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1396643

全球影響者行銷平台市場 - 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: 約2個工作天內

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簡介目錄

概述

全球影響者行銷平台市場在 2022 年達到 135 億美元，預計到 2030 年將達到 1,738 億美元，2023-2030 年預測期間CAGR為 37.6%。視訊內容主導地位的增強有助於推動市場成長。

品牌正迅速轉向擁有高度參與受眾的微型影響者。微型影響者與他們的追隨者有更真實的連結。社群媒體平台的激增為影響者與受眾建立聯繫創造了廣闊的前景。影響者行銷平台利用這一趨勢，為品牌提供一種便捷的方式來識別不同平台的影響者並與之合作。

有影響力的人通常擁有一群忠誠且積極參與的追隨者，他們相信他們的觀點。品牌利用這種信任與消費者建立真正的聯繫，這是影響者行銷成功的關鍵驅動力。有影響力的人是熟練的內容創作者，他們製作引人入勝且相關的內容。越來越多的消費者轉向真實性有助於促進影響者行銷平台的市場成長。

主要關鍵參與者增加產品推出有助於推動預測期內的市場成長。例如，2021年9月28日，One Impression推出了一個新平台，幫助品牌解決網紅行銷需求。目前，它處於測試階段，旨在解決複雜的影響者行銷。

動力學

消費者越來越轉向基於視訊的內容

影片提供了一種具有視覺吸引力和身臨其境的方式來傳達訊息、講述故事和展示產品或服務。影片內容已成為最具吸引力和最受歡迎的線上媒體形式之一。與閱讀冗長的文字內容相比，客戶更有可能觀看影片，這使得影片內容成為品牌傳播的強大媒介。影響者產生的影片內容使品牌能夠創造性地、真實地與目標受眾建立聯繫。

根據 HubSpot, Inc. 進行的調查，91% 的企業正在使用影片作為行銷工具。消費者越來越依賴品牌的行銷影片。大多數消費者推薦的是短影片。全球數位調查觀眾預計將達到 35 億左右。到 2023 年，人們每週觀看線上影片的時間約為 17 小時。 75% 的人在自己的裝置上觀看短影片。

直效行銷的快速成長

直接行銷涉及個人化溝通和針對個人客戶的有針對性的推廣。同樣，影響者行銷利用與其追隨者有直接和個人聯繫的影響者，使其成為直接行銷策略的自然延伸。直接行銷和影響者行銷都依賴與受眾建立信任和參與。有影響力的人作為值得信賴的個人，可以以個性化和引人入勝的方式有效地傳達品牌訊息，類似於直接行銷的目標。

2022 年 12 月 9 日，根據《2023 年 WhatsApp 行銷狀況》發布的報告，72% 的消費者透過個人化訊息與品牌互動，85% 的消費者有興趣接收產品推薦、定價更新等通知。 WhatsApp 是品牌連結全球消費者的新興行銷管道。

OTT平台滲透率高

OTT 平台主要基於影片，為影響者生成的影片內容創造了理想的環境。有影響力的人利用這些平台來創建符合 OTT 觀眾偏好的引人入勝的影片內容。 OTT 平台吸引了不同人口、興趣和地區的多元化受眾。這種多樣性使品牌能夠與在更廣泛的 OTT 受眾中與特定細分市場產生共鳴的影響者合作。

根據2023年7月7日發布的消息，OTT平台與寶萊塢內容創作者合作。 ZEE5 和 Disney+ Hotstar 等線上服務已與這些創作者合作製作《Saas Bahu Aur Flamingo》和《Sirf Ek Bandaa Kaafi Hai》等節目。 OTT 觀眾欣賞真實且相關的內容。有影響力的人以其真實性和與追隨者的個人聯繫而聞名，非常符合這種偏好。

缺乏意識

不熟悉影響者行銷平台的品牌可能會堅持傳統的廣告方法，即使影響者行銷可以提供更好的投資報酬率和參與度。對變革的抵制可能會減緩市場成長。如果沒有意識，品牌可能無法意識到影響者行銷平台的好處，例如簡化的活動管理、更好的影響者選擇和數據驅動的見解。這會導致錯失高效、有效的影響者合作的機會。

不了解影響者行銷平台的品牌和企業可能無法充分利用這些平台的潛力。這導致採用率有限，阻礙市場充分發揮成長潛力。嘗試在不使用專用平台的情況下與影響者合作的品牌可能會在管理影響者關係、追蹤活動績效和確保合規性方面面臨挑戰。

假粉絲數增加

品牌投資於有假粉絲的影響者的活動，會浪費資源在無法帶來預期結果的合作關係上。這可能會阻止品牌進一步利用有影響力的行銷平台。影響者行銷依賴於影響者的可信度和真實性。當影響者擁有大量假粉絲時，他們的可信度就會受到損害，從而導致品牌和消費者的懷疑。

2020 年 7 月 15 日，孟買 20 歲年輕人在 Facebook 和 Instagram 上創建了 50 萬假粉絲。孟買警方逮捕了一名 20 歲青年，他在 Instagram、Facebook 和 TikTok 上創建了總計 176 個個人資料的虛假粉絲。對影響者的需求增加，因為他們可以透過在社群媒體上認可產品來促進品牌銷售。

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