Istituto Marangoni Milano Fashion celebrates the new year with an all-digital event, Influencing The Future, led by the Brand Ambassador and icon of the fashion world Anna dello Russo. A stellar roundtable that saw on the stage of the beautiful Teatro dal Verme in Milan, in addition to Anna dello Russo, her guests and friends Paolo Stella, Chiara Capitani, Tamu McPherson and Candela Pelizza, who accompanied the audience on a digital journey to the discovery of what is the reality of today’s communication: social media and influencer marketing.

The interventions of the journalist and tutor of Istituto Marangoni Anna Zinola and of trend expert Silvia Andreani of Kantar Italy, highlighted the trends and market growth; according to the analysis of Business insider intelligence, it emerged that the influencer market today is worth 8 billion dollars and will almost double in 2022. Instagram, whose market share is worth 43% of the total, is positioned among the main social channels.

So what should we expect from the future?

The undisputed rise of TikTok, which from the initially young audience will gradually come to conquer a more adult target, in addition to the birth of new types of influencers such as nano and micro-influencers (who, despite having a reduced number of followers, have a much stronger connection with their community) and virtual influencers, entities created with digital systems. Wgsn’s forecasts also say that at the end of this year the turnover generated by Influencer Marketing will be 2.3 billion dollars, a figure that shows an almost 200% growth compared to 2017. It is certainly a fast market, almost unpredictable, which makes us understand that the future, in the world of digital communication, is already here.


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