Authenticity of visuals admired by French influencers on social networks

Emerging from the rapidly growing social media market, influencer marketing is one of the fastest growing strategies to get a message across. As it evolves, it will continue to help brands reach and engage with their target audience. However, it is clear that a strong image of perfection is conveyed as the norm, leading to a change in behavior among users, but is contested by more and more brands…

Influence is a force but be careful…

Celebrity, relative or just a close friend, at some point in our lives we have all been affected by something or the other. Effect is power. Influence is a tool that has the power to persuade.

Applied in the digital marketing market, a great reach of influence is reported by influencers. And for this social networks are a great communication channel. Today, however, a strong image of perfection is conveyed whereby a Behavior change among users.

According to a study conducted by Hypeauditor in France in April 2022, the AI ‚Äč‚Äčanalysis platform for transparent and fraud-free influencer marketing:

  • 12% of French influencers claimed that they had already declined a partnership opportunity because the brand they contacted usually posted retouched photos;
  • 70% of respondents claim that they often systematically improve their photos before publishing them on their social networks.

Faced with this situation, more and more brands are rebelling and wanting to change these “norms”.

Ale’global advertising agency ogilvy For example, it was announced a few weeks ago that she no longer wanted to collaborate with influencers who modify her appearance both in terms of body, face, and skin color. It encourages the preservation of the conscience of users who may be under some sort of pressure to resemble the ideals presented to them on social networks.

Influencer Marketing and the Fight Against Body Dysphoria

To Alex Frolov, CEO and co-founder of Hypeauditor:

“This initiative is an important and commendable step” Combats body dysphoria that can be caused by unrealistic “body perfectionism.” However, it should be fine-tuned, discussed and controlled.

Some changes are made with an artistic goal and not aesthetics or perfectionism. For example, they can make it possible to highlight certain aspects. It is also necessary to differentiate between touch-ups and filters, the latter being used specifically to make the skin more beautiful, to make the eyes more luminous, etc. ,

This study also revealed that:

  • Only 4% of respondents admitted to altering photographs of their face or body;
  • Retouching is mainly about the size of the image or its cropping (19%), color or addition of filters (23%, contrast and brightness (53%);
  • 70% of French influencers say it would be a good idea if more brands made it a point to only work with influencers who don’t retouch their faces and/or bodies in their photos;
  • 10% think it would be a bad idea.

What about law?

Influencer marketing is a very recent area where legislation is just starting to take shape. Legislators from various European countries scrutinize the initiatives of their neighbors and learn from their best practices.

In the United Kingdom, for example, a bill is still under consideration. fight against altered body images And thus respond to this issue. If approved, the text will require influencers to mention when one of their photos has been corrected.

It is not impossible that France also adopts this initiative…

Source: HypeAuditor

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