Rome, 12 May (LaPresse) – According to the latest edition of the Top Italian Social Media Personalities ranking compiled by Sensemakers in collaboration with Primaonline, April saw mixed results: on the one hand, the number of video views increased (+8%), while on the other, interactions decreased (-7%), indicating a change in user behaviour, with people increasingly inclined to watch rather than interact. Among the most significant data is the exit of Khaby Lame from the ranking for video views and the clear decline in the engagement ranking. The creator, one of the most followed in the world, published less than half of his content in April compared to March, shifting to a more commercial format. The month saw an increase in sponsored content, with brands such as Qatar Airways and Boss, a departure from his usual communication style. This change may have had a negative impact on his social media performance.