Influencer marketing has become an essential lever in brands' communication strategies. According to a study by Snapchat and MAGNA Media Trials, media spending in this sector is expected to approach 6 billion dollars worldwide in 2024.
In France, influencer marketing is at a turning point, between exponential growth and a constantly evolving legal framework. The law of June 9, 2023, provided a legal framework for the sector, an essential step to professionalize and hold its actors accountable. According to a study by the platform Reech, 75% of influencers are aware of this law.
In this rapidly changing context, which influencer marketing platforms stand out in France in 2024? This article aims to present the 7 best solutions to successfully carry out your influencer campaigns, based on various selection criteria. Whether you are a brand, an agency, or an influencer, you will find the platform suited to your needs.
Selection criteria for the best platforms
Authenticity and transparency
Authenticity and transparency are essential criteria for selecting the best influencer marketing platforms. Influencers who appear sincere in their communications build a stronger bond with their audience. According to a study by L'Argus de la Presse, after watching content from a creator on Snapchat, 67% of users perceive them as authentic.
"72% of French people consider it important, even very important, that advertising takes an inclusive approach," notes Sandrine Cormary, president of SCRP, citing the first 'Inclusion and Diversity' barometer conducted by Kantar Insights and The Good Company. Authenticity and diversity will therefore be the winning duo in 2024.
Available features and tools
Each influencer platform offers specific features and tools to consider:
- Multi-criteria search engine to identify the right profiles
- Tracking of posts and stories for accurate monitoring
- Integrated chat to interact directly with influencers
- Detailed performance analysis tools and statistics
- Fake follower detection to eliminate unreliable profiles
- Management of rights and contracts to secure collaborations
Ease of use and user interface
Ergonomics and ease of use are crucial. Influence4You is appreciated for its affordance: “the platform is very simple to use. Intuitive, you can sort influencers according to your criteria, contact them directly thanks to the integrated chat…” details one comparison.
An intuitive design and smooth navigation, like on Kolsquare and Favikon, greatly enhance usability and operational efficiency.
Campaign feedback and performance analysis
Measuring the results of campaigns is critical for evaluating their success. The best platforms offer detailed reports with numerous KPIs:
- Reach and engagement rate of posts
- Number of clicks, sales, and conversions generated
- ROI and revenue generated
- Comparison of performance across different influencers
The Stellar tool, for example, includes a highly comprehensive performance evaluation module.
Choosing a platform that fits your needs and meets these criteria will be a significant asset for successful influencer campaigns.
Detailed review of the top platforms
Influence4You: The benchmark in France
Influence4You is cited as the leading influencer platform in Europe by the Australian marketing blog eDigital. It offers a wide range of social networks (Instagram, YouTube, TikTok, blogs...) and has already managed more than 5,000 campaigns for major brands like L'Oréal, Garnier, or Asos.
Strengths:
- The largest influencer database in France with 230,000 profiles
- Simple end-to-end campaign management
- Ability to run campaigns on all social networks
- Detailed stats on each influencer with fake account detection
- Competitive pricing starting at €650/month with no commitment
Limitations:
No major limitations reported. Benchmarks confirm that Influence4You is the most complete platform on the market.
Influence4You suits all types of businesses, from startups to large corporations, looking to activate influencers to promote their brand, products, or services. From profile selection to result analysis, it provides all the tools for successful campaigns.
Kolsquare: Content and stats
Kolsquare offers a database of 1 million influencers with an ergonomic search engine and lots of data for each profile across various networks.
Strengths:
- Very intuitive and pleasant to use
- Large database with detailed statistics per influencer
- Influencer lists for easy outreach
- Campaign performance measurement module
Limitations:
- Limited campaign management, no integrated influencer payments
- Few influencers are actively registered on the platform
Hivency: Toward greater transparency
Developed by Skeepers, Hivency includes a Smart Matching module that automatically suggests relevant profiles when creating a campaign.
Strengths:
- FameCheck feature certifies profile authenticity
- Access to an image bank to reuse generated content
- Rating & Reviews feature to easily collect customer reviews
Limitations:
- Fewer advanced features than some other platforms
Reech: Advanced analytics
As a historical reference, Reech has a catalog of 15,000 influencers and a flexible payment system based on the campaign budget.
Strengths:
- Professionally designed and pleasant website
- Solid database with many micro-influencers
- Very complete analytics and statistics tools
Limitations:
- Communication only via a project manager, no direct contact with influencers
- Low visibility on proposed campaigns
- Non-automated platform
Stellar: The rising star
This tool combines a catalog of 15 million influencers, an intuitive search module, performance evaluation tools, and a practical project management module.
Strengths:
- Chrome extension to easily add new profiles
- Full project management module to monitor campaigns
- Many resources: guides, white papers, case studies
Limitations:
- Still a relatively new platform, to be monitored over time
Favikon: The budget-friendly platform
Favikon aims to identify quality content creators aligned with brand identity, thanks to a powerful search engine, all on a limited budget.
Strengths:
- Clean and pleasant design
- High-performance multi-criteria search engine
- Among the most affordable prices on the market
Limitations
- Only 3 social networks supported (Instagram, YouTube, TikTok)
- No marketplace or influencer relationship management
Yoö: The promising newcomer
Yoö is a modern-looking platform offering varied and frequently updated campaigns.
Strengths:
- Attractive design that facilitates navigation
- Regularly updated campaign opportunities
- Strong presence on social networks
Limitations
- Limited number of influencers on some exclusive campaigns
- Fewer paid campaigns than elsewhere
How to choose the right platform for your needs
Define your influencer marketing goals
Before choosing an influencer marketing platform, it’s essential to clearly define your goals. Are you aiming to boost awareness, build legitimacy, or increase sales? According to a Snapchat and MAGNA Media Trials study, media spending in influencer marketing is set to reach nearly $6 billion globally in 2024—so having a clear strategy is vital to maximize ROI.
Platforms are multiplying and becoming more specialized, so you need to identify your target audience and the social networks where they are active. Quentin Bordage, CEO and founder of Kolsquare, highlights the potential of Snapchat, “the most used social network by the younger generation [...] and the least exploited today despite its super creative formats and a significant number of creators speaking to over 20 million daily users in France.”
Evaluate your budget and available resources
The budget allocated to your influencer campaign and the internal resources available are key elements when choosing a platform. If you have a dedicated team, you can choose a comprehensive solution that allows you to manage your campaign from A to Z. Otherwise, opt for simpler and more affordable tools.
According to Julie Lucas, head of influence at agency Monet, advertisers' investments used to be “80% on Instagram and YouTube, and 20%, even 10%, for testing TikTok. Today, the trend is starting to reverse.” So it’s crucial to allocate your budget based on the most relevant platforms for your brand.
Review case studies and testimonials
Before making your final platform choice, review case studies and testimonials from companies that ran similar campaigns. This will help you identify best practices and avoid common pitfalls.
The agency Monet & Associés recommends focusing on short, engaging TikTok formats: “Short format overperforms—15–20 seconds, no more.” Meanwhile, Webedia bets on long-term partnerships with influencers: “Talents are confirmed in ambassador roles instead of being used for one-off operations, videos, or campaigns [...] Brands want to engage more deeply with talents who embody their values,” explains Gregg Bywalski, General Manager of Webedia Creators.
In conclusion, to choose the right influencer marketing platform in 2024, you must define clear goals, assess your budget and resources, and draw inspiration from industry best practices. The challenge is to identify the most relevant content creators for your brand and build authentic, long-lasting partnerships with them. In a context where consumers are increasingly skeptical of traditional advertising, influencer marketing is more than ever a key growth lever—if used wisely and transparently.
