2023-07-07 13:55:49
Make ends meet with your social networks even if you’re not an influencer? It’s possible with Skwad, the application that supplements the end of the month of its users in return for a few stories. Meeting with Pierre Adrien Giroguy, the man who created purchasing power thanks to social networks.
In recent times, influence has been at the heart of discussions and the media (JDD forum). How do you feel regarding these questions?
It was indeed necessary to take stock of the situation and anticipate what the next few years of our businesses will be like. This forum was awkward and was aimed much more at professionals in the sector than at the French population. But yes there is a need for regulation, yes it involves agencies, brands and content creators. We must also take into account that we are in a relatively young market and where there are still many things to understand. There is a whole bond of trust to be rebuilt following the excesses of recent years. But we are convinced that this will pass by putting the actor/consumer back at the heart of these questions. From the start of the project, we had chosen to apply this regulation to our participants, the nano and micro influencers, and in the end it didn’t change much for us.
You have a particularity, that of pay your users. This is all the more interesting given the context of inflation, but how does it actually work?
It was important to put people back at the heart of this influence. The personalization and authenticity of advice will always have more impact than simple .
We start from a double observation; The first “all work deserves pay”: the creators of SKWAD are ultra localized and relevant mini creators: they create content for brands and advertisers by sharing their experiences at the point of sale or when using the service.
The second being that with remuneration: the quality of the service is guaranteed: whether for the advertiser and for the creator!
When you talk regarding remuneration, what amounts are we talking regarding?
Remuneration at SKWAD fluctuates between 30 and 300 euros per month for a person regularly participating in campaigns (depending on their universe…): it is calculated on the impact generated for the advertiser: this is why everyone at their room with us!
Finally, isn’t it a return to the sources for the influence with the nano, the microphone, and the question of the entourage of trust and proximity?
That’s totally it, insofar as it’s almost like word of mouth. First fundamental thing: none of our users are forced to participate in an influence campaign. They are free to choose the things they will promote on their networks. Second thing: brands also understand that the question of territories is essential and that making the consumer an actor can be a great vector of ROI. And finally the word of a loved one always has more weight than an advertisement or a “Big influencer”.
If you had to synthesize Skwad in a single generation, rather, x, y, z, or millennials?
Today we can effectively consider that we are mainly addressing an 18/35-year-old target. Beyond that, our ambition is to eventually become a generational bridge. The next generations of retirees will be familiar with the digital world and the use of these social networks. They will have no problem sharing their advice on Insta!
What on the other hand is much more Gen Z than “boomer” is that today we have more the reflex to make additional income with applications for apartment rentals, carpooling or resale of clothing: and this habit will spread on social networks: spend more than 2 hours a day on the networks: why not make sure that it puts butter in the spinach!
Is this sector reliable?
What is reliable is us… the humans!
We have always paid attention to what our friends, our colleagues or our family likes, does or consumes… we observe a shift in product campaigns towards people, favoring values, authenticity and impact rather only the best, the cheapest and the most beautiful.
We naturally give more weight to the word of a loved one than to the brand directly.
With all that has happened passed at the level of the ministries and institutions, do you approve of the interest of the politicians on this subject?
It was a necessary step. There have been a lot of excesses, victims, waves of cyber harassment… The limit has largely been crossed and it was time that we finally rule on these issues. The priority being that the messages of the UMICC and the SCRP are really listened to and considered by the institutions and that this does not serve the buzz of short-term politicians.
Polska and Tootatis invited to Tpmp and BFMTV on the question of pension reform, is it a good idea?
We are not in a logic of buzz, so quite far from this typology of Big Influencers. On the other hand, we can only rebel once morest the derogatory remarks to which they may have been subjected.
Do you understand the criticism that influencers can elicit when they take positions on current issues?
Yes and it is legit. For almost ten years now, influencers have been influential precisely because they make their communities dream. And despite all the closeness and all the normality that they can show, in the collective imagination it remains unacceptable for a majority of French people to be given lessons by people who “do not exercise real professions to their senses.
Skwad is presented as a local solution for all French people but you still have a very marked action at local and regional level?
We come back to what I was telling you earlier, namely the desire of brands to strengthen their territorial anchoring. This is what constitutes the essence of our recent campaigns in particular. Go find the French where they are and therefore beyond the big cities. And the most fascinating thing regarding all of this is that it’s often big brands with national reach that often choose Skwad.
We offer them a unique possibility: mobilize thousands of “small” creators and ambassadors who will relay their message: we thus reduce the psychological distance between the brand and the end customer!
Hidden question, Lena situation as muse Skwad do you take or do you pass?
Lena is great, she doesn’t clash, always benevolent and very professional. However At SKWAD we address users like you and small but very close communities. We don’t think she gets anything out of it…but we’re always in need of a helping hand…Lena if you can hear us!
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