Influencer content during the coronavirus (COVID-19) crisis in Italy 2020

After the coronavirus (COVID-19) pandemic outbreak in Italy, social media influencers started adapting their content creation to the emergency: 74 percent of them significantly adapted their contents to the new scenario, while 36 percent of them changed their content a lot. 75 percent of influencers posted more Stories on Instagram, while 40 percent went live more often.

The life of influencers

Italian influencers release video content on Instagram to engage users by sharing their daily life with them. This communication on social media is the result of the increasing interest of users towards influencers. Close to 20 percent of Italian social media users between 13 and 34 years followed influencers because their life appeared interesting to them.

How big is the engagement?

Apart from the format of the content shared, the engagement with the influencers depended on the size of the community. At least on Instagram, the smaller the subscribers base, the higher proved to be the engagement. Data from 2018 showed that, in Italy, Instagram communities between ten and fifty thousand subscribers registered the highest engagement with 3.36 percent rate.