La #trasparenza degli influencer si vede su Instagram
La #trasparenza degli influencer si vede su Instagram. Sono sempre più numerose le aziende e i brand che in Italia si affidano agli influencer e ai creator per sviluppare storytelling innovativi, lanciare nuovi prodotti ed esperienze, raggiungendo più persone possibili via social.
Con un trend di crescita a doppia cifra, il mercato stimato dell’influencer marketing equivale infatti a 241 milioni di euro.
Dallo studio annuale “La trasparenza nell’Influencer Marketing” è emerso è che nel 2020 sono stati pubblicati 186.700 contenuti “trasparenti” che hanno generato 268 milioni di interazioni, e Instagram si è riconfermata la piattaforma preferita per le attività con i creator con il 94% dei post e il 98% delle interazioni generate.
Gli # presi in considerazione sono stati: #Ad, #Adv, #sponsorizzato, #sponsored, #inserzioneapagamento, #prodottofornitoda, #pubblicità, #advertising
Dall’analisi sono emersi 3 settori in particolare come settori più trasparenti: moda, cosmetica e tecnologia.
Nel dettaglio moda (abbigliamento e calzature) si riconferma l’industria più attenta alle regole con il 34% dei post prodotti (4 punti in più rispetto allo scorso anno).
La cosmetica (prodotti per la cura del corpo), in seconda posizione con il 16%.
Il terzo posto, che in passato era presidiato dal settore degli accessori, è occupato dalla tecnologia (elettronica di consumo), protagonista del 9% dei post prodotti, che guadagna 3 punti percentuali.
Il Covid cambia il ritmo delle campagne
Nel 2020 il numero di post trasparenti è leggermente diminuito (-5%). Nell’anno appena passato le stagionalità che caratterizzano alcuni settori sono state in parte annullate oppure si sono registrati dei picchi anomali rispetto alle attività adv. Ad esempio, si nota un’accentuazione delle campagne food a marzo, di quelle sull’entertainment durante i mesi del lockdown, di quelle beauty ad ottobre e di quelle fashion a novembre.
Per quanto riguarda le interazioni totali (like, commenti, condivisioni), la moda cattura il 37% di tutte le interazioni, mentre la bellezza il 16% e la tecnologia il 9,5%.
Post con più interazioni: la torta di Chiara Ferragni
Il post in lingua italiana che ha ottenuto più interazioni è quello della cheese-cake pubblicato da Chiara Ferragni con circa 614.000 interazioni.
Cheesecake con frutti di bosco ? La ricetta e la ricotta sono di @galbani_italia e questo è il risultato ? Non pensavo che cucinare fosse così rilassate ✌? #RestiamoInsiemeACasa #adv ?? Cheesecake with berries ? I got the recipe and the ricotta cheese from @galbani_italia and this is the result! ? Nobody told me how relaxing cooking can be ✌?
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