Influencer marketing trends show rising budgets and specialized creators in Italy

A report by Kolsquare and B2B International on influencer marketing trends for 2026/2027 indicates significant growth in the sector. Among 1,123 European marketing decision-makers surveyed, 89% of brands and agencies plan to increase their influencer marketing budgets over the next twelve months, up from 75% in 2025. In Italy, the market is shifting toward a focus on quality and ethics.

The data shows a trend toward larger-scale operations, with the number of marketers working with 100 or more influencers doubling since 2024. For 29% of brands, influencer marketing now generates more than a quarter of marketing-driven revenue.

Parallel to this growth, the rise of ‘finfluencers’—content creators specializing in personal finance, investments, and wealth management—has been noted. In Italy, where 71% of active social media users follow at least one influencer, these creators use social platforms to simplify complex economic topics, though they also pose risks by potentially promoting specific financial products or investment recommendations to non-expert audiences.