Italian influencer advertising reaches €350M across major platforms

Media Consultants has released comprehensive data tracking influencer advertising performance across Instagram and TikTok in Italy during May and June 2025. The analysis reveals significant market activity worth approximately €350 million in combined advertising spending across both platforms during the two-month period.

Instagram demonstrated substantial scale with 769 advertisers and 1,095 influencers generating 4,835 posts during the measurement period. Video content dominated the platform's sponsored posts, comprising 57.8% of all content with 2,797 video posts compared to 2,038 image-based posts. TikTok showed concentrated activity among 579 advertisers and 548 influencers producing 4,839 posts, indicating higher posting frequency per participant than Instagram.

According to Media Consultants' AdReport service, "Instagram ha visto 769 investitori e 1.095 influencers attivi per 4.835 post, il 57,8% con Video." The intelligence platform monitors influencer campaigns through automated verification models analyzing approximately 1,500 influencers and 1,000 advertisers across Italy continuously.

Leading advertisers demonstrated different platform preferences during the May-June period. Shein dominated Instagram activity with 236 posts generating 12.12 million likes and 120,960 comments, while Infinity and UEFA Champions League maintained strong presence with 115 and 94 posts respectively. On TikTok, Sephora led with 54 advertisements reaching 225,900 followers, followed by Shein's 47 advertisements targeting 387,400 followers.

The data shows distinct engagement patterns between platforms. Instagram campaigns achieving highest video views included Apple Italia's content featuring David Baldo (@in_visible_world) with 2.31 million views, Inter Milano's Champions League promotions generating 2.12 million and 1.22 million views respectively, and Rossignol's sports content reaching 1.07 million views. TikTok's top-performing campaigns featured Warner Bros promoting F1 racing content, Coca-Cola's "Amici e Coca-Cola: momenti unici da ricordare" campaign, and Findus food advertising with BBQ wing promotions.

Influencer collaboration patterns varied significantly between platforms. Instagram's most active brand collaborators included Ginevra Giaccherini working with 29 brands across 22 posts reaching 488,680 followers, Giulia Casaro (@blondiemoustache) partnering with 26 brands through 31 posts, and Chidozie Obasi collaborating with 21 brands across 5 posts. TikTok influencers showed different collaboration intensity, with Blondiemoustache (@blondiemoustache) working with 24 brands across 37 posts, Anna Volpi partnering with 17 brands through 27 posts, and Rebecca Maurino (@maurinorebecca) collaborating with 15 brands.

Brand category distribution revealed fashion, technology, and sports content generating highest engagement rates. Apple Italia's technology-focused content achieved 2.44 million likes and 6,440 comments through single Instagram posts. UEFA Champions League generated massive engagement through sports content, with Inter Milano-related posts receiving up to 239,260 likes and 23,840 comments. Fashion brands including Chopard and L'Oréal maintained consistent visibility through luxury lifestyle content.

The measurement methodology captures comprehensive advertising activity through 24/7 monitoring systems. According to Media Consultants, "AdReport monitora le campagne degli influencer su Instagram e TikTok tramite un modello proprietario di verifica automatizzata, analizzando un catalogo di circa 1.500 influencer e 1.000 inserzionisti in Italia. Il monitoraggio è attivo 24 ore su 24 e 7 giorni su 7."

Platform-specific features influenced content performance metrics differently. Instagram's algorithm favored longer-form video content, while TikTok's system promoted rapid-engagement posts with immediate viral potential. The data indicates TikTok campaigns achieved faster initial engagement velocity, while Instagram maintained sustained visibility over longer periods.

Geographic distribution showed concentrated activity among Milan-based influencers and brands, reflecting Italy's fashion and media industry centers. Business communication patterns emphasized authentic content integration, with successful campaigns maintaining natural influencer voice while incorporating brand messaging effectively.

Economic impact extends beyond direct advertising spending. The influencer economy supports content creation jobs, marketing agency services, and platform technology development across Italy's digital media sector. Analysis reported by PPC Land indicates the Italian digital advertising market experienced significant growth with over 2,900 new advertisers entering during summer 2024, establishing foundation for continued influencer marketing expansion.

Technical measurement improvements enhanced campaign tracking accuracy. AdReport's automated verification system processed millions of data points across both platforms, providing granular insights into content performance, audience demographics, and engagement quality metrics previously unavailable to Italian advertisers.

Industry implications suggest continued platform diversification strategies among Italian brands. Companies maintaining presence across both Instagram and TikTok achieved broader audience reach while optimizing content formats for each platform's unique characteristics. Successful campaigns demonstrated platform-native approaches rather than cross-posting identical content.

The data reveals shifting consumer behavior patterns affecting influencer marketing effectiveness. Younger demographics showed stronger engagement with TikTok content, while Instagram maintained appeal across broader age ranges. Brands targeting specific demographic segments adjusted platform allocation accordingly, with beauty and fashion brands emphasizing TikTok for Gen Z reach.

Content authenticity emerged as critical performance factor across both platforms. Campaigns achieving highest engagement rates maintained genuine influencer personality integration while delivering brand messages naturally. Overly promotional content showed decreased performance compared to authentic lifestyle integration approaches.

Measurement challenges include accurately attributing sales conversions to specific influencer content, particularly for products requiring longer consideration periods. The data provides engagement metrics and reach figures, but connecting influencer activity directly to purchasing decisions requires additional tracking systems beyond current monitoring capabilities.

Regulatory environment continues developing around influencer marketing transparency requirements. Italian advertising standards increasingly emphasize clear sponsored content disclosure, with platforms implementing enhanced labeling systems to distinguish promotional content from organic posts effectively.

Platform algorithm changes affected content distribution patterns throughout the measurement period. Both Instagram and TikTok adjusted recommendation systems, influencing which content achieved viral status and how influencer posts reached target audiences beyond immediate follower bases.

Competition intensity increased as more brands entered influencer marketing spaces. The surge in advertiser participation created elevated costs for premium influencer partnerships while expanding opportunities for emerging content creators to secure brand collaborations.

Cross-platform campaign coordination emerged as successful strategy for maximizing reach efficiency. Brands maintaining consistent messaging across Instagram and TikTok while adapting content formats achieved higher overall campaign performance compared to single-platform approaches.

Data privacy considerations influenced how platforms collect and share performance metrics with advertisers and measurement services. Enhanced privacy protections limited some granular audience insights while maintaining campaign effectiveness measurement capabilities.

Future growth projections indicate continued expansion in Italian influencer marketing investment. The broader European digital advertising market reached €118.9 billion with 16% growth, providing economic foundation for increased influencer marketing budgets across Italy's advertising sector.

Innovation in content formats drives engagement improvements across both platforms. Instagram's Reels format and TikTok's expanded video length options create new opportunities for influencer storytelling while maintaining authentic connection with audiences throughout longer-form content presentations.

Timeline

May 2025

• Media Consultants begins comprehensive influencer monitoring for May-June 2025 period
• TikTok launches Smart+ AI-powered ad optimization globally, including Italy market

June 2025

• Peak influencer activity period with 4,835 Instagram posts and 4,839 TikTok posts recorded
• Platform payments fuel AI content across social media affecting Italian creator economy

July 2025

• Study period concludes with data analysis beginning
• TikTok's GMV Max ROI guarantee features impact Italian e-commerce advertisers
• Utiq expands to Italy with privacy-first advertising through telecommunications partnerships

July 30, 2025

• Media Consultants releases comprehensive influencer advertising report for May-June 2025
• Data shows 769 Instagram advertisers and 579 TikTok advertisers active during measurement period

Summary

Who: Media Consultants released data tracking 769 Instagram advertisers, 1,095 Instagram influencers, 579 TikTok advertisers, and 548 TikTok influencers across Italy during the measurement period.

What: Comprehensive analysis of influencer advertising activity showing 4,835 Instagram posts (57.8% video content) and 4,839 TikTok posts, with leading brands including Shein, Apple Italia, UEFA Champions League, and Sephora driving highest engagement rates.

When: Data covers May and June 2025, with report release on July 30, 2025, representing peak influencer marketing activity during Italy's key advertising seasons.

Where: Analysis focuses on Italian digital advertising market across Instagram and TikTok platforms, with concentrated activity among Milan-based influencers and brands throughout the country.

Why: The study addresses growing demand for influencer marketing transparency and performance measurement as Italian brands increasingly allocate advertising budgets toward social media influencer partnerships rather than traditional advertising channels.

Key Terms Explained

AdReport AdReport represents Media Consultants' proprietary intelligence service that monitors digital advertising campaigns across multiple platforms including Instagram, TikTok, Facebook, LinkedIn, and YouTube. The system operates through automated verification models that track approximately 1,500 influencers and 1,000 advertisers throughout Italy on a continuous 24/7 basis. This comprehensive monitoring approach enables real-time analysis of sponsored content, engagement metrics, and advertiser activity patterns across social media platforms.

Influencer Marketing Influencer marketing encompasses advertising strategies where brands collaborate with social media content creators who possess established audiences and credibility within specific demographics or interest categories. This approach leverages the authentic relationship between influencers and their followers to promote products or services through integrated content that maintains the creator's natural voice and style. The effectiveness stems from audience trust in influencer recommendations compared to traditional advertising formats.

Engagement Metrics Engagement metrics include quantifiable measurements of audience interaction with social media content, encompassing likes, comments, shares, saves, and video views across different platforms. These metrics provide advertisers with insights into content performance, audience interest levels, and campaign effectiveness beyond simple reach or impression data. Instagram and TikTok employ different engagement calculation methods, with TikTok emphasizing completion rates and Instagram focusing on interaction diversity.

Video Content Video content represents the dominant format for social media advertising, comprising 57.8% of Instagram sponsored posts during the measurement period and virtually all TikTok content. This format enables dynamic storytelling, product demonstrations, and lifestyle integration that static images cannot achieve. Video content typically generates higher engagement rates and longer audience attention spans, making it particularly valuable for brand messaging and conversion objectives.

Sponsored Posts Sponsored posts are content pieces created by influencers that feature paid brand partnerships, distinguished from organic content through platform-specific labeling requirements and disclosure regulations. These posts must maintain authenticity while incorporating brand messaging, product placement, or call-to-action elements. Italian advertising standards require clear identification of sponsored content to ensure transparency for audiences consuming influencer recommendations.

Brand Collaboration Brand collaboration describes the partnership relationship between companies and content creators, involving content development, audience targeting, and performance measurement coordination. Successful collaborations balance brand objectives with influencer creative freedom, allowing authentic content creation while achieving marketing goals. The data shows varying collaboration intensity, with some influencers working with up to 29 different brands during the two-month measurement period.

Platform Algorithm Platform algorithms are sophisticated machine learning systems that determine content distribution, audience targeting, and engagement optimization across social media networks. Instagram and TikTok employ different algorithmic approaches, with TikTok emphasizing rapid viral potential and Instagram focusing on sustained visibility among follower networks. Algorithm changes significantly impact content performance and influencer reach effectiveness.

Content Performance Content performance encompasses comprehensive analysis of how sponsored posts achieve marketing objectives, including reach, engagement quality, conversion rates, and audience response patterns. Performance measurement extends beyond basic metrics to include brand sentiment, message recall, and purchase intent indicators. The study reveals significant performance variations between platforms, with TikTok achieving faster initial engagement and Instagram maintaining longer content lifecycles.

Digital Advertising Digital advertising represents the broader ecosystem where influencer marketing operates, including programmatic advertising, social media promoted content, search engine marketing, and display advertising across online platforms. The Italian digital advertising market experienced substantial growth with over 2,900 new advertisers entering during 2024, creating increased competition and opportunities within the influencer marketing segment.

Audience Reach Audience reach measures the total number of unique users exposed to sponsored content across influencer campaigns, providing insights into campaign scale and market penetration effectiveness. Reach metrics differ from engagement metrics by focusing on exposure rather than interaction, helping advertisers understand content visibility and demographic distribution. Successful campaigns balance reach optimization with engagement quality to maximize advertising return on investment.