FollowMe Paris 2025: Key Insights from Europe's First Influencer Event

On November 3-4, 2025, Les Années Folles was present at Palais Brongniart for the second edition of FollowMe Paris 2025, the European event dedicated to influencer marketing and content creation. Our CEO Julien Morisson participated in several strategic roundtables on the creator economy and B2B influencer marketing. Here's our take on two days packed with insights.

Here’s what you’ll find in this post:

• FollowMe Paris 2025: The Leading Event for Influence and Content Creation
• Julien Morisson on Stage: Our CEO's Key Interventions
• Our Key Takeaways for B2B Influencer Marketing

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FollowMe Paris 2025: The Leading Event for Influence and Content Creation

What is FollowMe?

FollowMe Paris 2025 established itself as the first European event entirely dedicated to influencer marketing and digital content creation. Held on November 3-4, 2025, this groundbreaking event brought together over 3,500 professionals from across Europe: brands, content creators, specialized agencies, and social media platforms. With inspiring conferences, strategic roundtables, and networking sessions, FollowMe Paris 2025 laid the foundation for an unmissable annual gathering for all players in the influence ecosystem. Topics covered the full spectrum of modern influence: creator monetization, mental health in the creator economy, employee generated content (EGC), and new forms of collaboration between brands and influencers.

Les Années Folles, Pioneering B2B Influencer Marketing Agency on LinkedIn

For Les Années Folles, the first B2B influencer marketing agency in France and the UK, participating in FollowMe Paris 2025 was a strategic no-brainer. Our unique positioning places us at the intersection of digital influence and B2B marketing on LinkedIn. While the event primarily gathered B2C influencer marketing players from Instagram, TikTok, and YouTube, our presence helped represent and champion B2B influence, a rapidly growing sector that remains underrepresented at major industry events.

Our mission? Connecting B2B decision-makers with the thought leaders who truly matter in their industries. FollowMe Paris 2025 was the perfect opportunity to share this vision and exchange with other influence professionals about the challenges and opportunities common to all segments of our industry.

Julien Morisson on Stage: Our CEO's Key Interventions

"Podcast and Monetization": The New Era of the Creator Economy

How are creators diversifying their revenue streams today? This was the central question of this session on the explosion of podcasts. As the speakers highlighted, what has evolved most in the creator economy isn't the platforms or formats, but the creators themselves. Today, influencers have become genuine personal brands, complete entrepreneurs diversifying their activities: podcasters, authors, project producers, event organizers.

Podcasting fits perfectly into this diversification dynamic. Where social media prioritizes content "snacking," podcasts embody deep engagement and authentic connection. As Anna RVR pointed out: "Social media is a way to kill time. Podcasts are about taking time." A shared observation: we're witnessing a return to long-form content. This trend particularly holds true on LinkedIn, where B2B content formats that perform best offer real value and in-depth thinking.

The most striking example shared was about Anna RVR, who exemplifies this new generation of creator entrepreneurs. Building on her mental health podcast's success, she created a live event sponsored by Maybelline. The result? Sold out in 7 minutes. This case demonstrates that when authenticity and value alignment are present, creators generate spectacular results. As Evan noted: "Brands integrate into content that's already thought through, and creators carry the brand's voice because they genuinely like it." This approach resonates with our method at Les Années Folles, where we prioritize authentic collaborations over purely transactional partnerships.

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"Mental Health for Creators": A Critical Issue

Why is it so difficult for creators to disconnect? This crucial session explored creator mental health. As Benedetta perfectly summarized: "Creators' content is deeply intertwined with their identity, making it very difficult for them to step back." When your personality becomes your product, how do you disconnect when your audience expects constant presence? Clément, a creator at the roundtable, testified: "I sometimes feel measured by the likes I get, and it's hard when metrics affect me personally."

A particularly concerning point: many creators start their activity very young, sometimes as early as 14. At an age when identity is still forming, they must handle public exposure, negative comments, and algorithmic pressure. Martin, who works with numerous American creators, shared three main causes of burnout: the need to constantly create to stay visible against algorithms, the inability to disconnect when the line between personal life and content blurs, and metrics pressure that becomes a measure of personal worth. Our guide on mistakes to avoid addresses the importance of respecting creators' natural rhythm.

At Les Années Folles, this issue particularly resonates with us. In our work with B2B influencers on LinkedIn, we always maintain a healthy balance between performance and wellbeing through realistic calendars and editorial support that eases mental load.

Qonto Conference on EGC: Employee Generated Content, the New Marketing Frontier

The third major intervention was a Qonto conference on Employee Generated Content (EGC), content created by a company's employees. This strategy proves particularly effective: natural authenticity, reduced cost, and better engagement than institutional content. For B2B companies, EGC represents an exceptional opportunity to strengthen their employer brand while developing their visibility.

Qonto, a European neobank with 1,600 employees based in Barcelona, shared their methodology. To start EGC: define a clear strategy, onboard the team by briefing them on what they're comfortable doing, then test and learn. Key success factors identified: voluntary basis (employees must be comfortable), teamwork of 1-4 people, efficiency with quick briefings, and authenticity while having fun.

The results presented are impressive: 5x viewing time, +420% organic impressions, +1.1K interactions, less than 1% negative comments, and only 45 minutes on average to produce a video. EGC now represents 30% of Qonto's content on Instagram and TikTok. Particularly interesting for us: Qonto is now deploying their strategy on LinkedIn, training C-level members. Posts are sponsored with a budget growing from €2,000 in 2025 to €30,000 in 2026. To dive deeper into this topic, check out our ebook on influencer marketing.

Our Key Takeaways for B2B Influencer Marketing

The Accelerating Professionalization of the Creator Economy

The major takeaway from FollowMe Paris 2025 is the spectacular acceleration of creator professionalization. We're no longer talking about individuals who post occasionally, but genuine entrepreneurs who structure their activity and build powerful personal brands. This evolution transforms how brands must approach collaborations: creators expect long-term strategic partnerships, not one-off campaigns.

This professionalization is even more pronounced in the B2B LinkedIn universe. The B2B influencers we work with are recognized experts, thought leaders who publish quality content and build their personal branding rigorously. For B2B brands, this means working with a specialized agency that understands these dynamics and knows how to effectively measure campaigns.

Mental Health: A Central Topic for Our Industry

The roundtable on mental health particularly resonated with our values. In a sector where performance pressure can be intense, caring for creators' wellbeing isn't a luxury but a necessity. This issue is equally present in the B2B universe: LinkedIn thought leaders face the same challenges of algorithmic pressure and public exposure.

At Les Années Folles, we've chosen a respectful and sustainable approach: realistic calendars, editorial support, rigorous collaboration selection for value alignment, constant dialogue to ensure wellbeing, and complete transparency. Our comprehensive 2025 guide details this support philosophy.

EGC: A Strategic Opportunity for Our B2B Clients

Qonto's presentation confirmed our conviction: EGC represents a major opportunity for B2B companies. In an environment where authenticity has become essential, employees are the best ambassadors. They naturally embody brand values and benefit from immediate credibility. To integrate EGC: identify comfortable volunteers, train them on LinkedIn best practices, define aligned topics, create a coherent editorial framework, and measure to optimize.

EGC and external B2B influence are complementary. EGC brings internal authenticity, external influence brings reach and access to new audiences. This dual strategy is powerful for attracting top talent. Check out our case studies to see how we deploy these strategies.

We're currently developing a dedicated EGC offering to support our B2B clients on LinkedIn. Our expertise allows us to provide a proven methodology, editorial support, LinkedIn expertise to maximize reach, and relevant KPIs. To learn more, check out our influencer marketing podcast where we share our insights.

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FollowMe Paris 2025 was a rich and inspiring experience. These two days reinforced our vision: influencer marketing requires professionalism, ethics, and constant innovation. We're proud to have participated in this event and to have shared our B2B influencer marketing expertise on LinkedIn. See you at FollowMe Paris 2026!

Want to develop your B2B influence strategy or explore EGC? Discover our free resources or contact our team.