France vs. Italy: Key Differences in Influencer Marketing
Influencer marketing has become an essential part of brand strategy across Europe, but not all markets operate in the same way. After organizing multiple campaigns in France and Italy, we’ve noticed significant differences in how influencers engage with their audiences, which platforms they prioritize, and how brands should tailor their strategies accordingly.
If you’re looking to expand your influencer marketing efforts into these two markets, here are three key differences to keep in mind.
1. Platform Preferences: TikTok & Instagram in Italy, YouTube & Facebook in France
While social media consumption is high in both countries, the platforms that drive engagement differ:
In Italy, audiences favor short and interactive content. TikTok and Instagram are the leading platforms, with a strong preference for engaging, ephemeral content such as Instagram Stories and TikTok trends. Italian users enjoy dynamic, fast-paced videos that feel spontaneous and relatable.
In France, while Instagram remains important, YouTube and Facebook still play a major role. French audiences tend to engage more with long-form content, making YouTube ideal for in-depth product reviews, tutorials, and storytelling. Facebook remains relevant, particularly for older demographics and community-based interactions.
💡 Tip: If you’re targeting Italy, focus on snackable, trendy content that encourages interaction. In France, incorporating long-form storytelling and informative videos can help build credibility and engagement.
2. Micro vs. Macro-Influencers: Different Approaches to Trust & Reach
One of the most noticeable differences between the two markets is how audiences perceive influencer credibility:
In Italy, there is a stronger trust in micro-influencers—those with smaller but highly engaged communities. Italians value authenticity and personal connections, making micro-influencers more effective in driving engagement and conversions. Additionally, they tend to be more affordable, allowing brands to collaborate with multiple influencers at once.
In France, brands often prefer macro-influencers and celebrities to maximize reach. Large-scale campaigns with well-known personalities are common, as French consumers are drawn to strong branding and well-produced content. However, engagement rates for macro-influencers in France can sometimes be lower compared to micro-influencers in Italy.
💡 Tip: In Italy, consider partnering with several micro-influencers to create a sense of community around your brand. In France, invest in macro-influencers for large-scale visibility, but don’t overlook niche influencers who can offer high engagement within specific industries.
3. Authenticity vs. Aesthetics: Two Creative Mindsets
How content is perceived and consumed differs greatly between the two markets:
In Italy, the most successful campaigns focus on authenticity and storytelling. Italian audiences appreciate real-life experiences, behind-the-scenes moments, and emotionally engaging narratives. They are more likely to trust influencers who share personal stories rather than highly polished content.
In France, visual quality and branding consistency are top priorities. Aesthetic coherence, professional photography, and well-curated social media feeds play a big role in influencer marketing. French consumers expect influencer collaborations to align perfectly with the brand’s image and values.
💡 Tip: In Italy, work with influencers who prioritize genuine storytelling and audience interaction. In France, ensure your brand maintains a strong, high-quality visual identity across all campaigns.
What Does This Mean for Your Influencer Strategy?
Both France and Italy offer incredible opportunities for influencer marketing, but success comes from understanding the unique cultural and digital behaviors of each market.
✅ If your goal is to create an engaging and interactive campaign, Italy’s preference for micro-influencers and short-form content makes it ideal for driving community-driven engagement.
✅ If your brand focuses on premium aesthetics, high-profile collaborations, and long-form storytelling, France offers a strong market where macro-influencers and brand consistency matter most.
What About You?
Have you worked on influencer campaigns in France or Italy? What differences have you noticed?
If you’re looking to fine-tune your influencer strategy for these markets, let’s connect and discuss how to make your campaign a success! 💬 🚀
