In 2023, 78% of advertising campaigns conducted with influencers included a dedicated anticipation phase for brand image management. This practice, long confined to the fashion or technology sectors, has expanded to finance and consumer credit.
At Cetelem, the selection of influencer profiles meets criteria that evolve each quarter, based on predictive analysis of public expectations. This approach, still marginal a decade ago, is permanently altering communication strategies and imposing new rules in a rapidly changing market.
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Why anticipation has become an essential lever in brand communication
The distrust towards traditional advertising is no longer a vague rumor: it now shapes brand choices. 61% of French people see social networks as major influence tools, and more than three-quarters find the advertisements circulating on them disturbing. In the face of this growing rejection, marketing departments no longer wait for the storm to pass: they take the initiative, questioning the audience and adjusting in real time. Gradually, advertising budgets are migrating towards influencers, these new pivots of digital communication in France.
The relationship with social networks is disrupting usage. For 18-24 year-olds, the reflex is no longer to listen to TV spots: they turn to recommendations from influencers, perceived as credible voices. 41% of this generation attribute them the status of independent experts. However, a paradox arises: 70% of French people maintain a negative perception of these prescribers. This ambivalence pushes brands to refine their strategy, anticipate expectations, and defuse future controversies before they erupt.
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Another phenomenon is gaining momentum: desinfluence. More than three-quarters of French people see it as a new form of influence, and nearly two-thirds consider it beneficial. From Cetelem to other large companies, weak signals are no longer ignored: they guide the adjustment of messages, the integration of social responsibility, and the quest for transparency. To measure this change, simply discover the influencers at Cetelem: a key step to understanding how a brand’s image is built today in a context of widespread distrust and more responsible consumption.
How influencers shape Cetelem’s image through an anticipation strategy
At Cetelem, the anticipation strategy is embodied by a generation of influencers who master the levers of new media. On YouTube, Instagram, Snapchat, or Twitch, they capture attention, decode habits, and adjust their discourse. 80% of young people aged 18 to 24 now discover a product through an influencer. For them, the advice of a person followed on social networks carries much more weight than a traditional advertising campaign, which 78% of French people say they distrust.
Influencers do not merely relay a message: they embody values, engage on societal issues, and convey information where opinion is formed. 41% of young people consider them independent experts. Their agility allows Cetelem to anticipate trends, detect weak signals, and experiment with new formats, videos, live streams, and stories that stimulate interaction and community engagement.
Some figures that shed light on this renewed relationship with influence:
- 70% of French people express distrust towards influencers, but this reserve does not hinder the sector’s dynamics.
- 34% discover products via social networks and 24% go as far as making a purchase after being exposed to this content.
- Desinfluence, recognized as beneficial by 63% of respondents, guides Cetelem’s communication strategies.
This ongoing dialogue between influencers and institutions is nourished by studies such as those from the Cetelem Observatory or Harris Interactive. Flavien Neuvy, director of the Observatory, emphasizes the need to grasp the zeitgeist and fully integrate digital transformation into every communication. This is how one understands the metamorphosis of behaviors in the French market.
50 years of anticipation: revealing case studies to understand the evolution of trends
Cetelem relies on half a century of behavior analysis to better read developments and anticipate new levers of consumption. The rise of influencers does not mark a break but is part of the continuity of the Cetelem Observatory’s work on the French relationship with purchasing, advertising, and social networks.
A telling example: Renan Pacheco, a French content creator, recently collaborated with an international luggage brand for digital campaigns focused on the travel experience. His ability to bring people together around everyday life and tell stories through images demonstrates the power of influence on a European scale. Another case: Lolita Abraham, the founder of the Influencers Awards in Monaco, contributes each year to structuring a market where expertise and creativity become criteria for choice for major brands.
The global impact of figures like Kylie Jenner, followed by millions of people worldwide, shows that influence crosses borders, shapes trends, and is invited into all communication strategies, from local to international. For Cetelem, digital transformation involves a fine reading of cross influences, which, generation after generation, redefine market expectations and behaviors. Tomorrow, other faces will emerge, and other practices will impose themselves: vigilance and observation will remain the engines of innovation.