More than 60% of the jobs we do today did not even exist in the 1940s: a 2020 report from the Massachusetts Institute of Technology says so. They were born thanks to technology. And it will probably be the same in the 1940s as well. On the contrary: it is the same already now. One case above all is that of the so-called influencer marketing, that is, the promotion of something through a social media personality. It can be anything: a product, a service, a film, a TV series. Or a museum: if in 2021 the Uffizi Galleries passed the Colosseum for the first time and became the most visited museum in Italy and the fifth in the world is (also) for this. And they do not hide it: “Since we landed on TikTok (also involving Chiara Ferragni, ndr) we have seen double the admissions of under 25 “, they explained at the end of March. It is not only that it works. It also moves a lot of money: according to a research by EMarketer, cited byEconomistthis year the 75% of American brands will invest money in influencer marketing (up from 65% in 2020) and the overall expenditure for this market sector could reach 16 billion dollars, generating a turnover of 10 billion, which could grow to 85 billion by 2028.
Telesales with influencers
by Riccardo Luna
Why does this happen? Because more and more companies are interested in having online visibilityespecially through social networks, to capture customers among Millennials or in the so-called Generation Z: “They contact us, tell us what they want, if they want posts, photos, videos or anything else and we hire the right creator for them”, he explained Simone Giacominione of the founders of Stardust, a real school of influencers at the gates of Milan. Till today, employs over 150 creators on platforms like TikTok, Facebook and Instagram, which one pays for salary (between 500 and 3 thousand euros per month) to produce an average of 10 pieces of content per week. As mentioned, it works: against an initial investment of 100 thousand euros, Stardust billed 1.5 million in 2020 and today has 35 employees. It is based in a 1,500 m² villa with swimming pool, gym and park in the province of Monza: “Inside there are 15 permanent creators and another 8 that change every week, they are between 16 and 22 years old and in addition to creating videos, they take courses in photography, editing, editing, diction, acting, English and singing. “They learn to do what could be their first job, in short.
What you need and how much you earn
To succeed “you need two things above all else – he told us Eugenio Scotto, one of the founders of One Shot, one of the main talent agencies in Italy – that is, valid content and talent in expressing them. If you can put them together, then that person’s profile will work. “And putting them together is precisely the work of One Shot, which has about forty employees and collaborators and a stable of 40 creators, of which about twenty are quite large and important. , such as Elisa Maino, Cecilia Cantarano, Marta Losito and Mattia Stanga.
“The idea of the creator who starts producing content in his bedroom, in his comfort zone, where he feels safe and not bad if he makes a mistake, is still valid. And very often this is how it starts – said Scotto – But this is not enough: 90% of them, if not adequately supported, will go out and disappear within a couple of years “. So what? “Today, young people know better how to approach social media than 15 years ago, but what they need is exactly what our agency does: give a strategycreate a content calendar, a schedule, enhance the abilities of each individual creator, give entrepreneurial maturity and concreteness to those who at first are only youthful enthusiasms. And also establish relationships with companies, helping girls and boys to imagine their future, perhaps also making them grow on other media “.
Interview
Behind the scenes of social media: how to become a creator, how to learn, how much you earn
by Emanuele Capone
But how much do you earn, doing this job that up to 2-3 years was not a job (if not for a few)? Agencies like One Shot are looking for companies and brands to use specific creators with, but they are also looking for companies that want to invest in communication on social networks. And that’s where the real money comes from: “We don’t pay our creators a salary, but some of the biggest bills even one million euros a year“. That’s right: one million euros a year, in Italy.” Some of them bought themselves a house, with this job – confirmed Scotto – Others have become so important that they have practically gone out of business. ” the case of the ubiquitous Khaby Lame, who is not in the One Shot team and who “is now too big for Italy, in the sense that too high figures are needed to hire him”. He is at the level of Charli D’Amelio, the very young American from 100 thousand dollars a post, but getting there is anything but easy.
E-commerce, goal: conquer generation Z
by Antonio Calitri
