市场调查报告书
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1489418
到 2030 年影响者行销平台市场预测:按行销类型、产品、组织规模、产业、应用程式、最终用户和地区进行的全球分析Influencer Marketing Platform Market Forecasts to 2030 - Global Analysis By Marketing Type, Offering, Organization Size, Vertical, Application, End User and By Geography |
根据 Stratistics MRC 的数据,2023 年全球网红行销平台市场规模为 191 亿美元,预计到 2030 年将达到 1,566 亿美元,预测期内复合年增长率为 35.0%。
有影响力的行销平台将品牌与社群媒体平台上有影响力的个人联繫起来。它促进合作,并允许品牌透过影响者的真实认可和内容创作来接触目标受众。这些平台通常提供宣传活动管理、影响者发现、受众分析和绩效追踪等功能。品牌可以根据受众人口统计、参与率和内容相关性等因素来识别合适的影响者。有影响力的人透过在保持创新控制的同时将其线上形象收益而受益。该平台充当市场,简化沟通、谈判和支付流程。
根据 IZEA Insights:影响人工智慧报告,高达 67% 的影响者正在积极地将人工智慧工具融入他们的内容创作过程中,这表明它们的好处得到了广泛采用和认可。
社群媒体平台的不断扩张
新的社群媒体平台经常引入创新的内容格式,例如 Snapchat Stories 的短暂内容或 TikTok 的直播影片功能。有影响力的行销平台必须灵活并回应这些不断发展的格式。透过提供针对这些新内容类型量身定制的工具和分析,品牌可以进行更具吸引力和更有效的影响者宣传活动。透过提供针对这些新内容类型量身定制的工具和分析,品牌可以进行更具吸引力和更有效的影响者宣传活动。
复杂的投资收益衡量
复杂的投资收益衡量方法通常需要复杂的分析工具和专业知识,这些工具成本高且资源密集。这种进入障碍对中小型企业 (SMB) 的影响尤其严重,因为他们没有预算或资源来投资先进的测量技术。因此,小型企业可能不会参与有影响力的行销宣传活动,从而限制了有影响力的行销平台的成长潜力。
对数位广告支出的需求不断增长
随着传统广告管道的效率下降,品牌正在为数位行销计划分配更多预算。有影响力的行销提供了一种有吸引力的替代方案,使品牌能够在更个人化的层面上与消费者建立联繫,并提高品牌知名度、参与度和销售量。这种预算转变正在推动影响者行销平台市场的成长。
虚假关注者和参与度问题
未能解决假粉丝和参与问题的影响者行销平台可能会损害其在行业中的声誉。品牌和有影响力的人可能会认为此类平台不值得信赖或无效,从而导致使用率和参与度下降。围绕假粉丝的负面宣传可能会损害平台的声誉,并阻碍其吸引和留住品牌和影响者的能力。
COVID-19 的影响
随着人们在网路上花费的时间越来越多,品牌已经转向有影响力的行销来与家庭受众建立联繫。强调远端协作、信任和同理心的平台越来越受欢迎。最初预算被削减,但随着企业意识到在不确定时期影响者参与的价值,市场已经反弹。疫情加速了虚拟活动、DIY 内容和社会影响力宣传活动等趋势,促使有影响力的行销平台快速适应和创新。
产品公告和公告部分预计将在预测期内成为最大的部分
产品公告和公告部门有望实现利润丰厚的成长,因为与影响者发现、宣传活动管理、绩效衡量或影响者关係管理相关的新产品特性和功能可以产生兴奋并吸引新用户。此外,创新产品的推出吸引了投资者的关注,并导致该平台的资金筹措增加。这笔额外资金将推动进一步的开拓和市场扩张。
影响者关係管理领域预计在预测期内复合年增长率最高
影响者关係管理领域预计在预测期内将以最高复合年增长率成长。这是由于越来越多地采用影响者关係管理功能,因为与影响者的牢固关係有助于确保长期合作伙伴关係、重复合作,并透过增加行销宣传活动的潜力来建立更一致和有效的影响者关係。品牌认识到影响者关係的重要性,并正在寻找提供强大影响者关係管理功能的平台。
预计亚太地区在预测期内将占据最大的市场占有率。它在将品牌与与独特偏好和当地受众产生共鸣的影响者联繫起来方面发挥着关键作用。随着电子商务在该地区的持续蓬勃发展,这些平台为宣传活动优化和绩效分析提供了重要的工具。此外,考虑到该地区的文化多样性,这些平台应该提供广泛的影响力,使品牌能够真正参与全部区域的活动。
预计北美在预测期内复合年增长率最高。这是因为人工智慧技术的整合已经彻底改变了产业,实现了精准的受众定位、内容优化和宣传活动绩效分析。同时,该地区社群媒体的普及为网红合作提供了肥沃的土壤,Instagram、TikTok和YouTube等平台成为品牌推广的重要管道。此外,北美拥有许多市场上有影响力的供应商,促进了创新和竞争。
According to Stratistics MRC, the Global Influencer Marketing Platform Market is accounted for $19.1 billion in 2023 and is expected to reach $156.6 billion by 2030 growing at a CAGR of 35.0% during the forecast period. An influencer marketing platform connects brands with influential individuals across social media platforms. It facilitates collaboration, allowing brands to reach target audiences through authentic endorsements and content creation by influencers. These platforms typically offer features for campaign management, influencer discovery, audience analysis, and performance tracking. Brands can identify suitable influencers based on factors like audience demographics, engagement rates, and content relevance. Influencers benefit by monetizing their online presence while maintaining creative control. The platform acts as a marketplace, streamlining communication, negotiation, and payment processes.
According to the IZEA Insights: Influencing AI report, a substantial 67% of influencers actively incorporate AI tools into their content creation process, indicative of widespread adoption and recognition of its benefits.
Growing landscape of social media platforms
New social media platforms often introduce innovative content formats, like ephemeral content on Snapchat Stories or live video features on TikTok. Influencer marketing platforms need to stay agile and adapt to these evolving formats. By providing tools and analytics tailored to these new content types, they can empower brands to run more engaging and effective influencer campaigns. By providing tools and analytics tailored to these new content types, they can empower brands to run more engaging and effective influencer campaigns.
Complexity in return on investment measurement
Complex return on investment measurement methods often requires sophisticated analytics tools and expertise, which can be costly and resource-intensive. This barrier to entry disproportionately affects small and medium-sized businesses (SMBs) that may lack the budget and resources to invest in advanced measurement techniques. As a result, SMBs may be discouraged from participating in influencer marketing campaigns, limiting the growth potential of influencer marketing platforms.
Increasing demand for digital ad spend
As traditional advertising channels become less effective, brands are allocating more budget to digital marketing initiatives. Influencer marketing offers a compelling alternative, allowing brands to connect with consumers on a more personal level and drive brand awareness, engagement, and sales. This shift in budgets fuels the growth of the influencer marketing platform market.
Issues with fake followers and engagement
Influencer marketing platforms that fail to address issues with fake followers and engagement risk damaging their reputation in the industry. Brands and influencers alike may perceive such platforms as unreliable or ineffective, resulting in decreased usage and engagement. Negative publicity surrounding fake followers can tarnish a platform's reputation and hinder its ability to attract and retain both brands and influencers.
Covid-19 Impact
With people spending more time online, brands turned to influencer marketing to connect with home-bound audiences. Platforms that emphasized remote collaboration, authenticity, and empathy gained traction. Despite initial budget cuts, the market rebounded as businesses recognized the value of influencer engagement during uncertain times. The pandemic accelerated trends like virtual events DIY content and socially conscious campaigns, pushing influencer marketing platforms to adapt swiftly and innovate.
The product launches & announcements segment is expected to be the largest during the forecast period
The product launches & announcements segment is estimated to have a lucrative growth, as new product features and functionalities related to influencer discovery, campaign management, performance measurement, or influencer relationship management can generate excitement and attract new users. Moreover innovative product launches can grab the attention of investors, leading to increased funding for the platform. This additional capital can fuel further development and market expansion.
The influencer relationship management segment is expected to have the highest CAGR during the forecast period
The influencer relationship management segment is anticipated to witness the highest CAGR growth during the forecast period, owing to the growing adoption of influencer relationship management features and strong relationships with influencers increase the chances of securing long-term partnerships and repeat collaborations, more consistent and effective influencer marketing campaigns. As brands recognize the importance of influencer relationships, they seek platforms that offer robust influencer relationship management functionalities.
Asia Pacific is projected to hold the largest market share during the forecast play a crucial role in connecting brands with influencers who resonate with the unique preferences and local audiences. As e-commerce continues to thrive in the region, these platforms provide essential tools for campaign optimization and performance analytics. Furthermore, the region's cultural diversity requires these platforms to offer a broad spectrum of influencers, enabling brands to engage authentically across the region.
North America is projected to have the highest CAGR over the forecast period, owing to the integration of AI technologies has revolutionized the industry, enabling precise audience targeting, content optimization, and campaign performance analysis. Simultaneously, the region's widespread adoption of social media has provided fertile ground for influencer collaboration, with platforms such as Instagram, TikTok, and YouTube becoming indispensable channels for brand promotion. Moreover, North America serves as the home base for numerous influential vendors in the market, fostering innovation and competition.
Key players in the market
Some of the key players in the Influencer Marketing Platform Market include Aspire, Brandwatch, Captiv8, Grapevine, Grin Technologies Inc., Hypetap, Impact Tech, Inc., IZEA Worldwide, Inc., JuliusWorks, Inc., Klear, a Meltwater Offering, Launchmetrics, Mavrck, NEOREACH, Quotient Technology Inc., SocialEdge, Inc., Speakr, Tagger Media Inc., Traackr, Inc. and Upfluence
In April 2024, Aspire Launches "Aspire for Startups" Program, Commits to Supporting the Next Generation of Asian Startups. By leveraging our vast network, expertise, and resources, this program equips Asian founders with the necessary tools to unlock their full potential.
In April 2024, Quotient Technology Inc. with this valuable addition to our technology platform, we can now confidently reach consumers in brand-safe environments, which can lead to more impactful results for our valued clients.
In March 2024, Aspire collaborates with Google Cloud to provide tools for small businesses. Aspire can offer its customers exclusive access to the world's most popular productivity solution.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.