Influencer marketing in Italy - Statistics & facts
Influencer marketing - the promotion of products or services through influential people on social media - has established itself as a leading form of online marketing in Italy. Influencer marketing spending in Europe’s fourth largest economy amounted to an estimated 294 million euros in 2022, an eight percent increase from the previous year. At the end of 2022, the number of Instagram posts made by Italian influencers in collaboration with brands amounted to well over 20 thousand.
Marketers: wielding influencers to unlock new customers
Italian companies have been allocating increasing shares of their budget towards influencer marketing, driven by the objective of reaching new consumer segments. True to the core strengths of the “Bel Paese,” food was the leading sector for influencer marketing investments, followed by beauty and lifestyle. Marketers paid particular attention to a creator’s brand affinity when deciding whether to work with them or not. Companies also cited budget limits as the leading hindrance preventing the realization of influencer marketing campaigns. YouTube was the platform that paid celebrity influencers the most, with an average remuneration floating between 30 thousand and 80 thousand euros per post.
Influencer royals: is Khaby Lame coming for Chiara Ferragni’s crown?
Regarding the sheer number of followers, comedian Khabane “Khaby” Lame has risen through the ranks to become the undisputed Italian influencer monarch, boasting more than 71 million fans on Instagram alone. The 23-year-old is also the most followed TikTok user globally, with more than 152 million followers as of December 2022. When it comes to money, Lame is now only second to fashion mogul Chiara Ferragni among the most paid Italian influencers on Instagram. Given Italy’s penchant for all things style and beauty, it is no surprise that Ferragni has been raking in over 80 thousand euros per Instagram post. Fashion companies working with her have seen their stocks surge as soon as they revealed their connection with the 35-year-old, as was the case with eyewear brand Safilo and luxury footwear firm Tod’s, who saw a rise in shares thanks to the so-called “Ferragni effect.”
Consumers: coveting explanations
Despite advances made by Instagram and TikTok, Facebook was still the most popular social media platform in Italy in late 2022, with almost eight out of 10 people reporting to have used it. Italians have become increasingly receptive to the role of influencers in their purchasing choices, with almost half of them having bought creator-promoted products or services. Information disseminators were the most popular type of influencer, with most people choosing to follow a creator based on the topics at hand. Consumers also largely expected influencers to explain the advantages of a product or service they should be trying. Fashion was found to be the most transparent industry regarding sponsored social media content, amid increased global scrutiny on the disclosure of paid content.
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