In Italy, Instagram remains the dominant platform for influencer marketing, with over half of brands prioritizing it for campaigns in 2026. TikTok's rapid growth has resulted in higher engagement rates, making it a preferred choice for younger audiences. The influencer marketing budget has increased substantially, reflecting the sector's maturity and importance in Italian digital marketing strategies.
Italian consumers continue to show high trust in influencers, which boosts the effectiveness of influencer campaigns. The average influencer reach indicates that brands are collaborating with macro-influencers to maximize visibility. As digital habits evolve, Italian brands are investing more in authentic, engaging content to connect with their target demographics effectively.