Quanto costa a Chiara Ferragni lo scandalo "Pandorogate"? E a Fedez? Crollo di follower e "reputation"
L'evoluzione delle dinamiche social dopo lo scandalo che ha coinvolto l'influencer testimonia che il sentiment è a picco dopo l’inchiesta
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Foto Instagram e Ansa
Leggi più veloce
Le indagini sul “Pandorogate” sono costate a Chiara Ferragni la perdita di 210 mila followers e una diminuzione del sentiment positivo di circa 35 punti. È il risultato di un’analisi realizzata da SocialData che, per Adnkronos, ha analizzato l’evoluzione delle dinamiche social dopo lo scandalo che ha coinvolto l’influencer.
Reputazione a rischio
In tutto la vicenda ha generato su web e social oltre 30 milioni di interazioni in questi ultimi venti giorni, con un picco deciso nei giorni iniziali, subito dopo la diffusione delle prime notizie a riguardo. Il sentiment positivo nei confronti dell’influencer è crollato e ha visto una riduzione di 35 punti percentuali, passando dal 59% al 24% attuale.
Anche Fedez perde fan
SocialData ha poi analizzato l’evoluzione della fanbase Instagram di Chiara Ferragni e del marito: nell'ultimo mese lei ha perso 210 mila followers, mentre Fedez circa 119 mila. La stessa dinamica è stata registrata dalle interazioni sui profili Instagram dei due: se Ferragni fa registrare -20 milioni di interazioni, Fedez si ferma a -3 milioni. Un fattore, questo - sottolinea l'analisi di SocialData - dovuto molto probabilmente all’interruzione del flusso di pubblicazione, limitato al momento alle stories, dove però reactions e diffusione sono visibili solo ai proprietari del profilo.
Il ritorno sui social non sortisce effetto
Flop anche il ritorno sui social dell'influencer, che - rivela ancora l'analisi realizzata da SocialData - non ha scaldato i cuori degli utenti. La storia Instagram postata lo scorso 3 gennaio, infatti, non ha generato un dibattito tale da monopolizzare web e social. Questo - evidenzia l'analisi - a causa di alcuni fattori: un minor interesse del pubblico verso l’influencer, una minore emotività degli utenti sulla vicenda, la tipologia del contenuto postato (le interazioni alla storia sono visibili solo a Ferragni).
I brand collegati a Ferragni
L'analisi si è focalizzata anche sui commenti agli ultimi post social di alcuni noti brand che hanno in passato hanno collaborato o continuano a farlo con Chiara Ferragni. L'attenzione si è focalizzata in particolare sulle pagine Facebook di aziende come Safilo, Coca Cola e Monnalisa, i primi a prendere le distanze dall'influencer.
Fra plauso e inviti al boicottaggio
Tra i commenti si evidenzia una divisione nelle opinioni degli utenti. Da una parte, ci sono coloro che lodano e si complimentano con i brand che hanno deciso di concludere la loro collaborazione con Ferragni. Dall'altra parte, emerge un gruppo di utenti che esprime dissenso, invitando al boicottaggio dei brand che hanno scelto di collaborare con Ferragni negli anni passati. Commenti che sottolineano "un'opposizione alla figura dell'influencer e alle sue azioni, mettendo in discussione la decisione dei brand di associarsi a lei".
Gli effetti collaterali
"La disintermediazione è ormai il tratto distintivo dei social", spiega Luca Ferlaino, partner di SocialData, che osserva come ci siano sempre più italiani che “utilizzano i social per rivolgersi non solo ai leader politici, ma anche ai brand, per esprimere talvolta dissenso, talvolta apprezzamento per le scelte compiute. Non a caso, in molti hanno deciso di 'punire' Chiara Ferragni togliendo il follow al profilo Instagram. E la decisione dell’influencer di non pubblicare più ha prodotto anche degli 'effetti collaterali', perché ha spostato parte della discussione sui canali social dei brand a lei associati, danneggiandola comunque”.
12/01/2024
