Data & Method
Influencer marketing in Italy for international brands
Roundabout helps international brands run influencer campaigns in Italy without an Italian agency retainer. You analyse Italian creators on verified insight data, get a quote built on real benchmarks for the Italian market, and we execute: contracts, AGCOM-compliant disclosure, payments, shipping, publishing and a report in English. One contact, a final price, and the content licences included.
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Who this is for
- Consumer and DTC brands launching or scaling in Italy that need local creators, local language and local proof.
- Tourism boards, destinations and hospitality groups that want Italian travellers, not a translated campaign.
- International agencies that need an execution partner in Italy for a client’s campaign, with their own margin on top.
- Marketing teams that have already tried a campaign in Italy and could not tell what it produced.
Why Italy needs a local partner, in four points
Language and niches are regional. An Italian audience reads tone before it reads the product. Creators in Milan, Naples and Turin speak to different communities; a brief translated from English rarely survives contact with any of them.
Sponsorship disclosure is regulated. In Italy, sponsored content must be labelled according to AGCOM guidelines and the IAP Digital Chart. The obligation sits with the creator and the brand. We put the disclosure rules in every contract and brief and check each piece of content before and after publication.
Instagram and TikTok behave differently by age. Italian 18–24s live on TikTok; the 30–50 purchasing audience is still on Instagram. The channel mix is a decision, not a default, and it changes the cost per content.
Contracts, rights and invoicing are Italian. Creator agreements, usage rights, withholding tax on creator fees and invoicing all follow Italian rules. We handle them and you receive one invoice from an Italian company.
What a campaign in Italy costs
Three levers move the price of an Italian creator: follower tier, market band and usage rights. A creator in Italy sits in the most affordable European band on Instagram; the same creator in the US costs more than three times as much. Advertising rights add a fixed amount per tier, so they weigh more on smaller creators.
Indicative campaign sizes, all-inclusive (creator fees, service, 12-month organic licence, report):
- Entry test, 4–6 micro creators, one channel: from €15,000
- Core campaign, 8–15 creators, Instagram + TikTok: €20,000–35,000
- Structured programme, multiple waves or markets: €35,000–70,000
- Always-on, 12 months: from €130,000
The quote you build on the platform is itemised: service, creator engagement, licences. Nothing is added afterwards. → See how an Italian creator is priced: Creator cost by country · What an influencer campaign costs
How we work with a brand based abroad
| Step | You | Roundabout |
|---|---|---|
| Brief | Objective, product, markets, timing, in English | Turns it into a creator analysis for the Italian niche |
| Scenarios | Compare two or three quotes side by side | Builds them on real benchmarks, itemised |
| Shortlist | Approve the creators, with the rationale per profile | Verifies insights, audience location, past collaborations |
| Contracts | Nothing | Italian contracts, usage rights, AGCOM disclosure, withholding tax |
| Production | Approve content before publishing | Brief, deadlines, shipping, revisions, payments |
| Report | Read it in English | Content-by-content data from creator insights, not estimates |
One contact throughout. Time zone: CET. Meetings in English.
A campaign in Italy should not depend on knowing the right agency.
Build your first quote on the platform, free, or talk to a specialist about your brief.
Three campaigns, three markets
Germany
De'Longhi · La Specialista Touch
- Impressions
- 1.19M
- Engagement rate
- 4.5%
- CPM
- €25
- Against the KPIs set at brief
- +182%
30 micro creators (Design and Lifestyle), 141 pieces of content across Reels, Stories and TikTok, November 2024–January 2025. Content licensed for 12 months organic and 1 month advertising; €14,143 saved versus a traditional influencer promotion.
United Kingdom
FitForMe · bariatric supplements
- Pieces of content
- 32
- Impressions
- 134K
- Interactions
- 8K
- Traffic to the website
- +30%
The challenge was finding micro creators who had undergone bariatric surgery and built an engaged community around it. 5 creators, and the groundwork for a community FitForMe is expanding internationally.
Frequently asked questions
Do you work with brands based outside Italy?
Yes. Most of our international clients are based in Europe and the US and have no team in Italy. Briefs, meetings, contracts and reports are in English; the creators, the market and the invoicing are Italian.
How do you select Italian creators?
On verified insight data, not public follower counts: audience location, engagement on recent posts, growth over time and past brand collaborations. You see the rationale for every creator in the shortlist and approve it before anything is signed.
What does an influencer campaign in Italy cost?
It depends on three levers: creator tier, market and usage rights. Entry tests start from around €15,000 all-inclusive; a core campaign on Instagram and TikTok typically sits between €20,000 and €35,000. The quote is itemised and final.
Who owns the content and for how long?
You receive a 12-month organic licence on all content, included. Advertising rights can be added per content, with a flexible start date, and are priced per tier in the quote.
How long from brief to first post?
Typically three to five weeks: one week for analysis and shortlist, one for approvals and contracts, two to three for production and publishing. Product shipping to Italy adds time if it comes from outside the EU.
How do you handle sponsorship disclosure in Italy?
AGCOM and IAP disclosure rules go into every creator contract and brief. Each piece of content is checked for the correct label before and after publication.
Can we start with a small test?
Yes, an entry test with four to six micro creators on one channel is the usual first step. It gives you benchmarks for Italy before committing to a larger wave.
What do we get in the report?
Impressions, reach, video views, interactions, saves, clicks and taps, content by content, taken from the creators' insights. A ranking of creators by funnel stage, sentiment on comments, and a recommendation for the next wave.