2023年中国KOL营销趋势洞察报告-微播易x中国广告协会-202303

PREFACE 2022 109 ……KOLKOL 2023KOL2023 KOLKOLKOL KOLKOLKOL KOL KOLKOL AIGC 2023 2021 2 5.5 + 3 3 + 4 + 45% 2.5 57% 30 60% Slogan 2022 70%+ 24H + KFS + * 20218 * 2 * 2023 /SEO AttentionInterestSearchPurchaseShare CTR2022 ; = - 2022 42.1% 26.5% 13.3% 12.6% 12.6% 8.9% 3.3% 1.0% 0.3% •SEO KOL+ ” • • • • • / / / / / • • • • • • • • • • 2000~2010 BBS 2010 2013~2019 2018 2018 2016 2013 2007 2014 2003 83.22% 80.76% 79.92% 94.16% 87.63% 16.78% 19.24% 20.08% 5.84% 12.37% + / 2020 -2022 % 2020 2021 2021 2022 2022 CR5(≈10%) CR5≈9% & 2023 CR concentrationrateCR55 3C   43%47%47% 54%55%59%64% 65%69%72%73%73%73%74%74%74%  76%78%82%83%84% 95% 100%    & 2022 20221-91000 GMV210+ 27.6 1.2 T97 + 4.92 245.9% 197.0% 3.49 5 2.27 1.24 83.3% 53.7% 0.42 0.12 1.5% 40.9% 24.3% 4.2% 10.6% 15.5% 20.1% % % 2023 2018-2023 2018 2019 2020 2021 2022E 2023E 2023 26% 29% 10% 20% 13% 50% 77% 30% 2023 202268.136.8 9 62.6% 8 7 6 5 4 3 2 1 0 2021MAU2022MAU 2022 2021 22.4% 25.0% 15.1% 6.3% 1.9% 1.1% % B 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% /84.6%60%B5%32.5% 2021 2022 B / 2021 2022 84% 31% 17% 10% 4% 133.45 101.7 127.6 108.8 -53% 87.6 96 43.8 55.357.24 35 20.4 19 B 2022 DAU/MAU 2021VS2022 43.3% 61.5% 84.6% 58.0% B 27.1% 32.5% 26.8% KOL +26% +32% +139% +116% +52% KOL KOL KOL KOL KOL B KOL 2021-2022KOL 500000 116% 337066 283262 305546 52% 32% 141667 81962 103409 118553 26% 18117 27601 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 446183 20212022 139% 160% 140% 120% 100% 80% 60% 40% 20% 0% 20212022 B 2022 TOP10KOL 493.4% 433.6% 375.4% 187.4% 117.4%92.1% 122.3% 163.0% 44.3% 85.7% KOL KOL KOL 149.2% 41.7%40.5%45.4% 48.2% 52.3%51.7% 41.2% 16.5% 29.8% KOL TOP10KOL 2016~2017 2018 2019 2020 2021 • 20169 • • • • • • •20223 • • •20226 • FACT+ • •2023 • 2014~2016 2017~2020 2022 2021 • 2014 8 • 2019 • 2021 7 • 2022 1 10 • 2019 11 4 • 2022 12 • 2015 • 8 • 2023 1 • 2016 6 • 2020 8 • 10 IDEA • 2 2020 2020~2021 2021 ••• 2020H1 2020H2 202010-12 2021 2021 20214 5 6 2021 11.11/12.12 2021 tab” 2022 7 20231 • •• •• • • FieldAllianceCampaignTopKOL V KOL APP KOL + 2022 2022KOL ,4.8% ,0.4% , 27.0% ,0.5% , 29.0% , 35.7% 0%50%100% 0%50% 0%20%40%60% 0%20%40%60% 2021.1.1-2022.11.30 20212022 20212022 20212022 20212022 KOL KOL 20212022 Questmobile 1+ 3 * KOC KOC5W KOC KOC 1W 10W KOC 10W 5KBKOC bilibili UP B UP KOLKOL KOC 1+ 12% 2022 U+ KOC KOL & KOL 2021VS2022KOC KOC1000-5000KOC ≥5000 KOC B UP @ 20208 700+ 30+20211B @ xxx20223 67 B KOL • • • • • • 2.8 KOL TOP1500 60% 67% 90.0% KOL <=100W 63.3% AVG 25% 33%33% 42% 38% 50% 60% 63% 67% 97% 81% 92%75% 96%85% 78% 91% 91% 71% 80% 67% 75% 67% 58% 63% 100~1000W 15% AVG 50% 33% 40% 27% 17% 22% 3%2% 0%5%8% 9% 0% 14% 0% 2022 2022 2022 2022 2022 2022 202212 >=1000W 3.8% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% T1T2T3 0.0% 6 7 8 9 10 11 TOP1500 2022.1.1-2022.11.30 50% 10w >1000W500-1000W100-500W50-100W<50W AVG 2022.1.1-2022.11.30 KOL 小红书爆文笔记各层级CPE分布（元） KOL KOL TGI KOL KOL KOL KOL KOC KOL 2021.1.1-2022.11.30 KOL 2021 2022 KOL KOC 2022 KOC 2021 10%27% B KOL KOC ≥1000W ≥500W ≥100W ≥500W ≥100W ≥200W 100-1000W 100-500W 20-100W 100-500W 10-100W 50-200W 10-100W 5K-100W 5-20W 10-100W 1-10W 10-50W KOC-<10W KOC- <5K KOC- <5W KOC- <10W KOC- <1W KOC- <10W • • KOL ••• KOC KOL  60% 20% 20% KOC KOL  30% 30% 40% KOC KOL  10% 30% 60% KOC KOL  10% 20% 70% KOC KOL  30% 30% 40% KOC KOC 1V1 KOL KOC STEP-05 STEP-04 STEP-03 KOLKOC STEP-02 STEP-01 KOL KOL 20212022 = KOL * = * KOL KOL 20212022 80.60% 1.95% 1% 18.7% 13.9% 13.0% 14.5% 22.8% 21.0% 17.8% 16.2% 14.1% 13.1% 11.2% 9.5% 185.60% 20212022KOC •2022 2021 0.9% KOL 4.2% • 2022 2021 KOL KOC • • 2019 2020 2021 2022 2022 IP TVC DAU 3.4 3- 2- = x 1- —TVC— TVC — — —IP— IP IP • • • 60% 308% 76% DAU 2.6 40% 35% • • 10% 13+ 8 2022 10W 50%     9:1 6:4 2021 2022 KOL + + + + 项目内容种草期成果汇总 CPMCPEGMV 13.48 25,514 1.08 0.82 2017.95 18 16 14 12 150,000 PM 10 274,555 300,000 250,000 GMV976% 200,000 1269.05% 8C 6100,000 450,000 25% 4000W+ 0 2 0 赛马期放量期 CPE24% 3000%+ KOL AI ChatGPTAIGC AIGCChatGPT AIGC 3D AIGC AI AI AI …… SQL / / FaceID AI AI / 3D 3D/ …… 2029 2028 2027 2026 2025 140 120 生成式AI市场规模预期（十亿美元） 118 93 73 58 45 36 28 111417 22 100 80 60 40 20 GPT-3 PrecedenceResearch 2024 2023 2022 2021 2020 2019 2018 ChatGPT AI 2017 2016 2015 以前 0 AIGC AIGC AIGC 1 AIGCX AIGCX 2 3 AIGCX AIGC AIGCX 4 AIGC KOL 01 02 03 04KOL 0555 06+ 0755 AIGC 2009 ROI KOL AI KOC 100 30+ KOL B 35+ 1983 GDMS 4A & KOL • • • • •• • • • • • • • • • KOL ——KOL GDMS &CAA&GDMS ©