Why Influencer Marketing on TikTok Is Becoming a Top Priority for Italian Brands
Influencer marketing on TikTok is rapidly becoming a strategic lever for brands looking to grow in Italy.
Originally known as a platform for short, creative videos, TikTok has now become a key channel for increasing brand awareness, fostering authentic engagement, and driving conversions—especially with the launch of TikTok Shop in Italy on March 31st.
The data is clear: TikTok boasts over 19.8 million active users in Italy and continues to grow year after year. The Italian influencer marketing market exceeds €370 million, with TikTok attracting the most innovative investments from companies.
Let’s explore why Italian brands are betting big on TikTok and how to build effective influencer marketing strategies on the platform.
TikTok Italy’s Boom: 2025 Numbers and Trends
Among Italian social media platforms, TikTok has seen the fastest growth. Key figures include:
- 19.8 million active users in Italy
- 37% of the online population
- Average usage time: 30 hours per user per month
- Steady growth in the 25–45 age range, not just Gen Z anymore
- More than 61% of Italian marketers use TikTok for influencer marketing
These numbers show how TikTok is now a cross-generational platform with a broad and highly engaged audience—ideal ground for brand strategies.
Why Italian Brands Are Choosing TikTok for Influencer Marketing
What’s driving more and more Italian brands to invest in influencer marketing on TikTok?
A Discovery-Focused Algorithm
TikTok’s algorithm enables even lesser-known brands to reach millions of views via the “For You” page. This makes it an ideal platform for viral, high-ROI campaigns.
Authentic Engagement
Engagement on TikTok is more genuine than on other platforms. Creators speak directly to their audience with native content that doesn’t feel like advertising.
An Active and Involved Community
Brands can activate the TikTok community through:
- Hashtag Challenges
- Duets
- Trending formats
- User Generated Content (UGC)
This stimulates digital word-of-mouth that directly impacts brand awareness and sales.
Funnel-Ready Content
The most advanced brands are integrating TikTok into their full marketing funnels:
- Brand awareness → engagement → consideration → conversion
- Integration with TikTok Shop and eCommerce
- KPI tracking: ROI, CPA, conversion rate
Top Sectors Investing in TikTok Influencer Marketing in Italy
The most active sectors include:
- Beauty & Skincare
- Fashion & Accessories
- Food & Beverage
- Fitness & Wellness
- Tech & Lifestyle
How to Build a Winning Influencer Marketing Strategy on TikTok
To maximize results on TikTok, Italian brands should follow these best practices:
1. Define Clear Objectives
- Awareness
- Engagement
- Conversions
- Loyalty
2. Select the Right Creators
Micro vs. Macro Influencers on TikTok: Which to Choose in 2025?
When selecting creators, don’t just consider their follower count—focus on the creator’s relationship with their audience and your marketing objectives.
- Micro-influencers (10,000–100,000 followers) often have a closer, more authentic relationship with their community. Their content is perceived more as genuine recommendations rather than ads. They’re ideal for campaigns focused on building trust, driving real engagement, and encouraging UGC. They work especially well in beauty, food, fashion, wellness, and local campaigns.
- Macro-influencers (over 100,000 followers) offer broader reach and national visibility. They are perfect for launching new products, brand storytelling, and quickly riding viral trends thanks to their professional content creation skills.
Recent research (e.g. GRIN and Influencer Marketing Hub) shows that the most advanced brands prefer a hybrid approach—combining the authenticity of micro-influencers with the reach of macro-influencers delivers the best results.
The goal is no longer to choose one or the other, but to balance both based on campaign KPIs: awareness, engagement, conversions.
Beyond follower count, what really matters is:
- Authenticity
- Brand alignment
- Engagement rate
- Content quality
3. Focus on Native Content
Avoid overly “advertising-style” campaigns. Content should feel like a natural part of the TikTok experience.
4. Integrate TikTok into an Omnichannel Strategy
TikTok should be aligned with:
- YouTube
- eCommerce websites
- Paid media campaigns
The Future of Influencer Marketing on TikTok in Italy
Influencer marketing on TikTok is one of the most promising opportunities for brands in Italy. Future trends include:
- Deeper integration between TikTok and eCommerce (TikTok Shop)
- KPIs increasingly focused on conversions
- More personalized content
- Long-term collaborations with creators
- AI integration to optimize campaigns
Conclusion
The influencer marketing landscape on TikTok in Italy is rapidly evolving. Brands that adopt a strategic, creative, and data-driven approach can gain a real competitive edge.
If you want to discover how to integrate TikTok into your marketing strategy and get the most out of your influencer marketing campaigns, Brandon Group is the right partner for you.
Contact us: we’ll support your TikTok Shop integration and help you design successful TikTok strategies.
