Bluerating | July 2024
The social media population has reached an extraordinary milestone, exceeded 5 billion active users and grew at higher rates than the world population: the digital advertising landscape has recorded an increase of 10% and investments in influencer activities have grown by 17%.
The influencers of the financial sector make a history in themselves, particularly in Italy where their weight in the financial choices (investments, mortgages, purchase of policies) of Italians has fallen from 20% in 2022 to 15% in 2024.
Conversely, their weight grows significantly among our younger compatriots (18–25-year-olds), going from 17% in 2022 to 25% in 2024.
Influencers use synthetic language and a method of communication that is very popular among 20–30-year-olds. Financial influencers are no exception, whose most peculiar aspect lies precisely in their way of communicating and the channels used.
According to Buzzoole, an influencer marketing company, in 2023, 946 thousand contents related to economic-financial issues were published. At the moment, the numbers are relatively low, so much so that the financial sector ranks last among the categories most frequently addressed by Italian influencers.
Instagram is the most crowded social network of Italian financial creators. 70% of this content deals with finance, 21.4% with tax and accounting, 5.6% with startups and 3% with cryptocurrencies.
Among the most followed on Instagram, Starting Finance comes in first place with 407 thousand followers, followed by Pillole di Economia (183 thousand) and Ingegneri in Borsa (91,800).
The videos on YouTube are more personalized with Pietro Michelangeli in first place (195 thousand), followed by Marco Cesario (131 thousand) and Leonardo Pinna (89 thousand). On TikTok, on the podium there is IoInvesto (316 thousand) and Starting Finance (134 thousand).
Worthy of note is an initiative promoted by Assogestioni in collaboration with Will Media: 2Cents, the financial education program for young people created through a “cross community” platform divided into various initiatives: financial education posts on Instagram, where over 36,900 followers, TikTok with over 28,900 followers and the Ramini podcast also present on Spotify.
Young people can find in this community clear explanations on topics of great importance such as purchasing their first home with a mortgage, suggested readings for those who want to invest, all addressed with great simplicity, seriousness and preparation by two young authors from Will Media Clara Morelli and Pietro Valetto.
More than influencers, these people are real educators who have a challenging task: to make finance an interesting subject by linking it above all to life projects.
Another noteworthy case is that of Aminata Gabriella Fall, a financial communicator who, with her Pecuniami profile launched in 2018, now has over 48,200 followers on Instagram.
She has worked in a bank for over twenty years, for just under two years she has been a financial consultant for Azimut, recently joining the project of the new fintech bank created within the same group.
Being able to financially educate the new generations is not only a commendable initiative in itself but also allows you to gain the trust of those who will inherit 300 billion euros from their parents in the next ten years.
Managing to conquer this generation today is the best investment a bank can make for the future.
Nicola Ronchetti