Italy: influencer marketing spending among companies 2019

In 2019, Italian multinationals investing in influencer marketing spent on average 120 thousand euros in continuative campaigns, while they allocated 61 thousand euros for one shot initiatives. Additionally, small and medium sized companies reported an average expenditure of 61 thousand euros for continuative campaigns and 30 thousand euros for single marketing actions.

Budget allocated for influencer marketing by Italian companies in 2019, by type of company and campaign

Characteristic	One shot initiative	Full campaign
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Release date

November 2019

More information

Region

Italy

Survey time period

August to October 2019

Number of respondents

200 respondents

Special properties

companies running influence marketing campaigns

Supplementary notes

The respondents were professionals in marketing and product marketing, digital PRs, social media managers, as well as top managers of companies from various sectors operating mainly at a national level.
Furthermore, the panel was composed as follows:
Small and medium enterprises (51%)
Multinationals (39%)
Start-ups (7%) No profit organizations (3%)

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