# Italian influencer marketing and creator economy growth > Live situation record from CLSTR: https://clstr.news/situations/italian-influencer-marketing-and-creator-economy-growth > Updated: 2026-10-01T11:13:41.000Z. Sources: 5. Developments: 2. The influencer marketing sector in Italy is experiencing significant growth, with the creator economy projected to reach 425 million euros by the end of 2026. Reports indicate a substantial increase in investment, with 89% of brands and agencies planning to raise budgets for the upcoming year, and 88% intending to increase investments in 2027. Market trends show a shift toward quality, ethics, and long-term collaborations. Brands are increasingly prioritizing micro-influencers over celebrities and requiring adherence to specific codes of conduct. To manage these complex collaborations, approximately 80% of companies are utilizing automation and artificial intelligence. While Instagram, TikTok, and YouTube remain dominant, platforms like LinkedIn and WhatsApp are growing due to their capacity for deeper interactions. Additionally, the rise of ‘finfluencers’—creators specializing in personal finance—has been noted as a way to simplify economic topics, though they present risks regarding the promotion of specific financial products to non-expert audiences. ## Timeline ### 2026-10-01: Italy's creator economy projected to reach 425 million euros Italy's creator economy is expected to hit 425 million euros by the end of 2026, with brands increasingly prioritizing ethical standards and micro-influencer partnerships. 3 sources. https://clstr.news/cluster/italys-creator-economy-projected-to-reach-425-million-euros ### 2026-09-17: Influencer marketing trends show rising budgets and specialized creators in Italy Reports highlight the rapid evolution of influencer marketing in Italy, with rising budgets and the emergence of specialized 'finfluencers' shaping consumer financial decisions. 2 sources. https://clstr.news/cluster/influencer-marketing-trends-show-rising-budgets-and-specialized-creators-in-italy --- Cite as: Italian influencer marketing and creator economy growth. CLSTR, https://clstr.news/situations/italian-influencer-marketing-and-creator-economy-growth