From 9 to 12 October 2025, Pisa hosted the fifteenth edition of Internet Festival, dedicated this year to the theme #identity, understood not only in its digital sense but also as a broader reflection on how we perceive and present ourselves across the real and virtual worlds. In this context, the Registro .it chose to launch the social campaign .it Factor, designed to explore Italian identity online and the value of the .it domain as a distinctive mark of authenticity and belonging.
As part of the Festival, the Registro .it promoted and organized the event “Influencer & Identity: digital stories to tell Made in Italy”, a meeting that focused on the role of creators in enhancing Italian identity online and promoting Made in Italy through digital languages. Moderated by Giampaolo Colletti, journalist, director of StartupItalia and correspondent for the Raiuno program XXI Secolo, the event featured three voices of the new Registro .it campaign: Alessia Fraioli (@cometicriticolarte), art expert and social media communicator; Sara Piovano (@sarapiovano__), sommelier and seeker of beautiful and good things; and Barbara De Poli (@mynatane), entrepreneur and Made in Italy storyteller.
The debate offered an original perspective on the potential of social communication as a lever to highlight Italian territories, traditions, and enterprises, transforming digital connections into real experiences and strengthening the bond with communities and wider audiences. The three creators shared different paths and approaches, united by authenticity and spontaneity: from storytelling about wine and the family histories behind it, to making art accessible through engaging language, to highlighting small and medium-sized Italian enterprises by showcasing their production processes and local excellence.
Sara Piovano emphasized how her storytelling about wine stems from the desire to engage her generation in a heritage made of territories, families, and traditions. In her content she chooses spontaneity, showing even imperfect moments, because “the real video, even if not perfect, is the one that works best.” For her, respect for her audience and consistency with her own values are at the heart of her “.it factor.”
Alessia Fraioli explained that her challenge has been to take art out of academic language and make it accessible to those who don’t usually engage with it. In her videos she always invites debate, convinced that art should spark opinions and critical reflections. Her “.it factor” is wonder: the ability to reveal hidden beauty in everyday life and to transform digital content into a bridge toward real-life experience.
Barbara De Poli shared her experience as an entrepreneur, recalling how the .it domain was decisive in affirming the Italian identity of her brand abroad. Today she discovers and tells the stories of small and medium-sized Italian enterprises, entering workshops and showing production processes. For her, the key is spontaneity and careful selection of the realities to highlight, because “when you put your face on something, you must be sure you are representing authentic values.”
The meeting reaffirmed how the strength of Made in Italy today also lies in the ability to present oneself online with coherence, responsibility, and respect for the communities that choose every day to engage with digital content.
In this journey, the .it domain is not just a technical tool but an identity marker in itself: it is Italian identity, authenticity, and rootedness. Without .it we could not truly call ourselves Italian in the digital world and in our businesses, because it is the starting point that makes every story, every enterprise, every voice that carries Made in Italy beyond borders recognizable and authentic.