The profession of influence is a growing sector: the market in Italy reaches up to 400 million in revenue
The total turnover of the supply chain, which attracts 3 million Italians, exceeds a billion in advertising investment for brands. These figures have emerged from the estimates of the Marketing Observatory.
And the expenses for collaborations between brands and influencers will exceed 400 million euros this year. So 400 million euros will enter the pockets of influencers who publish advertisements on social networks.
This projected figure is 5% more from 2022 and 47% more compared to 2021.
Steady and steady growth
67% of respondents (out of 3,500 users of marketing agencies, Premarka) intend to increase spending on influencer marketing and 23% want to spend more than 40% of the budget on influencer campaigns.
Initially, these influencers called the advertising they did "shopping tips".
What's interesting is that about 49% of consumers trust influencers to make a purchase. So we are definitely living in a time where "influencer" is a profession.
Since the 50s, products have started to have user manuals, but today this right has been given to a third party, thanks to digital technology and social media. It is given to influencers, who often come out with videos and explain the use of the product.