After mountaineering by climbing Everest (340,000 spectators in theaters and 37 million views on YouTube), YouTuber Inoxtag is tackling publishing. His first manga “Instinct” was published by Michel Lafon. It was printed in 300,000 copies. The manga has not yet been released but it is already number one in sales on Amazon and FNAC.
Derivative products
A book accompanied by a host of derivative products: a collector's box, stickers, a series of clothes in partnership with a ready-to-wear chain. This manga calls for others, Inoxtag hopes to produce a series. And he is not the first influencer to write a book: Lena Situations, for example, has sold more than 400,000 copies of her personal development manual.
More as the ActuaLitté site reminds usbeing an influencer with a large community is not always synonymous with success in bookstores. Paola Locatelli, 1.9 million followers on Instagram, sold 353 copies of her book “The committed heart! Be young & contribute to a better world”.
Diversify your activities to ensure income
Many content creators are going into business. Like the streamer Michou, with his restaurant, MisterV and his pizzas, the clothing brand of Enjoy Phoenix and the flavored matcha brand of Andie Ella. There are several dozen examples. The objective, explains Emilie Le Guiniec, co-founder of the influencer agency Digital Brand Maker, is to escape dependence on platforms and its advertising revenue: “Tomorrow, if the audience gets tired of you or the advertisers find that you are no longer “bankable” as they say, you can lose your income. There is the objective of not putting all your eggs in the same basket and diversify its income.”
Influencers rely on their community, their fan base to help with launches. “The value of a content creator is very much in the numbers, like the size of their audience but not only that. Have people watched their content? How many times? Do they shared? What they thought about it?”adds the co-author of the book “Influencers, a daily life under algorithm” and also the president of the ethics committee of Umic, the federation of the influence sector.
Emilie Le Guiniec recalls the extent to which content creators are dependent on their audience: “These are people constantly subject to the judgment of their audiences. This is translated into statistics and that is what makes them valuable. It's unclear how the algorithm works, it's the mathematical formula that decides what you watch. The creator is not in control.”
According to a study by the Reech agency relayed by Les Echos85% of influencers estimate they earn less than a minimum wage per month thanks to income from social networks. “While only 11% declared earning more than €10,000 per year in our 2021 study, there are 25% today”we can read in the report.
