Responsible influencer marketing: Growth and best practices

Influencer marketing figures and transparency in 2021

In 2021, the Observatory of Responsible Influence, led by the ARPP (Autorité de Régulation Professionnelle de la Publicité) alongside industry players, analyzed influencer practices using a methodology combining artificial intelligence and human review.

Key findings include:

30,318 pieces of content analyzed, involving 7,013 influencers
Only 20.94% of these contents were identified as real influencer–brand collaborations
26.6% of sponsored publications did not clearly disclose their commercial intent

The study also revealed significant differences depending on influencer size:

Influencers with more than 1 million followers showed a breach rate of 12.6%
Influencers with fewer than 10,000 followers reached a breach rate of 43.1%

These results suggest that responsible influencer marketing is closely linked to the level of professionalism of creators.

Platform analysis: YouTube, Instagram and TikTok

The Observatory also provided a detailed breakdown by platform:

Instagram: 74.5% of analyzed content
YouTube: 25.5% of analyzed content

Audience segmentation:

Top Tail: 10% (+1M followers)
Mid Tail: 70% (10K–1M followers)
Long Tail: 20% (under 10K followers)

On TikTok, a separate analysis of 5,000 pieces of content from 1,713 influencers revealed:

6.22% Top Tail
85.66% Mid Tail
8.12% Long Tail

Interestingly, mid-tier influencers (10K–1M followers) were the most transparent:

Around 70% compliance on Instagram and YouTube
Over 85% compliance on TikTok

These findings highlight a clear trend: the more structured and professional the influencer, the higher the level of transparency and compliance.

Towards rationalisation and professionalisation of influencer marketing

To address these challenges, ARPP and industry professionals, with the support of Media Institute, launched the Responsible Influence Certificate. Its goal is to help influencers adopt best practices, protect their audiences, and differentiate themselves with brands.

As Meryem Amri, Brand & Experience Director at Union des marques, explains:
“The Influence Observatory has allowed us to gain an objective view of how rules are applied and to quickly respond by strengthening education and certification.”

According to industry studies:

By 2025, nearly all companies will be involved in influencer marketing
91% of professionals consider influencer marketing an effective marketing lever
84% have increased content production over the past two years
Brands can generate up to $18 in media value for every $1 invested

Today, while 78% of companies manage influencer marketing in-house, 22% rely on platforms or agencies, often favoring micro-influencers for their expertise and credibility.
Additionally, 80% of brands allocate more than 10% of their marketing budget to influencer marketing.

A sustainable future driven by responsible influencer marketing

Thanks to regulatory initiatives and certification programs, influencer marketing is becoming more structured, ethical, and transparent. Responsible influencer marketing now represents a long-term vision for the industry, balancing performance with trust and accountability.

In this context, influencer affiliate marketing stands out as a particularly relevant model. By combining transparency, performance-based remuneration, and long-term collaboration, it helps brands and creators build sustainable, ethical, and value-driven partnerships.