Feminism and content creators: where are we at?

How is the Italian influencer sphere doing, especially the female one? How do content creators navigate it? What topics do they cover, and how do they bring attention to feminism and related issues? With the help of Buzzoole, a martech agency specializing in marketing and communication solutions for influencer marketing, we decided to conduct an analysis of this fascinating and vast world to outline the current scene, closely tied to the recently passed International Women's Rights Day. In doing so, we discovered many interesting and even surprising things. Let’s go step by step.

Who are the Italian content creators focusing on feminism today?

Some of the social media profiles leading the discussion on intersectional feminism and related themes include: Carlotta Vagnoli, writer and activist, particularly active on topics concerning violence against women, abuse, and institutionalized inequalities; Claudia Fauzia, expert in gender studies specializing in the intersections between feminism and Southern Italian issues; Flavia Carlini, writer and activist, an intersectional feminist addressing broader social issues, politics, and discrimination; Benedetta Lo Zito, feminist and human rights activist, covering not only gender equality topics but also political issues; Jennifer Guerra, journalist, activist, and writer focusing on feminism, politics, and culture; Carolina Capria, writer and educator specializing in literature; Giulia Paganelli, anthropologist, educator, and activist focusing on body-related topics and the concept of body positivity; Marina Cuollo, activist, journalist, and diversity & inclusion consultant, focusing on disability and issues related to ableism; and Nogaye Ndiaye, lawyer, activist, and educator focusing on discrimination and racial issues.

How has the concept of feminism changed on social media (and in reality)?

If at first feminism was seen as a cause "by women and for women," for years now, the movement's demands have expanded beyond gender equality for women. Today's feminism is intersectional, meaning it embraces all causes related to minority discrimination and the fight for equal rights for all. It addresses broader social and human rights issues, bringing together a multitude of voices within the movement. This shift is also reflected on social media, in the content of influencers and activists. Examining data and publications during March 8, the International Women's Rights Day, we see hashtags like femminismointersezionale and intersectionalfeminism gaining traction, though the hashtag festadelladonna is still more frequently used than GiornataInternazionaleDellaDonna.

How many activist content creators are there? A minority, actually

Taking a broader look, we actually find that these activist content creators are just a small minority in the Italian influencer sphere. In Italy, female influencers with at least 10K followers are spread across various topics, with Lifestyle leading the way, representing 24.85% of the total with 16,500 profiles. Following are Entertainment at 13.50% (8,960), Fashion at 11.79% (7,830), and Family & Parenting at 11.43% (7,590). Food accounts for 7.11% (4,720), while Beauty stands at 5.38% (3,570). Other sectors include Travel at 4.73% (3,140), News & Society at 4.14% (2,750), and Health & Wellness at 3.57% (2,370). More niche but still relevant are Art & Culture (3.63%, 2,410), Tech (0.86%, 569), Environment (0.64%, 428), Economics (1.14%, 760), Automotive (0.93%, 617), and Architecture & Design (0.70%, 463). While activists are versatile, they mostly fall under the macro-categories of News & Society, Art & Culture, and Environment. So, they are not as numerous as one might think. Women remain "confined" to topics that society deems most fitting for them.

Female Entrepreneurship on Social Networks

Buzzoole tells us that, out of over 1,000 activations analyzed, it is possible to assess women’s earnings compared to male influencers. The influencer industry proves to be a particularly rewarding field for entrepreneurial women. Many young women, starting from scratch, have leveraged social media to build a large audience, launch their own businesses, or revive family enterprises. When it comes to traditional collaborations, such as sponsorships, this industry offers great opportunities for the most successful women, particularly those with audiences exceeding one million followers. On average, they earn around 40% more per engagement than men in the same category. However, there is still a long way to go for those with smaller followings: women who are still building their careers earn 30% less than their male counterparts.