Italy’s influencer marketing sector, valued at $459.64 million in 2024, is expected to reach $540.75 million in 2025 and expand to $2.38 billion by 2034, driven primarily by increasing social media penetration and a growing e-commerce ecosystem, according to a new report from Polaris Market Research published this June.
Social Media Growth Fuels Market Expansion
High social media adoption rates across platforms such as Instagram, YouTube, and TikTok are reshaping Italy’s digital advertising. Instagram currently reaches approximately 30 million Italian users, while YouTube exceeds 35 million users, with both platforms reporting user growth of up to 90% in 2024.
This shift in media consumption creates opportunities for brands seeking to establish authentic connections with younger, mobile-first audiences who increasingly trust influencer recommendations over traditional advertising formats.
Market Segment Performance
The services segment, valued at $300 million in 2024, currently dominates the market as brands increasingly rely on full-service influencer marketing agencies that offer campaign strategies, content creation, talent sourcing, and performance analytics.
Meanwhile, the solution/platform segment is projected to grow at a faster rate, with an expected CAGR of 19.2% through 2034. This growth stems from increasing adoption of automated tools for influencer discovery, campaign management, and analytics that help streamline partnerships and track engagement metrics.
Organization Size Dynamics
Large enterprises currently command the majority of market share, accounting for $321 million in 2024. These companies leverage substantial marketing budgets to engage with macro and celebrity influencers for omnichannel brand building campaigns.
The small and medium enterprise (SME) segment is expected to grow at a 19.2% CAGR during the forecast period as these businesses increasingly work with micro- and nano-influencers who deliver higher engagement rates at lower costs.
Industry Vertical Performance
The luxury and cosmetics vertical leads market share with $115 million in 2024. Brands in this sector rely heavily on influencers for visual storytelling that embodies brand heritage and aspirational lifestyles, often integrating campaigns with fashion weeks, exclusive events, and personalized experiences.
Retail and e-commerce is positioned as the fastest-growing segment with a projected CAGR of 22%. This growth is attributed to the sector’s need to engage digital-native consumers and reduce reliance on paid advertising, with influencers becoming integral to product discovery and conversion processes.
The Competition
Key players in Italy’s influencer marketing sector include Buzzoole, Digital-PR, Famesters Italy, Hootsuite, Igers Italia/IgersNetwork, MELT Digital, Ogilvy Influence, SocialMente, The Next Brand, and We Are Social.
The competitive environment is characterized by strategic mergers and acquisitions as companies seek to consolidate market share. Technology advancements, particularly in AI-driven analytics and performance tracking, continue to reshape campaign optimization and audience targeting capabilities.
Market differentiation relies on data insights and authentic content creation, with micro-influencer partnerships and localized campaigns emerging as significant trends that position Italy as a key hub for influencer marketing innovation in Europe.
Italy’s influencer marketing sector, valued at $459.64 million in 2024, is expected to reach $540.75 million in 2025 and expand to $2.38 billion by 2034, driven primarily by increasing social media penetration and a growing e-commerce ecosystem, according to a new report from Polaris Market Research published this June.
Social Media Growth Fuels Market Expansion
High social media adoption rates across platforms such as Instagram, YouTube, and TikTok are reshaping Italy’s digital advertising. Instagram currently reaches approximately 30 million Italian users, while YouTube exceeds 35 million users, with both platforms reporting user growth of up to 90% in 2024.
This shift in media consumption creates opportunities for brands seeking to establish authentic connections with younger, mobile-first audiences who increasingly trust influencer recommendations over traditional advertising formats.
Market Segment Performance
The services segment, valued at $300 million in 2024, currently dominates the market as brands increasingly rely on full-service influencer marketing agencies that offer campaign strategies, content creation, talent sourcing, and performance analytics.
Meanwhile, the solution/platform segment is projected to grow at a faster rate, with an expected CAGR of 19.2% through 2034. This growth stems from increasing adoption of automated tools for influencer discovery, campaign management, and analytics that help streamline partnerships and track engagement metrics.
Organization Size Dynamics
Large enterprises currently command the majority of market share, accounting for $321 million in 2024. These companies leverage substantial marketing budgets to engage with macro and celebrity influencers for omnichannel brand building campaigns.
The small and medium enterprise (SME) segment is expected to grow at a 19.2% CAGR during the forecast period as these businesses increasingly work with micro- and nano-influencers who deliver higher engagement rates at lower costs.
Industry Vertical Performance
The luxury and cosmetics vertical leads market share with $115 million in 2024. Brands in this sector rely heavily on influencers for visual storytelling that embodies brand heritage and aspirational lifestyles, often integrating campaigns with fashion weeks, exclusive events, and personalized experiences.
Retail and e-commerce is positioned as the fastest-growing segment with a projected CAGR of 22%. This growth is attributed to the sector’s need to engage digital-native consumers and reduce reliance on paid advertising, with influencers becoming integral to product discovery and conversion processes.
The Competition
Key players in Italy’s influencer marketing sector include Buzzoole, Digital-PR, Famesters Italy, Hootsuite, Igers Italia/IgersNetwork, MELT Digital, Ogilvy Influence, SocialMente, The Next Brand, and We Are Social.
The competitive environment is characterized by strategic mergers and acquisitions as companies seek to consolidate market share. Technology advancements, particularly in AI-driven analytics and performance tracking, continue to reshape campaign optimization and audience targeting capabilities.
Market differentiation relies on data insights and authentic content creation, with micro-influencer partnerships and localized campaigns emerging as significant trends that position Italy as a key hub for influencer marketing innovation in Europe.