The keys to successful influencer marketing – interview
Interview with Gwarlann DE KERVILER, author of a new book (published in French) on successful influencer marketing — how to get brands, influencers, and communities to collaborate on social media (Editions Dunod).
09/19/2025
4 min
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In the age of social media, influence has taken on unprecedented importance in communication strategies. Whether used to promote a brand, a person, or a cause, influence has become a medium in its own right. In her new book (which is supported by numerous testimonials from professionals and content creators, case studies, and practical tools), Professor Gwarlann DE KERVILER provides managers, marketers, and entrepreneurs with keys to understanding and appropriating the mechanisms of influencer marketing in order to design, structure, and manage effective campaigns. In this interview, she presents her new publication and her passion for this subject…
Why did you decide to write this book?
Gwarlann DE KERVILER: Firstly, it is essential to dismantle certain clichés about influence. It is often believed that influencer marketing boils down to posting a photo of yourself showing a product in exchange for payment.
In reality, influencers are not simply advertising billboards: to break through, they must be original creators, persistent strategists who understand how algorithms work and know how to meet brands’ expectations, and finally, the leaders of a demanding community.
Furthermore, brands do not approach influencer marketing in a random manner. They take a very structured approach if they want to be effective. Brands must choose their influencers carefully, give them a framework without stifling their creativity, and define the right tools for tracking performance.
Finally, internet users behave thoughtfully and have very specific motivations when they follow an influencer, whether it’s to keep up with the latest trends, stay informed, be entertained, take advantage of offers, or even break out of loneliness.
Where does your interest and passion for influencer marketing come from?
Gwarlann DE KERVILER: I have been researching influencer marketing for a long time. I wrote an article that is one of the most cited in my field. I have given conferences and been interviewed by many media on the topic of influence.
Influencers, sometimes also referred to as “content creators” on social media, occupy a central position as key intermediaries between brands and their audiences.
I am particularly interested in the perspective of influencers and how some of them manage to break through in sectors which have strong competition and a saturated media environment.
It is fascinating to get a better understanding of how and why certain individuals manage to “make themselves heard”. Dissemination does not automatically mean that someone will attract an audience. Indeed, while it is easy for anyone to disseminate an audio message, text, or video on a platform, it is much more difficult to make oneself heard. The difference is that the audience has to be shaped. When a journalist writes in a newspaper, there is already a readership ready to listen to their point of view. Conversely, an influencer must generate interest on their own to make people want to follow them. So, anyone can speak out, but everyone also risks speaking without being heard.
Influence stems from the ability to be noticed, to have a voice that carries weight, and to forge lasting and authentic links with a community. When you speak out on the internet, you need to grow your audience, create your own showcase on your website or platform, and offer content that is interesting and engaging enough for consumers to engage with.
Being a successful influencer therefore requires time, effort, perseverance, and a real strategy. According to the Awin group’s Creator Burnout 2024 study, conducted among content creators and influencers in Germany, France, Great Britain, and the United States, many content creators have already experienced symptoms of burnout or professional exhaustion.
I am also interested in the motivations that drive people to want to become influencers: the need for autonomy, competence, and social relationships, etc. Other motivations include financial incentives, the desire to share interests, or to gain recognition for a particular expertise. Many influencers are motivated by the desire to have a positive impact on society by sharing their experiences or advice. In addition, some influencers have started posting content they believe will be useful to others, on topics such as self-confidence, or exam preparations. For some influencers, another driving force is centered around the sense of belonging and social interactions they can have with their followers.
What are the main takeaways from your book for marketers or managers who want to optimize their efforts and win new customers?
Gwarlann DE KERVILER: Being an influencer is both difficult and precarious. Making a living as an influencer is a complex journey that requires both a strategic approach and perseverance. The strategy consists in particular of defining a unique positioning and a clear editorial line, then implementing actions to be visible and attract internet users with the aim of engaging in paid collaborations. Developing a community takes time and requires discipline in terms of publication frequency. In addition, content creators today must navigate between the demands of brands in terms of creativity, those of platforms in terms of algorithms, and those of their community in terms of ethics. The role of influencers often goes beyond that of simply relaying communication: they become true brand partners bringing creative added value, provided that a balanced, virtuous, and respectful relationship is established.
A brand that wants to succeed in its influencer marketing campaign must have a clear strategy to ensure that: the right profiles of influencers are chosen; a lasting relationship is built; and that the impact of the campaigns is measured. At the heart of this approach is the ability to balance brand control with the influencer’s creative freedom. It is also important to build a message that is sincere and consistent with the company’s identity, and to offer fair compensation in relation to the performance required.
Successful influencer marketing—how to get brands, influencers, and communities to collaborate on social media (Réussir son marketing d’influence – comment faire collaborer marques, influenceurs et communautés sur les réseaux sociaux ) by Gwarlann DE KERVILER (will be published in French in September by Editions Dunod)
