热门搜索：

2024年网红营销报告

文化传媒2024-03-07Snapchat嗯***

AI智能总结

Influencer Marketing Overview

Market Growth and Forecast

Influencer marketing spend is forecasted to significantly increase, with estimates reaching up to $9 billion by 2027. This growth underscores the increasing importance of content creators in shaping consumer perceptions and driving sales.

Consumer Perceptions and Preferences

Purpose of Social Media Usage: Consumers use social media primarily to follow influencers or content creators they enjoy.
Type of Influencer Content Preferred: Cooking recipes, lifestyle content, tutorials, and product reviews are popular among consumers.

Engagement and Product Information

Viewership and Engagement: Engagement with products through influencer content drives viewership, even for organic content.
Source of Product Information: Influencers serve as trusted sources for product research, particularly in categories like apparel, skincare, and finance.

Receptivity to Sponsored Content

Generational Consistency: All generations—Gen Z, Millennials, and Gen X—are open to seeing sponsored content from influencers.
Receptivity Levels: 87% of respondents across all generations are receptive to brand-sponsored influencer content.

Building Trust

Trust in Influencer Content: Influencer content is generally trusted, especially in high-stakes sectors. Transparency regarding brand sponsorships is crucial.
Importance of Brand Sponsorship Disclosure: 89% of respondents find it important for influencers to disclose brand sponsorships clearly.
Enhancing Trust: Authenticity, transparency, honesty, and providing factual evidence are key drivers of trust in influencer content.

Influencer Selection and Engagement

Influencer Traits for Engagement: Influencers who are honest, authentic, and knowledgeable are most influential in boosting brand engagement.
Matching Influencer to Purpose: Selecting influencers who naturally align with the brand's values and audience preferences enhances engagement on platforms like Snapchat.

Key Takeaways

Market Opportunity: Significant growth potential in influencer marketing, targeting $9 billion by 2027.
Audience Expectations: Consumers are open to sponsored content but value transparency and authenticity.
Trust Building: Transparency and honesty are critical in building trust between influencers, brands, and consumers.
Strategic Influencer Selection: Prioritize influencers who are relatable, authentic, and knowledgeable to enhance engagement and brand trust.

This analysis highlights the pivotal role of influencers in marketing strategies, emphasizing the need for transparency, authenticity, and strategic content creation to foster trust and engagement among consumers.

UnleashingInfluence AMaíketeís’GuideľoInfluenceís’Success $8.3BN $5BNMaífiet&Gíowing $7BN Withtheíiseofcontentcíeatoís,influenceímaíketingspendispíojectedtoincíeasesignificantlyinthecomingyeaís $4.7BN $5.8BN GlobalInfluenceíMaíketSize $3.8BN 2022 2023 2024[E] 2025[E] 2026[E] 2027[E] $9BN Souíce:MAGNA&Repíise“ľheSocialRepot”20222 Witha$6billionstafieinthecomingyeaí,whatshouldbíandsdotoensuíeinfluenceímaífietingsuccess? 3 OuíGoals GOAL GOAL 1 Touncoveruserperceptionsandpreferencesaboutinfluencercontent Toidentifybestpracticesforinfluencermarketing 2 44 OuíScope Methodology Inteíviewedweeklyuseísofsocialmediaplatfoímsand/oíSnapchat(16-49agegíoup)fíomaíepíesentativeonlinepanel. 1,003 UnitedKingdom(n) ●ľhemethodologyincludedasuíveytogaugecuííentpeíceptionsofinfluenceícontentandíeceptivenesstobíand-sponsoíedinfluenceícontent ●Additionally,gatheíedfeedbackoninfluenceícontentacíossvaíiousplatfoímsthíoughcíeativefeedback ReseaíchConductedIn5Countíies: Total(n)=5,214 1,179 UnitedStates(n) 1,005 SaudiArabia(n) 1,022 Australia(n) 1,005 France(n) 5 ľheCíeatoíEffect Influenceísaíeanatuíalasset ľypesOfInfluenceíContentPeopleľypicallyWatch-%Selected foíbíands PuíposeÏoíSocialMediaUsage -%NetScoíeOfAllPlatfoíms COOKING RECIPES 51% TUTORIALS 42% Engagement withpíoducts isasignificantdíiveíofvieweíshipevenfoíoíganiccontent Influenceí ContentCíeatoí Add Ïollow 6aíeons1ocialm%ediatofollow LIFESTYLE CONTENT 42% PRODUCT REVIEWS 41% influenceísoícontentcíeatoístheylike Allmaíkets|n=5,214 7 SuíveyQ:Foíwhatpuíposesdoyouusethefollowingsocialmediaplatfoím(s)?–Tofollowinfluenceísoícontentcíeatoís SuíveyQ:Whattypeofinfluenceícontentdoyoutypicallywatch? Acíossallmaífiets,peopleseefibíandinfofíominfluenceís PíoductRelatedInfluenceíContentPeopleWatch-IndexedľoAveíageOfAllCategoíiesInEachCountíy ľutoíials PíoductReviews RestauíantReviews UniīedSīaīes UniīedKingdom Fíance SaudiAíabia* Ausīíalia Aveíagewithineachcountíy(100) 113 123 123 141 111 115 116 118 122 141 8 *InSA,íestauíantíeviewsoveíindexed,píovidingbíandswithanadditionalavenuefoíengagingwiththeuseís USAn=1,179;UKn=1,003;FRn=1,005;SAn=1,005;AUn=1,022|SuíveyQ:Whattypeofinfluenceícontentdoyoutypicallywatch? Infact,thevastmajoíityaíeopenandíeceptivetobíandssponsoíinginfluenceícontent ReceptivityľoBíandSponsoíedInfluenceí Content-%VeíyOíSomewhatOpen 87% Aíeíeceptivedon’t care Similaítíendin________ 87% 88% SA96%AU 78% 85% USUKFR Allmaíkets|n=5,214;USAn=1,179;UKn=1,003;FRn=1,005;SAn=1,005;AUn=1,022 9 SuíveyQ:Howopenaíeyoutoseeingsponsoíedcontentfíominfluenceís? Bíand-sponsoíedcontent:Sponsoíedcontentiswheíeinfluenceíspíomoteoíendoísepíoductsoíbíandsinexchangefoícompensation. Receptivitytobíandsponsoíedinfluenceícontentisconsistentacíossallgeneíations ReceptivityľoBíandSponsoíedInfluenceíContent-%VeíyOíSomewhatOpen GENZ ARERECEPTIVE 91% MILLENNIAL ARERECEPTIVE 87% GENX ARERECEPTIVE 82% Allmaíkets,GenZn=1,149;Millennialsn=3,070;GenXn=995 10 SuíveyQ:Howopenaíeyoutoseeingsponsoíedcontentfíominfluenceís? Bíand-sponsoíedcontent:Sponsoíedcontentiswheíeinfluenceíspíomoteoíendoísepíoductsoíbíandsinexchangefoícompensation. ľheInfluenceíMaífietingPlayboofi 11 ľakeactiontobuildtíust 12 ľheíe’soppoítunitytoimpíovetíustininfluenceícontent NO:16% PeíceptionOfInfluenceíContent -%Selected Isinfluenceícontent tíustwoíthy? YES:28% SOMEWHAT: 55% 13 Allmaíkets|Instagíamn=4,185;Snapchatn=2,848;TikTokn=3,556;Facebookn=3,801SuíveyQ:Ingeneíal,howdoyoufeelaboutcontentpostedbyinfluenceísonthefollowingplatfoíms? …especiallyinhigh-stafiessectoíssuchasfinance Whenbíandsinhighstakescategoíiesaíewoíkingwithinfluenceís,consideíatíanspaíentcollaboíationwithbíand Iwouldtíust. ľheinfluenceímoíeľhebíandmoíeBothequallyNeitheí Ïinance 18% 42% 21% 19% Appaíel 25% 33% 28% 14% Skincaíe 28% 31% 27% 14% ľíustedSouíce(s)ÏoíReseaíching PíoductsInľheseCategoíies -%Selected Allmaíkets|n=5,214 SuíveyQ:Sayyou'íelookingintoanew[píoduct].Whichofthefollowingsouíceswouldyoutíustmoíetogatheí infoímationabout[píoductbefoíegettingit]?14 Woífitheseelementsintoyouíinfluenceícontentstíategytobuildtíust ľopľhíeeDíiveísOfInfluenceíľíust… 60% Shaíingmistakesand lessonsleaíned 58% Showingevidence andfacts 57% Poítíaying aíealisticlife 15 Allmaíkets|n=5,214 SuíveyQ:Towhatextentwouldeachofthefollowinghelpbuildyouítíustinaninfluenceí? CAPľION paidpaítneíship ľíanspaíencyisamust sponsoíedpost @voiceoveí 16 Peopleexpecttíanspaíency*withbíandsponsoíedinfluenceícontent AUUKUSSAFR ImpoítanceOfBíandSponsoíship Disclosuíe-%VeíyOíSomewhatImpoítant 89% Sayit’simpoítantthatcíeatoísmakeitknowntheiícontentissponsoíed byabíand meh [doesn’īmaīīeí] 92% 91% 89% 89% 82% Allmaíkets|n=5,214;USAn=1,179;UKn=1,003;FRn=1,005;SAn=1,005;AUn=1,022 SuíveyQ:Howimpoítantisittoyouthatinfluenceísmakeitknownthatthecontentissponsoíedbyabíand?17 Bíandsshouldpíacticetíanspaíencybasedoníegionalpíefeíences PíefeííedMethodsÏoíLeaíningAboutBíandSponsoíships-%Selected 6.9K MattBíody @mattbíody’ssound 6.9K MattBíody s

点击免费查看完整报告