Ruinart, champagne brand most cited by influencers: The influence market is evolving at high speed over the years and transforming brand communication and the way advertisers target their audiences. Influencer marketing has become essential and brands, via this lever, are innovating in their way of communicating. In 2022, in the Reech* study on brands and influence, 86% of the brands surveyed considered influencer marketing as an effective communication lever and 92% of them integrated it into their strategy.
In this context, the champagne industry is not isolated and is incorporating this development by taking care to use good legislative practices relating to this sector. Which champagne brands are most cited in France by influencers? on social networks? Which influencer profiles speak out the most on the subject? What time of year is best for communicating? Reech unveils its study(1) on influence and champagne.
Quick look at the figures of champagne’s place in influence:
- 926 influencers in France addressed the theme of champagne between August 2022 and August 2023.
- Champagne, all brands and prestigious houses combined, was the subject of 4,277 mentions over this period.
- These mentions generated 27.7 million impressions and generated 2.3 million engagements.
The study reveals a period of exponential activity between October and December.
With 7.1 million impressions, or 25.6% of overall impressions, the period between October and December is when activity is strongest and where the peak concentration of publications on champagne is located. We note that 30% of annual mentions occur during this period and nearly 63% of these mentions are made in December.
“Champagne often rhymes with celebration. It is during the end-of-year holidays that the desire to drink bubbles is strongest and this explains this period of exceptional activity between October and December. The closer we get to Christmas and the New Year, the more our news feeds on social networks make us discover or rediscover products and activities consistent with the festive period of the year. » explains Guillaume Doki-Thonon, CEO and co-founder of Reech.
Who are the influencers who talk about champagne and what networks do they favor?
Instagram, the unbeatable:
With 22.3 million impressions over this period, Instagram is the platform most used by creators who mention champagne brands, followed far by YouTube with 3.5 million impressions, and 1.5 million impressions on the TikTok network. At the last step of the podium, TikTok however shows the biggest progression with +60% of mentions about champagne brands compared to last year.
Among the content creators who mention champagne, 64% of them come from the nano and micro influencer categories. The latter have between 5,000 and 30,000 subscribers. Only 17% of top influencers and celebrities address the theme of champagne in their content, but they alone generate 44% of total engagements.
Which champagnes are most cited by influencers?
Ruinart at the top of the champagne brands most cited by influencers:
Of all the champagne brands studied, Ruinart, Moët & Chandon and Taittinger are at the top of the ranking of the most cited brands and between them they account for 42.6% of the market share of votes in France. Ruinart takes the first step of the podium with 24.3% of votes. Followed by Moët & Chandon and Taittinger, in 2nd and 3rd position in the ranking, which account for 10.5% and 7.8% of the votes respectively.
“The strength of influencer marketing lies in the creativity that each creator brings to their content and in audience targeting, which is very valuable for brands. In our latest study**, we observed by surveying consumers that 59% of French people who follow content creators subscribe with the aim of discovering new products or services. This makes sense, the primary area of influence for creators remains consumption and the society in which we operate is transforming with social networks. Brands are taking the lead, also in the world of champagne, as this study shows. The goal is to change the public’s perception of champagne while respecting the Evin law. Communicating about champagne by using influencers must be done according to the rules of the art. As an example that we reveal in this study, a content creator mentioning an alcoholic drink, such as champagne, must be of legal age and we recommend an audience of more than 70% of legal age as well. Health information is obviously mandatory and any failure could be detrimental to the brand and the creator. » – Guillaume Doki-Thonon, CEO and co-founder of Reech.
alcohol abuse is dangerous for your health if consumed in moderation
2023-09-29 09:32:48
#brand #champagne #cited #influencers #is..
