Advertising spending in influencer marketing continue to rise in Italy, reaching 323 million euros in 2023, up 10% from 2022. This is according to a poll conducted by the UPA, or Associated Advertising Users. In comparison to previous year, the percentage of organizations using this communication channel has increased from 81% to 90%. The 323-million-euro number pertains to surveys conducted on larger organizations, but Italian investment in influencer marketing is higher since there are millions of tiny and very small businesses who invest directly on the Internet and avoid statistical studies. Influencers are undoubtedly a dynamic industry, but there are still a few topics that receive most of the money, as well as a plethora of micro-influencers who make very little. Aside from the yearly survey, UPA is going to unveil its Upa Academy, which will be "an articulated training system for both young people and member companies on all communication issues, including influencer marketing."
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