New advertising : product placements.

Today, the social media box is mandatory to increase the visibility of a brand. For this, they use product placements. But what is it ? Product placement involves sending a product to an influencer to be featured on networks. Placements can be discreet: Influencers should show the product as if they had bought it and are using it daily. Or the placement can be indiscreet: The person can say that he received it as a gift and gave his impression on the product.

Brands pay numerous influencers and use several networks, most often Instagram, as direct access to a wider target. Why Instagram?

This is the social network where its users pay attention to the aesthetics of the photographs. The more the image is worked and beautiful, the easier it is to like it. Take the example of Givenchy, a French luxury brand born in 1952. Before the release of their new bags, Givenchy sent 200 copies to the most popular influencers, actresses and singers of the moment. But for what purpose?

Promote a bag that has still not come out and hope that the influencer makes a post for the brand.

Brands target people in relation to the image it conveys on networks. The influencer must also represent the values ​​advocated by the brand. Let's take the example of Givenchy again. Givenchy's values ​​are refinement, modernity and dynamism. It was once that influencers advocated these same values ​​for product placement to be effective.

Today, new product placement agencies are being created. They offer to put influencers in touch with brands and advise them to promote the product as best as possible. Several agencies such as the WeAreFollow agency which deals exclusively with youtube influencers, the Shauna Events agency which deals with reality TV personalities and many more ...

For brands, product placement is more effective today than traditional advertising. Indeed, if you follow an influencer for her lifestyle and she recommends certain products, followers will want to do the same. Suddenly, brands send new products to promote and increase their chances of sale. There are also paid product placements. Indeed, a brand can pay an influencer to post a product. For example, for a French reality TV candidate, he receives an average of € 2,000 per post instagram. It's a real business! However, the rise of this trend is starting to annoy users…. Too much product placement irritates and pushes for a boycott.