中國廣告協會：2023年中國KOL營銷趨勢洞察報告（60頁）.pdf

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1、2022109KOLKOL2023KOL2023KOLKOLKOLKOLKOLKOLKOLKOLKOLAIGCPREFACE2023*202125.5+4+57%30202245%60%70%+24H*202323+2.5Slogan*20218KFS+3/SEOAttentionInterestSearchPurchaseShareKOL+”42.1%26.5%13.3%12.6%12.6%8.9%3.3%1.0%0.3%2022CTR2022;=-/SEO20002010BBS2010201320192018201820032007201420162013&2023CRconcentrat

2、ion rateCR555.84%12.37%16.78%19.24%20.08%94.16%87.63%83.22%80.76%79.92%202020212021202220222020-2022%+/CR5(10%)CR59%43%47%47%54%55%59%64%65%69%72%73%73%73%74%74%74%76%78%82%83%84%95%100%3C&202220221-91000T97+1.2GMV 210+27.60.120.421.242.273.494.92245.9%197.0%83.3%53.7%40.9%1.5%4.2%10.6%15.5%20.1%24.

3、3%20182019202020212022E2023E2018-2023%577%30%13%50%10%20%26%29%202320232023202268.136.8202220211.9%62.6%6.3%15.1%22.4%25.0%1.1%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%0123456789B2021MAU2022MAU%101.7108.843.887.61955.3133.45127.620.4963557.2431%17%-53%10%84%4%B2021VS20222021202243.3%61.5%84.6%58.0%27.

4、1%32.5%26.8%B2022DAU/MAU/84.6%60%B5%32.5%20212022B/+26%+32%+139%+116%+52%KOLKOLKOLKOLKOLBKOL2021202281962337066118553141667181171034094461832832623055462760126%32%139%116%52%0%20%40%60%80%100%120%140%160%050000100000150000200000250000300000350000400000450000500000B2021-2022KOL20212022KOL41.7%40.5%45

5、.4%16.5%48.2%29.8%149.2%41.2%52.3%51.7%117.4%92.1%44.3%122.3%187.4%375.4%163.0%493.4%433.6%85.7%KOLKOLTOP10 KOLTOP10 KOLKOL2022KOL 2020H1 2020H2 202010-12 2021 2021 2021456 202111.11/12.122021tab”20227 202312020202020212021 2014810 2015 20166 2019 2019114 20208 20217 8 10IDEA202212022122023122014201

6、62017202020222021 20169 20223 20226FACT+2023201620172020201820192021FieldAllianceCampaignTop KOLVKOLAPPKOL+,29.0%,35.7%,27.0%,4.8%,0.4%,0.5%2022KOL0%50%100%202120220%50%202120220%20%40%60%202120220%20%40%60%202120222021.1.1-2022.11.302022KOLKOLKOC1+12%1+3*KOCKOC5WKOC10WKOC10WKOC5KBKOC1WBUPbilibiliUP

7、BUPKOC50001000-5000KOCKOC2022U+KOCKOLKOL2021VS2022KOC20212022QuestmobileKOL&KOL20208700+30+20211Bxxx2022367BKOL2.8KOL0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%202262022720228202292022102022112022121000W500-1000W100-500W50-100W50WKOLTOP15002022.1.1-2022.11.3050%10w33%3%2%40%27%0%5%8%58%17%50%0

8、%9%22%63%14%67%0%75%67%63%81%97%60%67%96%85%92%42%75%50%91%91%78%38%71%33%80%25%33%T1T2T3TOP150060%67%63.3%=1000WAVGKOLKOLKOLKOLKOLKOLKOLKOLKOCTGI2022.1.1-2022.11.30小紅書爆文筆記各層級CPE分布（元）2021.1.1-2022.11.3020212022KOLKOC2022KOC202110%27%BKOLKOLKOC100W20-100W5-20WKOC-5W500W100-500W10-100WKOC-10W500W100-5

9、00W5K-100WKOC-5K1000W100-1000W10-100WKOC-10W100W10-100W1-10WKOC-1W200W50-200W10-50WKOC-10WKOLSTEP-05STEP-01STEP-03STEP-041V1KOLKOCKOCKOCKOLSTEP-02KOCKOC60%KOL20%20%KOC30%KOL30%40%KOC10%KOL30%60%KOC10%KOL20%70%KOC30%KOL30%40%KOLKOL13.9%13.0%18.7%14.5%20212022KOL22.8%17.8%14.1%9.5%21.0%16.2%13.1%11.2%

10、KOCKOL20212022 20222021KOL0.9%4.2%20212022=KOL*=*80.60%185.60%1.95%1%20222021KOLKOC201920202021202220221-x=2-3-TVCIPTVCIP TVC IP IP60%308%76%40%35%3.4DAU2.6DAU13+10%8202210W50%20219:120226:4KOL+17.9513.481.080.8225,514274,555050,000100,000150,000200,000250,000300,00002468101214161820賽馬期放量期項目內容種草期成果匯

11、總CPMCPEGMVGMV 976%CPM 25%CPE 24%1269.05%4000W+3000%+KOL2015以前20162017201820192020202120222023202420252026202720282029ChatGPTAIGCAI11141722283645587393118020406080100120140生成式AI市場規模預期（十億美元）Precedence Research AIFace IDAI3DSQL/3D/AIGCChatGPTAIGC3DAIGCAIAIAIChatGPTAIGPT-3AIGCAIGC2AIGC X 1AIGCAIGCAIGC X 3AIGC X 4AIGC X AIGCKOLKOL+AIGC01020304055506075519832009AIROIKOLKOC100KOLB35+30+GDMS4AKOL&KOLKOLGDMS&CAA&GDMSCopyright 2023 WeiboyiAll rights reserved