The Italian Influencer Marketing landscape experienced intense activity over May and June 2025, with nearly identical volumes of branded content on both Instagram and TikTok. But while the surface may look balanced, a closer look reveals two very different worlds in how brands and creators are engaging audiences. A 2025 SocialBee report found that Reels pulled 25% more likes than static shots.
In this detailed analysis, we unpack insights from the latest AdReport data and show why beauty brands are betting big on TikTok, sports are still king on Instagram, and why the divide between organic and formal advertising is more critical than ever. Whether you’re a brand, marketer, or creator, this report uncovers what’s really happening on the front lines of Italian social media.
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Equal Content, Different Worlds
The numbers are nearly identical: Instagram saw 4,835 sponsored posts, while TikTok had 4,839. But what those posts represent, and how they were delivered, is where the two platforms diverge.
Instagram featured 769 advertisers collaborating with 1,095 influencers. TikTok had fewer players, with 579 advertisers and 548 influencers. This shows that Instagram still offers more diversity and availability among creators, giving advertisers a broader range of potential partnerships.
More importantly, Instagram is evolving. According to AdReport, 57.8% of all sponsored posts on Instagram were video, signaling a shift from photo-first content to a model that directly competes with TikTok’s video dominance.
Advertisers Reveal Platform Bias
Brands are clearly choosing their platforms based on audience preferences and content style.
On Instagram, fashion leads the way:
- Shein tops the charts with 236 posts, earning a staggering 12.12 million likes and 120,960 comments.
- Infinity and UEFA Champions League follow closely, showing strong traction for both entertainment and sports content.
- L’Oréal holds fourth position, reflecting the beauty sector’s continued reliance on Instagram’s visual power.
On TikTok, it’s a different story. Beauty and cosmetics dominate:
- Sephora leads with 54 branded videos.
- Shein appears again with 47 ads.
- NYX and ghd complete the top four, all reinforcing that TikTok is now the home of beauty Italian Influencer Marketing.
This split suggests that while Instagram still holds appeal for fashion and sports campaigns, TikTok has become the go-to for beauty and cosmetics, especially for product demos, tutorials, and quick trend-driven videos. Wondering why you’ve not be able to go live on Instagram? Here’s how to fix it and avoid future restrictions.
What Really Performs? Italian Influencer Marketing Content That Resonates
When it comes to engagement, platform-specific behaviors are hard to ignore.
Instagram’s top-performing post was a collaboration between Apple Italia and influencer David Baldo (@in_visible_world). His video of apples in a crate on a lawn earned 2.44 million likes, 6,440 comments, and 2.31 million video views, proof that minimalist visuals and clean storytelling still captivate Instagram audiences.
On the comment side, sports reign supreme. Posts about the UEFA Champions League final in Monaco and Inter Milan’s semifinal clash against Barcelona drew massive interaction, one post alone earned 23,840 comments, 1 million likes, and 4.33 million views.
TikTok’s most viewed post came from Warner Bros, promoting the film F1: The Movie starring Brad Pitt. Following that, Coca-Cola’s “unique moments” campaign and Findus’ playful BBQ Wings promotion took second and third. Here, entertainment and food ruled.
The Power of Multi-Brand Influencers
Versatility among influencers has become one of the most strategic tools in the Italian market.
On Instagram, top multi-brand collaborators include:
- Ginevra Giaccherini, who worked with 29 brands across 22 posts to her 488,680 followers.
- Giulia Casaro (@blondiemoustache), focused on beauty and lifestyle, with 26 brand deals.
- Chidozie Obasi, a journalist who managed 21 brand collaborations with just five posts.
On TikTok, the game changes slightly:
- Giulia Casaro (@blondiemoustache) again tops the chart, now with 24 brand deals over 37 posts.
- Anna Volpi (@volpi_nana) secured 17 collaborations.
- Rebecca Maurino (@maurinorebecca) comes in third with 15 brand partnerships.
The numbers suggest that creators who can juggle multiple brand voices, especially in fashion, beauty, or lifestyle, are more likely to gain repeat collaborations and long-term brand relationships.
Paid vs Organic: Different Models, Different Feel
A major finding from AdReport is how differently the two platforms treat paid content.
Instagram leans toward an organic branded content model, with 1,064 posts marked with the “Paid Partnership” tag. These often blend seamlessly into a creator’s usual content.
TikTok, on the other hand, is more straightforward. Only 317 posts were labeled as TopAds, but these have clearer commercial intentions. This suggests that TikTok’s content often feels more “ad-like” to viewers, while Instagram still retains a sense of creator-led authenticity.
This distinction matters. For brands deciding between platforms, the tone and reception of paid content can impact not just engagement, but how trustworthy your message appears to an audience. Want to grow your audience faster? Discover the power of Instagram Reels for real growth and start building your brand today.
Cosmetics, Fashion, and a Growing Industry Mix on TikTok
While beauty brands dominate TikTok’s top ad positions, the platform is diversifying. Among the top 20 advertisers, AdReport lists:
- Euronics (electronics)
- Lidl (food)
- Volkswagen (automotive)
- Politecnico di Bari (education)
This variety shows TikTok’s evolving potential for brands outside the beauty and fashion space. It’s no longer a niche platform, it’s a full-fledged marketing channel used by both consumer goods and large corporations.
Sports Still Win on Instagram
The enduring appeal of football is clear across Italy’s Instagram ecosystem.
UEFA Champions League content remains the most engaging, generating millions of views and thousands of comments. The data proves that live events, especially major European football matches, offer unmatched engagement potential on the platform.
This makes Instagram especially valuable for sports marketers, sponsors, and teams looking to leverage fan loyalty and match-day buzz.
Data Behind the Story
All findings come from AdReport, an analytics platform by Media Consultants S.r.l. in Milan. Their system tracks digital advertising activity across Instagram, TikTok, LinkedIn, Meta platforms, and YouTube. Monitoring over 1,500 influencers and 1,000 advertisers, the platform provides 24/7 data intelligence on brand campaigns.
The data here reflects activity from May through June 2025, with a specific focus on Italian creators and advertisers.
Final Takeaways: What This Means for You
If you’re a brand trying to break into influencer marketing in Italy, or anywhere really, these insights offer some key takeaways:
- Instagram still delivers broad reach and a more organic style, perfect for fashion, lifestyle, and major events.
- TikTok provides punchy, high-impact video potential, especially for beauty and entertainment brands.
- Multi-brand influencers are the most valuable partners, especially those with niche authority and flexible creative output.
- Video is now the dominant format, even on Instagram. If you’re not doing video, you’re missing half the audience.
The Italian Influencer Marketing space continues to evolve rapidly. These new patterns from Italy show where the smart money is going, and what strategies may define success through the rest of 2025.
Stay tuned for more regional trend breakdowns, platform insights, and creator economy updates. Stay protected on the platform by reading about the Instagram new safety update, essential for all creators and influencers.
