市場調查報告書
商品編碼
1489418
到 2030 年影響者行銷平台市場預測:按行銷類型、產品、組織規模、產業、應用程式、最終用戶和地區進行的全球分析Influencer Marketing Platform Market Forecasts to 2030 - Global Analysis By Marketing Type, Offering, Organization Size, Vertical, Application, End User and By Geography |
根據 Stratistics MRC 的數據,2023 年全球網紅行銷平台市場規模為 191 億美元,預計到 2030 年將達到 1,566 億美元,預測期內複合年成長率為 35.0%。
有影響力的行銷平台將品牌與社群媒體平台上有影響力的個人聯繫起來。它促進合作,並允許品牌透過影響者的真實認可和內容創作來接觸目標受眾。這些平台通常提供宣傳活動管理、影響者發現、受眾分析和績效追蹤等功能。品牌可以根據受眾人口統計、參與率和內容相關性等因素來識別合適的影響者。有影響力的人透過在保持創新控制的同時將其線上形象收益而受益。該平台充當市場,簡化溝通、談判和支付流程。
根據 IZEA Insights:影響人工智慧報告,高達 67% 的影響者正在積極地將人工智慧工具融入他們的內容創作過程中,這表明它們的好處得到了廣泛採用和認可。
社群媒體平台的不斷擴張
新的社群媒體平台經常引入創新的內容格式,例如 Snapchat Stories 的短暫內容或 TikTok 的直播影片功能。有影響力的行銷平台必須靈活並回應這些不斷發展的格式。透過提供針對這些新內容類型量身定做的工具和分析,品牌可以進行更具吸引力和更有效的影響者宣傳活動。透過提供針對這些新內容類型量身定做的工具和分析,品牌可以進行更具吸引力和更有效的影響者宣傳活動。
複雜的投資收益衡量
複雜的投資收益衡量方法通常需要複雜的分析工具和專業知識,這些工具成本高且資源密集。這種進入障礙對中小型企業 (SMB) 的影響尤其嚴重,因為他們沒有預算或資源來投資先進的測量技術。因此,小型企業可能不會參與有影響力的行銷宣傳活動,從而限制了有影響力的行銷平台的成長潛力。
對數位廣告支出的需求不斷成長
隨著傳統廣告管道的效率下降,品牌正在為數位行銷計分類配更多預算。有影響力的行銷提供了一種有吸引力的替代方案,使品牌能夠在更個人化的層面上與消費者建立聯繫,並提高品牌知名度、參與度和銷售量。這種預算轉變正在推動影響者行銷平台市場的成長。
虛假關注者和參與度問題
未能解決假粉絲和參與問題的影響者行銷平台可能會損害其在行業中的聲譽。品牌和有影響力的人可能會認為此類平台不值得信賴或無效,從而導致使用率和參與度下降。圍繞假粉絲的負面宣傳可能會損害平台的聲譽,並阻礙其吸引和留住品牌和影響者的能力。
COVID-19 的影響
隨著人們在網路上花費的時間越來越多,品牌已經轉向有影響力的行銷來與家庭受眾建立聯繫。強調遠端協作、信任和同理心的平台越來越受歡迎。最初預算被削減,但隨著企業意識到在不確定時期影響者參與的價值,市場已經反彈。疫情加速了虛擬活動、DIY 內容和社會影響力宣傳活動等趨勢,促使有影響力的行銷平台快速適應和創新。
產品公告和公告部分預計將在預測期內成為最大的部分
產品公告和公告部門有望實現利潤豐厚的成長,因為與影響者發現、宣傳活動管理、績效衡量或影響者關係管理相關的新產品特性和功能可以產生興奮並吸引新用戶。此外,創新產品的推出吸引了投資者的關注,並導致該平台的資金籌措增加。這筆額外資金將推動進一步的開拓和市場擴張。
影響者關係管理領域預計在預測期內複合年成長率最高
影響者關係管理領域預計在預測期內將以最高複合年成長率成長。這是由於擴大採用影響者關係管理功能,因為與影響者的牢固關係有助於確保長期合作夥伴關係、重複合作,並透過增加行銷宣傳活動的潛力來建立更一致和有效的影響者關係。品牌認知到影響者關係的重要性,並正在尋找提供強大影響者關係管理功能的平台。
預計亞太地區在預測期內將佔據最大的市場佔有率。它在將品牌與與獨特偏好和當地受眾產生共鳴的影響者聯繫起來方面發揮著關鍵作用。隨著電子商務在該地區的持續蓬勃發展,這些平台為宣傳活動最佳化和績效分析提供了重要的工具。此外,考慮到該地區的文化多樣性,這些平台應該提供廣泛的影響力,使品牌能夠真正參與全部區域的活動。
預計北美在預測期內複合年成長率最高。這是因為人工智慧技術的整合已經徹底改變了產業,實現了精準的受眾定位、內容最佳化和宣傳活動績效分析。同時,該地區社群媒體的普及為網紅合作提供了肥沃的土壤,Instagram、TikTok和YouTube等平台成為品牌推廣的重要管道。此外,北美擁有許多市場上有影響力的供應商,促進了創新和競爭。
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.