Lyon's social networks shine with the diversity and audacity of their talent. Whether it's fashion, gastronomy, sport, high-tech or lifestyle, the metropolis cultivates a breeding ground of influencers that fascinate far beyond the Rhône. Some are building veritable digital empires, while others inspire with their authenticity and creativity. All, however, perfectly embody the French influence revival, combining a sense of storytelling, community involvement and entrepreneurial vision.
At a time when collaborations between brands and designers are becoming more and more professional, understanding the Lyon scene is becoming a real strategic asset for any marketing campaign. influencer marketing. Which profiles attract the most attention? On which networks do they build their success? And by what criteria do they make their mark on the national or even international scene? Let's decipher this unique panorama, where every voice, every visual, every project reinvents notoriety.
Dynamic panorama of Lyon's most-followed influencers
Lyon, with its strong traditions, cultural openness and modernity, has seen the emergence of a generation of influencers capable of flying the local flag. Several of these outstanding figures have made their mark across the board, racking up millions of subscribers and diversifying their content to reach a wide audience, from high-tech enthusiasts to fusion cuisine aficionados.
In a context where the need for transparency, creativity and proximity has never been greater, the Lyon scene offers a mosaic of profiles. This diversity is the reflection of an intergenerational ecosystem: while Millennials and Generation Z are still very much in evidence, creators of different ages and backgrounds are breathing vitality into the local landscape.
Here is a detailed overview of the region's major influencers, illustrating the variety of themes explored:
- Brice (@Poisson Fécond) A leader in educational entertainment, he brings humor, science and culture to life on YouTube, Instagram and TikTok.
- Johan Lelièvre (@Jojol) A high-tech enthusiast, he shares his analyses and discoveries, captivating lovers of travel and innovation.
- Yoanna (@Yoanna Freestyle) An inspiring sportswoman, the rare woman in the freestyle world to make her mark in a very masculine discipline.
- Logan (@Logfive) A comedian, entrepreneur and scriptwriter, he is the embodiment of recent changes in the industry.
- Johan Papz A key figure in fashion and lifestyle, he has a unique ability to unite people around topical issues.
- Illan (@illancto) A product of reality TV, he knows how to mobilize a massive community around sports, travel and entertainment.
- Marine (@MarineLB) From lifestyle to authenticity, this designer explores the boundary between social networks and personal experience.
- Habiba (@habiba_cooks) The culinary passion, a bridge between cultures, with a loyal, gourmet audience.
- Esile (@esileheb) Journey, introspection and feminine resilience, with a strong emotional imprint.
- Olympique Lyonnais (@ol) more than just a soccer club, it's a brand with millions of followers that federates an entire city.
This plurality of styles, subjects and positions provides brands with a range of strategic choices, compatible with both mass influence and the precise targeting of micro-communities. To appreciate the diversity and impact of Lyon's influencers, we need to examine their performance through key indicators.
| Influencer | Main platforms | Cumulative followers | Main focus | Credibility score |
|---|---|---|---|---|
| Fecund fish | YouTube, Instagram, TikTok, Facebook | 4,82M | Culture and humor | 85/100 |
| Jojol | YouTube, TikTok, Instagram, Facebook | 4,67M | High-tech, travel | 82/100 |
| Yoanna | TikTok, Instagram, Facebook, YouTube | 4,51M | Freestyle, sport | 74/100 |
| Logfive | Instagram, TikTok | 4,31M | Humor, lifestyle | 92/100 |
| MarineLB | YouTube, Instagram, TikTok | 1,53M | Lifestyle, beauty | 89/100 |
| Johan Papz | Instagram, YouTube, TikTok | 3,67M | Fashion, lifestyle | 83/100 |
* The credibility score, the central concept of the Kolsquare rankingmeasures the reliability and authenticity of each influencer's community.
Beyond the numbers, these content creators value a multi-dimensional commitment, forging strong links between the Lyon scene and audiences beyond its borders. This local anchoring, combined with an international vision, is today a key factor in the influence of Lyon's influencers.
Lyon's influence, a strategic lever for brands in 2025
The rise of influencers in Lyon is no coincidence. Their ability to create media value (Earned Media Value), generate higher-than-average engagement rates and specialize in niches that have hitherto had little visibility, is fertile ground for ambitious brands. To develop effective campaigns, it's essential to know the difference between micro-influence and macro-influenceand the winning strategies observed locally.
- Associate your brand with a credible designer who is close to his community (the micro-influencer), to build trust and generate quality conversions.
- Rely on KOLs (Key Opinion Leaders) with a massive audience to boost awareness and rapid amplification of viral content, such as Logfive or Fecund Fish.
- Adopt an appropriate contact plan: professional email, personalized DMs, specialized agencies or platforms such as Value Your Network.
According to the latest trends in the sectorThe ideal mix often involves integrating designers with both a targeted and a massive audience. Collaborations must be based on shared values and a long-term vision, guaranteeing the credibility of the message.
This hybrid model applies particularly well in Lyon, where influencers are rooted in the life of their communities, while maintaining a national stature. The result is a dual advantage for advertisers: capturing the attention of locals while benefiting from a global reach.
Lyon's dynamism in content creation is not just a fad, but a constantly evolving process, influenced by the growing expectations of its audiences.
Analysis of the styles, impact and strategies of Lyon's 10 influencers
Behind each emblematic profile of the Lyon scene lie rigorously thought-out content strategies and unique positioning. The balance between authenticity, storytelling and adaptation to platform codes makes all the difference in their performances and collaborations.
The differentiated engagement model embodied by creators like MarineLB or Esile translates into a deliberate closeness with their audience. The diversity of subjects covered - anxiety, introspective journeys, everyday cooking - enables them to forge an emotional bond, strengthening the loyalty of their communities.
At the other end of the spectrum, profiles such as those held by Olympique Lyonnais or Illan deploy "mass market" strategies, aiming to quickly achieve high visibility to reinforce brand image or boost a sporting event.
- Unfiltered storytelling: MarineLB, with its "daily routine" sessions and anxiety sharing, normalizes vulnerability and creates constructive discussion between peers.
- Culinary creativity : @habiba_cooks emancipates traditional cuisine on TikTok and Instagram, fleshing out her content with multicultural recipes and regular exchanges with her followers.
- Performance & commitment : Yoanna uses the power of the female example in freestyle, motivating young and old alike to take up the sport in a different way.
| Influencer | Content type | Engagement rate (main platform) | Earned media value (EMV, per post) | Partnership example |
|---|---|---|---|---|
| Fecund fish | Educational video, humor | 4.68 % (Instagram post) | 9,68 K € | @boku.hello |
| Yoanna Freestyle | Sport, motivation | 0.86 % (Instagram post) | 6,35 K € | @parceltinyhouse |
| Habiba Cooks | Recipes, food lifestyle | 2.00 % (Instagram reels) | 12,36 K € | @emmasleep_en |
| Logfive | Humor, sketches | 16.56 % (Instagram reels) | 222,84 K € | @womanizerglobal |
| MarineLB | Lifestyle, daily routine | 12.11 % (Instagram post) | 42,8 K € | @tinderen |
It is interesting to note that the brand strategy gains from this hybrid model: macro-influence for rapid dissemination, micro-influence for trust and conversion. The audience is no longer seen simply as quantitative data, but as a community to be fully engaged.
The range of formats (reels, stories, posts, long videos) is adapted according to the platform and the message to be conveyed. When well-defined and anchored in the influencer's universe, partnered campaigns quickly generate a significant return on investment. visible return on investment in the field.
This constant repositioning, between experimentation and strategic intelligence, is encouraging more and more companies to invest in the Lyon scene. Successful collaborations are often the fruit of close dialogue, co-creation and shared values.
Ranking, methods and analysis tools: stories of successful campaigns
To select a Lyon-based influencer wisely, it's crucial to adopt a methodical approach. Analysis of statistics (engagement rate, reach, credibility, EMV) via platforms such as Kolsquare allows you to make reliable choices and anticipate campaign results.
- Identify the dominant focus to ensure partnership coherence.
- Analysis of audience location to optimize geographic impact.
- Regular performance monitoring to quickly adjust strategy if necessary.
Collaborations with Lyonnais influencers offer brands a powerful lever for growth, provided that they are part of a logic of "partnership".solid framework and authenticity.
The richness and inventiveness of Lyon's profiles call for a thorough rethinking of the keys to success on Instagram, TikTok or YouTube. The local scene is emerging as an open-air laboratory for tomorrow's influence.
Challenges, innovations and prospects: the future of Lyon's influence
The strength of Lyon's scene is not limited to its spectacular figures or the originality of its content. It's rooted in a capacity to constantly adapt to digital transformations, new uses and changing community expectations. In 2025, several issues will shape the future of influencers in Lyon.
The first challenge concernsethics and authenticity. Audiences are more mature and informed, demanding transparent content, honest partnerships and a sincere relationship with the brand. The scandals that have marred the influencer sector in France in recent years have only accelerated this transformation.
Furthermore, the multiplication of platforms (Instagram, TikTok, YouTube, X or Facebook) requires constant editorial agility. Some opt for specialization (e.g. TikTok for cooking, Instagram for fashion), while others favor diversification, building their success on the complementarity and creative recycling of formats.
Finally, the rise of social selling, location-based campaigns and thethe rise of nano-influencers enriches Lyon's strategies and multiplies opportunities for young designers eager to make their mark.
- Emergence of hybrid profiles (creators-entrepreneurs), capable of launching their own brand, like Logan (@Logfive) and its derivative products.
- Development of awareness campaigns and citizen initiatives on the networks by figures such as Yoanna and Olympique Lyonnais.
- Introduction of new analysis tools to monitor performance in real time and automate certain tasks (audits, reporting, competitive intelligence).
| Challenge or innovation | An example from Lyon | Measured impact |
|---|---|---|
| Fighting misinformation | Fecund fish | Increase in customer loyalty (+4 %) |
| Women in sport | Yoanna Freestyle | Increase in engine partnerships (+30 %) |
| Transition to entrepreneurship | Logfive | Development of an own brand |
This ability to anticipate and meet challenges is the hallmark of Lyon's influencers. Their initiatives influence not only local consumption, but also the image that France wishes to export to the digital world.
Pioneering measures such as collaboration guidelines and training in digital ethics are regularly put forward by specialized agencies and platforms. The aim is to build lasting trust, providing security for designers and brands alike.
All in all, the Lyon scene has established itself as one of France's most innovative influence laboratories, weaving unprecedented alliances between creativity, business and social responsibility.
The opportunities available to those wishing to join this dynamic network are numerous, whether it's to build a brand, carry a message, or unite an audience around shared values. This dynamism heralds an era where every interaction counts, and where personalization and transparency are becoming the new industry standards.
FAQ - Lyon's key influencers: frequently asked questions
- How do I contact an influencer in Lyon for a collaboration?
Professional contact details (email, agent or form) generally appear in the Instagram account bio or via tools like Linktree. A personalized message or the use of an intermediation platform secures contact. - How much does a campaign with an influencer in the Lyon area cost?
Rates depend on community size, engagement rate, content type and usage rights. Collaborations with major figures can run into the tens of thousands of euros, but there are also affordable options with micro-influencers. - Why focus on Lyon's ecosystem for a strategy of influence in 2025?
Lyon combines national influence with local roots, fostering innovation, creativity and commitment. Lyon's influencers make it possible to combine rapid adaptation to trends with deep-rooted community relations. - What indicators should be tracked to measure campaign performance?
Key KPIs include engagement ratethe estimated rangethe earned media value (EMV) and the credibility score. Specialized automated tools are increasingly used to refine tracking. - Where can I find up-to-date lists of Lyonnais influencers?
Several specialized platforms, including ValueYourNetworkoffer regularly updated directories, including performance indicators and contact tools.