{"id":9046,"date":"2025-01-31T15:41:00","date_gmt":"2025-01-31T14:41:00","guid":{"rendered":"https:\/\/www.intarget.net\/?p=9046"},"modified":"2025-02-11T09:36:12","modified_gmt":"2025-02-11T08:36:12","slug":"evolution-challenges-influencer-marketing-italy","status":"publish","type":"post","link":"https:\/\/www.intarget.net\/en\/evolution-challenges-influencer-marketing-italy\/","title":{"rendered":"EVOLUTION AND CHALLENGES OF INFLUENCER MARKETING IN ITALY"},"content":{"rendered":"<\/head>

In collaboration with Kolsquare<\/a><\/em><\/p>\n

The Italian luxury and fashion industry has been a pioneer in influencer marketing, setting global trends. However, the scandal involving Chiara Ferragni a year ago sparked discussions about regulation and led brands to adopt a more cautious and selective approach to influencer partnerships.<\/p>\n

In this exclusive interview, Raffaella Pierpaoli, Head of Content & Social at Intarget, explains the challenges and opportunities for brands and analyzes the main influencer marketing trends in Italy.<\/p>\n

How is influencer marketing evolving, and what are the challenges in Italy?<\/strong><\/h3>\n
The influencer marketing sector in Italy is still growing rapidly. Luxury fashion paved the way years ago, but today, companies from other industries are also recognizing its value. Many brands that were initially hesitant are now ramping up their efforts and integrating creators into their strategies.<\/p>\n
Companies that were already using influencer marketing are now reassessing their approach after the Chiara Ferragni scandal. Many are shifting from collaborations with star influencers to niche ones, prioritizing quality over quantity. This change is mainly driven by concerns about brand reputation and the need to align influencers with brand values.<\/p>\n
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Download the report: \u201cInfluencer Marketing Study in Europe 2024\u201d<\/strong><\/h3>\n
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Are companies approaching influencer marketing aware of the importance of data?<\/strong><\/h3>\n
Brands entering influencer marketing for the first time often expect results similar to other digital activities like advertising, where metrics and KPIs are highly predictable. Many would like \u201cguaranteed\u201d metrics, such as cost per impression (CPI), even for purely organic campaigns.<\/p>\n
Such predictions are possible for platforms like Instagram, while on TikTok, it is much more complex due to the algorithm and user behavior. Educating clients on these differences is a fundamental part of the work agencies like ours do.<\/p>\n
How is the agency landscape evolving in Italy?<\/strong><\/h3>\n
The current Italian market consists of various types of agencies:<\/p>\n
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Traditional PR agencies:<\/strong> Predominantly active in the fashion and luxury sectors, they work more with celebrities than niche influencers.<\/li>\n
Influencer marketing agencies:<\/strong> Highly data-driven, they focus on performance and often collaborate with rosters of young influencers.<\/li>\n
Talent agencies:<\/strong> Identify and represent talents, facilitating collaborations with hard-to-reach influencers.<\/li>\n
Integrated agencies (like Intarget):<\/strong> Combine influencer marketing with broader digital strategies, aligning campaigns with advertising, SEO, and data analytics. This approach ensures that influencer marketing contributes to overall business objectives.<\/li>\n<\/ul>\n
Are companies recognizing the strategic role of influencer marketing?<\/strong><\/h3>\n
While brands increasingly acknowledge the strategic value of influencer marketing, many struggle to integrate it into their corporate marketing plans. Isolated approaches limit the potential impact. Agencies like ours add value by aligning influencer marketing with clients\u2019 digital objectives. However, this requires an internal cultural shift, greater transparency, and collaboration.<\/p>\n
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Want an influencer marketing project aligned with your business goals?<\/strong> Contact us<\/strong><\/h3>\n
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What do you think of the AGCOM regulation on influencers after Chiara Ferragni\u2019s \u201cPandoro Gate\u201d?<\/strong><\/h3>\n
AGCOM\u2019s proposal aims to increase transparency and accountability. To develop appropriate regulations, AGCOM has convened specialized teams, including Intarget through IAB (Interactive Advertising Bureau). The key points of interest are:<\/p>\n
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The Law:<\/strong> The entire regulation on audiovisual media services now also applies to professional influencers. However, some provisions, including those related to advertising transparency and child protection, apply to all influencers.<\/li>\n
The Ethical Code:<\/strong> Reinforces the law\u2019s principles and introduces specific obligations, such as:\n
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Child Protection:<\/strong> Ban on harmful content and mandatory disclosure of filters that alter reality perception.<\/li>\n
Transparency:<\/strong> Mandatory labeling of paid partnerships.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Experienced influencers are aware of these rules, but awareness still needs to grow among micro-influencers. I would have preferred that the rules were applied uniformly from the start to ensure greater accountability and a healthier digital environment.<\/p>\n
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Download the report: \u201cInfluencer Marketing Study in Europe 2024\u201d<\/strong><\/h3>\n
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Which platforms are the most effective for influencer marketing in Italy?<\/strong><\/h3>\n
The choice of platform depends on the target audience, but data confirms that:<\/p>\n
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Instagram<\/strong> remains dominant due to its broad demographic reach and algorithm stability.<\/li>\n
TikTok<\/strong> is rapidly growing thanks to its dynamic content style and the introduction of TikTok Shop.<\/li>\n
Facebook<\/strong> is still used for the over-40 audience, particularly for campaigns targeting families or mature consumers.<\/li>\n<\/ul>\n
What trends will shape the Italian market in 2025?<\/strong><\/h3>\n
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Greater emphasis on authenticity:<\/strong> Brands will select influencers more aligned with their values.<\/li>\n
TikTok Shop:<\/strong> Will require brands to adopt a different approach in collaborating with creators.<\/li>\n
Stricter regulations:<\/strong> AGCOM guidelines will lead to increased transparency and accountability.<\/li>\n
Platform evolution:<\/strong> Instagram and TikTok will introduce tools to improve compliance and campaign effectiveness.<\/li>\n<\/ul>\n
Conclusion: Influencer Marketing is Evolving<\/strong><\/h3>\n
Influencer marketing in Italy is changing. Brands must navigate the challenge of maximizing campaign impact while adhering to new ethical and regulatory standards. To succeed, they must focus on high-quality partnerships, integrated strategies, and regulatory compliance.<\/p>\n
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Want an influencer marketing project aligned with your business goals?<\/strong> Contact us<\/strong><\/h3>\n<\/body><\/html>","protected":false},"excerpt":{"rendered":"
In collaboration with Kolsquare \u00a0 The Italian luxury and fashion industry has been a pioneer in influencer marketing, setting global trends. However, the scandal involving Chiara Ferragni a year ago sparked discussions about regulation and led brands to adopt a more cautious and selective approach to influencer partnerships. In this exclusive interview, Raffaella Pierpaoli, Head…<\/p>\n","protected":false},"author":5,"featured_media":9136,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[39],"class_list":["post-9046","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/9046"}],"collection":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/comments?post=9046"}],"version-history":[{"count":8,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/9046\/revisions"}],"predecessor-version":[{"id":9146,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/posts\/9046\/revisions\/9146"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/media\/9136"}],"wp:attachment":[{"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/media?parent=9046"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intarget.net\/en\/wp-json\/wp\/v2\/categories?post=9046"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}