Influencer marketing rates in France rise 30%

A study by Matriochka Influences, analyzing over 600 contracts in France, reveals a 30% increase in the median price for influencer collaborations. The median cost rose from 4,000 euros in 2025 to 5,200 euros in the first half of 2026.

This price surge is primarily driven by micro-influencers (10,000 to 50,000 followers), whose median rates tripled from 1,000 to 3,000 euros. In contrast, the median rate for creators with over one million followers remained stable at approximately 13,000 euros. This shift has significantly narrowed the price gap between mega-influencers and micro-influencers.

The trend is attributed to changes in platform algorithms on services like Instagram and TikTok, which now prioritize content engagement and attention retention over total follower counts. Consequently, brands are increasingly viewing influencers as media entities capable of independent production and distribution rather than just access to a specific audience.