Sanremo 2025: the Festival confirms itself as the stage of the most innovative trends
The curtain falls on Sanremo 2025 and although the change of the conductor from Amadeus to Carlo Conti, the Festival has recorded record-high levels of music streamings and social media engagement.
With a share of 84.3% among the youngest and over 1.95 billion streaming, the 75th edition of Sanremo Festival confirms its digital vocation.
But how is Sanremo able to engage all the different generations?
Not only music’s celebration, Sanremo is actually a cross-generational cult: from FantaSanremo to the nostalgia effect created through the tribute to the great classics, Sanremo is a phenomenon that engages everyone.
At the basis there is also the so-called FOMO (Fear of missing out), the fear to remain disconnected and to lose something relevant: during the Sanremo week everyone, both online and offline, talk about it and not to watch it is equal to stay outside the conversational loop and can let you feel bothered and extremely sad.
Data reveal how this year the target audience mainly connected have been the youngest, particularly people whose age goes from 15 to 24 years old: from here comes out the digital engagement that the songs presented on the Ariston backstage have had, becoming real viral trends that are able to unify stage and social media.
The hashtag #volevoessereunduro (I would like to be strong), the title of the Sanremo’s song of the artist Lucio Corsi, which arrived second in the final ranking of the competition, this week is first in trend on TikTok with more than 5k posts.
Also this year, Sanremo, has become an opportunity to allow artists to be known more and more as people besides of being singers and expand their social media following. As a clear demonstration of this, it is possible to notice how Sanremo's artists fanbase has grown incredibly during the "Holy Week of Sanremo": The singer Olly, who was the winner, got the gold medal also on social media with +791K followers.
It is also interesting to see how the artists themselves sometimes grasp unexpected events with cunning and irony. Just think of the "si 'na pret" addressed to the singer Rose Villain by a spectator during the opening night of the Festival.
Something extremely unexpected that could have been misinterpreted or go unobserved, but something to which the artist promptly decided to answer, showing herself the next day with a white t-shirt that had written “pret” on it, ironizing on what happened and creating at the same time great rumour on social media.
About viral trends...
“La cura per me” (the cure for me) by Giorgia has become a truly viral trend on TikTok thanks to its iconic refrain “Non so piu’ quante volte ti ho cercato” (I do not know how many times do I have looked for you) revised in an ironic way, taking into account, for example the fact of having left the mobile phone on the “do not disturb” mode , not allowing others to call you.
By the way, some romantic and emotional representations are not missing: people share videos where they showcase their happiness and gratitude with all the beloved ones: friends, family, boy/girlfriend.
“Volevo essere un duro” (I would like to be strong): Lucio Corsi’s song is the crystal clear description of how into today’s society, everyone has to present itself as invincible and incredibly strong, being afraid of showing his/her weaknesses, even if they shape the uniqueness and distinctiveness of the human beings.
"Volevo essere un duro” has become a real trend according to which people are free to show their true essence, throwing away stereotypes and openly declaring their own fragilities, until reaching more ironic representations.
“Fuorilegge”(outlaw): the title of Rose Villain’s song has turned into a viral trend that allows users to tell some fun facts related to their own private life and that are ironically targeted as out of law. By the way, there are also videos of users who enjoy the remake of the iconic move made by the artist during his performance on the Ariston’s stage.
Sanremo and the advertisement investments
2025 edition of Sanremo Festival has been also characterised by a great increase of advertisement investments: Sanremo brings to RAI advertisements entry equal to 65.3 million euros and a growth of 8.3% compared to the previous year.
Connections matters, everywhere!
This year among the institutional partners of the song contest comes TIM, which substitutes the historical Poltroneesofà and it uses the singer Rose Villain as the ambassador of the promotional spot to bring “more strength to the connections“.
With the final aim to connect the audience to the event, the brand has organised different initiatives and among them:
- TIM AI Data Lab: a digital laboratory installed at the TIM Store near the Ariston itself, to monitor live social media sentiment during the whole week of the festival, thus allowing to conduct a sentiment analysis in real time and propose innovative and exclusive ideas for interaction.
- Interactive experiences for fans: through the competition “TIM ti regala Sanremo” (“TIM gives you Sanremo”), the brand has set itself as a common thread between Festival and public, offering some customers the possibility to make video calls with some artists directly from the TIM AI Data Lab.
Where there's music, there's home....Barilla confirms!
Barilla, during the most important Italian singing event of the year, wanted to pay tribute to its link with music with nice carousels, reels and cards. The sound has always been a distinctive feature of the brand that celebrates its 148 years of history: from the commercial spots with the artist Massimo Ranieri to the Playlist Timer on Spotify, pasta has always been the main character of iconic music scenes and innovative projects.
WeRoad's travel into the instant marketing wave: the digital carpe diem
Although nowadays it is even more difficult to distinguish themselves, Sanremo offers to brands the perfect scenario to take inspiration from in order to exploit and benefit from the instant marketing wave flow.
Instant marketing should be considered as the philosophical carpe diem, but related to the social media context, with the final aim to gain visibility and make the audience smile. Thanks to the virality of memes, brands have the opportunity to create immediate connections with the public and the final purpose is that one to turn followers into loyal fans.
The tour operator WEROAD, knows it well: also this year, the brand confirms itself as a pioneer of Sanremo’s real-time marketing, showing its ability to ride this “wave” with great skills.
Their trick is to use Sanremo as a communication tool to create viral content based on the 'ironies of travel, engaging the so-called globe trotters, which are their core target, but not only... It is an alternative way to grow the fanbase and the social following.
FantaSanremo: an ever stronger bond that smells of Perlana
Today more than ever, FantaSanremo continues to entertain and engage.
What began as a trivial game between a few friends has quickly gained popularity, turning into a rising mass phenomenon: as a matter of fact, in the last edition FantaSanremo counts more than 3 million subscribers and 744 thousand leagues.
It is a kind of healthy, but adrenaline competition that has attracted the attention of several brands at a national level: this year Perlana is confirmed as main sponsor of FantaSanremo, renewing its bond with the festival through initiatives that enhance color, magic and elegance. Big news of this 2025 edition, the brand has introduced three new particular bonuses:
1) A touch of color, assigned to the artists whose outfit was aligned with the color of the day
2)A touch of magic, for the changes of clothes on stage, with extra points for the so-called quick change
3) Rethink New, for the interpretation of covers of the last millennium during the duet night.
Last, but not least, the presence of exclusive prizes for members of the Perlana League, including three trips to Iceland allowing them to admire the Northern Lights.
Creativity and originality: this is the right road to succeed!
Taking advantage of instant marketing during events such as the Sanremo festival can be a winning strategy to get in touch with the audience and gain visibility, thus strengthening the brand identity. Crafting creative contents that are in line with the trends of the moment, you can succeed in winning over the audience with authenticity and a touch of originality, making yourself distinctive and unique at the same time!
Ride the trends' wave!