Influencer Advertising - Italy | Statista Market Forecast

Italy is poised to witness a significant growth in ad spending within the Influencer Advertising market, with projections indicating a rise to US$381.70m by 2024.
The sector is expected to maintain a steady annual growth rate (CAGR 2024-2030) of 7.79%, leading to a market volume of US$598.70m by 2030.
The anticipated average ad spending per internet user in the Influencer Advertising market is estimated to be US$7.78 in 2024.
When compared globally, it is noteworthy that China will lead in ad spending, with figures reaching US$19.16bn in 2024.
Italy's influencer advertising market is experiencing a surge in luxury brand collaborations, leveraging the country's rich cultural heritage and fashion industry.

Definition:
Influencer Advertising refers to advertising that allows marketers to promote products or services by collaborating with influencers on social media. Influencer Advertising allows marketers to reach targeted audiences based on the influencer’s performance and their follower profiles; they also have the ability to measure the performance of campaigns. Influencer Advertising refers to all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

Additional information:
Influencer Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Advertising spending paid directly to influencers to post sponsored content

The values of giveaway products as well as services that influencers receive in exchange for reviews, mentions, or giveaways for their followers
Advertising spending allocated to paid social media campaigns to boost content
Affiliate commissions, i.e., the commissions that are paid to influencers when someone makes a purchase based on their content or links
Gross merchandise volume (GMV) of transactions from sponsored posts or live streams

The Influencer Advertising market in Italy is experiencing significant growth and development, driven by changing customer preferences and the increasing influence of social media platforms.

Customer preferences: Italian consumers are becoming increasingly reliant on social media platforms for information and entertainment. With the rise of platforms such as Instagram and YouTube, influencers have gained a significant following and influence over consumer purchasing decisions. Customers are more likely to trust recommendations from influencers they follow, leading to an increased demand for influencer advertising in Italy.

Trends in the market: One of the key trends in the Influencer Advertising market in Italy is the shift towards micro-influencers. These are influencers with smaller but highly engaged audiences. Brands are recognizing the value of micro-influencers in reaching niche markets and driving authentic engagement with their target audience. This trend is driven by customer preferences for more personalized and relatable content. Another trend in the market is the increasing use of video content. Video platforms such as YouTube and TikTok have gained significant popularity in Italy, and influencers are leveraging these platforms to create engaging and entertaining video content. Brands are capitalizing on this trend by partnering with influencers to create video advertisements that resonate with their target audience.

Local special circumstances: Italy has a vibrant fashion and lifestyle industry, and influencers in these sectors have a particularly strong presence. Italian consumers are highly interested in fashion and lifestyle content, and influencers in these niches have a significant impact on consumer purchasing decisions. This has led to a proliferation of fashion and lifestyle influencers in Italy, and brands are increasingly partnering with them to promote their products and services.

Underlying macroeconomic factors: The growth of the Influencer Advertising market in Italy is also influenced by macroeconomic factors. Italy has a strong economy and a large population, providing a large consumer base for brands to target. Additionally, the high smartphone penetration rate in Italy enables easy access to social media platforms, further fueling the growth of influencer advertising. In conclusion, the Influencer Advertising market in Italy is experiencing significant growth and development, driven by changing customer preferences, the increasing influence of social media platforms, and the unique characteristics of the Italian market. Brands are leveraging the power of influencers to reach their target audience and drive authentic engagement, while influencers are capitalizing on their influence to partner with brands and monetize their content. With the continued growth of social media and the increasing importance of influencer marketing, the Influencer Advertising market in Italy is expected to continue its upward trajectory in the coming years.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.