BYE BYE CELEBRITIES, CONTENT CREATORS ARE THE NEW STARS
In the current digital era, the traditional image of celebrities seems faded and distant.
Extensive research conducted in Italy’s Branded Industries revealed a surprising shift. Influencer marketing is constantly growing, and it is these new faces – nano and micro influencers – that are taking center stage. What are the reasons? Authenticity, the closeness to values common to the audience, and the ability to engage in stories that seem to be about us.
Over 12 months a meticulous study has been carried and it ended in June 2023, involving a sample of 100 managers, including function managers and communications professionals, active in member IdMs.
This study was carried out in collaboration with prestigious institutions such as Almed (Alta Scuola in Media Comunicazione e Spettacolo of the Università Cattolica del Sacro Cuore), Sensemakers and Comscore, companies specializing in the analysis of digital audience behaviors and profiles.
One of the most striking findings from the research is the rise of Influencer Marketing as the preferred communication strategy for IdMs. As general manager of Centromarca Vittorio Cino says, this trend reflects the evolution and professionalization of the sector in Italy, as well as the ever-increasing focus of brands on ways of relating with consumers that are more qualitative, profiled and creative.
The episode highlights the ability of TikTok and social media in general to directly influence an individual’s public and personal perception. Victor Osimhen, already the subject of media controversy and fake news, has seen his relationship with society further compromised. The player’s manager even threatened legal action to protect his client’s reputation.
Despite attempts at clarification and appeasement, Osimhen’s nervousness was evident at the pre-match retreat, a sign that the case was far from resolved. But this is not just a personal problem of the player; it has broader impacts. Naples is trying to regain last season’s glow, but the Osimhen case has further complicated its efforts.
At a time when social media play an increasingly central role in our lives, this episode reminds us how important it is to be aware of the power they have in shaping perceptions and relationships. With its immediate virality, TikTok can trigger unexpected and destabilizing situations, such as the one we saw with Napoli and Osimhen.
In conclusion, the power of TikTok and social media in general should not be underestimated.
- 75% of the sample said they had developed Branded Content projects in the surveyed year, achieving surprising results. In addition, the average level of interactions per post made by influencers on both Facebook and Instagram corporate profiles was 1.6 times higher than the average for the Italian market.
- 62% of food and non-food IdMs have chosen to partner with micro-influencers to enhance their brands and products on digital channels. This choice has been shown to generate average levels of interaction with potential consumers that are 20% higher than the total amount of content they publish.
- Nano-influencers, representing 45%, surpassed celebrities, standing at 37%. In addition, 40 percent of companies hired creators to develop creative content.
- The performance of “paid partnerships” has been shown to have multiplied audience engagement. In general, branded posts by FMCG branded companies on Facebook and Instagram produced 24 times more interactions than those generated by corporate social profiles.
In the scenario of emerging social platforms, Instagram stands out as a key tool in influencer marketing, with 89 percent of interactions made by influencers focusing on Instagram. In addition, TikTok is already included in influencer marketing plans by 31% of IdMs, surpassing YouTube, chosen in 28% of cases.
While celebrities may still have their place, the golden age of past icons seems long gone. Modern audiences are thirsty for authenticity and real connections, and that is what nano and micro influencers offer. Looking ahead, we can expect Influencer Marketing to continue to evolve, with an increasing emphasis on authenticity and proximity to the audience values.
We have entered an era where emerging social media stars have taken over, and Influencer Marketing is stronger than ever. Celebrities may have lost their former glory, but nano and micro influencers are leading us toward a more authentic and engaging future.
Welcome to the new era, where proximity and authenticity are the keys to success.