市場調查報告書
商品編碼
1500399
有影響力的行銷平台市場:按組成部分、組織規模、應用程式、最終用戶 - 2024-2030 年全球預測Influencer Marketing Platform Market by Component (Services, Solutions), Organization Size (Large Enterprises, SMEs), Application, End-User - Global Forecast 2024-2030 |
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預計2023年網紅行銷平台市場規模為54.6億美元,2024年將達67.9億美元,預計2030年將達到286.4億美元,複合年成長率為26.68%。
影響者行銷平台是指旨在促進和簡化品牌與影響者之間的協作流程的專業軟體解決方案。這些平台充當影響者和負責人之間的橋樑,能夠透過社群媒體和其他數位媒體接觸並吸引特定目標受眾。此類平台的核心功能通常包括影響者發現、關係管理、宣傳活動管理、分析和績效衡量。透過利用這些平台,品牌可以有效地識別合適的影響者、管理合作並追蹤行銷宣傳活動的成功。全球社群媒體平台用戶數量的不斷增加正在推動對影響力行銷平台的需求。此外,企業正在從傳統廣告轉向有影響力的行銷,以尋求更真實和個人化的行銷方法。然而,準確衡量影響者行銷宣傳活動的投資回報仍然是一項重大挑戰。此外,人為誇大追隨者數量的影響者的激增會對品牌誠信和宣傳活動有效性帶來風險,而社群媒體平台不斷發展的演算法可能會對影響者內容的可見性產生負面影響,並可能影響宣傳活動績效。然而,主要參與者正在探索人工智慧/機器學習技術和資料分析的整合,以改善品牌影響者匹配並衡量宣傳活動效果,從而推動市場成長。
主要市場統計 | |
---|---|
基準年[2023] | 54.6億美元 |
預測年份 [2024] | 67.9億美元 |
預測年份 [2030] | 286.4億美元 |
複合年成長率(%) | 26.68% |
區域洞察
在美洲地區,特別是在美國和加拿大,網紅行銷已成為數位行銷策略的重要工具,尤其是 Instagram 和 YouTube 等平台。消費者對影響者(尤其是微型影響者)的信任在購買決策中發揮關鍵作用,品牌在這些合作上投入了大量資金。在美國,利用人工智慧將品牌與理想影響者進行配對的影響者行銷平台也在激增,最近的演算法匹配技術專利凸顯了這一趨勢。歐盟影響者行銷方法的特點是對廣告標準和資料保護的嚴格監管,推動市場走向更大的透明度和課責。有影響力的行銷平台擴大採用人工智慧和機器學習,以確保在日益多元化的歐洲市場中合規並提高宣傳活動的有效性。在中東,影響力行銷之所以成功,是因為它符合該地區社群媒體的高普及和重視口碑的文化。奢侈品牌在與當地有影響力的合作方面尤其取得了成功,這反映了該地區對奢侈品和體驗的需求。在當地社群媒體平台和快速成長的直播電子商務產業的推動下,亞太地區的網紅行銷格局高度活躍。政府對數位代言的法律規範以及向優質內容的轉變凸顯了中國網紅行銷的演變。目前正在對影響者孵化計劃和技術進行大量投資,以提高消費者參與度和轉換率。印度的影響力行銷正在經歷蓬勃發展,大量人口參與該平台,並強調與整個國家的多元化文化細微差別產生共鳴的相關內容。
FPNV定位矩陣
FPNV 定位矩陣對於評估供應商在影響者行銷平台市場中的定位至關重要。此矩陣提供了對供應商的全面評估,並檢查了與業務策略和產品滿意度相關的關鍵指標。這種詳細的評估使用戶能夠根據自己的要求做出明智的決定。根據評估結果,供應商被分為代表其成功程度的四個像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市場佔有率分析
市場佔有率分析是一種綜合工具,可對影響者行銷平台市場中供應商的當前狀態進行深入而詳細的評估。透過仔細比較和分析供應商的貢獻,您可以更深入地了解每個供應商的績效以及他們在爭奪市場佔有率時面臨的挑戰。這些貢獻包括整體收益、客戶群和其他關鍵指標。此外,該分析還提供了對該行業競爭性質的寶貴見解,包括在研究基準年期間觀察到的累積、分散主導地位和合併特徵等因素。有了這些詳細資訊,供應商可以做出更明智的決策並製定有效的策略,以在市場競爭中保持領先地位。
策略分析與建議
策略分析對於尋求在全球市場站穩腳跟的組織至關重要。對他們目前在影響者行銷平台市場中的地位進行全面評估,使企業能夠做出符合其長期願望的明智決策。此關鍵評估涉及對組織的資源、能力和整體績效進行徹底分析,以確定核心優勢和需要改進的領域。
[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 | |
---|---|
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