Welcome to the Playmarketing Blog: The Rise of Influencer Marketing
Hello, and welcome to the Playmarketing blog! Today, we will discuss how being an influencer is now recognized as a genuine profession—one that can be quite profitable and is increasingly subject to media regulations. What is the statistical and economic impact of this emerging “job”? Let’s uncover some interesting facts about influencer marketing!
Influencing: A Continuously Growing Sector
The theme we have been exploring over the past few weeks on our blog was not chosen by chance. The rise of influencer marketing is reshaping the digital landscape, and it’s essential to understand the implications.
Our recent articles focus on this influencer-centric world, which is often perceived as merely entertaining or a hobby. However, there is a vast ecosystem behind it.
In the upcoming year, Agcom (the Italian Communications Authority) has introduced new regulations to govern various aspects of this “new” profession. But we’ll delve into that shortly.
Marketing and Influencers: Key Statistics
Recently, we addressed the topic of influencer marketing, a movement gaining significant traction, with major brands increasingly collaborating with influencers to enhance their visibility.
While there have been a few “unfortunate” exceptions (like the Ferragni-Balocco collaboration), the effectiveness of this communication method is evident. According to Sky Tg24, over $21 billion has been earned by highly followed individuals on social media, who leverage their influence through sponsorships and advertisements, firmly establishing themselves in the marketing world.
In Italy, influencers have generated approximately €300 million, reflecting a 10% growth from the previous year. These figures highlight that being an influencer should be recognized as a legitimate career.
How Much Do Influencers Earn?
This is a broad question, and the answer varies based on factors like country, social media platform, and the influencer’s “reach.”
Let’s examine Italy and focus on one of the fastest-growing platforms among younger generations: TikTok.
By “reach,” we classify influencers based on their follower count. Here are the average earnings (per post) for each category of influencer on TikTok in Italy for 2024, according to data from DeNev:
- Nano Influencers (5,000 to 10,000 followers): €50 to €250 per post
- Micro Influencers (10,000 to 50,000 followers): €250 to €750 per post
- Mid-tier Influencers (50,000 to 300,000 followers): €750 to €3,000 per post
- Macro Influencers (300,000 to 1 million followers): €3,000 to €5,000 per post
- Mega Influencers (1 million to 3 million followers): €5,000 to €10,000 per post
- Celebrities (over 3 million followers): €10,000 to €20,000 per post
Notably, a TikTok post by an influencer with 300,000 followers can earn as much as a worker’s two-month salary.
The Agcom Intervention
Let’s clarify: this comparison is not intended to undermine the influencer’s profession. Achieving 300,000 followers on TikTok reflects undeniable skill and effort.
This data reinforces the notion that being an influencer is a legitimate job. More people are turning to influencers for guidance, making them genuine thought leaders deserving of respect.
At the start of the year, Agcom intervened to set certain boundaries for influencers in Italy, akin to regulations for traditional media. Some of these regulations require influencers (especially those with over a million followers) to refrain from promoting hate, violence, and discrimination. Additionally, there are restrictions on endorsing addictive products like cigarettes and gambling, with penalties for violations reaching hundreds of thousands of euros.
For More Information
Are you considering entrusting your image to an influencer? The Playmarketing team is here to help you navigate this exciting landscape. Contact us to explore how we can support your influencer marketing strategy and help make your influencer dreams a reality!
