The all-in-one website building platform Squarespace is officially coming to France. And while there is still no physical headquarters on French soil, while the company has existed for twenty years in the United States, France is of interest to Squarespace. Especially in recent years.
Head of Business Development in France, Julie Zabinski, herself currently based in Amsterdam, indicates that almost one million companies were created in France in 2021! Indeed, an INSEE study confirms this “new record with 995,900 creations, or 17% more than in 2020″…
Large micro-enterprises
The share of sole proprietorships in all these creations, again according to INSEE, amounts to almost 73%. And among these, 641,500 new micro-enterprises landed in 2021!
Many potential customers for Squarespace, which has announced 4.2 million paid subscriptions worldwide.
Squarespace is no longer just the platform for creating beautiful websites with its multiple templates to be built without knowing, theoretically, any code and which was mainly aimed at artists and other content creators, from graphic designers to photographers, eager to exhibit their works .
Since its creation in 2003, Squarespace has transformed to become a full-fledged e-commerce platform, competing with Shopify or Wix, offering its subscribers various tools, from the payment system to the promotion of their sites (such as marketing via e-mail).
The company caters to musicians, photographers, teachers of yoga (a popular practice), and other freelancers and service providers. Including the chefs and restaurateurs that Squarespace turns to Tock, an online reservation system purchased in 2021.
Immersed in marketing
To describe the actions that Squarespace intends to carry out in France, the international marketing director Danielle Chadha, is cash: “We will use our marketing dollars to promote some of our customers, to highlight their stories. And this to inspire other members, encourage them to imitate them, to start their own business. In my opinion, this is the best way to spend our money. »
So Squarespace started partnerships with several ambassadors in France. Héloïse Brion, aka MissMaggiesKitchen, cookbook author and culinary decoration specialist, as well as sisters Emilie and Virginie, artist curators, event planners and founders of the Klin d’oeil store, have become partners of Squarespace. Platform that they have been using for years for their promotion, the sale of their products and services.
The focus on the new generation
Among the artists that Squarespace has begun tending its canvas to is color artist Nathanaël Koffi, who already collaborates with well-known brands such as Adidas and Maison Kutsiné. “We are going to promote his site, explains Danielle Chadha, helping him to set up his exhibition. It is a different way to promote than advertising on YouTube.
What Squarespace is already doing, by the way, with YouTubers. One of them is the Canadian photographer and videographer Peter McKinnon, brand ambassador for several years: he has 3.2 million and almost 6 million subscribers on Instagram and YouTube. And, according to Danielle Chadha, these social networks, far from being competitors, are, on the contrary, an opportunity for Squarespace. In particular in France where the target of his latest communication campaign is aimed at new content creators.
“We see that their age is decreasing. Content creators make less money on social media. And what do you do after Instagram? You are creating a business and therefore you need a website for this business. In France, and this is new, the number of businesses created by young people is growing. And we want to be part of their journey. And it’s no longer just a question of launching your own business but of making it grow, for example by adding service spaces reserved for paying members. And we’re here to help them monetize it. To see how many marketing dollars will turn into euros in the future!
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