The influencer market is growing rapidly, reaching a value of 323 million euros in Italy and exceeding 30 billion dollars globally in 2023. It is projected to hit 50 billion by 2028. This growth is fueled by social dynamics of online interaction, community building, and content creation, all facilitated by low-cost digital technologies.
One example of this impact is the GameStop case, where small investors banded together to challenge mainstream financial giants. This decentralized finance model highlights the need for responsibility and education among those creating, spreading, and capitalizing on content.
There is a growing need for financial literacy and education to prevent opportunities from becoming pitfalls. Initiatives like the Young Finance program aim to bridge this gap. The industry is still fragmented and evolving, with regulatory frameworks in Italy and Europe beginning to take shape.
Influencers are now facing more scrutiny and regulation from authorities like AGCM, AGCOM, and Antitrust, leading to increased transparency and accountability in the industry. Initiatives like the Influencer Legal Hub are guiding operators and harmonizing the sector in the European market.
Moving forward, influencers will need to navigate a more regulated landscape with clearer boundaries and obligations. The industry is maturing, with a stronger focus on educating both influencers and their audiences about financial and legal responsibilities.