Today, a video on TikTok or a photo on Instagram can reach millions of people in just a few hours.
We talk about “virality” as if it were magic, but in reality, behind every viral piece of content there is a precise economy made up of strategies, algorithms, and marketing.
The point is that not all viral posts have the same value: some generate temporary visibility, others become real communication operations, and in many cases, without us realizing it, we are watching advertising disguised as spontaneous content.
Influencer marketing: when advertising looks natural
According to Shopify data (2025), the global influencer marketing market has surpassed 24 billion dollars.
This means that more and more brands choose to collaborate with ordinary people, creators, or influencers to promote their products in an “authentic” way. According to DeRev data, cited by We-Wealth, depending on the chosen channel—in ascending order Facebook, Instagram, TikTok, YouTube—earnings per post are approximately as follows:
- Nano-influencers (up to 10,000 followers): from €50 to €1,250
- Micro-influencers (10,000–50,000 followers): from €50 to €3,000
- Mid-tier influencers (100,000–300,000 followers): from €175 to €7,500
- Macro-influencers (300,000–1,000,000 followers): from €350 to €13,500
- Mega-influencers (1,000,000–3,000,000 followers): from €750 to €25,000
- Digital celebrities can exceed €60,000 per sponsored piece of content.
But the difference from traditional advertising is subtle: many posts do not look like ads.
An outfit shown in a reel, a cream used “by chance,” a coffee with a clearly visible logo—everything can be part of a paid campaign, even if it is not explicitly declared.
According to the AGCM (Italian Competition and Market Authority), sponsored content must be clearly identifiable as such, but in practice this is not always the case. And it is precisely this fusion between real life and advertising that makes influencer marketing so powerful—and so difficult to decipher.
Likes, views, and reality: when numbers deceive
A viral post is not automatically synonymous with success.
According to DemandSage (2025), up to 45% of an account’s followers may be inactive or fake—bots, duplicate profiles, or users who never interact.
While numbers grow, average engagement (comments, real interactions) continues to decline.
In other words, social media are a shiny shop window, but they often reflect only appearances.
Many contents are optimized to please the algorithm, not to inform or share, and “likes” can turn into a digital currency that measures popularity rather than real value.
How much is a viral post really worth?
It depends on what we measure:
- In economic terms, a viral post can generate direct income (through collaborations, views, or affiliations).
- In reputational terms, it can build credibility, image, and trust.
- In many cases, however, the real value lies in influence: the ability to shape tastes, choices, and purchasing behaviors.
It is enormous power—and at the same time, a responsibility.
And for those navigating social media, it means one thing only: critical thinking is essential.
Not everything that seems authentic really is.
Social media as economic showcases
TikTok, Instagram, and YouTube are not only places of expression: they are economic ecosystems where every view can have a price.
The platforms themselves encourage creators to produce high-performing content by offering monetization, partnerships, and analytical tools.
From July 23, 2025, in Italy, Resolution No. 197/2025 established—through the Authority for Communications Guarantees (AGCOM)—an official register of “relevant” influencers. Registration is mandatory for those who exceed 500,000 followers or one million monthly views and entails compliance with a code of conduct and dedicated guidelines.
Failure to comply with these rules exposes creators to significant administrative sanctions, which can reach up to €600,000, especially for violations related to the protection of minors, the strictest regulations.
This regulatory recognition confirms that influencer marketing is no longer just “creating content,” but a structured professional activity, with rules, responsibilities, and concrete economic value.
As in any economy, there is also a risk here: confusing popularity with value.
In addition to generating income, being viral can cause stress, dependence on numbers, and loss of authenticity.
The real challenge is finding the right balance: producing meaningful content without becoming hostage to metrics.
Digital education = financial education
Knowing how to interpret social media is both a matter of digital culture and financial education.
Every like, post, or collaboration involves a cost and a potential return, just like an investment decision.
Learning to distinguish spontaneous content from sponsored content means developing critical thinking—the same skill needed to manage money, plan goals, and make informed decisions.
A viral post can make us smile, inspire us, or push us to buy something. Let us not forget, however, that behind every piece of content there are strategies, interests, and contracts.
Understanding this dynamic helps us become more aware users as well as better-prepared digital citizens.
You can deepen your knowledge of financial education and improve your skills for proper money management by following our blog and visiting the website www.museodelrisparmio.it. Follow us on social media to stay updated on the many activities we organize, which you can also follow online.
November 19, 2025