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The article reports that for a long time, lifestyle was the prerogative of influence as some content creators are doing well by positioning themselves in so-called "niche" segments. Topics include examines Jordan Perrigaud specialized in urbex and the paranormal since 2013, sectors that are a hit on social networks and he is present on the main platforms, although more followed and active on YouTube, where he has several subscribers.

The article report that media companies such as Parisians and GMC Media, are investing in live shopping, drawing on editorial expertise and their audiences. Topics include Brut and Carrefour announced the creation of a dedicated joint venture; and live shopping is a communication tool with advertising operations to promote the brand and publicize its Shopping Guide.