State and future of Influencer marketing: Interview with 4 Influencers

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Influencer marketing is growing exponentially. But what is the state of the art of influencer marketing? What future? What are the earnings? We talk about it with 4 influencers: Lucia Del Pasqua, Elisa D’Ospina, Gianluca Fazio and Manuela Vitulli.

From a recent observatory activated by Ied Milano with Akqa, 64% of companies in Italy activated influencer marketing operations in 2018.  Of these, 79% expect an increase in resources and investments for the next year. Started as a social phenomenon ten years ago, today it is a real regulated strategy in marketing activities. We decided to take stock of the situation, looking at influencer marketing from a privileged point of view. That of influencers! We talked about it with:

  • Lucia Del Pasqua , journalist, fashion blogger, author of The Fashion Politan
  • Elisa D’Ospina , international top model of the curvy world, commentator and TV presenter, web editor for Leonardo.it and Vogue.it, author of the book “A life with curves”
  • Gianluca Fazio , digital content creator, photographer and influencer, author of The Rerum Natura
  • Manuela Vitulli , travel blogger, influencer and instagrammer, web content editor for portals and magazines, author of Pensieri in viaggio

In your opinion, what is the definition of “Influencer Marketing” today?

Lucia Del Pasqua : It is a type of marketing that is not based so much on the product or the experience, but on the people who tell it. The people in question are the influencers, i.e. those who have an influence on the community, an authority, who are able to shift attention to a certain topic (read product and / or experience) and in some cases condition the process. purchase. Influencers are very different from testimonials .

Elisa D’Ospina : Influencer marketing is a product or service promotion vehicle conveyed through characters who can influence public opinion .

Gianluca Fazio : I think the current definition of “influencer marketing” is starting to differ more and more from its initial definition, which, if desired, could be summed up in the ability of a particularly credible character in a circle of people to influence purchasing behavior. This definition could have been fine in the early days of influencer marketing, but now it is reductive, if not wrong. Currently influencer marketing I believe that it is a communication strategy aimed. At bringing a company closer to users by creating content that may be of significant interest to both parties. It is no longer just a top-down phenomenon, from influencer to audience, but it is a continuous alternation between top-down and bottom-up .

Manuela Vitulli : Good question! For me today, influencer marketing should (and I stress should) indicate a marketing based on the storytelling of a “common” but at the same time very popular person, influencing potential customers.

What if you had to explain influencer marketing to a lovely old man?

Lucia : Grandfather, do you know the advertisement? Here, it is more or less the advertisement but it does not go on TV, mainly it is on the mobile phone. The protagonists are not famous singers or actors, but quite ordinary people and not necessarily beautiful and damned. Assuming that your niece is the most beautiful girl in the world, as a “normal” person she could be a perfect influencer to promote her coffee and deodorants on her mobile phone. What do I know, Borotalco gives her a product, she photographs it, puts it “on her mobile phone” and then from there many people can see it. But I’ll give you the lesson on Instagram again, huh.

Elisa:  Dear grandfather, we give this glass with a particular design to a person who is famous in an industry. We make this glass appeal to as many people as possible so that they can buy it.

Gianluca : If I had to explain influencer marketing to a lovely old man. I would give him an example that I think he knows well too. Exactly as he is likely to have more confidence in the advice of trusted people. We too do the same thing. Only he does it with people he knows live and we do it with people we know on the internet. I would add that, just as he trusts advice more after seeing concrete examples. We too create content that is what we want to show. To those who follow us to show that our suggestion is authentic . And if he isn’t, you know in an instant.

Manuela : I would tell him that it is a way to promote a product or service through well-known people. Maybe the grandchildren will be able to explain better what it is. If they have not already launched into influencer marketing!

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