“Based on research on the Italian market (curated by DeRev Lab, which specializes in digital positioning), it emerges that the value of this market in Italy is about 280 million in 2021, and that the growth from the year before is 15 percent. Globally it is 14 billion, compared to 9.7 in 2020.”(SOURCE: LA IL SOLE 24 ORE https://www.ilsole24ore.com/art/cresce-giro-d-affari-influencer-nicchia-280-milioni-italia-AE1ZNIx )
In fact, ASSOINFLUENCER, an Italian influencer association, was born with the specific intent of promoting and protecting the new generation profession from which it takes its name. The non-profit association was formally included by the Ministry of Economic Development in the list of professional associations under Law No. 4/2013. The influencers’ union to protect a category that has 450 thousand professionals, 350 influencer content creators, and 100,000 figures orbiting around them: managers, consultants, social media managers, etc.
According to a research by DeRev.com (the Italian company founded by Roberto Esposito that deals with strategy and digital identity, fintech and crowdfunding, community engagement and social media communication, developing innovative projects and solutions for brands, institutional entities and Public Administration, public figures and politicians), social media can be considered not only a rapid communication channel with infinite potential for expansion, but also an economic asset:
The emergence of a union that protects these kinds of workers even at the institutional level puts the emphasis on the social media issue at the organizational level as well and confirms a reality, for many uncomfortable: Social media can no longer be ignored. They are a world of their own, parallel to the real world, which has its own rules, its own values, and for the past few years even its own economy. Ignoring the world of social, not considering it as an organizational reality, is not a choice, it is a fear, an unwillingness to change, to unhinge a mentality, to look beyond it. It is a big change, but it is the same kind of change that computers brought: learning a new way of approaching work, abruptly and constantly changing one’s modus operandi. Getting on social does not mean changing in its entirety the way one approaches communication, it means enlarging one’s vision and adding a piece within the conception of networking, of communication, of marketing. Not doing so means ignoring a slice of the market, choosing to look the other way.
Once this need is grasped, there are two huge steps to take. The first is to ask how social can help your organization achieve certain goals, so how can you successfully enter the world of social. The second is to do it.
