet users are becoming more demanding
Transparency has become a major requirement for users:
- 72 % users pay attention to influencer transparency, compared to 68 % in 2023.
- 92 %s say they are willing to unsubscribe in the event of questionable behavior, the main reasons being misinformation (61 %s) and overconsumption (51 %s).
Instagram: The preferred platform for advertisers and users
Instagram stands out in 2025 by being considered by 64 % users as their favorite social network, recording a 5-point increase in one year. This popularity is also reflected in advertisers and content creators, who massively favor this platform for their campaigns.
Users’ motivations to follow creators
The main reasons why users follow creators on social media are:
- Entertainment : 72 % respondents.
- Inspiration : 55 % users.
- Information : 55 % participants use the platforms to get information.
LinkedIn Growth
The professional social network LinkedIn is no longer just a space for users to find a job. They are increasingly enjoying writing their posts and sharing their experiences, as the social network appeals to 24 % respondents.
Social media ads surpass TV
Ads on social media are viewed more than those on TV:
- 31 % of respondents prefer advertising content on social networks.
- 17 % favor television advertising.
Influence of social networks on purchasing decisions
Social media plays a significant role in purchasing decisions:
- Two thirds of participating users' purchases are made after seeing an advertising campaign, especially in the fashion sector.
Economic Reality of Content Creators
Contrary to popular belief, not all content creators are millionaires:
- The median salary for content creators is €1,600, a reality far removed from the clichés of wealth.
These figures demonstrate that influencer marketing is evolving rapidly, with increasing professionalization and a more demanding audience regarding the content they consume.