Influencer marketing in Italy

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Statista Dossier on influencer marketing in Italy

This dossier presents data on influencer marketing in Italy. Aside from figures on the industry, the report contains rankings of influencers' accounts, as well as engagement rates of leading and rising Instagram influencers. A chapter is dedicated to the opinions of agencies and companies on campaign planning and relationship with influencers sponsoring brands, while the last part of the report offers a spotlight on the behavior of followers, including their purchase habits.

Table of contents

  • 1. Overview

    • Global influencer marketing value 2016-2021

    • Development of Instagram posts made by Italian influencers with brands 2021

    • Development of Instagram influencer marketing interactions in Italy 2021

    • Development of Instagram influencer marketing interactions per post in Italy 2021

  • 2. Budgets and costs

    • Change in B2C influencer marketing budgets in Europe 2021

    • Share of marketing budgets spent on influencer marketing Italy 2020

    • Average pay per post of influencers in Italy 2021, by platform

    • Annual cost of an FMCG influencer worldwide 2020, by country

  • 3. Doing business

    • Leading goals of B2C influencer marketing in Europe 2021

    • Leading challenges of B2C influencer marketing in Europe 2021

    • Objectives related to influencer marketing in Italy 2020

    • Leading industries in sponsored content transparency in Italy 2020

    • FMCG sales increase due to influencer marketing worldwide 2020, by country

    • Number of incidents with FMCG influencers worldwide 2020, by country

  • 4. Market leaders

    • Most popular Italian influencers on Instagram 2021

    • Most mentioned brands on Italian-language Instagram worldwide 2021

    • Highest-paid Italian fashion influencers on Instagram in March 2021

    • Most followed Italian Olympics athletes on Instagram 2021

    • Leading TikTok creators in Italy H1 2021, by number of video views

    • Most-followed Italian-language TikTok creators for worldwide 2021

    • Leading Italian TikTok creators 2021, by number of followers

    • Leading Italian YouTube channels 2021, by subscribers

    • Number of posts by Italian influencers on diversity & social inclusion 2019-2020

  • 5. Consumer perspective

    • Reasons why Italians follow influencers 2021

    • Frequency of consumers checking influencer profiles in Italy 2021

    • Influencer role in purchasing process in Italy 2021

    • Ad formats driving brand discovery of Gen Z in Italy 2021

    • Channels used by Gen Z to acquire brand information in Italy 2021

    • Influencer marketing effectiveness in Italy in February 2021

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