Rome, Italy – January 8, 2026 – Matteo Di Cola, a young Roman digital entrepreneur and influencer under 30, is at the forefront of the ‘food content’ phenomenon in Italy. Through his platform, Italy Food Porn (IFP), co-founded with Gian Andrea Squadrilli, Di Cola has cultivated one of the largest Italian communities dedicated to promoting food through social media, boasting approximately 5 million users across all its platforms.
The Rise of Italy Food Porn
Di Cola, who has a background in hotel studies and years of experience in kitchens both in Italy and abroad, began promoting food-related content, restaurants, and gastronomic culture at a young age. This passion led to the creation of Italy Food Porn, a project that has seen vertical expansion since 2021, with each regional page now managed by its own team of young collaborators passionate about digital culture and the restaurant industry. IFP provides these young talents with opportunities for growth within a dynamic company with future prospects.
Smmack Studio: A Strategic Approach to Food & Beverage Marketing
In addition to IFP, Matteo Di Cola is also the CEO and founder of Smmack Studio, a social media marketing agency specializing in the food & beverage sector. Located in Pietralata, Rome, an area undergoing significant urban regeneration and attracting innovation-related activities, Smmack Studio assists restaurants, brands, and companies in strategically telling their stories on social media.
The Impact of Food Content on Italian Market
Over the past decade, food has emerged as one of the most viral and monetizable themes on social media. The ‘food content’ phenomenon is no longer merely entertainment but has evolved into a powerful tool for marketing, tourism, culture, and business. According to the Nielsen Social Trends 2024 report, 78% of Italian users have tried a venue or product after seeing it on social media platforms such as Instagram, TikTok, and YouTube. The content ranges from quick recipes to immersive experiences and viral formats, all emphasizing visual storytelling.
There is a clear drive to transform food into emotional and visual content, moving beyond just taste. This trend has significantly boosted the food influencer market in Italy, with estimates from the Osservatorio Influencer Marketing Politecnico di Milano 2024 placing its annual value between 75 and 90 million euros, with a growth rate of +25% year-on-year.
The Future of Food Content in Rome
The success of Matteo Di Cola and Italy Food Porn highlights Rome’s growing importance as a hub for digital innovation in the food sector. The strategic location of Smmack Studio in Pietralata further underscores the area’s transformation into a center for creative and innovative businesses. As food content continues to evolve, its influence on consumer behavior and the economy is expected to grow, making platforms like IFP crucial for businesses looking to connect with a wider audience.
The integration of social media into gastronomic promotion reflects a broader shift in how industries engage with their customers, leveraging digital platforms to create compelling narratives and drive engagement. The ongoing expansion of IFP across Italian regions, coupled with Smmack Studio’s strategic marketing efforts, positions Matteo Di Cola as a key player in shaping the future of food content and its economic impact in Italy and beyond.
