Influencer Marketing, a Report on the Italian Market

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Over 400 professionals interviewed with a dedicated survey have finally allowed us to have a clearer idea on the approach and use of IM.

A market, the one defined by the report, active and increasingly important, but still not very mature. In fact, 67% of the professionals involved declare having created between 1 and 3 projects in 2018. A number that is certainly not how overseas chinese contribute to business in the usa high, but which is accompanied by a very high degree of satisfaction: 67.22% declare themselves satisfied with the results and 67.5% plan to increase the budget dedicated to IM in the future.

By focusing on the sectors of use , we can clearly understand the influencers' ability to be transversal:


Influencer Sectors Italy
Main challenges and goals of collaborating with influencers
For the interviewees, the activities of identifying and selecting the influencers to involve remain the most complex, as well as that of measuring the results , complex steps that require strong expertise and the right tools.

The biggest obstacles to influencer marketing campaigns in Italy are the limited budget (35.7%) and the lack of a dedicated team of professionals (19.2%), further proof of a market still in the process of stabilizing.