Who will influence the influencers?
In Italy alone, the influencer economy is worth 280 million euros and forecasts, worldwide, estimate that in the next two years the turnover will reach between 5 and 10 billion per year. A constantly growing market that is tempting to many companies and which will now be protected by Assoinfluencer, the first Italian association in the category
“We protect the rights of influencers. We are the formula for the success of an entire category ”. This is the slogan that stands out on the homepage of Assoinfluencer, the first Italian trade association, included by the Ministry of Economic Development in the list of professional associations (Mise), which aims to promote and protect the professions of influencers and content creators.
HOW ASSOINFLUENCER WAS BORN
The idea of Assoinfluencer, which began to take its first steps in 2018, was born from the lawyers Jacopo Ierussi and Valentina Salonia to "support on the one hand and regulate this growing professional category on the other, but still not protected on the legal level. ”Explains a note.
"In these first years of positioning, we participated in the fact-finding survey in Parliament that led to the approval of the Creators Amendment in the 2021 Competition Law", the first step of the institutions for the development of the Italian Creator Economy, as Ierussi told .
As an association in all respects, Assoinfluencer has its own constitutive act , a code of ethics , a public list of members and anorganization chart .
WHO IS BEHIND
At the top of the organization, in addition to Ierussi, who is the founder but also president of Assoinfluencer, there are Salonia who is the vice president and Clemente Rosario Rovere, who heads the general secretariat.
Then the various areas follow: institutional, communication, technical and third sector. Finally, the scientific committee composed of several researchers.
In support of the association, a promoting committee has also been set up which is preparing to kick off a membership campaign and within which some well-known names on social media stand out such as the youtuber Luis Sal (2.2 million followers on Instagram), blogger Lorenzo Prattico (aka 'prattquello', 118,000 followers), lawyer Angelo Greco (253k followers) and others.
ASSOINFLUENCER PARTNERS
Among the partners with which Assoinfluencer collaborates are Confcommercio Professioni, Asi – Italian Sports and Social Associations, the Coris Department of Communication and Social Research at the University of Rome La Sapienza, Tua Assicurazioni (Cattolica Group), Salonia Associati, Fiscozen.
There are also collaborations with various observatories such as Onim (National Influencer Marketing Observatory), Oies (Italian Esports Observatory), ObservatoryZed (Generation Z Observatory) and Oinp (Italian No Profit Observatory).
WHAT WILL IT DO
The primary objective of the Association, we read on the site, is the defense of the remuneration of influencers. Among the other services offered: networking, related protection, training and dissemination, lobbying activities.
WHO WILL PROTECT
“The influencer – explained Ierussi – is a new figure that changes as rapidly as the world of the media. Creators can be artists and entrepreneurs, athletes and disseminators, but they are always professionals, capable of producing value through specific skills and tools ".
HOW MUCH THE INFLUENCER MARKET IS WORTH
In Italy alone, the influencers and content creators, reports the Economics section of Corriere della Sera , are 350 thousand people , "for a market value of 280 million euros", which in the world reaches 14 billion.
Forecasts estimate that in the next two years the turnover of the so-called influencer economy will reach between 5 and 10 billion annually and in the last five years the number of influencers has tripled.
A market, therefore, in continuous expansion, so much so that according to the National Influencer Marketing Observatory (Onim), “over 50% of Italian companies activated influencer marketing (IM) campaigns in 2021”.
Companies, aware of the economic benefits they can obtain from these professionals, do not want to miss such an opportunity. Even the Gedi publishing group is well aware of this and, as Start wrote, with the purchase of 30% of Stardust, the “influencer factory”, hopes to attract more and more users on its many channels.
This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/economia/chi-influenzera-gli-influencer/ on Tue, 18 Oct 2022 11:41:59 +0000.