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2024汽车行业社媒营销趋势

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2024汽车行业社媒营销趋势

2024.07 2500 2000 31.2% 2010-2023 % % % 9% 3% 4.0% 2.5% 2.3% -5.8 -7.6 -6.7 201620172018201920202021202220 1958 23172374 2236 2065 35.0% 2166 2051 30.0% 25.0% • 2017 2005 1927 1500 1052 1245 1146 24.31%766 1547 14. 2% 10. 18. 20.0% 15.0% 10.0% 10% 100-200 1000 500 8.9% 8.6% 5.6%5.0% •2018-2023 0 * CPCA 201020112012201320142015 0.0% V -5.0% -10.0% 23 2010-2023 250 178 168 176 160 134 142 123 130 102 107 91 81 200 150 202 •2017 100 185 •2017 2023 2019 178 202 0 100 50 * CPCA 20102011201220132014201520162017201820192020202120222023 15.4% 13.6% 10.2% 2018-2024 1.5% 5.4% 1.7% 6.4% 2.2% 7.2% 2.2% 7.2% •5-10 20% • 20-30 30- 40 10-15 15.9%16.2%33.8%15.7% 20192020 • 34.6% 32.0% 14.4% 8.9% 3.3% 2018 17.2% 33.4% 16.2% 16.3% 19.4% 34.1% 15.7% 16.3% 23.8% 32.2% 15.3% 3.9% 2021 4.1% 2022 3.2% 2023 2.8% 2024Q1 15-20 20-30 30-40 40 2.5% 8.0% 3.2% 10.6% 3.5% 12.2% 30.5% 25.3% 2.3% 2.3% 34.5% 14.9% 34.2% 14.7% 55-1010-15 * 1.5% 5.6% 9.0% 1.5% 1.6% 6.8% 1.6% 6.6% 3.6% 2.0% 4.9% 2.1% 3.9% 6.6% 2.3%2.0%2.6% 2.2% 5.9% 3.5% 2.6% 3.3%3.0% 7.1% 8.9% 10.0%11.8%10.6% 10.4% 15.1% 1 14.1% 13.5% 21.9% 22.4% 14.6% 20.7% 14.3% 12.9% 33.4% 14.0% 28.7% 19.8% 1 18.7% 16.4% 13.2% 9.2% 18.1% 9.5% 19.2% 10.7% 19.4% 31.4% 10.5% 33.8% 3 22.7% 33.8% 33.1% 43.3% 27.2% 34.4% 30.7% 45.2% 34.9% 36.5% 29.9% 19.2% 35.6% 31.2% 17.1% 16.7% 2 24.6% 17.0% 20.4% 16.6% 3.4% 11.2% 0.2% 17.5% 17.3% 17.2% 10.2% 11.9% 16.4% 2.4% 0.0% 1.8% 1.6% 1.1% 0.8% 7.4% 0.9% 6.2% 2018 2019 2020 2021 2022 2023 2024Q1 7.2% & 10 201810 Q110 60.9%2024 82.7%21.3% 2018-2024 7.2% 3.1%5.0%5.0%5.8% 20 9.9% 36.8% 10 7.5% 55-1010-1515-2020-3030-4040 * * TOP100 - 2023 TOP200 —— —— 13.2% 30 16.30% 11.90% 10 57.60% 71.80% 10-30 20.80% 17.60% 61.60% 20.50% 21.90% 80% — — — * 2024 31.9% 2023 79% • 50% • • 41% 39% 39% 39% 38% 38% 35% 29% 27% 18% 33%33% 32% 32% 29% 27% 48% • *NIQ20243-4base=2849 • 功能变化 & 角色变化 34% 26% 9% *NIQ20243-4base=2849 38% 5% 89 53 before 14% 44% 31% 2 22% 22% 12% 15 15-1 1-2 2-3 3 now 13% *NIQ20243-4base=2849 16 2023-2024 2023.62024.6 13.4313.59 18.4% 0.3% 9 3.6% 5.2% 7.6 3.24 3.41 % 1.2 14 12 10 8 6.73 6.97 5.86 5.88 6 4 2 0 b 15.4% 25.0% 20.0% 15.0% 10.0% 5.0% -5.0% -10.0% -18.3% -15.0% 2.6 3 -20.0% 1.090.89 -25.0% 0.0% 160 140 2023 2022VS2023 100% 2022 80% 31% 20% 4% 133.9 117.2 % 72.67 55.31 36 -12 96 100 125 150 80% 12060% 10040% 8020% 21.2 36.43 0% -20% 65 -42% -40% -60% 60 40 20 0 b KOL 2024 300 350 300 250 200 150 >1000W500-1000W 135 71 6.6 100-500W 50-100W 10-50W <10W 0.2% >1000W 0.2% 500-1000W 0.5% 100-500W 6.7% 50-100W 8.5% 10-50W 42.9% <10W 41.2% 0.6% 7.1% 9.7% 60.1% 22.3% >1000W500-1000W 100-500W 50-100W 10-50W <10W 0.0% 0.0% 0.3% 0.7% 6.7% 92.3% 100 50 0 B <10W 1.1% 10 >1000W 500-1000W 100-500W 50-100W 10-50W >1000W 0.0% 500W-1000W 0.2% 100W-500W 3.6% 50W-100W 5.7% 10W-50W 28.2% <10W 62.3% 4.3% 27.6% 13.0% 30.5% 23.3% 娱乐影音垂类生态 趣味、颜值达人聚集地 聚焦娱乐、游 戏类达人赛道 情感、资讯、 地域属性明显 聚焦时尚、美食,女性标签显著 年轻人兴趣爱好的泛生活领域账号 2023.6 5A / 5A A1A2A3A4A5 5R 5A R1R2R3R4R5 SPU15A AIPS AITIS SPU25A SPU35A P ↑139% ↑410% + + POI ↑289% 450+ 3C + ↑686% GMV + ↑8 ↑23% +LBS + 2023VS20222023 TopView bar A3 A3 A3 A3 A1A2 B 4 VR D 2 1 3 A C 5 E IP AI • • Dreamina magicvideoDreamTalkMagicAnimate AI AI ——Flow 20 AI • 2023 —— AI • 2023 8 APP —— • Cici ChitChop • B C •20238 •20239 AI —— —— AI KwaiYii Kolors • • AIGC 2024 6 —— 1080p2 AI 30fps Sora • •AI —— —— DavinciAIAIAI •AI —— •AI —— 1.62 2021 33.68 90 58% Z Girls  27% 27% 73% 15% 男性 ,4% , 8% , ,23% 14% , , 14% 17% , 20% 25% 15% 18% 女性 <=1819-2223-2728-32>=33 • • 28.1% 2023.3N=2387 • 2023.3N=2387 • 2023.3N=2387 = < <KOS 做认知,做声量 > 做圈层,做渗透 做信赖,做引导 • • / • • • • • • • • 封面吸引人,内容方面比较生硬无借鉴意义 “迪士尼”选题,自带话题热度 卖点与内容强结合,封面标题软性 • • • • • • • • • • • • 帮助素人改造为故事主题,产品作为出行工具 母女之间的爱引起强烈的情感共鸣 旅行攻略+产品植入,是真实有用的分享 • •  2023 N=3136  00   90 • • • • 30 TOP IP 2023 N=3136 V IP X X vlog X O-- A1— A3— A4— • A2— A5— • • IP + IP+ IP+ OGC …… IP+ AR AB PGC …… IP+ IP+ UGC …… …… / bar/ / SEO & …… = / 10 2.4 24 SEM SEO / 4S & KOL @@ 7 Link / / /    18-24 25-30 31+ 男性 女 性 +  70% 30% B 25+ 18-3030 25% 16% 20% 1400w+DAU 8000w+DAU B 250w+DAU B B vlog DIY - UP-IP UPIP 1400w+ IP + BIGDAYIP 8000w+ + UP 250w+ Meet AppealTrust Endorse IP PUGV UP + + • UP • BGV 176 B • 30 30 + • • +IP UP • B • UP • • BUP • UP •B + + 2024 • • / / >10W 9% 11% 2% •55% 21% 2% 25-44 45% 40% / 15% 85% 1%5% 16% 20% 32% 26% 55 45-54 35-44 30-34 25-29 15-24 62% •• 40% 28% 17% / 2024 / / / / / / 63% 49% 49% // vlog / 38% 33% 29% 28% 26% 24% 21% / 53% 50% 46% 44% 40% / // // / / +274% +164% 100% 54.6% 36.7% 13.5%

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