Parental influencers interest parents, brands and advertisers. Who are they? Which social networks do they frequent ? What kind of partnerships do they engage in with brands? The latest edition of the Bilbokid study, "All about family influencers", reveals all the data on parental influencers in 2022.
FAMILY INFLUENCERS
All about parent and teacher influencers
Edition 2022
Edition 2022
Who are the family influencers ?
The typical profile of the parental influencer
Let's not fool ourselves: our clients may ask us for dads, but parental influencers are above all female influencers ! 98% of them are women.
At Bilbokid, the influencers bring together all the prescribers of the parental target: 74% of them are parents, 12% teachers, from nursery school to high school, 8% early childhood professionals (nursery assistants, nursery professionals, etc.) and 6% health professionals.
At Bilbokid, the influencers bring together all the prescribers of the parental target: 74% of them are parents, 12% teachers, from nursery school to high school, 8% early childhood professionals (nursery assistants, nursery professionals, etc.) and 6% health professionals.
The family influencer is between 25 and 35 years old (58%). 1 out of 4 influencers is still between 35-40 years old.
They live all over France and contrary to what one might think, they are not at all centralised in Ile-de-France, quite the contrary. Parental influencers are scattered all over France. Feel free to download the full infographic, a detailed map of France is included !
What about the children of influencers ?
The average parental influencer has 1.9 children ! The parental influencer market has an average of 14% pregnant women. At Bilbokid, this figure varies between 12 and 20% depending on the period.
Which networks are the most frequented by influencers ?
The networks favoured by influencers
Instagram is still by far the favourite network for influencers. Parents know this too as it is the network they use to follow parental influencers (if you haven't checked it out yet, take a look at the Bilbokid - IDM Barometer ! ) 52% still use Facebook.
"32% of parental influencers still run a blog. Mirroring the trend towards short, interactive formats, more and more advertisers are looking for a complement to more perennial and educational content."
The average community size is 11.4k followers. Nano, Mico, Macro, Mega... There are all sorts of community sizes and engagement rates on our social networks. But here is an interesting graph of the breakdown by band.
Partnerships between family influencers and brands
The most common forms of brand-influencer partnerships :
Behind the word partnership are different types of services, which can be adapted according to the objectives of the brands.
The most requested and frequent forms of partnership remain social posts (photo or video) at 82%, stories (67%) - a collaboration format increasingly pushed by influencers who see this format as less intrusive for their communities - and giveaway (67%).
How do brands connect with influencers ?
As influencers are in high demand, contact is all the more important. Almost all partnership requests are made directly on Instagram and in 4 out of 10 cases, it is the brand directly that initiates the request (60% of requests are now made by agencies)
On what criteria do they accept a partnership ?
Influencers accept 3.7 partnerships per month, which is only a small proportion of the partnerships they are offered. Some essential aspects must be present to decide to commit to a brand: interest in the product (92%), suitability for the brand's values (84%), interest in the community (70%). Remuneration only comes into play for 19% of them. We believe them, the quantitative study was anonymous and unbiased :)
Download the infographic "All about family influencers". (FR version)
Early learning, games and toys, creative leisure activities, baby and childcare equipment, leisure and outings and educational material are the 5 types of products most highlighted by influencers. The full infographic will tell you more about the exact breakdown by sector.
Influencers and regulation
The regulation obliges influencers to mention in their publications the existence of commercial partnerships.
Nevertheless, 87% of them now play the game and warn their community when it comes to paid partnerships. 69% of them do so with the mention of a hashtag, 49% by openly thanking the advertiser and 49% by using the function provided by the social network.
The law of 19 October 2020 now frames the commercial exploitation of the image of children under 16 on digital platforms. In practice, influencers are still shy about their practices (although since this study was conducted in June 2022, there is already a feeling that things are changing).
Influencer remuneration
A minority of influencers (only 12%) exercise their activity as professionals, even if many would like to. Nevertheless, 39% of them have a french status allowing them to invoice. Only 3% are represented by agents.
We have been able to define average ranges of remuneration practised, according to the size of the communities of our influencer panellists. However, the table below should be taken with a grain of salt, as each partnership counterparty obviously depends on a number of factors : the interest for the brand, the involvement required for the brief, the commitment of the community addressed, the reputation of the influencer, etc.
We have been able to define average ranges of remuneration practised, according to the size of the communities of our influencer panellists. However, the table below should be taken with a grain of salt, as each partnership counterparty obviously depends on a number of factors : the interest for the brand, the involvement required for the brief, the commitment of the community addressed, the reputation of the influencer, etc.
