Chiara Ferragni's Social Media Strategy Shift: A Risk to Earnings?

Her way of using social media has changed. Between pandoro-gate and marital crisis, Chiara Ferragni has reduced the number of weekly posts and the type of content published. But how long can this strategy continue without causing damage to the profile (and therefore to the business) of the now former Mrs. Ferragnez? This is the question posed by the agency Arcadia, led by Domenico Giordano, which has conducted an analysis of followers, engagement, and reactions of Chiara Ferragni's Instagram and TikTok profiles. Chiara Ferragni breaks the silence: 'The separation with Fedez? It was not my choice.' And he throws subtle jabs on Instagram. Chiara Ferragni, does the new social strategy risk earnings? 'If she thinks her professional path is still solid and aims to protect her economic interests and her reputation, she will be forced to resume that shared narrative, albeit adapting it to the changes imposed by the charity case,' says Giordano to Adnkronos. Yet the loss of Instagram followers so far is minimal, about 515 thousand out of a total of 29 million. 'But this unfollowing has already produced two immediate consequences: the first is perceptual, because it has instilled in the digital public the conviction that the abandonment is more a punitive choice towards those who have betrayed, for personal interest, those moral values that the fandom considers as a sacred bond,' specifies Giordano. 'The second is much more substantial, because followers are counted, but above all they are weighed, and in this difference, it is not given to know the profile of those who have left Ferragni's account. We do not know, therefore, if they were followers who actively interacted with the posts, how extensive their network was, and above all what their credibility was in their respective digital communities,' concludes Giordano. The report then reveals another thing: the drastic and prolonged reduction of published content produces a distortion of the followers' habits. The lesser success of the account, decreed by the quantity of interactions collected, pushes the algorithm to penalize the reach of the content with respect to the followers, as it interprets this reduction of interactions as a clear signal of the content's lack of attractiveness. Let's give some numbers. The Instagram profile of Chiara Ferragni went from 72 contents published in May 2023 to 8 in January 2024. March does not seem to reverse the trend: to date, the posts are only 4. The collapse of engagement But it is on the percentage of engagement, the true metric of a social star's success, that the data are ruthless. From 5.8% in February 2023, a month boosted by Ferragni's participation in the Sanremo Festival, to 0.18% this month. The total reactions follow the same trend. The Festival had brought almost 47 million likes and comments, in January 2024 they had dropped by 90%: 4.9 million. Obviously, the fact that Ferragni has closed comments under her posts, limiting them only to people she follows, to stop the tsunami of negative voices crowding her profile, weighs heavily. It ends with TikTok: from almost six million reactions in September 2023, with an engagement rate of 3.1%, to the respective 88 thousand and 0.045% in January 2024. An abyss. That's why Chiara Ferragni is almost forced, if she still thinks of investing with her brand in the content economy, to quickly abandon the silence strategy.