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市场调查报告书
商品编码
1880488
城市网红网路市场预测至2032年:按网红类型、城市层级、平台、服务产品、应用和区域分類的全球分析City-Based Influencer Networks Market Forecasts to 2032 - Global Analysis By Influencer Type (Nano Influencers, Macro Influencers, Micro Influencers and Mid-Tier Influencers), City Tier, Platform, Service Offering, Application and By Geography |
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根据 Stratistics MRC 的研究,预计到 2025 年,全球都市网红网路市场价值将达到 97 亿美元,到 2032 年将达到 662 亿美元,预测期内复合年增长率将达到 31.5%。
城市影响力网络是由专注于特定都市地区的创作者组成的在地化社群,致力于塑造当地的潮流、偏好和对话。它们汇集了了解城市文化、街区和日常生活节奏的微型和大型影响力人物,使品牌能够以真实且精准的方式触及目标受众。这些网路融合了传统的社区影响力与现代数位传播手段,帮助企业推广本地活动、生活方式产品、服务以及以城市为中心的宣传活动。秉持着口碑传播依然重要的理念,这些由社交平臺驱动的网路为品牌赋予了接地气、贴近街头的亲切感,同时也让创作者得以展现其所在城市的特色和精神。
超当地语系化互动
在超当地语系化互动是推动城市网红网路市场发展的关键因素。品牌越来越倾向于透过与了解特定城市文化、街区和生活方式的网红合作,与受众建立真实的联繫。这些网红发布的内容能够引起当地社区的共鸣,从而建立信任和品牌忠诚度。透过专注于以城市为中心的宣传活动,企业可以提高转换率,并加强与消费者的关係。这种扎根于城市的方式能够确保行销策略与城市受众保持相关性、影响力,并产生深刻的共鸣。
整合挑战
在城市网红网路市场,整合挑战是阻碍因素。协调跨不同网红、平台和城市的宣传活动需要先进的工具和无缝整合,而许多品牌都难以实现这一点。分散的生态系统和网红运营模式的差异往往会导致效率低下、讯息不一致以及管理成本增加。缺乏高效率的整合,跨多个城市市场扩展宣传活动将变得复杂。这项障碍限制了中小企业采用此模式,也凸显了建构一个能够简化网红合作流程的强大平台的必要性。
拥抱城市多样性与潮流
城市多元化和潮流的快速涌现为都市网红网络带来了巨大的机会。城市是文化创新、生活方式变革和消费实验的中心,也是网主导宣传活动的理想之地。网红能够捕捉并放大这些潮流,帮助品牌在瞬息万变的都会市场中保持活力和敏捷性。从时尚、美食到娱乐和在地活动,都市网红讲述的真实故事能够引起不同人群的共鸣。这种多样性使品牌能够有效地客製化宣传活动,并开拓新的成长机会。
高昂的宣传活动成本
高昂的宣传活动成本仍然是城市网红行销市场的一大挑战。与跨城市的网红合作通常需要大量的预算,尤其是与拥有庞大粉丝群的超级网红合作时。中小企业难以负担这些宣传活动费用,这可能会限制它们与知名品牌的竞争力。此外,如果管理不当,网红内容的过剩也会降低投资回报率率(ROI)。在成本效益和可靠性之间取得平衡至关重要,而不断上涨的成本可能会减缓市场普及速度,并限製成本敏感地区的市场成长。
新冠疫情对城市网红网路市场产生了复杂的影响。疫情初期,封锁措施扰乱了在地活动和宣传活动,减少了以城市为中心的推广机会。然而,随着消费者转向社交平臺寻求社群联繫和娱乐,数位互动量激增。网红们也顺应疫情情势,开始推广线上活动、本地商家和生活风格类内容。这种转变加速了人们对城市网路的依赖,并凸显了其韧性和适应力。
预计在预测期内,Instagram细分市场将占据最大份额。
预计在预测期内,Instagram 将继续占据最大的市场份额。作为一个以视觉内容主导的平台,Instagram 让网红能够分享城市生活、在地潮流和品牌合作,并获得极高的互动率。 Stories、Reels 和地理标记等功能为基于位置的宣传活动提供了强大支持,使其成为以城市为中心的行销首选管道。随着从微型网红到大型网红的广泛采用,Instagram 将继续保持其作为真实故事讲述领先平台的地位,并在预测期内巩固其市场份额主导。
预计内容创作领域在预测期内将达到最高的复合年增长率。
在预测期内,内容创作领域预计将保持最高的成长率,这主要得益于市场对高品质本地内容的持续需求,因为越来越多的品牌希望在竞争激烈的城市市场中脱颖而出。网红们正日益加大对专业级内容製作的投入,包括影片、摄影以及专为都市区受众量身定制的创造性故事讲述。这种对引人入胜的内容的关注能够提升用户互动、提高转换率并强化品牌形象。随着内容逐渐成为网红行销的基石,这一领域正快速成长。
预计亚太地区将在预测期内占据最大的市场份额,这主要得益于中国、印度和日本等国家快速的都市化、可支配收入的增长以及数字普及率的提高,这些因素共同推动了对本地化网红宣传活动的需求。多元的文化背景和强大的社群媒体渗透率使得城市网红网路能够有效地提升受众参与。品牌正越来越多地与网红合作,向城市消费者推广生活风格产品、活动和服务,这使得亚太地区成为重要的区域贡献者。
在预测期内,北美预计将实现最高的复合年增长率,这主要得益于其区域优势,例如先进的数位基础设施、高社交媒体使用率以及对网红行销策略的广泛应用。纽约、洛杉矶和芝加哥等都市区是引领潮流的中心,网红们推动文化对话。品牌正在利用城市网路实现在超当地语系化互动和可衡量的投资报酬率。随着对可靠、数据驱动型宣传活动的需求不断增长,北美有望引领成长动能。
According to Stratistics MRC, the Global City-Based Influencer Networks Market is accounted for $9.7 billion in 2025 and is expected to reach $66.2 billion by 2032 growing at a CAGR of 31.5% during the forecast period. City-based influencer networks are localized communities of creators who focus on shaping trends, tastes, and conversations within a specific urban area. They bring together micro- and macro-influencers who understand the city's culture, neighborhoods, and daily rhythms, allowing brands to reach audiences with authenticity and precision. These networks blend old-world community influence with modern digital reach, helping businesses promote local events, lifestyle products, services, and city-centric campaigns. Rooted in the belief that word-of-mouth still carries power, yet carried forward by social platforms, they give brands a grounded, street-level pulse while enabling creators to celebrate the identity and spirit of their own cities.
Hyper-local engagement
Hyper-local engagement is a primary driver of the city-based influencer networks market. Brands increasingly seek authentic connections with audiences by leveraging influencers who understand the cultural nuances, neighborhoods, and lifestyles of specific cities. These influencers provide relatable content that resonates with local communities, enhancing trust and brand loyalty. By focusing on city-centric campaigns, businesses achieve higher conversion rates and stronger consumer relationships. This grassroots approach ensures marketing strategies remain relevant, impactful, and deeply aligned with urban audiences.
Integration challenges
Integration challenges act as a restraint in the city-based influencer networks market. Coordinating campaigns across diverse influencers, platforms, and cities requires advanced tools and seamless collaboration, which many brands struggle to achieve. Fragmented ecosystems and varying influencer practices often lead to inefficiencies, inconsistent messaging, and higher management costs. Without streamlined integration, scaling campaigns across multiple urban markets becomes complex. This barrier limits adoption for smaller businesses and highlights the need for robust platforms that simplify influencer collaboration.
Urban diversity and trend adoption
Urban diversity and rapid trend adoption present significant opportunities for city-based influencer networks. Cities are hubs of cultural innovation, lifestyle shifts, and consumer experimentation, making them fertile ground for influencer-driven campaigns. Influencers capture and amplify these trends, helping brands stay relevant and agile in dynamic urban markets. From fashion and food to entertainment and local events, city influencers provide authentic storytelling that resonates with diverse demographics. This diversity ensures brands can tailor campaigns effectively, unlocking new growth opportunities.
High campaign costs
High campaign costs remain a threat to the city-based influencer networks market. Partnering with multiple influencers across different cities often requires substantial budgets, particularly when engaging macro-influencers with large followings. Smaller businesses may struggle to afford such campaigns, limiting their ability to compete with larger brands. Additionally, oversaturation of influencer content can reduce ROI if not managed strategically. Balancing authenticity with affordability is critical, as escalating costs risk slowing adoption and restricting market growth in cost-sensitive regions.
The Covid-19 pandemic had mixed effects on the city-based influencer networks market. Lockdowns initially disrupted local events and campaigns, reducing opportunities for city-focused promotions. However, digital engagement surged as consumers turned to social platforms for community connection and entertainment. Influencers adapted by promoting virtual events, local businesses, and lifestyle content tailored to pandemic realities. This shift accelerated reliance on city-based networks, highlighting their resilience and adaptability.
The instagram segment is expected to be the largest during the forecast period
The instagram segment is expected to account for the largest market share during the forecast period as a visually driven platform instagram enables influencers to showcase city life, local trends, and brand collaborations with high engagement. Its features such as Stories, Reels, and geo-tagging enhance localized campaigns, making it the preferred channel for city-centric marketing. With strong adoption among both micro- and macro-influencers, Instagram remains the dominant platform for authentic storytelling, ensuring its leadership in market share during the forecast period.
The content production segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the content production segment is predicted to witness the highest growth rate due to demand for high-quality, localized content continues to rise as brands seek to differentiate themselves in competitive urban markets. Influencers are increasingly investing in professional-grade production, including video shoots, photography, and creative storytelling tailored to city audiences. This emphasis on compelling content enhances engagement, drives conversions, and strengthens brand identity. As content becomes the cornerstone of influencer marketing, this segment grows rapidly.
During the forecast period, the Asia Pacific region is expected to hold the largest market share, due to rapid urbanization, rising disposable incomes, and expanding digital penetration across countries such as China, India, and Japan fuel demand for localized influencer campaigns. Diverse cultural landscapes and strong social media adoption make city-based networks highly effective in engaging audiences. Brands increasingly collaborate with influencers to promote lifestyle products, events, and services tailored to urban consumers, positioning Asia Pacific as the leading regional contributor.
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR, owing to region benefits from advanced digital infrastructure, high social media usage, and strong adoption of influencer marketing strategies. Urban centers such as New York, Los Angeles, and Chicago serve as trendsetting hubs where influencers drive cultural conversations. Brands leverage city-based networks to achieve hyper-local engagement and measurable ROI. With rising demand for authentic, data-driven campaigns, North America is set to lead in growth momentum.
Key players in the market
Some of the key players in City-Based Influencer Networks Market include AspireIQ, HypeAuditor, Captiv8, Brandwatch, Upfluence, Socialbakers, Influencity, JuliusWorks, Klear, CreatorIQ, Tagger Media, IZEA Worldwide, GRIN, Traackr, and Mavrck.
In October 2025, Aspire has deepened its Meta partnership by launching an AI-powered Instagram Discovery tool, built using Instagram's first-party creator marketplace API. This innovation lets brands find creators fast and smart using conversational AI, advanced filters, lookalike recommendations, and richer performance metrics.
In August 2025, Brandwatch has teamed up with Trajaan to fuse rich search-intent data with social insights, giving brands a fuller view of consumer behavior. This integration lets organizations track questions people are asking, spot micro-trends early, and act with more predictive precision across search engines, e-commerce, social platforms, and GenAI.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.