市场调查报告书
商品编码
1500399
有影响力的行销平台市场:按组成部分、组织规模、应用程式、最终用户 - 2024-2030 年全球预测Influencer Marketing Platform Market by Component (Services, Solutions), Organization Size (Large Enterprises, SMEs), Application, End-User - Global Forecast 2024-2030 |
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预计2023年网红行销平台市场规模为54.6亿美元,2024年将达67.9亿美元,预计2030年将达到286.4亿美元,复合年增长率为26.68%。
影响者行销平台是指旨在促进和简化品牌与影响者之间的协作流程的专业软体解决方案。这些平台充当影响者和负责人之间的桥樑,能够透过社群媒体和其他数位媒体接触并吸引特定目标受众。此类平台的核心功能通常包括影响者发现、关係管理、宣传活动管理、分析和绩效衡量。透过利用这些平台,品牌可以有效地识别合适的影响者、管理合作并追踪行销宣传活动的成功。全球社群媒体平台用户数量的不断增加正在推动对影响力行销平台的需求。此外,企业正在从传统广告转向有影响力的行销,以寻求更真实和个人化的行销方法。然而,准确衡量影响者行销宣传活动的投资回报仍然是一项重大挑战。此外,人为夸大追随者数量的影响者的激增会对品牌诚信和宣传活动有效性带来风险,而社群媒体平台不断发展的演算法可能会对影响者内容的可见性产生负面影响,并可能影响宣传活动绩效。然而,主要参与者正在探索人工智慧/机器学习技术和资料分析的集成,以改善品牌影响者匹配并衡量宣传活动效果,从而推动市场成长。
主要市场统计 | |
---|---|
基准年[2023] | 54.6亿美元 |
预测年份 [2024] | 67.9亿美元 |
预测年份 [2030] | 286.4亿美元 |
复合年增长率(%) | 26.68% |
区域洞察
在美洲地区,特别是在美国和加拿大,网红行销已成为数位行销策略的重要工具,尤其是 Instagram 和 YouTube 等平台。消费者对影响者(尤其是微型影响者)的信任在购买决策中发挥关键作用,品牌在这些合作上投入了大量资金。在美国,利用人工智慧将品牌与理想影响者进行配对的影响者行销平台也在激增,最近的演算法匹配技术专利凸显了这一趋势。欧盟影响者行销方法的特点是对广告标准和资料保护的严格监管,推动市场走向更大的透明度和课责。有影响力的行销平台越来越多地采用人工智慧和机器学习,以确保在日益多元化的欧洲市场中合规并提高宣传活动的有效性。在中东,影响力行销之所以成功,是因为它符合该地区社群媒体的高普及和重视口碑的文化。奢侈品牌在与当地有影响力的合作方面尤其取得了成功,这反映了该地区对奢侈品和体验的需求。在当地社群媒体平台和快速成长的直播电子商务产业的推动下,亚太地区的网红行销格局高度活跃。政府对数位代言的法律规范以及向优质内容的转变凸显了中国网红行销的演变。目前正在对影响者孵化计划和技术进行大量投资,以提高消费者参与度和转换率。印度的影响力行销正在经历蓬勃发展,大量人口参与该平台,并强调与整个国家的多元化文化细微差别产生共鸣的相关内容。
FPNV定位矩阵
FPNV 定位矩阵对于评估供应商在影响者行销平台市场中的定位至关重要。此矩阵提供了对供应商的全面评估,并检查了与业务策略和产品满意度相关的关键指标。这种详细的评估使用户能够根据自己的要求做出明智的决定。根据评估结果,供应商被分为代表其成功程度的四个像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市场占有率分析
市场占有率分析是一种综合工具,可对影响者行销平台市场中供应商的当前状态进行深入而详细的评估。透过仔细比较和分析供应商的贡献,您可以更深入地了解每个供应商的绩效以及他们在争夺市场占有率时面临的挑战。这些贡献包括整体收益、客户群和其他关键指标。此外,该分析还提供了对该行业竞争性质的宝贵见解,包括在研究基准年期间观察到的累积、分散主导地位和合併特征等因素。有了这些详细信息,供应商可以做出更明智的决策并製定有效的策略,以在市场竞争中保持领先地位。
策略分析与建议
策略分析对于寻求在全球市场站稳脚跟的组织至关重要。对他们目前在影响者行销平台市场中的地位进行全面评估,使企业能够做出符合其长期愿望的明智决策。此关键评估涉及对组织的资源、能力和整体绩效进行彻底分析,以确定核心优势和需要改进的领域。
[196 Pages Report] The Influencer Marketing Platform Market size was estimated at USD 5.46 billion in 2023 and expected to reach USD 6.79 billion in 2024, at a CAGR 26.68% to reach USD 28.64 billion by 2030.
An influencer marketing platform refers to a specialized software solution designed to facilitate and streamline the process of collaborating between brands and influencers. These platforms serve as a bridge, connecting marketers with influencers who have the capability to reach and engage specific target audiences through social media and other digital mediums. The core functionalities of such platforms often include influencer discovery, relationship management, campaign management, analytics, and performance measurement. By utilizing these platforms, brands can effectively identify suitable influencers, manage collaborations, and track the success of their marketing campaigns. The growing user base of social media platforms globally acts as a catalyst for the demand for influencer marketing platforms. Furthermore, businesses are shifting from traditional advertising to influencer marketing for a more authentic and personalized marketing approach. However, accurately measuring the return on investment from influencer marketing campaigns remains a significant challenge. Additionally, the proliferation of influencers with artificially inflated follower counts poses a risk to brand integrity and campaign effectiveness, and the constantly evolving algorithms of social media platforms can adversely impact the visibility of influencer content, affecting campaign performance. However, key players are exploring the integration of AI/ML technologies and data analytics for better matching brands with influencers and measuring campaign impact to fuel market growth.
KEY MARKET STATISTICS | |
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Base Year [2023] | USD 5.46 billion |
Estimated Year [2024] | USD 6.79 billion |
Forecast Year [2030] | USD 28.64 billion |
CAGR (%) | 26.68% |
Regional Insights
In the Americas region, particularly in the U.S. and Canada, influencer marketing has become a pivotal tool in digital marketing strategies, with a strong emphasis on platforms including Instagram and YouTube, among others. Consumer trust in influencers, particularly micro-influencers, plays a significant role in purchasing decisions, driving brands to invest heavily in these collaborations. The U.S. has also seen a surge in influencer marketing platforms incorporating AI to match brands with the ideal influencers, a trend underscored by recent patents in algorithmic matching technologies. The EU's approach to influencer marketing is characterized by stringent regulations around advertising standards and data protection, propelling the market towards higher transparency and accountability. Influencer marketing platforms are increasingly adopting AI and machine learning to ensure compliance and enhance campaign effectiveness across the diverse European market. In the Middle East, influencer marketing thrives by aligning with the region's high social media penetration rates and the cultural emphasis on word-of-mouth recommendations. Luxury brands, in particular, have found success by collaborating with local influencers, reflecting the region's appetite for high-end products and experiences. APAC's influencer marketing landscape is highly dynamic, driven by the presence of several local social media platforms and the burgeoning live-streaming e-commerce sector. The government's regulatory oversight on digital endorsements and the shift towards quality content highlight the evolving nature of influencer marketing in China. Significant investments are being made in influencer incubation programs and technologies to enhance consumer engagement and conversion rates. India's influencer marketing is experiencing a boom, with a vast population engaging on platforms, and the emphasis is on relatable content that resonates with the diverse cultural nuances across the country.
Market Insights
The market dynamics represent an ever-changing landscape of the Influencer Marketing Platform Market by providing actionable insights into factors, including supply and demand levels. Accounting for these factors helps design strategies, make investments, and formulate developments to capitalize on future opportunities. In addition, these factors assist in avoiding potential pitfalls related to political, geographical, technical, social, and economic conditions, highlighting consumer behaviors and influencing manufacturing costs and purchasing decisions.
FPNV Positioning Matrix
The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the Influencer Marketing Platform Market. This matrix offers a comprehensive assessment of vendors, examining critical metrics related to business strategy and product satisfaction. This in-depth assessment empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success, namely Forefront (F), Pathfinder (P), Niche (N), or Vital (V).
Market Share Analysis
The market share analysis is a comprehensive tool that provides an insightful and in-depth assessment of the current state of vendors in the Influencer Marketing Platform Market. By meticulously comparing and analyzing vendor contributions, companies are offered a greater understanding of their performance and the challenges they face when competing for market share. These contributions include overall revenue, customer base, and other vital metrics. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With these illustrative details, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.
Recent Developments
PRophet Expands Platform Capabilities, Unveiling New AI-Driven Influencer Marketing and News Monitoring Tools
Stagwell Marketing Cloud's PRophet, the premiere generative and predictive AI SaaS platform tailored for PR professionals, introduces innovative functionalities: AI-enhanced influencer discovery and campaign management along with advanced machine learning-driven news monitoring. These groundbreaking features, part of the PRophet Earn, Influence, and Monitor suite, offer standalone or integrated solutions that substantially elevate the platform's utility for marketers and communicators. [Published On: 2023-10-13]
LTK Expands Influencer Marketing Platform with LTK Marketplace, Transforming How Creators Pitch Brands
LTK, renowned for pioneering Creator Commerce, launched the LTK Marketplace, an innovative expansion of its influencer marketing platform where brands have already committed over USD 2.5 billion. This revolutionary marketplace represents a paradigm shift in influencer marketing by promoting direct engagements between brands and creators, thereby facilitating creators to proactively pitch to brands for collaboration opportunities. [Published On: 2023-10-03]
Animeta Launches Tech-Powered Influencer Marketing Platform for Brands Animeta Brandstar
Animeta Brandstar, launched an unparalleled tech-data influencer marketing platform engineered to revolutionize influencer-brand collaborations. This cutting-edge platform stands out by guaranteeing at least 30% improvement in ROI efficiency for influencer campaigns through scalable, transparent, and authenticity-driven strategies. Designed to bridge existing gaps within the influencer partnership ecosystem, Animeta Brandstar enables brands to seamlessly discover and engage with suitable creators, backed by real-time data analytics for optimal campaign execution and ROI measurement. [Published On: 2023-08-09]
Strategy Analysis & Recommendation
The strategic analysis is essential for organizations seeking a solid foothold in the global marketplace. Companies are better positioned to make informed decisions that align with their long-term aspirations by thoroughly evaluating their current standing in the Influencer Marketing Platform Market. This critical assessment involves a thorough analysis of the organization's resources, capabilities, and overall performance to identify its core strengths and areas for improvement.
Key Company Profiles
The report delves into recent significant developments in the Influencer Marketing Platform Market, highlighting leading vendors and their innovative profiles. These include Afluencer, AspireIQ, Inc., Brandwatch by Cision, Captiv8 by HALO, CLEVER Inc. by Kahoot!, Creator.co, Grin Technologies Inc., Heepsy, Humanz Ltd., Influencer Ltd., Influencity, IZEA Worldwide, Inc., Klear by Meltwater, Mavrck LLC, NeoReach, Open Influence Inc., Refersion Inc. by Pantastic, Shopify Collabs, Skeepers, SocialBook, SocialEdge, Inc., Traackr, Inc., Upfluence, Webfluential, and YouTube BrandConnect.
Market Segmentation & Coverage