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Overall, the numbers are stable on the fan base side. Starting from December 15th, the date on which the “Pandoro-gate” exploded, Chiara Ferragni lost 246 thousand followers (equal to a drop of less than 1% overall). But, in practice, from the second half of December we see a complete block in sponsorship activities, compared to 15 advertising posts published in the same period in 2022.
Followers at 29.5 million
Stable followers, but companies in retreat for now. Business as usual within a gear that moves very quickly among consumers who are increasingly exposed to new (old) platforms, companies that aim to ride a wave that starts from the posts and reaches the engamenent (reactions) of user-consumers, Authorities who are moving to try to set limits to protect consumers and the market.
In this key, as can be seen from the detailed analysis of Sensemakers thanks to the Comscore Shareablee data, it is only on the front of the relationship between the influencer and the companies that the case of the Pandoro Balocco and the Antitrust fine are presenting the bill to the “digital entrepreneur” who however, as mentioned, maintains a large fan base of around 29.5 million followers which therefore appears only marginally impacted by the events of recent days.
The push on Instagram
And so, numbers in hand, Sensemakers highlights how in the 30 days prior to the diffusion of the first news on this case, Chiara Ferragni’s social profiles had published 18 posts linked to branded content activities, mainly on Instagram (90%) and only in minimal part on TikTok (10%), in collaboration with 15 companies (in particular with Prada, Alpro, Calzedonia and Falconeri).
Most of this content (12) was published in the two weeks of December, close to the holidays and immediately before the Influencer’s social pause and generated a volume of organic data equal to almost 5 million interactions. An engagement, in short, in line with the first 15 days of December 2022. However, from the second half of the month – it is December 15th – that the news spread that the companies attributable to Chiara Ferragni have received a fine of 1 million euros by the Antitrust for an unfair commercial practice relating to the sale of pandoro Balocco for charity – the workflow would have completely stopped.