Zakale, Zamakono, ndi Tsogolo la Influencer Marketing Landscape

Influencer Marketing Landscape

Zaka khumi zapitazi zakhala zikukula kwambiri pakutsatsa kwachitukuko, ndikuzikhazikitsa ngati njira yofunikira yamakampani poyesa kulumikizana ndi omvera awo. Ndipo kukopa kwake kukuyembekezeka kupitilira pomwe ma brand ambiri akuyang'ana kuti agwirizane ndi olimbikitsa kuti awonetse zowona. 

Ndi kukwera kwa ecommerce, kugawanso ndalama zotsatsa kuti zilimbikitse malonda kuchokera pawailesi yakanema komanso osatsegula pa intaneti, komanso kuchulukitsidwa kwa mapulogalamu oletsa zotsatsa omwe amalepheretsa zotsatsa zapaintaneti, sizodabwitsa:

Kutsatsa kwa influencer kukuyembekezeka kupanga $22.2 biliyoni padziko lonse lapansi mu 2025, kuchokera $13.8 biliyoni chaka chatha. 

US State of Influencer Marketing, HypeAuditor

Ngakhale, zovuta zimakhalapo pakutsatsa kwamphamvu chifukwa mawonekedwe ake akusintha mosalekeza, zomwe zimapangitsa kuti zikhale zovuta kwa ma brand, ngakhalenso omwe amawalimbikitsa okha, kuti azichita bwino. Izi zikupanga nthawi yabwino yoti muwerenge zomwe zagwira ntchito, zomwe sizinachitike, komanso momwe tsogolo la kampeni yolimbikitsira likuwonekera. 

Tsogolo ndi Nano 

Pamene tikuwunika omwe adapanga mafunde chaka chathachi, zenizeni zinali zodabwitsa kwa osagulitsa komanso ogulitsa chimodzimodzi. Chaka chino, dziko lapansi silinakhudzidwe kwambiri ndi mayina akuluakulu monga The Rock ndi Selena Gomez - adakonza ma micro-influencers ndi nano-influencers.

Othandizira awa, omwe ali ndi pakati pa 1,000 ndi 20,000 otsatira, ali ndi kuthekera kofikira madera a niche, omwe amakhala ngati njira yabwino kwambiri yopangira ma brand kuti afikire gulu linalake la omvera awo. Sikuti amangolumikizana ndi magulu omwe amanyalanyaza kutsatsa kwachikhalidwe, komanso kuchuluka kwawo komwe amakumana nawo (ERs) ndi apamwamba. Mu 2021, nano-influencers anali ndi avareji ER ya 4.6%, kuwirikiza katatu kuposa omwe ali ndi otsatira oposa 20,000.

Mphamvu za ma micro-influencers ndi nano-influencers sanapulumuke kwa otsatsa ndipo monga mitundu ikufuna kusinthira njira zawo zapa TV ndikuwonjezera ma ER pamakampeni omwe akupitilira, tiwona magulu olimbikitsa awa akutchuka kwambiri.

Makampani Otsatsa Kukopa Akupitilira Kukhwima

Mwapadera, deta yasonyeza kuti zaka zambiri za anthu ochezera a pa Intaneti zidakwera chaka chatha.

  • Chiwerengero cha ogwiritsa ntchito pa Instagram azaka zapakati pa 25 ndi 34 chidakwera ndi 4%, pomwe kuchuluka kwa ogwiritsa ntchito TikTok azaka 13 mpaka 17 kudatsika ndi 2%.
  • Ogwiritsa ntchito a TikTok azaka zapakati pa 18 ndi 24 adapanga gulu lalikulu kwambiri la ogwiritsa ntchito papulatifomu, pa 39% ya ogwiritsa ntchito onse.
  • Pakadali pano, 70% ya ogwiritsa ntchito YouTube anali azaka zapakati pa 18 ndi 34.

Kusinthasintha kwa anthu okhwima omwe akukumana ndi zovuta zenizeni kunawonekera m'nkhani zomwe otsatira omwe ankafufuza. Pomwe ogwiritsa ntchito adapitilirabe ku Instagram kwa Beyonce ndi a Kardashians, kafukufuku akuwonetsa kuti Finance & Economics, Health & Medicine, ndi Business & Careers ndiwo magulu omwe adakopa kwambiri. otsatira atsopano mu 2021.

Kuchulukitsa Kutengera, Kupanga Zinthu Zatsopano, ndi Metaverse Zidzatengera Kutsatsa kwa Influencer ku Gawo Lotsatira

Makampani opanga zotsatsa mu 2022 ndiwotsogola kwambiri kuposa momwe analiri mliri usanachitike, ndipo okhudzidwa azindikira. Osonkhezera tsopano ndi gawo lalikulu la mabuku osewerera amalonda ambiri, osati mapulojekiti amodzi omwe anali ofala zaka zingapo zapitazo. Ma Brand akuchulukirachulukira kufunafuna maubwenzi opitilira ndi olimbikitsa.

Pakadali pano, malo ochezera a pa Intaneti akupatsa opanga zida zatsopano komanso njira zambiri zopezera ndalama. Mu 2021, Instagram idawonjeza masitolo opanga, njira zatsopano zotsatsira, ndikusintha kwamisika yolimbikitsa kuti ma brand azitha kulumikizana ndi ogwiritsa ntchito. TikTok idakhazikitsa zowongolera makanema ndi mphatso zenizeni, komanso kutulutsa pompopompo. Ndipo YouTube idavumbulutsa $ 100 miliyoni Shorts Fund ngati njira yolimbikitsira olimbikitsa kupanga zomwe zingayankhe ku TikTok.

Pomaliza, kugula pa intaneti kwakhala ndikukula kwa meteoric panthawi ya mliri, koma…

Malonda azachuma akuyembekezeka kukula katatu mwachangu, kufika $1.2 thililiyoni pofika 2025

Chifukwa Chake Kugula Kwakhazikitsidwa Kuti Pakhale Kusintha Kwa Anthu, Accenture

Malo ochezera a pa TV akutulutsa zophatikiza za e-commerce, monga Zithunzi za Instagram Drops ndi TikTok ndi mgwirizano wa Shopify, kuwongolera ndi kupindula pa kutha kwa mphepo.

Zaka zingapo zapitazi zatsimikizira kuti anthu okhudzidwa ndi chikhalidwe cha anthu ndi chinthu chofunika kwambiri, chomwe chimatsogolera ku chisinthiko chomwe chimasiya makampani kukhala okonzeka bwino pazomwe zikubwera. Kuti zomwe zikubwera kuyenera kukhala kukula ndi kutengera zenizeni zenizeni komanso zochitika.

Kutenga kutsatsa kwamphamvu kuchokera pamiyeso iwiri mpaka itatu kudzakhala mwayi waukulu wotsatira, monga zikuwonetseredwa ndikusintha kwamalingaliro a Facebook kuti ayang'ane pazinthu zonse za Meta. Osalakwitsa, zidzabweretsanso zovuta zambiri. Kupanga ndi kugawana zokumana nazo zozama kudzatanthauza njira yayikulu yophunzirira kwa omwe ali ndi chidwi. Koma poganizira momwe makampaniwa adayendera mliriwu komanso kuchuluka kwamphamvu komwe kukukula, tili ndi chidaliro kuti otsogolera athana ndi vutoli.

Tsitsani Lipoti la HypeAuditor la US State of Influencer Marketing 2022