【Sprout_Social】2024年网红营销基准报告_28页_11mb
报告摘要
Influencer Marketing Benchmarks Report Summary (2024)
Core Content Overview
Influencer marketing continues to grow rapidly, with over 80% of marketers acknowledging its importance in their social media strategy. However, measuring its effectiveness remains a challenge for many, with nearly half of marketers struggling to define clear benchmarks and a third facing budget constraints. This report provides industry-specific benchmarks and insights to help brands better understand and contextualize their influencer marketing ROI.
Main Points
- Influencer marketing is on a meteoric rise and is now a key component of social media strategy for most brands.
- Marketers often lack clear benchmarks and face resource limitations, which hinder the ability to measure ROI effectively.
- Consumer preferences vary by demographic, with different categories and content types resonating more with specific age and gender groups.
- Industry benchmarks are essential for contextualizing performance and setting realistic ROI expectations.
Key Industry Benchmarks
| Industry | Posts | Profiles | Engagement Rate | Engagements | Earned Media Value (EMV) | Impressions |
|---|---|---|---|---|---|---|
| Beauty | 25.8M | 253K | 1.95% | 86.5B | $182B | 508B |
| Education | 1.22M | 5.29K | 1.21% | 6.52B | $18.5B | 33.9B |
| Fashion | 41.6M | 416K | 1.53% | 123B | $234B | 1.21T |
| Finance | 1.04M | 4.41K | 0.89% | 1.43B | $5.47B | 15.5B |
| Food & Drink | 11.5M | 78.8K | 1.19% | 42.7B | $122B | 392B |
| Gaming | 8.66M | 20.6K | 0.95% | 24.8B | $125B | 129B |
| Health | 8.57M | 41.6K | 1.07% | 11.4B | $28.2B | 124B |
| Music | 10.2M | 55K | 0.99% | 94.7B | $211B | 1.09T |
| Sports & Fitness | 22.6M | 164K | 1.6% | 70.6B | $153B | 604B |
| Travel | 6.5M | 72K | 2.4% | 17.4B | $34.6B | 115B |
Consumer Preferences by Demographic
- All Consumers: Food & Drink, Beauty, Fashion, Music, DIY & Crafting
- Gen Z (18-24): Fashion, Beauty, Fitness
- Millennials (25-40): Beauty, Food & Drink, Lifestyle, Fitness
- Gen X (41-56): Food & Drink, Beauty, Movies & TV, Music, Sports
- Men: Gaming, Sports, Music
- Women: Beauty, Fashion, Lifestyle, DIY & Crafting
Top Performing Brands by Industry
- Beauty: Fenty Beauty (41,000 posts, 4.3% engagement rate, $205M EMV)
- Education: Canva (2,480 posts, 1.67% engagement rate, $3.34M EMV)
- Fashion: Adidas (43,000 posts, 1.4% engagement rate, $103M EMV)
- Finance: Shopkick (2,600 posts, 0.5% engagement rate, $1.95M EMV)
- Food & Drink: Nutella (20,000 posts, 3.38% engagement rate, $105M EMV)
- Gaming: PlayStation (8,600 posts, 1.85% engagement rate, $125M EMV)
- Health: Invisalign (4,000 posts, 1.07% engagement rate, $2.12M EMV)
- Music: Spotify (35,500 posts, 1.05% engagement rate, $398M EMV)
- Sports & Fitness: Gymshark (16,000 posts, 6.12% engagement rate, $266M EMV)
- Travel: Airbnb (5,370 posts, 4.38% engagement rate, $22.9M EMV)
Platform Insights
- Beauty: Instagram (20.4M posts, 2% engagement rate), TikTok (3.63M posts, 2.46% engagement rate)
- Education: TikTok (219K posts, 2.63% engagement rate)
- Fashion: Instagram (35.8M posts, 1.59% engagement rate), TikTok (2.63M posts, 2.26% engagement rate)
- Finance: Instagram (376K posts, 1.61% engagement rate), TikTok (93.9K posts, 1.75% engagement rate)
- Food & Drink: Instagram (7.94M posts, 2% engagement rate), TikTok (1.05M posts, 3% engagement rate)
- Gaming: TikTok (329K posts, 2.19% engagement rate), Instagram (1.17M posts, 3.15% engagement rate)
- Health: TikTok (493K posts, 1.96% engagement rate)
- Music: TikTok (815K posts, 2.18% engagement rate)
- Sports & Fitness: Instagram (17.8M posts, 2.31% engagement rate), TikTok (1.17M posts, 2.51% engagement rate)
- Travel: Instagram (5.4M posts, 2.82% engagement rate), TikTok (300K posts, 3.21% engagement rate)
Conclusion
The report emphasizes that there is no universal influencer marketing strategy. Instead, brands should leverage industry-specific data and consumer insights to tailor their campaigns effectively. By understanding the preferred platforms and content types for each demographic and industry, brands can optimize their influencer marketing efforts to achieve better ROI and audience engagement.
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