The social media landscape in Italy has grown over the years. Among all social media channels, Facebook tops the market, followed by LinkedIn, Instagram, Twitter and Google + falling behind. Interestingly, Twitter is not in the top three while Instagram saw an increased number of sign ups with about 14.3M users.
According to comparative data, Facebook dominates the Italian market in terms of time spent on social media platforms with 93 percent of the share and Instagram holding 3.4 percent of the share. Snapchat has been a recent addition and has grown by 150 percent according Nielsen researchers. Although moderate, Tumblr and Pinterest has also shown growth recently.
Another research shows that Italians are using their mobile devices more and more when accessing their social media profiles, showing 5 percent growth in 2016 compared to the previous year.
Social Media and Businesses
Majority of Italian businesses still use only one social media platform, while in some industries, such as publishing, using two or more is the standard.
At present, social media is utilized mainly for marketing activities, while opportunities for recruitment, brand awareness and exchange of opinions are still being overlooked. Thus, when investing in social media, a business should strategically think about who their target audience is. A number of tools online, such as the Instagram Audit, can help businesses analyze and track user behavior.
In Italy, it is uncommon for companies to answer customer queries via social media. In 2014, only 2.4 percent of businesses respond to user enquiries on Facebook. Companies in the finance and telecommunication industries are discovered to be most engaged in social media.
Tone of Voice
The tone of voice businesses use on social media is influenced by the following factors:
- Company culture
- Social media channel
For example, on Facebook, Italians feel more relaxed – they can joke around and use a more casual language when talking to other users. On LinkedIn, however, a more formal language can be expected.
In Italy, many businesses sets themselves apart from competitors by using humor. There is a fine line between appealing to users’ tastes and imagination by introducing products in a humorous way.