To mark the new year, Wizdeo presents the rankings for the last half of 2023 for campaigns with influencers from french-speaking countries , and helps you better understand brand strategies with a comparison of the previous year.
The panel is based on the 326 brands that activated influencer campaigns on YouTube in the last half of 2023 in France, Switzerland and Belgium.
Brands were ranked by accumulating views over the first 30 days of videos detected by our algorithms as sponsored.
All data, available on Influencer Access, comes from Wizdeo Analytics and is certified by the YouTube Measurement Program.
+ 17% sponsored views vs. last year, thanks to growth from brands such as Revolut, Odoo, MihoYo and Atlas VPN
On average, 73% of brands are making more sponsored views than last year:
This is the case for Revolut (+250% with 23M views), Odoo (+176% with 25M views), MiHoYo (+133% with 20M views), Holy Energy (+502% with 13M views) and Emma (+218% with 14M views).
New top brands also added to the overall figure for sponsored views, such as Holzkern (+105% with 10M views) and Incogni (5M views).
However, some of the big players still fell back: NordVPN (-28%), FlashGap (-33%), Igraal (-12%), Wargaming (-37%), Winamax (-12%), Displate (-48%).
The 2022 trend for top advertisers to bet on macro-influencers drops in 2023: they now collaborate with medium-sized influencers.
Within the top advertisers, the strategies are different:
- Brands that have lowered their investments are still relying on macro-influencers, as is the case with Displate, Flashgap, Wargaming and Audible.
- Those who have increased their budgets continue or are beginning to rely on medium-sized influencers, such as Atlas VPN, Revolut, Epic Games, Holzkern, Emma, MiHoYo, NordVPN...
Influencer renewal was not the norm among top advertisers in 2022, but now the majority of brands work at least 2 times with the same influencer.
In 2023, top advertisers tend to work several times with the same influencer, but this hasn't always been the case:
- Air up and Flashgap have adopted a renewal strategy vs. last year.
- Displate prefers to work with new influencers during the holidays season, and the same strategy was observed last year.
- Wargaming is doing the opposite and changing its strategy this year, focusing instead on new influencers.
- Holzkern, a newcomer to the top, is slowly beginning to renew its influencer roster, a normal trend for brands that have only recently begun to invest.
- Other advertisers who did not renew and for whom the trend is still relevant, are those who have drastically reduced their investments in France, such as HelloFresh, Shopify, Tencent Mobile Games and Audible.
Record views for Inoxtag for Odoo
The prize for the sponsored video with the most views at the end of 2023 goes to Inoxtag for Odoo, with a total of 13M views over the first 30 days: "Who will be the last survivor? (ft Amine, Michou and Matt)".
Wizdeo, thanks to its proprietary data, enables brands to identify worldwide profitable new influencers for your brand specifically and to identify profiles to be renewed that will be profitable over time, find out more or contact us: contact@wizdeo.com
Explore all the data in this study and go further by registering with Influencer Access.