全球影響力廣告市場前景及投資研究報告-培訓(xùn)課件外文版2024.4

INDUSTRIES

&

MARKETSInfluencer

Advertising:market

data

&

analysisMarket

Insights

reportNovember

2023MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGain

abetter

understanding

ofmarkets

across

190+

geographical

entities

–

ona

global,

regional,

country,

and/or

state

level.

Access

our

data

via

webinterface,

download

(XLS,

PDF,

PPT),

or

reports.

Benefit

from

our48-hourcustomer

service

guarantee.?

10

sectors:

advertising

&

media,

consumers,

countries,

digital

sector,finance,

health,

industrial

sector,

mobility,

and

technology?

1,000+

markets,

e.g.,

FinTech,

Food,

or

Robotics?

KPIs,

e.g.,

revenue,

market

shares,

prices,

and

volume?

Features:Compare

countries

&

regions,

change

currencies,

selectvisualizations,

and/or

customize

downloads?

Use

cases:

sales

planning,

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support,

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portfolio

management10190+geographicalentities1,000+400+Find

out

more

on:https://www.sectorsmarketsreportsGo

toMarketInsightscom/outlook/2MARKET

INSIGHTSMarke

t

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Influencer

Advertising

market

is

part

of

the

DigitalAdvertising

market.10190+geographicalentities1,000+400+Go

toDigital

AdvertisingmarketsectorsmarketsreportsFind

out

more

on:Digital

Advertising3Table

of

ContentsOverviewAppendixSummary678ProductOverviewAuthor3637MarketDefinitionKey

TakeawaysMarket

NumbersAd

Spending10131617202333Average

Ad

Spending

per

UserAd

spending

by

deviceNumber

of

Social

Media

UsersKey

Player

LandscapeDeep

DivesCompany

Profiles4CHAPTER

1OverviewInfluencer

advertising

is

a

fast-growing

type

of

advertising

that

leverages

socialmedia

influencers

to

endorse

brands

and

products

to

their

follow

er

sOverview:

SummarySummaryContrary

to

popular

belief

that

influencers

only

emergedin

the

past

few

decades,they

have

actually

been

around

since

the

time

of

the

Roman

Empire

whengladiators

used

to

endorse

products

and

advertise

goods

on

city

billboards.Modern

influencer

marketing

on

social

media

started

around

2005

when

YouTubewas

launched.

Anyone

can

now

becomean

influenceron

social

mediaandpromote

brands

and

products

to

their

followers.significantly

since

2019,

particularly

on

TikTok.

Also,

the

time

users

spend

onsocial

media

has

been

steadily

increasing

over

the

past

year,and

they

havebecomemore

interestedin

personalized

content

that

caters

to

their

preferencesand

interests.

This

indicates

that

there

will

be

higher

demand

for

micro

and

nanoinfluencers

who

can

producecontentthat

appeals

to

their

followers.

Thegrowthofsocial

media

platformshas

also

made

it

easier

for

marketers

to

track

andmeasureeach

influencer's

results

with

whom

theycollaborate.In

the

modern

era

of

influencers,

marketers

use

influencer

advertising

because

itis

effective.

They

use

it

to

increase

traffic,

raise

brand

awareness,

reachaudiences,

increase

sales,

andimprove

engagement.

Because

of

its

precisetargeting

and

performancemonitoring,

the

influencer

marketing

techniquehasbeen

shown

to

provide

ahigher

return

on

investment

foreach

campaign.Because

influencer

marketingallows

companies

to

connectwith

consumers

on

adeeper

level

than

other

forms

of

advertising,

marketers

are

paying

moreattention

to

it.

Brandswill

most

likely

shift

from

working

with

influencers

as

partofacampaign

to

working

with

them

more

as

partners.

Influencers

can

providecontentbased

onpersonal

experiences,

which

creates

more

trustbetween

themand

their

followers.

Influencer

marketing

isexpected

to

continue

gainingimportance

inadvertising

becauseofits

accuratetargeting

and

highreturn

oninvestment.The

market

is

driven

by

everyone

involved

(marketers,influencers,

audiences,

andsocial

media

platforms).

There

is

more

demand

from

marketers

becauseinfluencer

advertising

works

sowell

in

terms

of

return

on

investment

(ROI)

andorganic

engagement.

Further,

thenumber

of

influencers

has

increased6Sources:Market

Insights

2023Influencer

marketing

is

a

form

of

advertising

that

uses

social

media

personalitiesto

promote

brands

and

products

to

their

follow

er

sOverview:

Market

DefinitionMarket

definitionInfluencer

Advertising

refers

to

advertising

thatallows

marketers

to

promoteproducts

or

services

by

collaborating

with

influencers

on

social

media.

InfluencerAdvertising

allows

marketers

to

reach

targeted

audiences

based

on

theinfluencer’s

performance

and

theirfollower

profiles;

they

also

have

the

ability

tomeasuretheperformanceofcampaigns.

Influencer

Advertising

refers

to

alladvertising

fees

paid

directly

to

influencers

(or

to

their

person

oftrustorrepresentative)forposting

orstreaming

sponsored

content

(e.g.,

posts,

videos,and/or

stories)onsocial

media

to

promoteproducts

or

services

to

their

followers.This

sponsored

contenttypically

includes

images,

videos,

live

streams,

and/ortext.Influencer

Advertising

comprises

advertising

spending,

users,

and

averagerevenueper

user.

The

market

only

displays

B2B

spending.

Figures

arebased

onadvertising

spending

and

exclude

agency

commissions,

rebates,

production

costs,and

taxes.

For

more

information

onthedata

displayed,

usetheinfo

button

rightnext

to

the

boxes.7Sources:Market

Insights

2023Influencer

Advertising

accounted

for

4.53%

of

the

Digital

Advertising

marketrevenue

in

2023Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spending

in

the

Influencer

Advertising

market

is

projected

to

reach

US$30.8bnin

2023.This

market

includes:This

market

excludes:?

The

values

of

giveaway

products

aswell

as

services

that

influencersreceive

inexchangefor

reviews,mentions,

or

giveaways

for

theirfollowersAd

spending

is

expected

to

show

an

annual

growth

rate

(CAGR

2023-2028)

of11.06%,

resulting

in

a

projected

marketvolume

of

US$52.0bn

by

2028.?

Advertising

spending

paid

directly

toinfluencers

to

post

sponsoredcontentIn

global

comparison,

most

ad

spending

will

be

generated

in

China(US$16,760m

in2023).?

Advertising

spending

allocated

topaid

social

media

campaigns

to

boostcontentTheaveragead

spending

per

internetuserin

theInfluencer

Advertisingmarket

isprojected

to

amount

to

US$5.8

in

2023.?

Affiliatecommissions,

i.e.,

thecommissions

that

are

paid

toinfluencers

when

someone

makesapurchase

based

on

their

content

orlinks?

GMV(1)

of

transactions

fromsponsored

posts

or

live

streams8Notes:(1)

Grossmerchandise

volumeMarket

Insights

2023Sources:CHAPTER

2Market

NumbersInfluencer

Advertising

ad

spending

is

estimated

to

increase

at

a

CAGR(1)

of21.6%

from

2017

to

2028Market

Size:

GlobalInfluencer

Advertising

market:

Advertising

spending

forecast

in

billion

US$52.0547.8043.5439.33+21.6%(1)30.8135.0926.3422.35202116.04202011.8720198.076.0320172018202220232024202520262027202810

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$19.5

billion,

Asia

is

the

biggest

market

among

selectedregions

in

2023Market

Size:

Regional

comparison

(1/2)Influencer

Advertising

market:

Advertising

spending

forecast

in

billion

US$+11.5%(1)33.5619.47+10.7%(1)10.69+9.4%(1)6.65+11.7%(1)+11.0%(1)6.434.250.8720280.2720280.500.1620232028202320232028202320282023EuropeAfricaAmericasAsiaAustralia

&

Oceania11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$16.8

billion,

China

is

the

biggest

market

among

selectedcountries

in

2023Market

Size:

Regional

comparison

(2/2)Influencer

Advertising

market:

Advertising

spending

forecast

in

billion

US$+11.6%(1)28.9616.76+10.5%(1)8.12+9.6%(1)1.632028+9.8%(1)0.992028+9.5%(1)4.921.030.620.4520230.712023202820232028202320232028ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Influencer

Advertising

average

ad

spending

per

internet

user

is

estimated

toincrease

from

2017

to

2028Market

Size:

GlobalInfluencer

Advertising

market:

Average

ad

spending

per

social

media

user

forecast

in

US$98.417.908765432107.396.876.345.785.164.613.502.792.081.6920172018201920202021202220232024202520262027202813Sources:Market

Insights

2023Australia

&

Oceania

has

the

biggest

market

in

Influencer

Advertising

average

adspending

per

internet

user

in

2028Market

Size:

Regional

Comparison

(1/2)Influencer

Advertising

market:

Average

ad

spending

per

social

media

user

forecast

in

US$3027.1225.1325201510523.1310.1420.959.3818.938.6216.967.7514.956.8712.495.9611.6810.919.038.738.438.458.237.877.746.103.967.307.173.822.806.736.506.155.862.682.211.915.485.164.573.743.420.194.964.430.222.491.142.290.101.582.930.250.280.290.310.330.340.350.080.140201720182019202020212022Asia202320242025202620272028AfricaEuropeAmericasAustralia&

Oceania14Sources:Market

Insights

2023With

average

ad

spending

per

internet

user

of

US$16.1,

the

United

Kingdom

isthe

biggest

market

among

selected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Influencer

Advertising

market:

Average

ad

spending

per

social

media

user

forecast

in

US$24.6424.4723.1825201510521.7320.1622.7521.7123.3021.0420.1118.0519.4418.5616.0617.7517.0014.0513.8215.7715.3912.1711.9311.6712.6712.0911.8911.3711.1110.6510.299.859.049.0313.547.196.989.228.888.015.606.953.525.725.268.207.967.704.954.494.332.525.943.522.202.055.704.641.561.403.350201720182019202020212022202320242025202620272028FranceGermanyChinaUnited

StatesUnited

Kingdom15Sources:Market

Insights

2023In

the

Influencer

Advertising

market,

mobile

ad

spending‘s

share

reached

82%

in2023Distribution

by

Device:

GlobalInfluencer

Advertising

market:

Share

by

device20%19%81%18%82%17%17%17%17%17%21%23%25%27%83%83%83%83%83%79%80%77%75%73%201720182019202020212022202320242025202620272028MobileDesktop16Sources:Market

Insights

2023Influencer

Advertising

reach

by

social

network

are

estimated

to

increase

from2017

to

2028Market

Size:

GlobalNumber

of

social

media

users

in

millions76.055.8565432105.655.425.174.904.594.263.913.513.102.7320172018201920202021202220232024202520262027202817Sources:Market

Insights

2023Asia

has

the

biggest

market

in

Influencer

Advertising

reach

by

social

network

in2028Market

Size:

Regional

Comparison

(1/2)Number

of

social

media

users

in

millions4.03.673.543.423.53.02.52.01.51.00.50.03.283.122.942.742.512.272.011.731.480.900.740.640.030.920.750.690.860.720.880.730.820.680.840.700.480.770.630.320.030.790.660.380.730.600.280.030.690.560.660.520.620.470.140.430.030.580.030.530.030.220.170.020.020.020.030.030.03201720182019202020212022202320242025Asia202620272028Australia&

OceaniaAfricaEuropeAmericas18Sources:Market

Insights

2023With

reach

by

social

network

of

1.1

billion,

China

is

the

biggest

market

amongselected

countries

in

2023Market

Size:

Regional

Comparison

(2/2)Number

of

social

media

users

in

millions1.41.241.211.181.151.21.00.80.60.40.20.01.111.071.020.970.910.290.830.280.760.270.690.330.070.330.320.070.320.070.310.310.300.300.260.050.060.07

0.070.060.060.060.060.070.050.050.060.060.070.060.060.060.060.060.040.050.050.050.060.060.050.050.050.050.030.040.040.04201720182019202020212022202320242025202620272028FranceGermanyUnited

KingdomUnited

StatesChina19Sources:Market

Insights

2023Instagram

is

the

most

widely

used

platform

for

influencer

campaigns

in

2021,with

Facebook

in

a

distant

second

placeKey

Player

Landscape:

Most

used

platformsSocial

media

platforms

used

in

influencer

campaigns

worldwide

202194%43%13%10%InstagramFacebookTikTokYoutube20Sources:

klearInfluencers

with

a

moderate

number

of

follow

er

s

occupied

the

largestdistribution

share

across

all

social

media

platforms

in

2021Key

Player

Landscape:

Distribution

of

influencers

on

major

platformsDistribution

of

influencers

worldwide

in

2021

by

number

of

followersInstagramTikTokYouTube100K-1M>1M100K-1M

>1M>1M20K-100K<15K500K-1M5.0%5.0%4.1%0.2%8.7%20K-100K0.3%15.2%27.9%1K-5K22.7%1K-5K100K-500K16.4%6.7%50.5%51.4%29.9%50K-100K5K-20K11.8%44.1%15K-50K5K-20K21Sources:

HypeAuditor;

Influencer

Marketing

HubMost

influencer

marketing

platforms

were

established

between

2013

and

2016Key

Player

Landscape:

Influencer

marketing

platformsTimeline

of

influencer

marketing

platforms20082009201020112012201320142015201620172018201922Sources:

Simplilearn;

Shopify;

Crunchbase;

Company

informationIn

2021,

Facebook

had

over

2.5

billion

users,

whereas

TikTok

and

Douyincombined

surpassed

the

number

of

Instagram

usersDeepDive:

Number

of

Social

Media

usersNumber

of

social

media

users

by

platform,

in

millions2,9302,8542,8302,7222,5632,6062,4362,5622,2402,7252,3692,1321,9951,8982,1361,4692,0511,9221,3311,7951,7591,7191,2451,5821,4081,4071,2131,4061,0718681,035805653608310440397415429377303347348313201916320172018202020212022202320242025FacebookYouTubeTikTokInstagramX23Sources:Market

Insights

2023Led

by

YouTub

e

and

Facebook

Video,

video

and

social

media

channels

haveentered

the

competition

for

the

most

mobile

internet

trafficDeepDive:

Mobile

internet

trafficGlobal

share

of

mobile

internet

traffic

by

application

in

202120.4%11.3%7.0%6.8%6.2%5.4%5.1%5.0%4.7%4.2%2.9%2.7%2.3%1.8%1.8%1.6%0.9%1.0%0.7%0.4%VideoDownstreamUpstream24Sources:

SandvineOn

average,

influenc

er

s

earned

the

most

per

post

on

the

YouTub

e

platformDeepDive:

Influencer

earnings

per

postGlobal

average

price

per

postof

influencers

worldwide

in

2021,

by

number

of

followers,

in

US$Nano(1K-5K)Micro(5K-20K)Mid(20K-100K)Macro(100K-1M)Mega(over

1M)PlatformPriceAverage

minimumprice10504151101432350301852500151120010342500Average

maximum

priceAverage

minimumpriceAverage

maximum

priceAverage

minimumpriceAverage

maximum

priceInstagramTikTok2560850501453891859793180124011056234YouTube25Sources:

HypeAuditorThe

internet,

especially

video

streaming

and

social

networking,

overshad

ow

sother

media

in

terms

of

time

usageDeepDive:

Media

time

usage

and

traffic

by

application

typeAverage

daily

amount

of

time

spent

(hh:mm)

on

media

type

in

2021Mobile

traffic

share

byapplication

type

in

2021Internet48.9%Video

streaming6:5619.4%(all

devices)19.3%Social

networkingWebTV

(broadcastand

streaming)16.6%13.1%3:1723.1%Social

media2:221:561:331:100:580:526.7%MessagingGaming20.4%Press

media(online

and

physical)4.3%1.9%4.1%MarketplaceFile

sharingCloudMusic

streamingVideo

gameconsolesBroadcast

radioPodcasts1.2%1.3%1.1%0.9%6.6%6.7%VPN

and

securityAudio3.9%0.2%0.2%DownstreamUpstream26

Noted:Based

on

surveys

among

internet

users

aged

18-64

years.Sources:

We

Are

Social;

Hootsuite;DataReportal;

Kepios;

GlobalWeb

Index;

SandvineJust

one

minute

on

the

internet

illustrates

how

much

data

is

currently

beingproduced

nowad

ay

sDeepDives:

Amount

of

data

create

on

the

internetEstimated

amount

of

data

created

on

the

internet

in

one

minute

in

202128,000

subscribers

watching500

hours

of

content

uploaded695,000

stories

shared5,000

downloads2m

views1.6m

US$

spent

online2m

Swipes60

Sec9,132

connections

made197.6m

Emails

sent69m

messages

sent27Sources:

LoriLewis

via

AllAccessThe

costliest

influencer

per

post

on

Instagram

was

20

times

higher

than

theequivalent

on

TikTok

in

2022DeepDives:

The

most

expensive

influencers

per

postInstagram

sponsored

price

per

post

in

2022,

in

thousand

US$TikTok

sponsoredprice

per

post

in

2022,

in

thousand

US$Cristiano

Ronaldo2,400Charlie

D’Amelio106Kylie

JennerLionel

Messi1,840KhabaneLame921,7801,7401,7101,6901,690Bella

PoarchAddison

Rae6765Selena

GomezDwayne

JohnsonKim

KardashianArianaGrandeBeyoncéWill

Smith54Kimberly

LoaizaTikTok47444443411,3901,3201,290Zach

KingKhloe

KardashianKendall

JennerDixie

D’AmelioSpencer

Polanco

Knight28Sources:

Hopper

HQEngagement

rates

in

the

beauty

category

are

significantly

higher

for

nano-

andmicro-influencers

compared

to

other

influencer

tiersDeepDive:

Engagement

rate

by

influencer

tierEngagement

rate

for

beauty

products

in

the

U.S.,

by

number

of

followers,

in

2022Nano(1K-10K)Micro(10K-50K)Mid(50K-500K)Macro(500K-1M)Top(1M-4M)VIP(over

5M)PlatformCategoryHair

care3.17%4.87%5.34%5.66%8.87%5.26%2.05%2.23%1.95%2.33%2.85%2.8%1.68%2.65%2.13%4.75%4.11%3.83%0.82%0.95%0.79%1.58%2.19%1.82%3.46%2.82%2.16%0.95%0.57%0.58%1.81%1.92%1.61%3.95%2.06%1.86%0.37%0.48%0.47%1.22%2.22%1.52%2.15%1.7%Makeup

&cosmeticsSkin

careInstagramTikTokHair

care9.82%5.94%4.78%1.21%1.49%1.44%Makeup

&cosmeticsSkin

care1.95%0.23%0.45%0.35%Hair

careMakeup

&cosmeticsSkin

careYouTube29Sources:

traackrMarket

er

s

aim

to

increase

engagement

and

traffic

when

hiring

influencersDeepDive:

Influencer

performance

metrics

and

top

categoriesTop

metrics

delivered

by

influencers

according

to

marketers

worldwide

2022

Distribution

of

Instagram

influencers

by

categories11.6%Increased

engagementSocial

mediatraffic

increaseBrand

metricslift32%LifestyleBeauty13.8%5.2%6.5%5.6%19%8.6%8.3%Music11%10%9%Photograph6.6%Conversions4.3%Family6.2%Increased

webtrafficIncreasedpositive

sentimentSales

lift4.2%4.9%Humor

&

fun

&

happinessShows6%5%3%3%2%2.9%4.2%3.3%3.9%2.3%3.8%3.0%3.3%ModelingMore

efficient

ad

spendLower

contentproduction

costOthersCinema&

actors/actressesFitness

&

gym2020202130Sources:

Influencer

Marketing

HubEach

year,

the

number

of

TikTok

influencers

increases

by

more

than

100%DeepDive:

Number

of

influencers

and

sponsored

postsNumber

of

TikTok

influencers

worldwideNumber

of

#ad

posts

on

Instagram,

in

million+199%106,1043.8+26%3.0+117%35,52816,3942018201920202020202131Sources:

Influencer

Marketing

Hub;

Upfluence;

klearInfluencer

marketing

service

companies

demonstrated

solid

growt

h

in

the

U.S.,Europe,

and

Asia

PacificDeepDive:

Number

of

companies

offering

influencer

marketing

servicesNumber

of

companies

offering

influencer

marketing

services,

by

region7,300Number

of

companies

offering

influencer

marketing

services,

worldwide18,900+33%5,6005,40014,8504,9004,5004,0004,00010,7503,2502,7501,100950750201920202021201920202021Middle

Eastand

AfricaAsiaPacificEuropeUnited

States32Sources:

Influencer

Marketing

HubGrin

is

one

of

the

leading

global

influe

nc

e

r

marketing

platforms;

the

firm

raisedUS$110

million

in

funding

in

2021Company

Profile:

Grin

Technologies

Inc.Key

factsFunding

Rounds,

in

million

US$110.00Revenue:21.4

million

US$

(2021)487

employees

(2022)38

million

profiles

(2022)Sacramento,

United

States2014Employees:Influencer

profiles:Headquarter:Founded16.0010.006.00Oct’192.700.56Feb’15Dec’18Dec’20May’21Oct’21AboutStrategyGRIN

is

a

software

solution

that

assists

brands

in

establishing

direct

relationshipswith

their

influencers,

hence

removing

the

need

for

the

middlemen

who

aretypically

present

in

traditional

influencer

networks.

The

all-in-one

CreatorManagement

platform

offered

by

GRIN

makes

the

process

of

executing

influencerGRIN's

main

goal

is

to

help

brands

connectwith

creators

in

an

honestway.

All

real,honestrelationships

arewhat

make

influencer

marketing

work.

GRIN

help

brandsshow

creators

how

to

get

to

know,

try,

believe

in,

and

eventually

love

theirproducts,

which

leads

to

organic

endorsements.

This

leads

to

more

authenticmarketing

easy,

from

recruiting

to

fulfilling

product

orders

to

attributing

revenue

to

content

and

greater

consumer

trust.

Consumers

recognize

that

the

brandis

morepulling

in

content.than

justa

sponsor—they

are

a

true

partner.

The

end

outcome

is

genuineinfluencer

marketing.33Sources:

Companyinformation;

TrustRadiusHypeAuditor

offers

advanced

technologies

to

analyze

and

identify

successfulcampaigns

and

influencersCompany

Profile:

HypeAuditorKey

factsMain

technologies

behind

the

success

of

HypeAuditorRevenue:US$12.7

million

(2021)118

employees

(2022)60

million

profiles

(2022)Indianapolis,

United

States2018Employees:Influencer

profiles:Headquarter:FoundedMachine

LearningNatural

LanguageProcessingComputer

VisionHelps

analyst

and

makedecision

without

humaninterventionHelps

narrow

the

gapbetween

humanlanguageand

computerunderstandingIdentifies

and

classifiesobject

from

visual

worldAboutStrategyHypeAuditor

is

an

all-in-one

solution

that

goes

beyond

a

standard

tool

to