There are about
20 million Italians between 18 and 54 who have chosen to follow at least one influencer.
Of these, 48% follow a macro influencer.
A category that includes not only people, but also editorial brands with prominent social profiles in the reference communities, recognized as authoritative in nine specific fields: health and well-being, family and children, entertainment, technology and science, beauty and personal care, fashion , food and beverage, travel and tourism, cars and motorcycles.
Macro influencers are at the center of the “Italians & Influencers” research carried out by Buzzoole, InfoValue and Mondadori Media, with the aim of thoroughly investigating the opinions of Italians towards an increasingly important consumer category.
The survey examines in particular the relationship of Italians with influencers and publishing brands, in relation to their presence on social media, and the type of role that the latter assume in entertainment and in the purchasing processes of users.
The first interesting element is the frequency of consultation of their profiles.
37% say they follow them every day
, while another 37% every 2/3 days.
Why do you follow an influencer?
For the advice he can give (54%, especially for what concerns food) or as an expert on individual topics (51%, technology and engines) or because he takes himself as a reference model with which to identify himself (19%, fashion and family).
At the top of the notoriety index on social
networks
is
the digital entrepreneur Chiara Ferragni
(cited by 85% of the sample), followed by
GialloZafferano, 1.4 million followers on Instagram
(72%) and
Benedetta Rossi
(71%).
View this post on Instagram
A post shared by Giallozafferano (@giallozafferano)
View this post on Instagram
A post shared by Chiara Ferragni ✨ (@chiaraferragni)
Regarding the platforms used,
Instagram is the social network of excellence
(67%), followed by Facebook (59%) and YouTube (53%).
The young target follows them on TikTok (9%) and 4% on Twitch.
During the study, the role of macro influencers in the purchasing process is highlighted, with different emphases based on the sectors of interest to the user.
It can be the "tutor" who explains a product (for 54% of the interviewees), especially in the food and beauty sector, the discoverer able to introduce new goods (for 47%) in tech and beauty, the friend who knows where and when to make a purchase (41%), especially for those who are passionate about cars and motorcycles, or, again, the trend setter par excellence (27%).
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Therefore, we are witnessing the recognition of its commercial function: the influencer and the publishing brand are expected to provide information on different product types, becoming a "consultant" who can play a decisive role in any situation.
Once the issue of the role played by macro influencers within the purchasing process has been addressed, the research also investigated how their figure is incident in the propensity to spend:
85% of Italians said they take into consideration the their opinion on social media when it comes to buying a product.
It also examined in depth how many purchases are “really” made on the basis of the recommendations. In the last year, about half of the interviewees bought an average of 2 products or services recommended by influencers or editorial brands on social media: beauty, food, fashion and technology are the categories in which shopping is most affected.
Examining the purchase intentions in the individual areas, the profiles of GialloZafferano (89%) in the food & beverage sector and Mypersonaltrainer for products relating to health and wellness rank first in the preferences of Italians.
“The study carried out in synergy with Mondadori Media and InfoValue - said Gianluca Perrelli, CEO of Buzzoole - had the merit of bringing out the complexity of a well-established phenomenon that involves the lives of millions of people. It also highlighted the multiple roles that Creators can have for Italians, no longer simple repeaters of messages, but a fundamental hub in the purchasing process ”.
“Brands have always been among the main influencers of consumer choices, central to the discovery of new trends and trends”, declared Andrea Santagata, General Manager of Mondadori Media. “The research clearly shows how some of them, the more vertical ones and with languages and approaches closer to people, have maintained or even strengthened this role, even in the increasingly important field of social media. I believe that the key for a brand on social media is to satisfy specific needs, in order to offer support and help to people ".
