Interview with Anaelle Antigny, Influencer Marketing Manager at La Fourche
Posted: Tue Jan 21, 2025 4:32 am
French start-up La Fourche has “community” written into its DNA. The online supermarket’s business model promises ever-lower prices for higher-quality, organic and responsibly sourced food in exchange for customer loyalty through a paid annual subscription. To raise awareness of the brand and recruit community members, the company relies on a vast network of influencers who communicate on its behalf. In this interview for Kolsquare, La Fourche’s influencer marketing manager Anaelle Antigny describes the brand’s influencer strategy and the challenges it faces in France’s increasingly mature influencer market.
What is the state of the influencer marketing environment in France?
Influencer marketing in France is becoming very mature; it is more professional and more brands are communicating through influencer marketing. Influencers are becoming more professional and those with smaller communities are more likely to be represented by agencies. Agents are starting to charge for content . A few years ago, this was not the case. More and more brands have discovered the advantages of influencer marketing to attract more customers, which means that the space is very saturated and it is harder to stand out.
It’s more complicated but also more interesting than it was a few years ago. While some brands could pull out their checkbook and basically say “Voilà, talk about us,” it’s now more important than ever to be relevant to influencers, to their community, and to legitimately represent their values . The second point is the need to be relevant in our content. There are a lot of brands; social media users are exposed to a lot of people saying a lot of things. In order not to get lost in the mass, we need to differentiate ourselves and make sure our message is heard.
What platforms and content formats are most relevant for La Fourche in the vp engineering email database current environment?
The safe bet remains Instagram, where we communicate a lot through stories . As we are still explaining the relatively new concept of La Fourche to our audience, the instant nature of stories fits this goal: a feed of posts offers less potential for direct storytelling and can go in multiple directions, while a story is much more concrete. Given the changes to the Instagram algorithm, we are also trying to follow the trend towards reels and video content.
I'm also a big proponent of YouTube. It really allows you to be relevant and get your most important messages across, because you can reach a more engaged community. When you watch a YouTube video, you really want to watch that video. This makes it more relevant and as a brand you have a better chance of reaching people and convincing them of your added value. A lot of people say that YouTube is dying, that the statistics are going down, I don't agree. If you choose a good community that your offer is relevant to, it can be very powerful and you will reach people who are much more attentive to your product. It can be riskier because it's more expensive than stories, but it lasts over time.
We are also constantly testing and trying new things. Right now, we would like to figure out the TikTok algorithm before we jump into YouTube Shorts – we have never tried to invest significantly in TikTok and I think it is time, even if there are still a lot of open questions, such as performance . If you want to do an image campaign, TikTok works well, but when you have an ROI approach and conversion goals, it is often not there.
How are you integrating
What is the state of the influencer marketing environment in France?
Influencer marketing in France is becoming very mature; it is more professional and more brands are communicating through influencer marketing. Influencers are becoming more professional and those with smaller communities are more likely to be represented by agencies. Agents are starting to charge for content . A few years ago, this was not the case. More and more brands have discovered the advantages of influencer marketing to attract more customers, which means that the space is very saturated and it is harder to stand out.
It’s more complicated but also more interesting than it was a few years ago. While some brands could pull out their checkbook and basically say “Voilà, talk about us,” it’s now more important than ever to be relevant to influencers, to their community, and to legitimately represent their values . The second point is the need to be relevant in our content. There are a lot of brands; social media users are exposed to a lot of people saying a lot of things. In order not to get lost in the mass, we need to differentiate ourselves and make sure our message is heard.
What platforms and content formats are most relevant for La Fourche in the vp engineering email database current environment?
The safe bet remains Instagram, where we communicate a lot through stories . As we are still explaining the relatively new concept of La Fourche to our audience, the instant nature of stories fits this goal: a feed of posts offers less potential for direct storytelling and can go in multiple directions, while a story is much more concrete. Given the changes to the Instagram algorithm, we are also trying to follow the trend towards reels and video content.
I'm also a big proponent of YouTube. It really allows you to be relevant and get your most important messages across, because you can reach a more engaged community. When you watch a YouTube video, you really want to watch that video. This makes it more relevant and as a brand you have a better chance of reaching people and convincing them of your added value. A lot of people say that YouTube is dying, that the statistics are going down, I don't agree. If you choose a good community that your offer is relevant to, it can be very powerful and you will reach people who are much more attentive to your product. It can be riskier because it's more expensive than stories, but it lasts over time.
We are also constantly testing and trying new things. Right now, we would like to figure out the TikTok algorithm before we jump into YouTube Shorts – we have never tried to invest significantly in TikTok and I think it is time, even if there are still a lot of open questions, such as performance . If you want to do an image campaign, TikTok works well, but when you have an ROI approach and conversion goals, it is often not there.
How are you integrating