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全球影响者行销平台市场 - 2023-2030

Global Influencer Marketing Platform Market - 2023-2030

出版日期: 2023年12月15日 | 出版商:

DataM Intelligence | 英文 247 Pages | 商品交期: 最快1-2个工作天内

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简介目录

概述

全球影响者行销平台市场在 2022 年达到 135 亿美元，预计到 2030 年将达到 1,738 亿美元，2023-2030 年预测期间CAGR为 37.6%。视讯内容主导地位的增强有助于推动市场成长。

品牌正迅速转向拥有高度参与受众的微型影响者。微型影响者与他们的追随者有更真实的连结。社群媒体平台的激增为影响者与受众建立联繫创造了广阔的前景。影响者行销平台利用这一趋势，为品牌提供一种便捷的方式来识别不同平台的影响者并与之合作。

有影响力的人通常拥有一群忠诚且积极参与的追随者，他们相信他们的观点。品牌利用这种信任与消费者建立真正的联繫，这是影响者行销成功的关键驱动力。有影响力的人是熟练的内容创作者，他们製作引人入胜且相关的内容。越来越多的消费者转向真实性有助于促进影响者行销平台的市场成长。

主要关键参与者增加产品推出有助于推动预测期内的市场成长。例如，2021年9月28日，One Impression推出了一个新平台，帮助品牌解决网红行销需求。目前，它处于测试阶段，旨在解决复杂的影响者行销。

动力学

消费者越来越转向基于视讯的内容

影片提供了一种具有视觉吸引力和身临其境的方式来传达讯息、讲述故事和展示产品或服务。影片内容已成为最具吸引力和最受欢迎的线上媒体形式之一。与阅读冗长的文字内容相比，客户更有可能观看视频，这使得视频内容成为品牌传播的强大媒介。影响者产生的影片内容使品牌能够创造性地、真实地与目标受众建立联繫。

根据 HubSpot, Inc. 进行的调查，91% 的企业正在使用影片作为行销工具。消费者越来越依赖品牌的行销影片。大多数消费者推荐的是短影片。全球数位调查观众预计将达到 35 亿左右。到 2023 年，人们每週观看线上影片的时间约为 17 小时。 75% 的人在自己的装置上观看短影片。

直效行销的快速成长

直接行销涉及个人化沟通和针对个人客户的有针对性的推广。同样，影响者行销利用与其追随者有直接和个人联繫的影响者，使其成为直接行销策略的自然延伸。直接行销和影响者行销都依赖与受众建立信任和参与。有影响力的人作为值得信赖的个人，可以以个性化和引人入胜的方式有效地传达品牌讯息，类似于直接行销的目标。

2022 年 12 月 9 日，根据《2023 年 WhatsApp 行销状况》发布的报告，72% 的消费者透过个人化讯息与品牌互动，85% 的消费者有兴趣接收产品推荐、定价更新等通知。 WhatsApp 是品牌连结全球消费者的新兴行销管道。

OTT平台渗透率高

OTT 平台主要基于视频，为影响者生成的视频内容创造了理想的环境。有影响力的人利用这些平台来创建符合 OTT 观众偏好的引人入胜的影片内容。 OTT 平台吸引了不同人口、兴趣和地区的多元化受众。这种多样性使品牌能够与在更广泛的 OTT 受众中与特定细分市场产生共鸣的影响者合作。

根据2023年7月7日发布的消息，OTT平台与宝莱坞内容创作者合作。 ZEE5 和 Disney+ Hotstar 等线上服务已与这些创作者合作製作《Saas Bahu Aur Flamingo》和《Sirf Ek Bandaa Kaafi Hai》等节目。 OTT 观众欣赏真实且相关的内容。有影响力的人以其真实性和与追随者的个人联繫而闻名，非常符合这种偏好。

缺乏意识

不熟悉影响者行销平台的品牌可能会坚持传统的广告方法，即使影响者行销可以提供更好的投资报酬率和参与度。对变革的抵制可能会减缓市场成长。如果没有意识，品牌可能无法意识到影响者行销平台的好处，例如简化的活动管理、更好的影响者选择和数据驱动的见解。这会导致错失高效、有效的影响者合作的机会。

不了解影响者行销平台的品牌和企业可能无法充分利用这些平台的潜力。这导致采用率有限，阻碍市场充分发挥成长潜力。尝试在不使用专用平台的情况下与影响者合作的品牌可能会在管理影响者关係、追踪活动绩效和确保合规性方面面临挑战。

假粉丝数增加

品牌投资于有假粉丝的影响者的活动，会浪费资源在无法带来预期结果的合作关係上。这可能会阻止品牌进一步利用有影响力的行销平台。影响者行销依赖于影响者的可信度和真实性。当影响者拥有大量假粉丝时，他们的可信度就会受到损害，从而导致品牌和消费者的怀疑。

2020 年 7 月 15 日，孟买 20 岁年轻人在 Facebook 和 Instagram 上创建了 50 万假粉丝。孟买警方逮捕了一名 20 岁青年，他在 Instagram、Facebook 和 TikTok 上创建了总计 176 个个人资料的虚假粉丝。对影响者的需求增加，因为他们可以透过在社群媒体上认可产品来促进品牌销售。

Overview

Global Influencer Marketing Platform Market reached US$ 13.5 billion in 2022 and is expected to reach US$ 173.8 billion by 2030, growing with a CAGR of 37.6% during the forecast period 2023-2030. The increase in the trend of video content dominance helps to boost the market growth.

Brands are rapidly turning to micro-influencers with highly engaged audiences. Micro-influencers have a more authentic connection with their followers. The proliferation of social media platforms has created a vast landscape for influencers to connect with their audiences. Influencer marketing platforms leverage this trend by offering brands a convenient way to identify and collaborate with influencers across different platforms.

Influencers often have a loyal and engaged following that trusts their opinions. Brands leverage this trust to build authentic connections with consumers, which is a key driver of influencer marketing's success. Influencers are skilled content creators who produce engaging and relatable content. Growing consumer's shift toward authenticity helps to boostthe the market growth of the influencer marketing platform.

An increase in product launches by major key players helps to boost market growth over the forecast period. For instance, on September 28, 2021, One Impression launched a new platform to help brands solve influencer marketing requirements. Currently, it is in the beta stage and it is designed to solve complex influencer marketing.

Dynamics

Increase in the Consumer's Shift Towards Video-based Content

Videos offer a visually appealing and immersive way to convey information, tell stories and showcase products or services. Video content has become one of the most engaging and preferred forms of online media. Customers are more likely to watch videos than read lengthy text-based content, making video content a powerful medium for brand communication. Influencer-generated video content allows brands to creatively and authentically connect with their target audiences.

According to the survey conducted by HubSpot, Inc., 91% of businesses are using video as a marketing tool. Consumers are increasingly dependent on marketing videos from brands. Most of the consumers recommended short videos. The globally digital survey viewer is expected to reach around 3.5 billion. In 2023, people are watching around 17 hours of online videos per week. 75% of people watch short videos on their devices.

Rapid Growth in Direct Marketing

Direct marketing involves personalized communication and targeted outreach to individual customers. Similarly, influencer marketing leverages influencers who have a direct and personal connection with their followers, making it a natural extension of direct marketing strategies. Both direct marketing and influencer marketing rely on building trust and engagement with the audience. Influencers, as trusted individuals, can effectively convey brand messages in a personalized and engaging manner, similar to the goals of direct marketing.

On December 09, 2022, according to the report published by The State of WhatsApp Marketing 2023, 72% of the consumers engaged with brands through personalized messaging and 85% of the consumers were interested in receiving notifications such as product recommendations, pricing updates and others. WhatsApp is an emerging marketing channel for brands to connect consumers globally.

High Penetration of the OTT Platform

OTT platforms are predominantly video-based, creating an ideal environment for influencer-generated video content. Influencers leverage these platforms to create engaging video content that aligns with the preferences of OTT viewers. OTT platforms attract a diverse audience across different demographics, interests and regions. The diversity allows brands to collaborate with influencers who resonate with specific niches within the broader OTT audience.

According to the news published on July 07, 2023, OTT platforms partnered with Bollywood content creators. Online services like ZEE5 and Disney+ Hotstar have tied up with these creators for shows like Saas Bahu Aur Flamingo and Sirf Ek Bandaa Kaafi Hai. OTT viewers appreciate authentic and relatable content. Influencers, known for their authenticity and personal connections with their followers, align well with this preference.

Lack of Awareness

Brands that are unfamiliar with influencer marketing platforms might stick to traditional advertising methods, even if influencer marketing could offer better ROI and engagement. The resistance to change can slow down market growth. Without awareness, brands may not realize the benefits of influencer marketing platforms, such as streamlined campaign management, better influencer selection and data-driven insights. The leads to missed opportunities for efficient and effective influencer collaborations.

Brands and businesses that are not aware of influencer marketing platforms might not utilize these platforms to their full potential. The results in a limited adoption rate, preventing the market from reaching its full growth potential. Brands attempting influencer collaborations without using dedicated platforms may face challenges in managing influencer relationships, tracking campaign performance and ensuring compliance.

Increase in the Number of Fake Followers

Brands investing in campaigns with influencers having fake followers waste resources on partnerships that do not deliver the desired outcomes. The can discourage brands from further utilizing influencer marketing platforms. Influencer marketing relies on the credibility and authenticity of influencers. When influencers have a high number of fake followers, their credibility is compromised, leading to skepticism among brands and consumers.

On July 15, 2020, Mumbai's 20-year-old youth created 5 lakh fake followers on Facebook and Instagram. Mumbai police have arrested a 20-year-old youth who created fake followers for a total of 176 profiles on Instagram, Facebook and TikTok. Increase in the demand for influencers as they can boost brand sales by endorsing products on social media.

Segment Analysis

The global influencer marketing platform market is segmented based on component, organization size, application, end-user and region.

Increasing Applications of the Influencer Relationship Management

Brands are recognizing the value of sustained influencer partnerships over one-off campaigns. Influencer relationship management facilitates the management of ongoing relationships, enabling brands to work with influencers as brand advocates and ambassadors. Influencer relationship management platforms offer tools that facilitate effective communication and collaboration between brands and influencers. Streamlined communication streamlines campaign execution and ensures alignment between parties.

The influencer relationship management segment focuses on building long-term, authentic relationships between influencers and brands, allowing for more credible and trustworthy collaborations. Influencer relationship management allows brands to find influencers who resonate with specific niches and demographics, leading to more personalized campaigns that yield higher engagement and conversions. On August 08, 2023, Animeta, an AI-powered creator tech company announced the launch of the influencer marketing platform 'Animeta Brandstar' to help brands execute campaigns with the most relevant creators.

Geographical Penetration

Robust Growth in the E-Commerce of Asia-Pacific

The rapid growth of internet and smartphone penetration in the Asia-Pacific has led to a substantial increase in online engagement and social media usage. Asia-Pacific is a hub for technological innovation, which extends to influencer marketing platforms that offer advanced analytics, data-driven insights and campaign optimization tools.

The Asia-Pacific has witnessed robust growth in e-commerce, with countries like China being global leaders. Influencer marketing often plays a significant role in promoting e-commerce platforms and driving sales. Asia-Pacific countries have embraced social media platforms enthusiastically, making them a powerful channel for influencer marketing campaigns. Platforms like WeChat, Weibo, LINE, KakaoTalk and Instagram have massive user bases in the region.

The Asia-Pacific has seen the rise of micro-influencers who have smaller but highly engaged follower bases. Brands find value in collaborating with micro-influencers for more authentic connections. According to the report published by Dentsu India, around 70% of Indians believe that influencer marketing has an impact on them. 39% of respondents said that they trust influencers with subject expertise. And another 25% reported that they trust celebrities.

An increase in the government initiatives for the influencer marketing platform helps to boost the Indian market over the forecast period. For instance, on July 27, 2023, the Indian central government impaneled four influencer marketing agencies to improve the public outreach of its initiatives and campaigns.

COVID-19 Impact Analysis

During the pandemic as people spent more time at home, there was a surge in content related to cooking, home workouts, DIY projects and self-care. Brands adjusted their campaigns to align with these trends. Economic uncertainty prompted brands to reevaluate their marketing budgets. While some reduced spending, others shifted towards cost-effective influencer marketing to maintain their online presence. During the pandemic, people's priorities shifted toward health, safety and essential needs. Brands had to adjust their messaging and influencer collaborations to resonate with these new priorities.

Travel restrictions and lockdowns led to a decline in travel and lifestyle-related content. Influencers who were primarily focused on these niches had to adapt their content or explore new areas of interest. With physical stores closing or facing restrictions, e-commerce has become more vital. Influencers collaborated with brands to promote online shopping, leading to increased demand for e-commerce-related campaigns. Economic uncertainty prompted brands to reevaluate their marketing budgets. While some reduced spending, others shifted towards cost-effective influencer marketing to maintain their online presence.

Russia-Ukraine War Impact Analysis

Brands focus on local or regional influencer marketing campaigns to avoid any perceived insensitivity or controversy related to the geopolitical situation. Disruptions in supply chains and logistics, caused by conflict-related issues, could impact influencer collaboration arrangements, product launches and campaign timelines. The focus of influencer content might shift as audience interests and priorities change during times of uncertainty. Brands should consider whether their chosen influencers' content aligns with the shifting interests of their target audience. Brands may become more cautious about the content and messaging associated with their campaigns, particularly if geopolitical events are sensitive topics. It might seek influencers who align closely with their values and messages to avoid potential backlash.

During times of crisis, consumer priorities and behaviors can shift. People might become more focused on immediate needs, causing changes in online engagement and purchasing patterns. Influencer marketing strategies may need to adapt to align with evolving consumer preferences. Geopolitical events can lead to an increase in online discussions and debates. Influencers need to carefully navigate conversations to avoid alienating their followers and maintain positive engagement. Geopolitical events can amplify the voices of those who discuss relevant topics. New influencers might emerge and existing ones may pivot their content to address the situation, potentially changing the landscape of influencer marketing.

By Component

Solution
Services
- Consulting
- Support and Maintenance
- Deployment and Integration

By Organization Size

Small and Medium-Sized Enterprises
Large Enterprises

By Application

Search and Discovery
Campaign Management
Influencer Relationship Management
Analytics and Reporting
Compliance Management and Fraud Detection
Others

By End-User

Fashion and Lifestyle
Agencies and Public Relations
Retail and Consumer Goods
Health and Wellness
Ad-Tech
Banking and Financial Institutes
Travel and Tourism
Others

By Region

North America
- U.S.
- Canada
- Mexico
Europe
- Germany
- UK
- France
- Italy
- Russia
- Rest of Europe
South America
- Brazil
- Argentina
- Rest of South America
Asia-Pacific
- China
- India
- Japan
- Australia
- Rest of Asia-Pacific
Middle East and Africa

Key Developments

On August 08, 2023, Animeta launched the tech-powered influencer marketing platform Animeta Brandstar for brands. The newly launched platform helps to solve issues in digital advertising such as lack of visibility.
On August 17, 2023, iCubesWire, a leading ad tech platform partnered with Dubizzle as an Influencer marketing partner. The partnership helps to highlight the omnipresence of dubizzle across various consumer groups.
On December 02, 2022, Luggage brand Mokobara partnered with fashion influencer Nagma Mirajkar to promote products to her 8.6 million on Instagram. It helps to add the effectiveness of online advertising and how brands target users with personalized ads on social media.

Competitive Landscape

The major global players include: LINQIA, INC., Impact Tech, Inc., IZEA globally, Inc., JuliusWorks, LLC., Quotient Technology Inc., Traackr, Inc., Launchmetrics, ExpertVoice, Inc., Tagger Media Inc. and Talent Village Ltd.

Why Purchase the Report?

To visualize the global influencer marketing platform market segmentation based on component organization size, application, end-user and region, as well as understand key commercial assets and players.
Identify commercial opportunities by analyzing trends and co-development.
Excel data sheet with numerous data points of influencer marketing platform market-level with all segments.
PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
Product mapping available as excel consisting of key products of all the major players.

The global influencer marketing platform market report would provide approximately 69 tables, 73 figures and 247 Pages.

Target Audience 2023

Manufacturers/ Buyers
Industry Investors/Investment Bankers
Research Professionals
Emerging Companies

1. Methodology and Scope

1.1. Research Methodology
1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

3.1. Snippet by Component
3.2. Snippet by Organization Size
3.3. Snippet by Application
3.4. Snippet by End-User
3.5. Snippet by Region

4. Dynamics

4.1. Impacting Factors
- 4.1.1. Drivers
  - 4.1.1.1. Increase in the Consumer's Shift Towards Video-based Content
  - 4.1.1.2. Rapid Growth in Direct Marketing
  - 4.1.1.3. High Penetration of the OTT Platform
- 4.1.2. Restraints
  - 4.1.2.1. Lack of Awareness
  - 4.1.2.2. Increase in the Number of Fake Followers
- 4.1.3. Opportunity
- 4.1.4. Impact Analysis

5. Industry Analysis

5.1. Porter's Five Force Analysis
5.2. Supply Chain Analysis
5.3. Pricing Analysis
5.4. Regulatory Analysis
5.5. Russia-Ukraine War Impact Analysis
5.6. DMI Opinion

6. COVID-19 Analysis

6.1. Analysis of COVID-19
- 6.1.1. Scenario Before COVID
- 6.1.2. Scenario During COVID
- 6.1.3. Scenario Post COVID
6.2. Pricing Dynamics Amid COVID-19
6.3. Demand-Supply Spectrum
6.4. Government Initiatives Related to the Market During the Pandemic
6.5. Manufacturers Strategic Initiatives
6.6. Conclusion

7. By Component

7.1. Introduction
- 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component Market Attractiveness Index, By Component
7.2. Solution*
- 7.2.1. Introduction
- 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
7.3. Services
- 7.3.1. Consulting
- 7.3.2. Support and maintenance
- 7.3.3. Deployment and Integration

8. By Organization Size

8.1. Introduction
- 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Organization Size
- 8.1.2. Market Attractiveness Index, By Organization Size
8.2. Small and Medium-Sized Enterprises*
- 8.2.1. Introduction
- 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
8.3. Large Enterprises

9. By Application

9.1. Introduction
- 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 9.1.2. Market Attractiveness Index, By Application
9.2. Search and Discovery*
- 9.2.1. Introduction
- 9.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
9.3. Campaign Management
9.4. Influencer Relationship Management
9.5. Analytics and Reporting
9.6. Compliance Management and Fraud Detection
9.7. Others

10. By End-User

10.1. Introduction
- 10.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 10.1.2. Market Attractiveness Index, By End-User
10.2. Fashion and Lifestyle*
- 10.2.1. Introduction
- 10.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
10.3. Agencies and Public Relations
10.4. Retail and Consumer Goods
10.5. Health and Wellness
10.6. Ad-Tech
10.7. Banking and Financial Institutes
10.8. Travel and Tourism
10.9. Others

11. By Region

11.1. Introduction
- 11.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
- 11.1.2. Market Attractiveness Index, By Region
11.2. North America
- 11.2.1. Introduction
- 11.2.2. Key Region-Specific Dynamics
- 11.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Organization Size
- 11.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.2.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.2.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.2.7.1. U.S.
  - 11.2.7.2. Canada
  - 11.2.7.3. Mexico
11.3. Europe
- 11.3.1. Introduction
- 11.3.2. Key Region-Specific Dynamics
- 11.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Organization Size
- 11.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.3.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.3.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.3.7.1. Germany
  - 11.3.7.2. UK
  - 11.3.7.3. France
  - 11.3.7.4. Italy
  - 11.3.7.5. Russia
  - 11.3.7.6. Rest of Europe
11.4. South America
- 11.4.1. Introduction
- 11.4.2. Key Region-Specific Dynamics
- 11.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Organization Size
- 11.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.4.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.4.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.4.7.1. Brazil
  - 11.4.7.2. Argentina
  - 11.4.7.3. Rest of South America
11.5. Asia-Pacific
- 11.5.1. Introduction
- 11.5.2. Key Region-Specific Dynamics
- 11.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Organization Size
- 11.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.5.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User
- 11.5.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
  - 11.5.7.1. China
  - 11.5.7.2. India
  - 11.5.7.3. Japan
  - 11.5.7.4. Australia
  - 11.5.7.5. Rest of Asia-Pacific
11.6. Middle East and Africa
- 11.6.1. Introduction
- 11.6.2. Key Region-Specific Dynamics
- 11.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Display Technology
- 11.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Component
- 11.6.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Organization Size
- 11.6.6. Market Size Analysis and Y-o-Y Growth Analysis (%), By Application
- 11.6.7. Market Size Analysis and Y-o-Y Growth Analysis (%), By End-User

12. Competitive Landscape

12.1. Competitive Scenario
12.2. Market Positioning/Share Analysis
12.3. Mergers and Acquisitions Analysis

13. Company Profiles

13.1. LINQIA, INC.*
- 13.1.1. Company Overview
- 13.1.2. Product Portfolio and Description
- 13.1.3. Financial Overview
- 13.1.4. Recent Developments
13.2. Impact Tech, Inc.
13.3. IZEA globally, INC.
13.4. JuliusWorks, LLC.
13.5. Quotient Technology Inc.
13.6. Traackr, Inc.
13.7. Launchmetrics
13.8. ExpertVoice, Inc.
13.9. Tagger Media Inc.
13.10. Talent Village Ltd.

LIST NOT EXHAUSTIVE

14. Appendix

14.1. About Us and Services
14.2. Contact Us

02-2729-4219

+886-2-2729-4219

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