We’ve almost run out of words extolling the virtues of living and working in France. But for a lucky few, living in France isn’t just about enjoying the lifestyle; it’s also an opportunity to build a personal brand, and turn their expat experiences into a thriving business.
Social media has given rise to a wave of expat influencers in France who share their journeys, insights, and tips with engaged audiences. Here are just a few of our favourites that show the many highs and handful of lows of life in France—and prove that it’s possible to be a successful expat influencer.
Our favourite expat influencers in France
1. Jay Swanson (YouTube, Instagram)
A long-time Paris resident, Jay Swanson is one of the best-known expat YouTubers in France, and for good reason. His content isn’t just well-produced, it’s also imaginative and informative, including everything from Paris’ hidden gems, to crime and scammers, to the wonders of a French McDonalds.
Jay’s background in storytelling and photography comes across in his videos, which are extremely watchable no matter the subject. He also had a unique view on Paris when experiencing it during the Covid lockdowns, as he documents in the fascinating and occasionally harrowing video below!
Watch: "My Tiny Parisian Apartment - Life in 140 square feet (13m) - in quarantine [Paris Apartment Tour]" - YouTube
2. Not Even French (YouTube, Instagram)
Once among the best-known French expat YouTube channels, Not Even French is now sadly defunct, as its subject has moved out of Paris. However, in our opinion it remains a fantastic repository of expat knowledge, and an example for others to follow.
Host Jessica is a New Zealand native who shares her experiences adjusting to life in France. Her YouTube channel covers everything from cultural differences to language struggles in irreverent fashion, and isn’t afraid to broach tough or embarrassing subjects. It’s an honest and refreshing take on the expat experiences, which is doubtless why it connected with so many—and why it’s such a shame that she’s no longer active.
Watch: "Why French People Don't Get Fat: The REAL reasons!" - YouTube
3. This French Life (Instagram, YouTube)
This French Life is a channel we think deserves more love. Shannon Pratuch’s videos are a little bit of French ‘cottagecore’, providing a loving and homely look at everyday life in France. While covering the usual travel tips, This French Life’s best videos are about the practicalities of homemaking, from dinner ideas to gardening tips.
As well as being well edited and produced, This French Life’s videos are a unique blend of showcasing French expat life while also providing tips you can use at home, wherever you happen to be. Her latest series is about French-inspired meal ideas—all prepared with fresh ingredients in a gorgeous country kitchen.
Watch: "The Best French Butter Apple Cake You Will Ever Try!" - YouTube
4. Isabelle Bertolami (TikTok, Instagram)
An entrepreneur on two counts, Isabelle is the founder of skincare company Propre Baby as well as an expat influencer. Her hugely popular Instagram and TikTok accounts document life as an American mum in France, and the process of raising a child with her French husband.
Her content covers practical aspects of the expat experience like filing taxes, as well as the more glamorous aspects of French life. Food is a major focus, as are the cultural differences between France and the U.S.—building bridges at a time when we might need them.
Watch: "Mom Life in France" - Instagram
5. Tiffanie Davis (TikTok, YouTube, Instagram)
Originally from the U.S., Tiffanie Davis has built a strong social media presence around her unique experiences as a Black expat in Paris. Her content spans luxury lifestyle, apartment tours, and travel tips, making it primarily (but not entirely) aspirational.
Alongside the typical influencer fare, she also explores tough moments, whether that’s cultural faux pas’, starting again after 30, or having to suddenly move home. Although Tiffanie has also left Paris for now, she’s still active online, and her return visits to the city after years living there offer another unique angle on French life.
Watch: "I got KICKED OUT of my apartment in Paris! | Life abroad (the struggle)" - YouTube
How to start a business as an influencer in France
Being an influencer is a dream job for many, but it may not be something you’d considered if you already live in France, or even if you’re planning to move there. What the influencers above should show you is that it’s possible to make great content in an organic way that can evolve into a business—so long as you’re mindful of the following tips.
1. Find your niche
The most successful expat influencers have a clear niche, whether it’s city living, language learning, food, travel, or rural life. With many popular influencers living in Paris, showing a different side of France may be a great option if that fits your expat experience. Whatever you choose, it should be an area that excites you, and where you can provide unique value, insights, and plain old sights to your audience.
2. Choose your platform
While many influencers are active across multiple platforms, starting with just one or two can help you build a strong foundation. TikTok is great for quick, viral content, and its algorithm helps to discover and launch new talent.
YouTube allows for longer, more in-depth storytelling but is harder to stand out on, while Instagram is perfect for visually stunning snapshots of your life in France, and a great platform to share more personal moments.
3. Be consistent and authentic
Posting regularly and engaging with your audience is key. Sharing real-life experiences—the ups and downs of expat life, not just the picture-perfect moments—can help you to connect with people more easily, and find an audience in other expats looking for help and advice. Authenticity is always the key to social media success, and can overcome early production issues or missteps to help you grow a loyal following.
4. Monetise your content
Once you have an engaged audience, you can start to explore opportunities to monetise it. Sponsors may start to seek you out when you reach a certain number of followers or subscribers, but try to be choosy, and only select brand partnerships, affiliate schemes, or sponsored posts that you actually like, and which fit your ethos and audience.
Related article: Start Your Business in France in 8 Steps
Over time, you might even consider creating your own products like e-books or online courses to help other expats, or writing a book to recount your experiences in full. Platforms like YouTube and TikTok also offer direct monetisation opportunities through ad revenue and creator funds, providing an incentive to keep powering forwards in your influencer journey.
5. Understand the business side
If you plan to turn influencing into a full-time job in France, you’ll need to register as a self-employed professional (auto-entrepreneur) and make sure you comply with French tax regulations. You can read our post on the different types of French business structure here, or just get in touch for some help—don’t hesitate to reach out!
6. Build a community
One of the biggest advantages of being an influencer is the ability to connect with like-minded individuals. Engage with other expats, respond to comments, and collaborate with fellow influencers where you can. Building a strong community around your content not only improves engagement, but also increases opportunities for partnerships and collaborations, giving you a signal boost and some useful new connections (and perhaps even friends!).
7. Embrace French culture
Audiences love seeing influencers immerse themselves in local customs, whether it’s learning the language, trying French cuisine, or understanding the quirks of French bureaucracy. Expat content isn’t particularly interesting when it’s predominantly coming from your home, and doesn’t show any of the ‘real’ France. The more you embrace your surroundings and engage with people, the more relatable and engaging your content will be.
The rise of expat influencers in France shows that living abroad can be more than just a personal adventure—it can also be a career. Whether through YouTube, TikTok, or Instagram, there are endless ways to share your unique perspective on expat life in France, and build an engaged community that follows your expat journey.
If you’ve ever dreamed of turning your life in France into a thriving career, or starting a new one, there’s never been a better moment in time. France is an inspiring place with endless opportunities for social media content, as well as all kinds of other businesses and with the right approach, you too can turn your experiences into a sustainable business. If you do make the leap, let us know—we look forward to seeing what you come up with!
