网红营销2023：营销增长新锐力量-BeyondClick-202310.pdf

2023.10 Contents第一章第二章 •Source: Meet Intelligence010203•••••TA••••• •Source: Influencer marketing Hub, Socialstar, Meet IntelligenceKOL27%2021KOL1,000+202383% •Source: Aspire, impact.com, Meet Intelligence••47%KOL41%KOL37%35%KOL69%67%/46%18%/KOL••KOL*: impact.comWARC2022-2023KOL400+KOL400+ •Source: Statista, Meet Intelligence201820222026E80.7263.4435.4CAGR34.4%CAGR13.4%2018-2026E141.816%2022TOP522’ VS 21’42.518%8.922%5.423%3.929%•30%• •Source: Meet Intelligence&Web3.0➢➢➢➢ Source: Meet IntelligenceMCNMCN•••…•••AgencyAgencyMCNSaaS✔()$$$$$$/$$$$Saas&•••/————MCN—— ——✓✓——✓✓——✓✓——✓✓——✓✓——/✓✓KOL——/✓✓✓✓TA•Source: Meet IntelligenceLil MiquelaL’Oréal Paris MIMMACristianoSelena Gomezkylie jennerTom hollandKim KardashianVMrBeastLike NastyaMarkiplierTechnical GurujiChrisFixYoga With AdrieneRyan's WorldNarins BeautyFede Vigevani••Nikkie de JagerNimyaJEANNE DAMASRoujeAsiyamiA.AuK O L TA•Source: Wotokol, Meet Intelligence——1M+——500k-1M——50k-500k——10k-50k—10k#: 80%: 62%3C: 45%: 17%#••3C80% &&&& *: 1%: 1%: 4%/: 2%: 34%:3%1%/: 2%/: 1%: 9%:1%:2%$$$$$$$$$$$$$$$$$/3C//////3C//•Source: Influence.co, Meet Intelligence ➢➢TikTok➢MCN/YT//MCN*: =/lnfluence.co, 240+INS/YT/TT/SNAP, 20238 •Source: Influencer marketing hub, We are social, Meet 56%51%42%38%TikTokInstagramFacebookYouTube2 0 2 210+12+29+20+•500•YT1.9•2221286%•80%z105•77%•85%•1FB Story•350FB0%1%2%12%24%17%0%1%5%16%14%8%55-6445-5435-4425-3418-2413-1756%44%0%1%4%24%19%4%0%1%7%22%15%3%55-6445-5435-4425-3418-2413-1752%48%1%1%3%12%17%8%1%4%8%22%16%6%55-6445-5435-4425-3418-2413-1743%57%4%6%9%12%9%2%4%6%11%18%13%3%55-6445-5435-4425-3418-2413-1744%56%TikTokInstagramFacebookYouTube➢TT/INSFB/YT18-44➢TTINSYT /➢TT➢INSKOL➢FB➢YT•Source: Hypeauditor, Noxinfluencer, Meet Intelligence••••••&••••KOL•••••••✓+✓Vlog✓FeedPost✓INS story✓FB Live✓FB Story✓✓✓✓*210+1+KOL730+1+KOL200+1+KOL200+1+KOL&$20-$7,000/$60-$16,234/$20-$3,500/*: KOL$25-$25,000/ &//: 20+&10k+: 50+&5k+18•Source: Meet Intelligence/2017Amazon Influencer Program20197AliExpress Connect202210Walmart Creator20207Amazon Influencer Program2021Amazon/•••URL••AliExpress CPS/Social Media CPS/Fixed Price••••••••✔✔✔&AmazonAliExpressWalmart•➢1%-20%➢•➢$0.5-25/•CPS(cost per sale)•••1%-18%•2017• •Source: HypeAuditor, eMarketer, Meet Intelligence167%202325022021-2022*Nox20202212O136%43%30%22%20%14%10%10%4%11%202120225010-505-101-51+7%202367%• 8%11%22%27%33%31%27%23%11%8%20222023KOC•Source: HypeAuditor, eMarketer, Meet Intelligence••KOL+KOC10k15.2%10k-50k12.4%50k-500k10.9%500k-1M10.8%1M+11.3%2022TikTok*=++/*100%2022-2023O2+5%+3% •Source: Amazon Ads, Influencer marketing hub, Meet ••