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Influencer marketing in Italy - Statistics & facts

Influencer marketing, the promotion of products or services through influential people on social media, is gaining momentum in Italy. Influencer marketing spending in Europe’s fourth largest economy is projected to amount to 272 million euros in 2021, marking a 12 percent increase from the previous year. In spring 2021, the number of Instagram posts made by Italian influencers in collaboration with brands added up to well over 20,000. Italian companies have been allocating shares of their budget towards influencer marketing, driven by the objective of raising brand awareness. Italy’s influencer marketing upswing is also reflected in the annual cost of a fast-moving consumer goods (FMCG) influencer in the country: some 30,000 U.S. dollars in 2020, more than double the cost of one in the United States and almost one third more than the global average.

Market leaders

Instagram was the social media channel that paid celebrity influencers the most in Italy, with an average remuneration of between 15 and 16 thousand euros per post. Given Italy’s penchant for all things style and beauty, it comes as no surprise that fashion influencer Chiara Ferragni has been raking in over 50 thousand euros per Instagram post. Fashion companies working with Ferragni have seen their stocks surge as soon as their connection with the 34-year-old was made public, as was the case with eyewear brand Safilo and luxury footwear firm Tod’s, who saw a respective 14 and 12 percent rise in shares thanks to the so-called “Ferragni effect.” As far as sheer number of followers is concerned, Senegalese-born Khabane “Khaby” Lame is the undisputed Italian leader of influencers, with almost 25 million fans on Instagram alone. The 21-year-old is also the leading Italian influencer on TikTok, with more than 75 million followers as of June 2021 – the second highest in the world after U.S. influencer Charli D’Amelio. Lame’s not being an Italian citizen despite growing up near Turin has also sparked conversations about Italy’s citizenship and immigration laws. This occurred as posts made by Italian influencers on diversity and social inclusion increased by 35 percent between 2019 and 2020.

Consumer perspective and transparency

The Italian audience is becoming increasingly receptive to the role of influencers in their purchasing choices, with more than one in three surveyed consumers checking influencer profiles on social media every day. One in three Italians also stated they hold influencer purchasing advice in great consideration. Fashion was found to be the most transparent industry regarding sponsored social media content in Italy, amid increased global scrutiny on the disclosure of paid content.

Interesting statistics

In the following 5 chapters, you will quickly find the 30 most important statistics relating to "Influencer marketing in Italy".

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