The influencer marketing scene in Italy has been on the rise in recent years. Italian influencers, like their counterparts in other countries, have amassed large followings on platforms such as Instagram, TikTok, and YouTube, making them an attractive option for brands looking to tap into their engaged audiences.
Here’s a list of the biggest Italian influencers on Instagram and TikTok – along with a step-by-step guide on how to find the right local influencers for your brand 👇🏼
The influencer marketing scene in Italy
As in most countries, the field of influencer marketing has been heavily growing in Italy in recent years – with more and more brands turning to influencers to promote their products and services. Influencer marketing spending is on the rise, being projected to amount to 294 million euros in 2022. ¹
As Italy is famous for its fashion industry, fashion, and beauty influencers have been particularly successful – but there are also many influencers in the food, travel, and lifestyle niches who are gaining traction. The local influencer landscape is highly competitive, with many influencers vying for brand partnerships and collaborations. However, as influencer marketing continues to grow in popularity, it is likely that we will see even more Italian influencers emerging on the scene in the coming years.
The biggest Italian influencers on Instagram
Here are the TOP 10 most followed Italy-based influencers on Instagram:
1. Chiara Ferragni (@chiaraferragni) – 29M followers
2. Valentino Rossi (@valeyellow46) – 15M followers
3. FEDEZ (@fedez) – 14.6M followers
4. Mario Balotelli Barwuah (@mb459) – 11.1M followers
5. Maria Belen (@xbelenrodriguezreal) – 10.5M followers
6. Gianluigi Buffon (@gianluigibuffon) – 10.3M followers
7. Can Yaman (@canyaman) – 10.1M followers
8. Louis (@louispartridge_) – 9.4M followers
9. Andrea Pirlo Official (@andreapirlo21) – 9.4M followers
10. Diletta Leotta (@dilettaleotta) – 8.6M followers
Chiara Ferragni is the most followed Italian Instagram influencer
TOP 10 most followed Italy-based influencers on TikTok:
1. Khabane lame (@khaby.lame) – 155.6M followers
2. Arnaldo Mangini (@arnaldomangini) – 31.5M followers
3. Manuel Mercuri (@mercuri_88) – 23.2M followers
4. Gianluca Vacchi (@gianlucavacchi) – 21.8M followers
5. Foodqood by Giallozafferano (@gzfoodqood) – 21.8M followers
6. Urban Theory (@urbantheory_) – 20.5M followers
7. Letwins (@letwins) – 18.5M followers
8. Paky (@paky__official) – 18.2M followers
9. Madtrinity (@madtrinity) – 13.5M followers
10. Faffapix (@faffapix) – 13.3M followers
In general, there are two ways to find relevant influencers: searching manually on social media or using an influencer search tool. Here are some tips for both approaches!
1. Searching on Google
The most straightforward way to find influencers is by searching on Google – you’ve probably already tried that! You can search for keywords like top Italian bloggers, mom influencers in Italy, or Italian fashion influencers on Instagram. The more specific your search term is, the better results you’ll get!
2. Searching manually on social media
The easiest way to find influencers on Instagram is by searching by hashtags and keywords: make sure to check relevant hashtags like #italy, #italian, #italianinfluencer, and #italianblogger. Of course, when you’re looking for niche influencers, don’t forget about niche keywords like #italianfashion and #italianfashionblogger.
Secondly, make sure to check locations like Italy, Rome, Milan, Naples, Turin, Palermo, Genoa, Bologna, and Florence. Additionally, you can check local restaurants, cafes, and other places that influencers might go to. If you’re looking for influencers in a specific city, you should also check keywords and hashtags related to these cities.
Once you’ve found an influencer you’d like to work with, you can check profiles that are similar to theirs: click on the little 🔽 button next to the “Message” button on their profile when on mobile or the little arrow button next to “Follow” when on desktop. This way, you will see a list of similar influencers you might want to work with!
Similar Instagram users to @boity
When it comes to manually finding influencers on TikTok, the search process is the same: you can search by hashtags, keywords, and phrases.
When you’re on the phone, you can also set filters for the search. If you’re looking for influencers, select “Users” in the top menu – and use the filters to see profiles with over 10,000 or 100,000 followers. You can also set the profile type to “verified” to see celebrities and international companies. In the desktop version, the filtering options are limited.
3. Using an influencer search tool
As finding relevant influencers manually might be terribly time-consuming, we recommend using an influencer search tool. You might pay a small monthly fee – but it’s a huge time of save of time and helps you find much more relevant influencers.
Promoty is one of them: we have a global database with 190M social media influencers. By filtering the database by influencers’ interests, location, social media data, audience demographics, or other criteria, you can find exactly the right influencers for your brand.
If you’re looking for Italy-based influencers, just set the Location field to “Italy” or any relevant city in Italy – or use the keyword search.
If you’re looking for influencers with an Italian audience, set the Audience Location field to “Italy”. Additionally, you can filter influencers by age, gender, location, language, audience demographics, and other criteria.
Using Promoty to find Italian TikTok influencers (try it out free)
For every influencer, you can also see their engagement rate, average likes, audience demographics (age, location, gender), brand affinity, most-used hashtags, followers’ credibility, previous sponsored posts, followers’ growth over time, similar profiles, and much more.
Here’s what Instagram profile analytics looks like! 👇🏼
@boity’s profile analytics on Promoty’s influencer analytics tool
To sum it up: the best ways to find Italian creators for your brand
If you want to find relevant influencers for your brand, you can try searching manually on Instagram, using keywords, hashtags, and similar profiles – or use an influencer search engine that allows you to find suitable influencers quickly and effectively.
Promoty is one of the influencer marketing tools: it’s an all-in-one influencer management tool, created by Italian Leonardo Romanello and Aleks Koha in 2017. Using Promoty, you can find the right influencers, see their detailed profile analytics, and keep your influencer marketing organized.
Learn more or create a free account to try it yourself! 👇🏼