If you’re a UK-based brand or influencer looking to crack the Italy Instagram scene in 2025, knowing the top players and their fanbase is pure gold. Italy’s influencer world is buzzing, and it’s not just about pasta and gelato posts anymore. It’s about serious numbers, engagement, and smart collabs that convert pounds into real returns. In this piece, we’ll unpack the latest Italy Instagram influencer ranking by fans, what it means for your UK marketing game, and how to play it smart in cross-border campaigns.
As of May 2025, Italy remains one of Europe’s hottest markets on Instagram. The platform’s user base is growing steadily, with a huge appetite for lifestyle, fashion, travel, and food content — all sectors where UK brands can plug in. But before you dive in headfirst, let’s break down the landscape and give you the insider scoop.
📊 Italy Instagram Influencer Ranking by Fans in 2025
The influencer game in Italy is dominated by mega-stars who command millions of followers, but don’t sleep on micro and mid-tier influencers — they often bring better engagement and ROI for UK advertisers.
Here’s a snapshot of the top Italian Instagram influencers by fans:
- Chiara Ferragni (@chiaraferragni) – The queen of Italian Instagram with over 30 million fans. She’s not just a fashionista; she’s a global brand powerhouse with collaborations ranging from luxury labels to high-street giants.
- Gianluca Vacchi (@gianlucavacchi) – Known for his lavish lifestyle posts and dance moves, pulling in around 25 million fans. His content screams luxury and fun, perfect for lifestyle brands.
- Valentina Ferragni (@valentinaferragni) – Sister of Chiara, with a solid 7 million fans, focusing on beauty, fashion, and wellness.
- Clio Zammatteo (@cliomakeup) – Italy’s top beauty influencer with around 4 million fans, ideal for UK cosmetics brands eyeing Italian expansion.
- Lorenzo Ostuni (@loreostuni) – Lifestyle and travel influencer with 3 million fans, a perfect match for travel brands and local experiences.
Remember, these figures are not static. As of May 2025, follower counts shift rapidly, and engagement rates matter just as much as fan volume.
📢 UK Brands and Influencer Collaboration in Italy
From the UK advertiser’s lens, entering the Italy Instagram influencer market means understanding local nuances:
- Payment Methods: Italians prefer tools like PayPal, bank transfers, and sometimes cash-on-delivery for services. Setting contracts with influencers usually involves invoicing in Euros (€), so budget planning should account for currency fluctuations against the British Pound (GBP).
- Legal Landscape: Influencer marketing in Italy follows the EU’s strict advertising rules. Transparency is king — make sure sponsored posts are clearly tagged (#ad or #sponsored). UK brands working with Italian influencers should be mindful of GDPR compliance, especially when handling data.
- Content Style: Italian audiences love authenticity mixed with a sprinkle of glamour. Overly polished UK-style ads can feel off. Collaborations that balance storytelling with local culture win hearts.
- Platforms: Instagram remains king, but TikTok and YouTube are gaining ground rapidly, especially among Gen Z Italians.
💡 Pro Tips for UK Advertisers Targeting Italian Instagram Fans
- Localise Fully: Use Italian language captions or work with bilingual influencers to hit the right tone.
- Leverage Micro-Influencers: Don’t chase only mega stars; micro-influencers (10k-100k fans) often boast higher engagement and more loyal followers.
- Track Engagement Over Fans: A million fans mean little if only 1% engage. Use tools like HypeAuditor or our BaoLiba platform to vet influencer authenticity.
- Plan for VAT and Tax: Cross-border payments might get sticky with tax implications. Consult local experts or partner with agencies like The Social Chain or We Are Social UK for smooth execution.
- Use GBP/EUR Payment Buffer: The Pound to Euro rate can fluctuate, so plan budgets with a cushion to avoid surprises.
📊 People Also Ask
Who are the top Instagram influencers in Italy for 2025?
Chiara Ferragni leads with over 30 million fans, followed by Gianluca Vacchi and Valentina Ferragni. Beauty and lifestyle influencers like Clio Zammatteo and Lorenzo Ostuni round out the top ranks.
How do UK brands pay Italian influencers?
Payments are mostly done via PayPal and bank transfers in Euros. It’s vital to clarify payment terms upfront and factor in currency exchange rates.
What should UK advertisers consider when working with Italian influencers?
Transparency with sponsored content, GDPR compliance, cultural localisation, and choosing the right influencer tier are key factors for success.
❗ Pitfalls to Avoid in Italy Instagram Influencer Marketing
- Ignoring Local Trends: Italy’s fashion week, football events, and festivals can be gold mines for timely campaigns. Missing these means lost opportunity.
- Overlooking Contract Details: Make sure contracts cover content rights, exclusivity, and cancellation policies.
- Failing to Vet Influencers: Fake followers are rampant. Use data-driven platforms like BaoLiba to authenticate influencer quality.
- Skimping on Content Adaptation: Directly transplanting UK campaigns won’t cut it. Tailor your message for the Italian vibe.
As of 2025 May, the Italy Instagram influencer scene offers ripe opportunities for UK advertisers ready to play the long game with localised, savvy strategies. Understanding fan rankings is just the start — the real win is connecting authentically and smartly.
BaoLiba will keep tracking and updating the latest UK influencer marketing trends across the globe. Stay tuned and follow us for the freshest data and real-deal industry insights.
