Chiara Ferragni, problem within the problem: she is losing thousands of followers

The profile of is suffering a haemorrhage of followers Chiara Ferragni. A little more than a week after the Balocco case, the storm for the influencer and entrepreneur is still far from calming down and many of her followers on Instagram have literally abandoned her, even after the apology video in which the influencer admits « the communication error” and the announcement of a huge donation to the Regina Margherita hospital in Turin.

But how many followers have turned their backs on her by pressing the button unfollow? Not very few. According to the data available on Not Just Analyticsthe platform that analyzes the growth and engagement of Instagram profiles, the digital entrepreneur found herself, from 15 to 21 December, with approximately 98 thousand fewer followersout of 29.6 million total followers.

Since the day the news spread of the 1 million euro Antitrust fine which deemed the advertising of the company to be misleading special edition of the Pandoro Balocco of 2022 (15 December, the day in which she lost more than 4 thousand followers), to the one in which she publicly apologized on Instagram (18 December, in which she lost 13.8 thousand), up to the new accusations of Selvaggia Lucarelli for the promotion of Easter eggs signed by the influencer in which a charitable donation was sponsored, as for the pandori, which would not have occurred following the sale of Easter sweets and which brought in revenues for Ferragni amounting to 1.2 million euros.

In absolute terms, the 98 thousand followers are more or less 0.3% of its community, which has 29.6 million followers on Instagram. In absolute terms, a small loss for the entrepreneur, but one that is unprecedented, as you stated The print – who analyzed the case together with DeRev, a company specializing in communication in the digital world, emphasizing the fact that the loss of followers for Ferragni did not stop after the public apology video, but rather became accentuated. Indeed, the downward curve has not yet stopped: day after day, the number of follower of Chiara Ferragni decreases, so much so that only yesterday, December 20th, his profile lost more than 20,000 followers. A defeat for Ferragni, who after the apology video she took a break and stopped publishing content on her profile.

Chiara Ferragni and the diminishing «sentiment».

Of course the loss of followers lost by Chiara Ferragni it is a fact, but it is the least worrying if we consider the reactions of users, what is defined by social strategists as the sentiment. In the week taken into consideration, Ferragni published a total of 5 posts: 3 on commercial collaborations and 2 personal ones. However, engagement is rather low: 1.6%. “The comments of support and trust refer to the first phase of the crisis, when the news of the fine spread, while in the following days the faction in defense of the entrepreneur gradually diminished,” declared Roberto Esposito, CEO of DeRev. But the thing that perhaps worries the influencer the most is that the indignation of the followers spread also on the Instagram pages of some of the companies with which the influencer has collaborated in this period. For Ferragni, who built his own empire on her popularity, she is a tough nut to crack and stem controversies and shit storm media coverage will not be a trivial matter.

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