Across Europe and especially in Italy, influencer marketing is undergoing a major transformation, with brands increasingly turning to micro-influencers instead of high-profile celebrities. This shift reflects a broader change in priorities, where authenticity, credibility, and shared values are becoming more important than sheer audience size.
Recent data shows that the sector continues to expand at a steady pace, with double-digit growth recorded in recent years. At the same time, companies are reallocating budgets: about 72% of marketers have increased spending on influencer campaigns, in some cases by as much as 50% compared to the previous year.
