【Later】2024年网红营销数据统计和基准报告_72页_1mb

2024 Influencer Benchmarks Report Summary

Core Content Overview

This report provides detailed insights into influencer marketing performance across various industries and influencer types, based on data collected from September 1, 2023, to March 1, 2024. It includes analysis of over 45,000 posts and 2,900 campaigns across multiple platforms, with a focus on engagement, impressions, and cost metrics.

Key Influencer Types and Performance

Nano & Micro Influencers

• Nano (0-10K followers):

  • Avg. Impressions per Campaign: Varies by content type (e.g., 885 for IG Posts, 1,958 for IG Reels, 3,897 for TikTok)
  • Engagement Rate: Highest for Nano influencers (e.g., 11.16% for IG Posts, 7.76% for IG Reels, 3.65% for TikTok)
  • Cost Per Activation (CPA): Ranges from $120 to $630
  • Cost Per Engagement (CPE): Ranges from $1.15 to $6.47
  • Cost Per Thousand Impressions (CPM): Ranges from $124.33 to $208.46

• Micro (10K-100K followers):

  • Avg. Impressions per Campaign: Ranges from 5,831 to 40,771
  • Engagement Rate: Ranges from 9.92% to 10.82%
  • CPA: Ranges from $233 to $1,692
  • CPE: Ranges from $0.74 to $2.01
  • CPM: Ranges from $88.99 to $61.56

Mid & Macro Influencers

• Mid (100K-500K followers):

  • Avg. Impressions per Campaign: Ranges from 25,640 to 289,213
  • Engagement Rate: Ranges from 6.67% to 10.82%
  • CPA: Ranges from $1,865 to $2,515
  • CPE: Ranges from $2.25 to $13.40
  • CPM: Ranges from $118.38 to $561.90

• Macro (500K+ followers):

  • Avg. Impressions per Campaign: Ranges from 257,220 to N/A
  • Engagement Rate: Ranges from 4.69% to 196%
  • CPA: Ranges from $2,565 to $12,000
  • CPE: Ranges from $0.99 to $2.19
  • CPM: Ranges from $39.26 to $63.42

Key Takeaways

• Nano and Micro influencers offer the highest engagement rates and lowest costs, making them ideal for brands aiming to build trust and awareness.
• Instagram Reels consistently outperform other content types in engagement and impressions, especially for Micro and Mid-tier influencers.
• TikTok is the platform with the highest impressions and engagements for most industries, indicating its potential for driving sales and brand awareness.
• CPA and CPE rates have increased for many platforms, likely due to more sophisticated audiences and increased awareness of sponsored content.
• Macro influencers are more selective and command higher rates, often used for high-budget campaigns like product launches.
• Additional costs such as usage rights, exclusive rights, and cross-posting are common among creators, with 41% charging for brand links in their bio.

Industry-Specific Insights

CPG (Consumer Packaged Goods)

• TikTok has the highest impressions per post, with a 135% increase HoH.
• Instagram Feed Posts have the lowest CPE, making them a cost-effective option for awareness.
• Instagram Reels offer higher engagement and better ROI compared to other platforms.

Consumer Electronics

• Instagram Reels and TikTok show strong performance in engagement and impressions.
• Brands are expected to increase investment in YouTube for in-depth product reviews and tutorials.

Cosmetics & Fragrances

• TikTok has high impressions and engagements, despite a slight drop HoH.
• Instagram Reels offer a good ROI, with a 77.18% increase in CPA.
• TikTok Shop presents new opportunities for sales through creators.

E-Commerce / D2C

• Instagram Reels have a higher CPE and CPA compared to Feed Posts, but still show strong engagement.
• TikTok has the highest impressions and engagements, suggesting it's a key platform for driving conversions.

Fashion & Apparel

• TikTok and Instagram Reels are the most effective for showcasing products in an authentic manner.
• Pinterest has shown significant growth in CPE and CPA, indicating untapped potential for inspiration and clicks.

Food & Beverage

• TikTok has the highest impressions and engagements, making it ideal for food-related content.
• Instagram Feed Posts have the highest engagement rate, likely due to detailed captions and carousel posts.
• Pinterest has a high CPE and CPA, suggesting it's a good platform for recipe sharing and product inspiration.

Healthcare

• Instagram Feed Posts have the highest engagement rates, possibly due to longer captions and detailed use cases.
• TikTok has lower engagement rates due to regulatory challenges.
• Facebook has high CPE and CPA, indicating potential for brand awareness.

Home & Interior

• Instagram is the most used platform for Home & Interior brands.
• TikTok and Pinterest show untapped potential for content that inspires home decor and interior design.

Media & Entertainment

• TikTok has the highest impressions and most content per campaign.
• Instagram Reels offer a good balance of engagement and cost.

Restaurants & QSR

• The data is incomplete, but the trend suggests that TikTok and Instagram Reels are effective for driving engagement and visibility.

Additional Notes

• Engagement rates have declined overall, possibly due to increased sponsored content and more sophisticated audiences.
• Fair pay is a top priority for creators, with 74% emphasizing the importance of fair compensation.
• Brand alignment and personal interest are also crucial for successful influencer partnerships.
• Collaboration with a large group of Micro creators can help scale campaigns while increasing engagement.
• Setting a flat rate is recommended for large-scale campaigns, while budget Tetris is useful for more selective partnerships.

Tips for Optimizing Campaigns

• Use Instagram Reels for high engagement and brand awareness.
• Leverage TikTok for high impressions and authentic content.
• Provide clear briefs with defined messaging and CTAs to guide creators effectively.
• Consider additional costs like usage rights and brand links when negotiating with creators.
• Focus on organic content to ensure better engagement and results.