How the Italian Giuseppe Di Cicco Turned the Creator Economy into a System
Giuseppe Di Cicco is an Italian creator representing a new model of digital influence.
Rather than chasing virality, he treats content as a system — combining high-frequency publishing, performance data, and platform-native formats to build scalable presence. His approach reflects the shift from influencer-as-personality to creator-as-operator in the modern creator economy.
Q: From gig worker to digital creator: how did you turn content into a system rather than a side hustle? You didn’t approach content creation as a hobby, but as a structured transition from the gig economy to the creator economy. How did you design your content workflow — platforms, formats, publishing frequency — to make it sustainable, scalable, and measurable over time?
A: I’ve always believed that things should be done with the mindset of being number one. As if there were no alternative paths, as if there were a single direction to follow and failure wasn’t an option. Before starting, I told myself: you have to treat this project as if it were the last one of your life. I saw it as a real opportunity to change my life, so it was never a game to me. I always took it seriously, as if my profiles were a child to raise — a child you dedicate time, passion, and love to every single day.
At the beginning, I was posting three videos a day, then four, then five, then six. I even remember one day when I posted eight videos — all well structured, never random. The time investment was massive, but the hunger I had and the passion driving me made the long production hours feel light. That said, in the long run, to keep everything performing at the highest level, it’s essential to build a team that can move with me and support the growth of the entire system.
Q: You publish at a pace most creators can’t maintain. What’s your strategy behind volume, data, and audience behavior? At one point you were publishing up to six or seven videos a day across platforms. How do you analyze performance, audience signals, and platform algorithms to decide what to publish, where, and when — and how do you avoid burnout while maintaining that level of output?
A: I’m obsessed with metrics. I analyze every single data point: I look at the exact moment when users drop off, identify the most engaging part of the video, and understand which hook truly captures attention. The best way to understand community behavior is through testing. That’s why I often published the same type of content at different times, then analyzed the results after 24 to 48 hours. Over time, I realized something fundamental: the more present you are, the more you are remembered — at least in my case. We live in a world where we’re flooded with information every day, so you need to be as present as possible and, above all, consistent. In general, when a video performs well on one platform, it tends to attract attention on others too — in at least 80% of cases. As for burnout, yes, there are moments when I’m truly exhausted. But when that happens, I think about everything I’ve built so far, and I know I can’t stop. I still have too many projects to bring to life, and that vision is what keeps me moving forward even during the hardest moments.
Q: Your content blends hyper-local storytelling with a global audience. Why does this model work in the age of algorithms? You focus on very specific neighborhoods, routines, and personal struggles, yet your audience keeps growing internationally. From your perspective, why does deeply local, authentic content perform better than polished, globalized narratives on today’s platforms?
A: Telling my story inspires a lot of people, especially young people who see themselves in my journey. I’ve always thought that on the other side of the screen there aren’t numbers, but real people, just like me. People with the same fears, ambitions, and struggles. That’s why I’ve always chosen to be natural, without creating a person.
Q: When I’m sad, people notice and tell me. They know that what they see in my videos is the same person they would meet in real life. There’s no difference, no mask. And it’s precisely this consistency that builds trust. I will always be the same guy I was when I started, no matter where this journey takes me, and I think people feel that and trust me because of it.
A: In a world where many creators try to appear rather than be, those who show themselves honestly, without forcing an image, win in the long run. Hyper-local content — tied to neighborhoods, daily routines, and personal stories — works because it’s real. Even if it tells a specific reality, it speaks to anyone, anywhere. Algorithms today reward authenticity, but above all, people recognize it. And that’s why deeply local storytelling can have a global impact.
Q: What’s next: influence, products, or platforms? As your audience grows, creators often face a choice between brand deals, building products, or launching their own platforms. How do you think about monetization, long-term influence, and ownership — and what kind of creator do you want to be in five years within the broader tech and media ecosystem?
A: There are many ways to monetize. The easiest is to collaborate with brands or earn from views, but in my opinion, if you want to build something truly lasting, it’s important to create something of your own. Something that doesn’t depend on others, on numbers, or on views, because social media are great, but at some point, new creators will emerge, interests will change, and algorithms will evolve. Having something offline gives you stability and peace of mind. In five years, I don’t promise to be one of the most followed creators, but I do promise my audience that I will continue to deliver strong emotions. I see myself as a creator who puts my followers first, and my goal is that, five years from now, the people who have been with me will have grown alongside me, sharing this journey every step of the way.
