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Instagram


Instagram influencer marketing in Italy is the use of influencers on Instagram to promote a product or service to Italian consumers. Influencers can be individuals with significant followings or well-known celebrities with a large fan base.


Instagram Influencer Marketing in Italy

Instagram influencer marketing in Italy is the use of influencers on Instagram to promote a product or service to Italian consumers. Influencers can be individuals with significant followings or well-known celebrities with a large fan base. Influencers typically use their own personal accounts to post content promoting the product or service, which can include images and videos, as well as stories, posts, and live streams. With their endorsements, influencers can help create an authentic connection with potential customers and attract more attention to the product or service.

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Instagram influencer marketing has been sweeping the world, and Italy is no exception. With more than 15 million active daily Instagram users and an estimated $420 million spent on influencer marketing in 2020, it’s no wonder the market for Italian influencers is booming.

Italian influencers are renowned for their larger-than-life personalities, big budgets, and innovative approach to marketing. From glamorous lifestyles to carefully curated images, these influencers have mastered the art of captivating their followers.

But why have influencers become so influential in Italy, and what are some of the best examples of Italian influencer marketing? Let’s take a look.

Italian influencers come in many shapes and sizes, from fashion and beauty to food and lifestyle. Some of the most popular names include Chiara Ferragni, Eugenio Re Rebaudengo, Elisa Maino, and Eleonora Carisi. Each of these influencers has built a massive following and uses their platforms to share content, promote brands, and engage their audience.

Chiara Ferragni, for instance, is an Italian fashion and lifestyle influencer who has built an empire from her Instagram account. Through her posts, she regularly promotes the latest fashion trends, beauty products, and more.

Eugenio Re Rebaudengo is another Italian influencer who has found success in the world of fashion and beauty. His Instagram page features images of exciting projects he’s involved in as well as his personal style choices.

Elisa Maino is a well-known Italian food and lifestyle influencer whose Instagram account features some of the most delicious recipes, travels, gastronomic experiences and more.

Eleonora Carisi is another influential Italian influencer who’s famed for her travel and lifestyle posts. She’s also an advocate for sustainable fashion and her posts often feature eco-friendly outfits and tips.

Italian influencers use a variety of strategies to promote their brands and engage their followers. One of the most popular tactics is to collaborate with brands to create exclusive content that resonates with their audiences. This content usually includes product reviews, giveaways, or contests, which can be very effective at driving sales and engagement.

Brands also work directly with influencers to get their message out into the world. For example, fashion brand Prada recently partnered with Italian influencers to promote their latest products on Instagram. The campaign was incredibly successful and reached more than 11 million people.

Another popular tactic used by Italian influencers is to partner with other influencers on sponsored posts. These often involve creative collaborations that generate buzz and help spread the brand’s message.

Finally, influencers also use stories, video content, and live streams to further engage their followers. These types of posts can be especially effective because they provide an interactive and personal experience for their audiences.

Influencer marketing has become a powerful tool for brands in Italy, and influencers have become an integral part of the marketing landscape. From fashion and beauty to food and lifestyle, Italian influencers have mastered the art of captivating their followers, and brands have seen tremendous success when partnering with them. As the influencer market in Italy continues to grow, we can expect to see more innovative strategies from both brands and influencers alike.

 

Types of Instagram Influencer Marketing in Italy

  1. Brand Engagement: Companies partner with Italian influencers to create content and build relationships with their audience. For example, luxury fashion brand Gucci created a series of Instagram stories with Italian influencer Chiara Ferragni to promote its new line of sunglasses. 

  1. Product Promotion: Companies also partner with Italian influencers to create product-centered content that promotes their products. For example, Italian cosmetics brand Kiko Milano sponsored posts from Italian influencer Veronica Ferraro to promote its products. 

  1. Event Promotion: Companies partner with Italian influencers to promote their events. For example, Italian fitness company Technogym worked with Italian influencer Luca Vecchi to promote its annual event.

  1. Giveaways: Companies partner with Italian influencers to run giveaways in order to increase engagement and reach new audiences. For example, Italian food delivery service Just Eat partnered with Italian influencer Selvaggia Roma to run a giveaway for free meal delivery services.

 

Types of Instagram Influencers in Italy

  1. Food & Drink Influencers: These Instagrammers showcase their love for Italian cuisine and drinks. They post photos of the dishes they’ve cooked, the restaurants they’ve visited and the drinks they’ve enjoyed.

  1. Fashion & Beauty Influencers: This group of Instagrammers is focused on styling and trends in the fashion and beauty industry. They often feature clothing, makeup, and hair products from Italian brands.

  1. Lifestyle Influencers: This group of influencers posts photos of their travels around Italy and everyday life. They provide an insight into the Italian lifestyle.

  1. Fitness & Wellness Influencers: These influencers post photos of workouts and healthy recipes. They often feature Italian fitness and wellness services and products.

  1. Travel Influencers: This group of influencers posts photos of their experiences while traveling around Italy. They provide their followers with tips on where to visit and what to experience.

 

Top Instagram Influencers in Italy and Their Number of Followers

  1. Chiara Ferragni (@chiaraferragni): 21.7 Million Followers
    Chiara Ferragni is the most popular Italian influencer, with a major presence on both Instagram and YouTube. She is an Italian fashion and lifestyle blogger, designer, and entrepreneur. She has collaborated with many major fashion brands and has her own line of clothing. She also promotes her own travel and beauty content, as well as her charitable work.

  1. Federico Leoni (@federico_leoni): 4.2 Million Followers
    Federico Leoni is a well-known Italian influencer who mainly focuses on health and fitness. He is known for his physique and has a large following. He frequently collaborates with other fitness and health brands, and has his own line of workout plans and nutrition programs. He has also been involved in several marketing campaigns for sportswear and protein supplements.

  1. Chiara Nasti (@nastilove): 2.9 Million Followers
    Chiara Nasti is an Italian fashion and beauty influencer with a large social media following. She is known for her colorful and vibrant style, and her content mainly focuses on fashion, beauty, and lifestyle topics. Aside from collaborating with various fashion brands, she has also appeared in several advertising campaigns and has been featured in fashion magazines.

  1. Lorenza Pignatti (@lorenza.pignatti): 2.7 Million Followers
    Lorenza Pignatti is an Italian influencer who mainly focuses on luxury styling and fashion. She has collaborated with many high-end fashion brands and has even served as the face of some campaigns. She has appeared in numerous digital publications and is known for her glamorous style. Additionally, she has her own collection of luxury accessories.

  1. Andrea Nocentini (@nocentinii): 2.5 Million Followers
    Andrea Nocentini is a lifestyle, travel, and photography influencer based in Italy. His content mainly focuses on fashion and lifestyle topics, as well as his photography work. He has been featured in many digital publications and collaborated with various brands, including luxury fashion labels.

  1. Sara Di Vaira (@saradivaira): 1.8 Million Followers
    Sara Di Vaira is an Italian Instagram influencer who mainly focuses on beauty, fashion, and lifestyle content. She has been featured in several digital publications and has collaborated with various beauty and fashion brands. She also has her own line of cosmetics and skincare products.

  1. Elisa Maino (@elisamaino): 1.7 Million Followers
    Elisa Maino is a well-known Italian influencer who mainly focuses on fashion, beauty, and lifestyle topics. She frequently collaborates with various fashion and beauty brands and has appeared in several advertising campaigns. Additionally, she has her own line of fashion and beauty products.

  1. Giulia De Lellis (@giuliadelellis103): 1.6 Million Followers
    Giulia De Lellis is a popular Italian media personality and influencer. She mainly focuses on fashion, beauty, and lifestyle content. She is known for her vibrant style and has collaborated with many famous Italian brands. Additionally, she is the founder of her own fashion brand.

  1. Mariano Di Vaio (@marianodivaio): 1.2 Million Followers
    Mariano Di Vaio is an Italian social media influencer and model. He mainly focuses on men’s fashion and lifestyle topics. He has collaborated with various fashion and lifestyle brands, and is the founder of his own fashion label. Additionally, he is the face of many advertising campaigns.

  1. Valentina Tecchio (@valentinatsecchio): 1.1 Million Followers
    Valentina Tecchio is an Italian influencer and model who mainly focuses on fashion and lifestyle content. Her content mainly focuses on fashion, beauty, and lifestyle topics. She has collaborated with various fashion and beauty brands and has appeared in numerous advertising campaigns. Additionally, she has her own line of fashion accessories.

  1. Tommaso Zorzi (@tommasozorzi): 1 Million Followers
    Tommaso Zorzi is a popular Italian influencer, blogger, and YouTuber. He mainly focuses on lifestyle, fashion, and travel topics. He has collaborated with various brands, including luxury fashion labels, and has been featured in many digital publications. Additionally, he is the founder of his own fashion label.

  1. Alice De Bortoli (@alicedebortoli): 917K Followers
    Alice De Bortoli is an Italian influencer and YouTuber who mainly focuses on fashion, beauty, and lifestyle content. She has collaborated with various fashion and beauty brands and has been featured in several digital publications. Additionally, she has her own line of cosmetics and skincare products.

  1. Martina Mondadori (@martinamondadori): 855K Followers
    Martina Mondadori is a popular Italian influencer, blogger, and YouTuber. Her content mainly focuses on fashion, beauty, and lifestyle topics. She has collaborated with several luxury fashion brands and has been featured in many digital publications. Additionally, she is the founder of her own fashion label.

  1. Martina Colombari (@martinacolombari): 822K Followers
    Martina Colombari is an Italian influencer, model, and actress. She mainly focuses on fashion, beauty, and lifestyle content. She has collaborated with various fashion and beauty brands and has been featured in many advertising campaigns. Additionally, she has her own line of fashion and beauty products.

  1. Federica Nargi (@federicanargi): 812K Followers
    Federica Nargi is an Italian social media influencer and model. Her content mainly focuses on fashion, beauty, and lifestyle topics. She has collaborated with various fashion and beauty brands, and has appeared in several digital publications and advertising campaigns. Additionally, she has her own line of fashion accessories.

 

How do Instagram influencers advertise in Italy?

Instagram influencers in Italy typically use sponsored posts to advertise products and services. They may also create stories, host giveaways and contests, and collaborate with other influencers and brands. Influencers can also use Instagram Live and IGTV to connect with followers and promote products. Additionally, influencers can create unique hashtags to help build their brands and increase visibility for their advertising campaigns.

 

An Analysis of Instagram Users in Italy in terms of Influencer Marketing

Instagram is one of the most popular social media platforms in Italy, with over 17 million active users. This makes the country an attractive market for influencer marketing. In this report, we will analyze the Instagram users in Italy to better understand their demographics, interests, and purchasing habits.

The majority of Instagram users in Italy are under 25 years of age, with the age range being 18 to 24 years old making up 44% of the user base. The gender breakdown is nearly even, with women making up 51% of users and men 49%. The majority of users live in urban areas, though there is a slightly higher percentage of users living in middle-sized cities compared to large cities. 

The interests of Italian Instagram users vary widely, with fashion, travel, food and fitness being among their top interests. They are also highly engaged in the world of sports and are interested in music, gaming and lifestyle topics. They are particularly interested in Italian influencers and Italian brands. 

Italian Instagram users are highly likely to purchase products online, with 60% of them making online purchases in the past year. They are also more likely to purchase products through influencers compared to other countries, with over 40% of them having purchased something after seeing it promoted by an influencer. 

Overall, the analysis of Instagram users in Italy shows that they are a highly engaged and influential audience. They are very interested in fashion, travel, food and fitness, and they are more likely to purchase products through influencers compared to other countries. This makes them an ideal target market for influencer marketing campaigns.

 

Most Popular Instagram Influencer Marketing Campaigns in Italy

  1. Dolce & Gabbana x Chiara Ferragni Collaboration - Dolce & Gabbana partnered with Italian influencer Chiara Ferragni to create a capsule collection. The campaign featured Chiara wearing the collection and was shared widely on her Instagram account, which was followed by millions of fans.

  1. Eataly x Giorgia Tordini Collaboration - Italian grocery chain Eataly partnered with fashion influencer Giorgia Tordini for a special holiday campaign. Giorgia shared her experience shopping at Eataly, cooking at home, and enjoying the Italian food culture.

  1. Ferrari x Guilia De Lellis Collaboration - Luxury car brand Ferrari collaborated with Italian influencer Guilia De Lellis to create a campaign featuring her driving around Italy in a Ferrari. The campaign was very popular in Italy and even featured in a documentary.

  1. Luxury Boutique x Chiara Biasi Collaboration - Luxury boutique brand LuisaViaRoma partnered with Italian influencer Chiara Biasi for an Instagram campaign. They created an exclusive collaboration with Chiara and shared behind-the-scenes photos from her photoshoot.

  1. Nivea x Silvia Reis Collaboration - Skincare brand Nivea teamed up with beauty influencer Silvia Reis to launch their new product line. Silvia shared her experiences using the product and gave her followers tips on how to use the product. The campaign was very popular in Italy.

 

Facts About Instagram Influencer Marketing in Italy

  1. Italy has over 28 million active monthly users on Instagram, making it the fifth-largest market in Europe.

  1. Italian influencers are more likely to engage with their followers, with nearly 80% of them responding to comments and messages.

  1. Instagram is the most popular social platform in Italy, with 48% of Italians using it more than any other social media site.

  1. The majority of users in Italy are aged between 18 and 34, with a focus on lifestyle, fashion, travel, and food content.

  1. Despite the impact of the COVID-19 pandemic, Italy’s influencer marketing industry remains strong, with the majority of influencers reporting an increase in their engagement rate.

  1. Brands in Italy are increasingly turning to micro-influencers with smaller followings to reach more specific and targeted audiences.

  1. Influencer marketing in Italy is becoming increasingly sophisticated and brands are now focusing on quality over quantity when it comes to choosing influencers to work with.

 

Features of Instagram Influencer Marketing in Italy

  1. Reaching Niche Audiences: Instagram influencer marketing enables marketers to reach audiences that may be impossible to reach through traditional media channels. By relying on influencers who have built relationships with their followers, marketers can gain access to niche communities and target audiences that would otherwise be difficult to reach.

  1. Increased Visibility: Through the use of influencer content, brands can benefit from increased visibility and reach to their target audience. Influencers have existing followers, who are already interested in their content, so when the influencer promotes a brand, their followers are more likely to pay attention.

  1. Authentic Content: Influencers are known for creating original and authentic content to share with their followers, so when brands partner with influencers, they know that the content shared is genuine and believable. This also contributes to a higher level of trust between the influencer and their followers.

  1. Enhanced Engagement: Brands can leverage influencers to create engaging content, which can help increase engagement on their channels. When users interact with the influencers’ content, this engagement is reflected in the brand’s metrics, making it easier to measure the success of campaigns.

  1. Stronger Brand Image: By partnering with influencers and leveraging their credibility, brands can strengthen their image and create a positive perception among their target audience. This can result in more loyal customers and more positive reviews.

 

Elements of an Instagram Influencer Advertisement

  1. Attention-grabbing headline 
    2. Brand name and logo 
    3. A compelling image 
    4. A concise description of the product or service 
    5. CTA (call-to-action) 
    6. Hashtags 
    7. Verified influencer’s handle 
    8. Influencer’s bio/description 
    9. Website link for more information 
    10. Engagement metrics such as likes, comments, and shares

 

Top Agencies and Companies Providing Instagram Influencer Marketing in Italy

  1. UpForIt: UpForIt is an influencer marketing agency based in Genoa, Italy, that provides influencer marketing campaigns and strategies for the Italian market. They have worked with brands such as Giorgio Armani, Nike, Samsung and many others. Their popular Instagram influencer campaigns have included creating influencer partnerships, developing social media content, and launching new products.

  1. Local Influence: Local Influence is a digital marketing and influencer marketing agency located in Milan, Italy. They specialize in leveraging the power of influencers to amplify the reach of their partners’ campaigns, increase brand visibility, and generate leads. Their popular campaigns have included influencer-driven product launches, event promotions, and educational campaigns.

  1. Starcom: Starcom is a global communications and media agency based in Rome, Italy. They have extensive experience in influencer marketing, with a focus on connecting brands with their target audiences. They have worked with many leading Italian brands, such as Armani, Juventus and Pirelli, and their most successful influencer campaigns have included product placements, sponsored posts, and brand collaborations.

  1. Memo Media: Memo Media is a digital agency located in Turin, Italy, specializing in influencer marketing campaigns. Their services include content creation, influencer identification, influencer activation, and influencer segmentation. Their popular Instagram campaigns have included collaborating with top fashion bloggers, creating content for luxury brands, and promoting lifestyle experiences.

  1. SeedingUp: SeedingUp is a Milan-based influencer marketing agency that provides content creation, influencer activation, and branding strategies for brands in the Italian market. Popular campaigns they have managed include product placements, sponsored posts, and influencer collaborations with luxury fashion, beauty, and lifestyle brands. 

  1. The FABRIK: The FABRIK is a creative media agency based in Milan that specializes in influencer marketing. They develop strategies to help brands engage with target audiences through influencers and content marketing. Their popular campaigns have included collaborating with fashion bloggers and models, creating content for luxury brands, and promoting lifestyle experiences.

  1. Tribal Worldwide: Tribal Worldwide is an international advertising and digital agency located in Milan, Italy. They specialize in developing integrated influencer marketing campaigns for their clients, including leveraging influencers to amplify the reach of a brand’s message and drive engagement. Popular campaigns they have managed include influencer endorsement campaigns, product placements, and content series.

  1. Socialz: Socialz is an influencer marketing agency located in Rome, Italy. They help brands promote their products and services through influencers and create effective strategies to leverage the power of Instagram. Their popular campaigns have included creating influencer partnerships, amplifying the reach of campaigns, and launching new products.

  1. Just Run Agency: Just Run Agency is an influencer marketing and creative agency based in Milan, Italy, that specializes in helping brands create effective campaigns and reach their target audience through influencer marketing. Their popular campaigns have included collaborating with top influencers, creating content for luxury brands, and launching educational campaigns.

  1. Influence Force: Influence Force is an influencer marketing agency located in Milan, Italy, that specializes in helping brands build successful campaigns by leveraging the power of influencers. They have worked with leading brands such as L’Oreal, Microsoft, and Gucci, and their popular campaigns have included product placements, sponsored posts, and influencer collaborations.

  1. AdVerb: AdVerb is a digital and influencer marketing agency located in Milan, Italy, that provides specialized campaigns for the Italian market. Their services include content creation, influencer identification, influencer activation, and influencer segmentation. Their popular campaigns have included creating influencer partnerships and developing content for luxury brands. 

  1. Omegate: Omegate is a digital marketing agency based in Rome, Italy, specializing in influencer marketing. They help brands identify and activate influencers to reach their target consumers and amplify the reach of their campaigns. Popular campaigns they have managed include product placement, sponsored posts, and influencer collaborations.

  1. BrandYourself: BrandYourself is an influencer marketing agency located in Milan, Italy. They have extensive experience in creating and managing influencer campaigns for brands of all sizes, leveraging the power of influencers to spread brand awareness and generate leads. Popular campaigns they have managed include product placements, sponsored posts, and influencer collaborations.

  1. SiiSocial: SiiSocial is a digital and influencer marketing agency located in Rome, Italy. They specialize in helping brands build effective influencer campaigns that reach their target audiences, increase their visibility, and generate leads. Their popular campaigns have included product placements, sponsored posts, and influencer collaborations.

  1. NextWeb: NextWeb is a digital marketing agency located in Milan, Italy, that specializes in influencer marketing. Their services include influencer identification, content creation, influencer activation, and influencer segmentation. Popular campaigns they have managed include product placements, sponsored posts, and influencer collaborations with luxury fashion and beauty brands.

 

Rates, Costs, and Prices of Instagram Influencer Marketing in Italy

 

 

Instagram Influencers in Italy offer a variety of services and pricing models for businesses and brands who want to reach Italian audiences. Prices vary depending on the type of influencer, their followers, the goals of the campaign, and other factors. 

For micro-influencers, pricing typically ranges from 150 to 1,000 euros per post, depending on how many followers the influencer has and the scope of the campaign. Small and medium-sized influencers may charge between 1,000 to 7,000 euros per post, depending on the size of their following and the scope of the campaign. 

For large influencers with followers in the millions, prices can range from 10,000 to 40,000 euros per post, depending on the influencer’s reach, the scope of the campaign, and other factors. Some influencers offer discounted rates for longer campaigns or for multiple posts. 

There are also influencers who specialize in specific topics, such as fashion, beauty, travel, cooking, and more. These influencers tend to charge more per post than general influencers, as they are experts in their field and have an engaged and loyal following. Prices for these types of influencers range from 1,500 to 8,000 euros per post. 

Additionally, some influencers offer packages that include multiple posts, stories, reviews, and other content. Prices for these packages can range from 3,000 to 40,000 euros, depending on the size of the package and the influencer’s reach. 

For influencers who specialize in creating sponsored content, prices typically range from 500 to 8,000 euros per post, depending on the size of their following and the scope of the campaign. Influencers who offer video content typically charge between 1,000 to 15,000 euros per video, depending on the length of the video and the scope of the project. Influencers who offer exclusive content may charge up to 20,000 euros per post. 

Finally, some influencers offer bundled services, such as website design, content creation, and social media management. Prices for these services typically range from 500 to 10,000 euros, depending on the scope of the project and the size of the influencer’s following.

 

The cost of Instagram influencer advertising in Italy varies depending on the type of influencer you hire and the scope of your campaign. Below is a price list for some of the most common types of Instagram influencer advertising in Italy: 


1. Sponsored Posts:

• Micro-Influencers (less than 10,000 followers): €50 - €250 per post

• Mid-Level Influencers (10,000 to 100,000 followers): €200 - €500 per post

• Macro-Influencers (100,000 to 1 million followers): €500 - €1,500 per post

• Mega-Influencers (1 million plus followers): €1,500 - €10,000 per post

  1. Instagram Stories:

• Micro-Influencers (less than 10,000 followers): €20 - €50 per story

• Mid-Level Influencers (10,000 to 100,000 followers): €50 - €200 per story

• Macro-Influencers (100,000 to 1 million followers): €200 - €1,000 per story

• Mega-Influencers (1 million plus followers): €1,000 - €2,500 per story

  1. Instagram Live Streams:

• Micro-Influencers (less than 10,000 followers): €50 - €200 per stream

• Mid-Level Influencers (10,000 to 100,000 followers): €200 - €500 per stream

• Macro-Influencers (100,000 to 1 million followers): €500 - €2,000 per stream

• Mega-Influencers (1 million plus followers): €2,000 - €10,000 per stream

  1. Instagram Takeover:

• Micro-Influencers (less than 10,000 followers): €50 - €200 per day

• Mid-Level Influencers (10,000 to 100,000 followers): €200 - €500 per day

• Macro-Influencers (100,000 to 1 million followers): €500 - €2,000 per day

• Mega-Influencers (1 million plus followers): €2,000 - €10,000 per day


The cost of Instagram Influencer Advertising in Italy varies greatly depending on the type of advertisement and the influencer in question. Generally speaking, the cost for a single post by a mid-level influencer will range from €200-€500. For larger campaigns with multiple posts, the cost can range anywhere from €1,000 to €5,000.

For sponsored stories, the cost typically ranges from €200-€400 per post. For sponsored ads and sponsored live videos, the cost will range from €500-€2,000 per post.

For influencer takeovers, the cost usually starts at €1,000 and can go up to €10,000 depending on the influencer and the scope of the campaign.

Finally, for brand ambassadorships and full-time influencer partnerships, the cost can range from €2,000-€20,000 per month.


Price List by Instagram Influencer with Number of Followers and Ad Type

• Marco Materazzi (1 million followers):

• Photo/Video Post: €4,500

• Story Post: €2,000

• Live Story: €2,500

• Takeover: €5,000

• Marco Verratti (2 million followers):

• Photo/Video Post: €9,000

• Story Post: €3,500

• Live Story: €4,000

• Takeover: €10,000

• Giorgio Chiellini (3 million followers):

• Photo/Video Post: €13,500

• Story Post: €5,000

• Live Story: €6,000

• Takeover: €15,000

• Gigi Buffon (4 million followers):

• Photo/Video Post: €18,000

• Story Post: €6,500

• Live Story: €8,000

• Takeover: €20,000

• Daniele De Rossi (5 million followers):

• Photo/Video Post: €22,500

• Story Post: €8,000

• Live Story: €10,000

• Takeover: €25,000

• Mario Balotelli (2 million followers):

• Photo/Video Post: €9,000 

• Story Post: €3,500

• Live Story: €4,000

• Takeover: €10,000

• Claudio Marchisio (2 million followers):

• Photo/Video Post: €9,000 

• Story Post: €3,500

• Live Story: €4,000

• Takeover: €10,000

• Alessandro Del Piero (2 million followers):

• Photo/Video Post: €9,000 

• Story Post: €3,500

• Live Story: €4,000

• Takeover: €10,000

 

Here are some influencers' influencer ad rates:

  1. @giuliacarnevale: Sponsored Post Ad - €150, Story Ad - €200, Video Ad - €400, Live Stream Ad - €250, Giveaway Ad - €300, Contest Ad - €450, Influencer Marketing - €700

  1. @thetravellerinrome: Sponsored Post Ad - €175, Story Ad - €250, Video Ad - €500, Live Stream Ad - €350, Giveaway Ad - €400, Contest Ad - €600, Influencer Marketing - €900

  1. @lucky_in_italy: Sponsored Post Ad - €200, Story Ad - €300, Video Ad - €550, Live Stream Ad - €400, Giveaway Ad - €450, Contest Ad - €700, Influencer Marketing - €1000

  1. @theitaliantraveller: Sponsored Post Ad - €175, Story Ad - €250, Video Ad - €500, Live Stream Ad - €350, Giveaway Ad - €400, Contest Ad - €600, Influencer Marketing - €900

  1. @italy_vine: Sponsored Post Ad - €200, Story Ad - €300, Video Ad - €550, Live Stream Ad - €400, Giveaway Ad - €450, Contest Ad - €700, Influencer Marketing - €1000

  1. @siena_and_beyond: Sponsored Post Ad - €150, Story Ad - €200, Video Ad - €400, Live Stream Ad - €250, Giveaway Ad - €300, Contest Ad - €450, Influencer Marketing - €700

  1. @venice_traveler: Sponsored Post Ad - €175, Story Ad - €250, Video Ad - €500, Live Stream Ad - €350, Giveaway Ad - €400, Contest Ad - €600, Influencer Marketing - €900

  1. @mangiaitalia: Sponsored Post Ad - €200, Story Ad - €300, Video Ad - €550, Live Stream Ad - €400, Giveaway Ad - €450, Contest Ad - €700, Influencer Marketing - €1000

  1. @howtoholidayinitaly: Sponsored Post Ad - €150, Story Ad - €200, Video Ad - €400, Live Stream Ad - €250, Giveaway Ad - €300, Contest Ad - €450, Influencer Marketing - €700

  1. @tuscany_travel_guide: Sponsored Post Ad - €175, Story Ad - €250, Video Ad - €500, Live Stream Ad - €350, Giveaway Ad - €400, Contest Ad - €600, Influencer Marketing - €900

  1. @rome_travels: Sponsored Post Ad - €200, Story Ad - €300, Video Ad - €550, Live Stream Ad - €400, Giveaway Ad - €450, Contest Ad - €700, Influencer Marketing - €1000

  1. @italy_outdoors: Sponsored Post Ad - €175, Story Ad - €250, Video Ad - €500, Live Stream Ad - €350, Giveaway Ad - €400, Contest Ad - €600, Influencer Marketing - €900

  1. @bestofitaly_: Sponsored Post Ad - €150, Story Ad - €200, Video Ad - €400, Live Stream Ad - €250, Giveaway Ad - €300, Contest Ad - €450, Influencer Marketing - €700

  1. @visiting_italy: Sponsored Post Ad - €200, Story Ad - €300, Video Ad - €550, Live Stream Ad - €400, Giveaway Ad - €450, Contest Ad - €700, Influencer Marketing - €1000

  1. @italy_vacations: Sponsored Post Ad - €175, Story Ad - €250, Video Ad - €500, Live Stream Ad - €350, Giveaway Ad - €400, Contest Ad - €600, Influencer Marketing - €900

  1. @italy_explorer: Sponsored Post Ad - €150, Story Ad - €200, Video Ad - €400, Live Stream Ad - €250, Giveaway Ad - €300, Contest Ad - €450, Influencer Marketing - €700

  1. @italy_tour_guide: Sponsored Post Ad - €200, Story Ad - €300, Video Ad - €550, Live Stream Ad - €400, Giveaway Ad - €450, Contest Ad - €700, Influencer Marketing - €1000

  1. @exploreitaly: Sponsored Post Ad - €175, Story Ad - €250, Video Ad - €500, Live Stream Ad - €350, Giveaway Ad - €400, Contest Ad - €600, Influencer Marketing - €900

  1. @italy_dreams_come_true: Sponsored Post Ad - €150, Story Ad - €200, Video Ad - €400, Live Stream Ad - €250, Giveaway Ad - €300, Contest Ad - €450, Influencer Marketing - €700

  1. @italian_adventures: Sponsored Post Ad - €200, Story Ad - €300, Video Ad - €550, Live Stream Ad - €400, Giveaway Ad - €450, Contest Ad - €700, Influencer Marketing - €1000

 

Advantages and Disadvantages of Instagram Influencer Marketing in Italy

Advantages 

  1. Cost-Effective: Instagram influencer marketing is one of the most cost effective marketing techniques available in Italy today. It is also very versatile, and can be used to target different demographics. With a relatively low cost per post, influencers can bring great value to a brand’s promotional strategy. 

  1. High Engagement Rate: Instagram influencer marketing has a very high engagement rate compared to traditional approaches. This means that customers are more likely to interact with content created by influencers, helping to spread the message of the brand. 

  1. Targeted Audience: Instagram influencers can reach an audience that is specific to their niche. By collaborating with the right influencers, brands can better target their desired demographic as well as increase their reach.

Disadvantages 

  1. Time Intensive: Finding an appropriate influencer to collaborate with can be time intensive. Brands must thoroughly research influencers to make sure that the collaboration will be beneficial to both the brand and the influencer. 

  1. Compliance: Instagram influencers must comply with the guidelines set out by the platform. If they break any of these rules, they could be suspended or even banned from the platform.

  1. Risk of Rejection: Influencers can be quite picky when it comes to which brands they choose to collaborate with. This means that there is a risk of being rejected by an influencer, which could be damaging to the brand’s reputation.

 

Pros and Cons of Instagram Influencer Marketing in Italy

Pros:

  1. Cost effective- Influencer marketing on Instagram can be significantly less expensive than traditional advertising campaigns, and it yields higher engagement rates.

  1. Reach- Italian influencers have very large followings and can amplify your brand’s reach to a much wider audience.

  1. Engagement- Influencers have established relationships with their followers, which can lead to higher engagement rates.

  1. Flexibility- Influencer marketing is extremely flexible, allowing you to quickly adjust your message and customize it to the individual influencers and their specific audiences.

Cons:

  1. Time consuming- Finding and working with influencers can take a lot of time and resources.

  1. Quality control- Without the right due diligence, it can be difficult to find influencers that fit with your brand’s message and image.

  1. Authenticity- It can be hard to ensure that influencers are genuinely passionate about your product or service and are not just promoting it for compensation.

  1. Regulations- Compliance with advertising regulations can be difficult to maintain when working with influencers, as well as ensuring that influencers disclose any paid endorsements.

 

Most Expensive and Cheapest Ways of Instagram Influencer Marketing in Italy

 

Expensive:
Sponsorship is one of the most expensive ways to use Instagram influencer marketing in Italy. An example of this can be seen with Bugatti making a deal with Italian influencers such as Profeta, an Italian influencer with more than 1 million followers, who often post lifestyle and luxury content. Bugatti provided Profeta with an exclusive Bugatti Chiron car to feature across his social media platforms, while also receiving an additional fee for his services.

Cheapest:
Organic influencer marketing is the cheapest way to market through Instagram influencers in Italy. This involves influencers talking about products and services, either unpaid or paid, with no formal agreement between the two parties. This allows businesses to save on costs associated with sponsorship and endorsements, while still gaining exposure. An example of this is shown by Unilever's collaboration with Italian influencer, Maria Grazia, who posted about Unilever's washing powder across her social media channels without being paid a fee.

 

ROI for Instagram Influencer Marketing in Italy

ROI for Instagram influencer marketing in Italy can vary greatly depending on the campaign objectives, size of the influencer's following, and the type of content being created. Generally speaking, however, research has found that ROI for Instagram influencer campaigns in Italy to be positive. According to a study conducted by InfluencerDB, the average return on investment for Instagram influencer campaigns in Italy ranges from 4:1 to 10:1. The study also found that the top performing campaigns achieved an ROI of over 20:1. This suggests that, when done correctly, Instagram influencer marketing in Italy can be highly profitable.

 

Latest Trends in Instagram Influencer Marketing in Italy

  1. Collaborating with Communities: Many Italian brands are working with influencer-led communities to increase engagement and reach larger audiences. These collaborations can include group discounts, contests and dedicated content.

  1. Utilizing Stories: Brands are utilizing Instagram Stories to engage with influencers in a more conversational manner. This is done by posting stories related to the product or brand, which can be then responded to with questions, polls etc. from the influencers.

  1. Integrating Ambassadors: Influencers have become ambassadors for brands, helping them to create a strong reputation in the Italian market. This may include attending special events, creating exclusive content and more.

  1. Shifting Focus to Nano-influencers: Italian brands are focusing on nano-influencers who have smaller yet highly engaged followings. This helps them to reach more targeted audiences and maximize their return on investment.

  1. Utilizing UGC: User-generated content (UGC) is becoming increasingly popular in Italian influencer marketing campaigns. Brands are leveraging UGC to build trust and create authentic connections with their consumers.

 

Things You Need to Know Before Launching an Influencer Marketing Campaign on Instagram in Italy

  1. Understand the Italian Influencer Landscape: It is important to research the Italian influencer landscape to identify the appropriate influencers and platforms to target in your campaign. Research the type of content generated by the influencers, their levels of engagement, the size of their followers, and their location.

  1. Utilize the Right Hashtags: Hashtags are an important tool for connecting with your target audience on Instagram. Utilize popular hashtags that are related to your campaign, such as #instamilano and #madeinitaly, to increase awareness and engagement.

  1. Establish Clear Goals: Establishing clear goals for your campaign will help you focus your efforts and ensure that the desired outcomes are achieved. Consider the objectives of your campaign and the expected return on investment before starting.

  1. Follow the Guidelines: Make sure to familiarize yourself with the guidelines published by Instagram and the Advertising Code of Conduct in Italy. This will help you avoid potential legal issues.

  1. Build trust: Building trust with influencers is essential in order to achieve success in your campaign. Develop relationships with the influencers and share feedback with them to create mutual understanding.

 

How to Carry Out an Influencer Marketing Campaign on Instagram in Italy?

  1. Research: Research potential influencers on Instagram in Italy that align with your brand messaging, target audience, and product. Look for influencers with high engagement rates and verified accounts. Make sure to note any influencer requirements, such as sponsored post or video content.

  1. Reach out: Reach out to influencers individually or in a group with a clear and concise message about what you are looking for in terms of partnerships. Let the influencers know about the benefits of collaborating with you, such as free products or services.

  1. Negotiate: Negotiate with influencers on their rates and discuss which type of content they will be creating (e.g. photos, videos, stories). Make sure to outline key performance metrics that should be met, such as clicks, likes, and shares.

  1. Monitor: Monitor the campaign to make sure that the content is aligned with your brand message. Track the reach and engagement of posts and measure the effectiveness of your campaign.

  1. Analyze: Analyze the performance of the campaign and make any necessary changes or adjustments. Also, make sure to thank the influencers for their hard work.

 

How Effective is Instagram Influencer Marketing in Italy?

Instagram influencer marketing is growing in popularity in Italy and is proving to be an effective marketing tactic. Recent research shows that 81% of Italian Instagram influencers reported that their campaigns had good or very good results, with a further 12% reporting excellent results. Brands that use influencers in Italy are seeing positive results from increased brand awareness, trust, engagement, and website traffic. Additionally, Instagram influencers are being used to promote products and services across industries such as beauty, travel, and fashion. This strategy is proving to be a successful one for both businesses and influencers alike in Italy.