Influencer Marketing Trends 2024 is a detailed report of how the dynamics of Influencer Marketing in Italy and Europe have evolved.
Some information was acquired from the detailed report“Study of influencer marketing in Europe in 2024” conducted by Kolsquare.
In Italy, the influencer marketing market continued to grow in 2024, reaching a value of 352 million euros, up 9 percent from 2023.
Main sectors
The industries that used influencers the most in 2024 are:
- Fashion & Beauty (25% of the market)
- Gaming (12.9%)
- Travel & Lifestyle (12.5%)
- Sports (12%)
Influencer marketing report 2024: social media platforms
The most used social platforms by influencers in Europe in 2024 are:
- Instagram: Dominant in the influencer marketing landscape, accounting for 89% of initiatives.
It is particularly valued for its ability to create engaging visual content. - TikTok: Growing strongly, used in 64% of campaigns.
Its viral nature and short video format attract a young, dynamic audience. - YouTube: With 62 percent usage, it remains a key platform for longer and more in-depth content, ideal for product reviews and tutorials.
- Facebook: Although its popularity is declining among younger generations, it is still used by 69% of companies, especially in Italy, where the average age of users is higher.
- X (formerly Twitter): Used increasingly, but with lower percentages than other platforms.
- Twitch: It is gaining popularity, particularly among gamers and young audiences.
- Pinterest: Although less used than other platforms, it continues to be relevant to industries such as fashion and design.
- Snapchat: It is gaining ground in specific markets such as France and Germany.
In Italy, the top five platforms used by influencers are:
- Instagram (91%)
- Facebook (69%)
- YouTube (61%)
- TikTok (59%)
- X (17%)
These statistics highlight the importance of Instagram and TikTok as preferred channels for influencer marketing campaigns, while Facebook continues to remain relevant, especially among a more mature audience.
Most commonly used types of influencers
Collaborations focus mainly on:
- Micro-influencers (10,000-100,000 followers): chosen by 75% of companies
- Macro-influencers (100,000-1 million followers): preferred by 65% of companies
- In Italy, 42% of companies also use nano-influencers (1,000-10,000 followers) for high-converting niche campaigns.
Influencer marketing trends 2024: Trends and strategies
Future investments
54 percent of European companies plan to increase their influencer marketing budget in 2025, while 37 percent plan to keep it the same.
In Italy, 66 percent of companies plan to increase investment in 2025.
Preferred formats
The most widely used formats for influencer marketing campaigns in Europe are:
- Sponsored Posts (58%)
- Influencer events (56%)
- Product Reviews (48%)
In Italy, the preference is for:
- Sponsorships (71%)
- Events (63%)
- Product Reviews (49%)
Focus on ethics and transparency
In Italy, 59 percent of companies consider the ethics and transparency of content creators to be fundamental, while 77 percent require influencers to sign ethics and values charters.
This trend reflects an increasing focus on social responsibility and credibility of partnerships.
Measuring effectiveness
61% of Italian companies consider measuring ROI a crucial challenge.
There is a growing need to develop advanced measurement tools to assess the impact of influencer marketing campaigns beyond just likes and views.
Market evolution
We are seeing a trend toward collaborations with smaller, more specialized influencers who are able to reach specific niche markets and establish a greater degree of trust with their community.
This shift reflects a preference for quality content and authenticity over mere notoriety of the influencer.
In conclusion, influencer marketing in Italy and Europe in 2024 is characterized by steady growth, an increasing focus on ethics and transparency, and a preference for more targeted and authentic collaborations.
Companies are adapting their strategies to make the most of this evolving channel, focusing on quality content and long-term relationships with influencers.
Influencer marketing trend: Top sectors of interest in Italy
Based on the most recent data, the sectors that are showing the most interest in influencer marketing in Italy are:
1st Place: Fashion & Beauty
The fashion and beauty sector is confirmed in first place, accounting for about 25 percent of the influencer marketing market in Italy.
This industry has been among the pioneers in adopting this strategy and continues to invest heavily, leveraging the ability of influencers to showcase products and create desire in consumers.
2nd Place: Gaming
Gaming emerged as the second most active sector, occupying 12.9 percent of the market.
The growth of this sector reflects the rise in popularity of video games and the ability of influencers to effectively reach young audiences.
3rd Place: Travel & Lifestyle
The travel and lifestyle sector ranks third with 12.5 percent of the market.
Influencers in this area are particularly effective in making audiences dream of exotic destinations and unique travel experiences.
4th Place: Sports
Sports occupies the fourth place, accounting for 12 percent of the influencer marketing market in Italy.
This industry leverages the popularity of athletes and fitness enthusiasts to promote products and active lifestyles.
5th Place: Food & Beverage
Although not in the top four, the food & beverage sector deserves special mention.
“Foodporn” was one of the first viral phenomena on social media and continues to be a strong area of focus for influencer marketing.
Restaurants, food and beverage manufacturers are increasingly leveraging this strategy to reach consumers.
6th Place: Technology
The technology sector, while not among the top in terms of volume, is showing increasing interest in influencer marketing.
Technology experts and creators who specialize in tech product reviews have become key figures in marketing campaigns in this area.
In conclusion, while fashion and beauty maintain their dominant position, sectors such as gaming, travel and sports are gaining ground in Italian influencer marketing.
This diversification reflects the maturation of the market and companies’ growing awareness of the potential of this marketing strategy in various commodity sectors.
Influencer trends 2024: main benefits for Companies
The main benefits a company can gain by implementing an influencer marketing strategy are:
Increased brand awareness
Influencer marketing allows brands to make their brand known to a wider audience.
By collaborating with influencers who already have a significant following, companies can reach new potential customers effectively.
Improved brand reputation
By choosing influencers who share the values of the brand and its target audience, companies can build a positive reputation and increase the trust and credibility of their brand.
Trust and credibility are the fundamental elements behind building one’s business credibility, which inevitably leads to increased sales and customer numbers.
Creating authentic and engaging content
This is especially concerning for influencers defined with Content Creator. They are not chosen for their high number of followers or high engagement.
They are chosen for their ability to create authentic and reliable content that adds more value to the brand and its products than traditional advertising.
This allows brands to establish a more genuine connection with consumers.
Access to specific market niches
Influencers offer brands the opportunity to reach highly profiled niche audiences that are often difficult to intercept through traditional marketing channels.
Increased conversions and ROI
Influencer marketing campaigns have proven effective in generating conversions.
It is estimated that each euro invested in this strategy can generate an average return of 5.78 euros.
Measurability of results
Digital platforms make it possible to accurately track and measure the impact of influencer marketing campaigns, providing valuable data to optimize future strategies.
Competitive advantage
For brands not yet using influencer marketing, adopting this strategy can be an important competitive advantage in the Italian market as it offers the opportunity to:
- increase visibility
- Building a relationship of trust with consumers
- Generate tangible and measurable results.
Influencer marketing 2024 VS young consumers
Influencer marketing has a significant impact on the confidence of young consumers, particularly among Generation Z (Gen Z). Here is how this phenomenon manifests itself:
Increased trust in brands
Credible recommendations: Gen Z tends to trust influencers’ recommendations more than those of traditional celebrities.
Some 69 percent of consumers say they trust the recommendations of influencers they follow, highlighting their ability to make an authentic connection with their audience.
Influence on purchasing decisions
Buying behavior: According to recent research, 49% of consumers make monthly purchases influenced by influencer posts.
Gen Z, in particular, is more likely to make weekly or daily purchases based on these recommendations.
Feedback and interaction: Young people tend to share product feedback with influencers rather than directly with brands.
This creates a more direct and personal communication channel, further increasing trust in the brands represented by influencers.
Implications for brands
Effective marketing strategies: Brands that partner with influencers can benefit from increased trust from young consumers, which translates into increased brand loyalty and affinity.
Campaigns must be designed with authenticity and the values of transparency that Gen Z seeks in mind.
Long-term relationship building: Gen Z values genuine partnerships between brands and influencers.
Companies should focus on lasting partnerships rather than one-off campaigns to build a solid reputation and emotional connection with young consumers.
In summary, influencer marketing plays a crucial role in shaping the trust of young consumers by influencing their purchasing decisions through authentic relationships and credible recommendations.
Brands that know how to harness this dynamic can gain a significant competitive advantage in today’s market.
Influencer Marketing: related articles
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