Although Instagram is still firmly in the lead of the list of social networks where you have to be present if you want to have an online influence, TikTok is on the rise and should be monitored to understand where the influencer marketing market is going in Italy. ONIM, the National Influencer Marketing Observatory, has done so with a special ranking of the most influential creators on TikTok.
A ranking that, like that of the major Instagram influencers, is not based on the simple number of followers but also on the average monthly interactions of users with what is posted by the influencer. To enter the ranking, then, it is necessary to have at least 30% of Italian and Italian-speaking fans, precisely to monitor only the creators who have a real influence on the Italian market and exclude characters who have had a role in Italy, but no longer have it. For example, foreign players who have played in Serie A teams in the past years. According to ONIM’s ranking, the most influential person on TikTok Italy is without doubt Gianluca Vacchi, but here are the others.
1) Gianluca Vacchi (@gianlucavacchi)
Gianluca Vacchi has 13.2 million followers on TikTok and publishes dozens of videos in which he dances with his partner Sharon Fonseca (who has 3 million followers), his three labradors and recently also his daughter Blu Jerusalema, just one month old and still in a wheelchair. That’s enough for him to have an average of 12 million views per month and 109 million likes in total, all at the age of 53. A detail that should always be remembered by those who think that TikTok is a platform for preadolescents.
2) Madtrinity (@Madtrinity)
With 6.2 million followers and 4.7 million average views per month, the Madtrinity twins, Anthony and Michael, born in 1993, are in second place in the ranking of Italian tiktokers. Once they were a trinity, because their cousin also participated in the short videos. Their success was decreed by their incredible talent, combined with a certain physical resemblance, in making the grimace of the Joker.
3) Urban Theory (@urbantheory_)
The Urban Theory is a collective of hip hop dance (but not only), formed by Jessica Demaria, Lorenzo Piantoni, Riccardo Marano, Davide Sala, Fabiano Paglieri and Leonardo Sigona. Their success on TikTok, with 5.1 million followers and 4.5 million views per month, is also due to their participation in the TV shows Italia’s Got Talent 2019 and Fiorello’s Viva Raiplay!. The skill of these guys, who in theory should be successful everywhere and not only on TikTok, clashes with a performance on Instagram clearly inferior: just 197 thousand follovers. This is also a confirmation that TikTok has completely different dynamics, which should be approached in a completely different way.
4) AkanRus99 (@akan_elvira)
With the nik of AkanRus99 at the fourth place of the influencers of TikTok there is a window cleaner: AkanRuss99 is in fact a young guy, about whom we still know very little, who claims to post from Germany but for the Italian audience. His videos are a very strange experiment: AkanRuss99, in fact, first soaps a glass and then draws logos on it. Especially the one of TikTok, but also those of YouTube, Twitter, Netflix, OPPO, SnapChat and even some names requested by followers in the comments. AkanRus99 con questa strategia ottiene 4,4 milioni di visualizzazioni al mese, pur avendo ha solo 867 mila follower.
5) Chiara Ferragni (@chiaraferragni)
A presidiare la quinta posizione dei creator più influenti di TikTok c’è l’immancabile Chiara Ferragni, con 3,7 milioni di follower e 3,8 milioni di visualizzazioni. Su TikTok la Ferragni non manca di pubblicare molti post sponsorizzati: uno ogni tre o quattro post “spontanei” in cui è spesso presente il figlio Leone e, ultimamente, il pancione.
La classifica degli influencer italiani di TikTok
Ecco la classifica completa stilata da ONIM dei principali influencer di TikTok, con il numero di follower e di visualizzazioni medie mensili.
- Gianluca Vacchi – 13,1 milioni – 12 milioni
- Madtrinity – 6,2 milioni – 4,7 milioni
- Urban Theory – 5,1 milioni – 4,5 milioni
- Chiara Ferragni – 3,7 milioni – 3,8 milioni
- Elettra Lamborghini – 1,5 milioni – 3,3 milioni
- Antonio Piscopo – 50 mila – 3,2 milioni
- Fedez – 3.5 milioni- 2,7 milioni
- Diletta Leotta – 544 mila – 2,6 milioni
- Favij – 646 mila – 2,5 milioni
- Irama – 616 mila – 2,4 milioni
- Letwins – 7.7 milioni – 2,3 milioni
- Sfera Ebbasta – 806 mila – 2,3 milioni
- Flo – 2,2 milioni – 2,2 milioni
- Sascha – 746 mila – 2,1 milioni
- assya – 132 mila – 1,9 milioni
- Davide Reinecke – 645 mila – 1,8 milioni
- thekolors_stash – 302 mila – 1,8 milioni
- Tuzzo – 1,1 milioni – 1,8 milioni
- Michelle Hunziker – 1,1 milioni – 1,8 milioni
- Giampaolo Calvaresi – 757 mila – 1,7 milioni