Most French advertisers say they'd rather work with someone they already know
A Kolsquare study reported by Blog du Modérateur in December 2025 found that 45% of French advertisers prefer to recontact influencers they've already worked with for long-term projects, rather than sourcing someone new for each campaign.
The pattern holds beyond France too
UK research from the IPA (Institute of Practitioners in Advertising), published in October 2025, found influencer marketing carries the highest long-term multiplier of any media channel measured in its influencer effectiveness study, a coefficient of 3.35, ahead of linear television at 3.27. A long-term collaboration lets a brand track a creator's performance over weeks or months instead of judging a single post in isolation, which changes what “success” looks like for both sides.
Audiences notice the difference between a fit and a transaction
A 2026 report from Maison de l'Influence describes a broader shift away from one-shot campaigns toward longer, more structured collaborations, driven in part by audiences who are more exposed to sponsored content than ever and who identify opportunistic partnerships quickly, particularly when a creator appears to discover a brand overnight with no clear connection to their usual content.
What makes a brand extend a one-off collaboration into a longer relationship?
Based on available industry research, the strongest signal is consistency over time, in publishing rhythm, visual identity, and fit with the brand, rather than the size of a single campaign's results. Brands increasingly track performance across multiple posts rather than judging one piece of content in isolation, which means a creator's reliability across several collaborations carries more weight than any single standout post.
What this means in practice
A single good campaign gets you noticed. What turns it into a longer relationship is largely outside the content itself: whether a brand can predict what working with you will look like the second, third, and tenth time. Reliability and a real match with the brand are what the data increasingly shows brands are optimizing for.
Sources
- Blog du Modérateur, “Marketing d'influence : pourquoi privilégier les collaborations de long terme” (Kolsquare, décembre 2025)
- Marketing Week, “Influencer marketing ROI ‘outperforms’ linear TV and paid social, study finds” (IPA, octobre 2025)
- Maison de l'Influence, “La fin des campagnes d'influence one shot” (2026)