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1、Followers3.2MThis monthLast month2024Influencer MarketingBenchmarks ReportSports&FitnessTravelFood&drinkHealthFashionInfluencer marketing is on a meteoric riseMore than 80%of marketers agree:influencers are an essential part of their overall social media strategy,according to a Q3 2023 Sprout Pulse

2、Survey.Yet,the same survey found almost half of marketers struggle to measure the effectiveness of their influencer campaigns.Many dont know which benchmarks they should be hitting to remain competitive with other industry players.Another third face resource constraintsstemming from plateaued or shr

3、inking budgetsthat keep their best influencer marketing ideas grounded.Without knowing what influencer marketing success looks like,it can be hard to secure future buy-in or make the case for continuing current influencer marketing efforts.We surveyed over 2,000 consumers to get their perspective,an

4、d gathered data from Tagger by Sprout Social to uncover what constitutes successful influencer marketing ROI for brands across industries.Are your influencer marketing investments paying off?Jason Doyle$14kPerformanceThis monthLast month01Influencer Marketing Benchmarks R|SproutSocial02Influencer Ma

5、rketing Benchmarks R|SproutSocialFor brands in these categories,these insights can help you connect the dots when designing campaigns and finding influencers to partner with.For others,it can inspire unexpected partnerships with influencers who already align with your audiences interests.Creating in

6、fluencer content audiences wantThe consumer POV:across demographics,people are most interested in influencer content in the food and drink,beauty,and fashion categories.But when you zoom in,there are distinctions across genders and ages.Sports rank highly for both men and Gen X.Gen X favors influenc

7、er content about movies and TV.Millennials are more likely to seek out lifestyle content.Gen Z and Millennials are more interested in fitness content.Beauty is a top category for women across age groups,and fashion is of interest to women,Gen Z and Millennials.Consumers favorite influencer marketing

8、 topics by demographic03Influencer Marketing Benchmarks R|SproutSocialAll consumersFood&DrinkBeautyFashionMusicDIY&Crafting12345Millennials(25-40)Gen X(41-56)Gen Z(18-24)FashionBeauty,Food&DrinkGamingFitnessMusic12345BeautyFood&DrinkFashionDIY&Crafting,Fitness,GamingLifestyle12345Food&DrinkBeautyMov

9、ies&TV,MusicDIY&CraftingSports12345MenGaming,SportsMusicFood&DrinkMovies&TVLifestyle12345WomenBeautyFood&DrinkFashionDIY&CraftingLifestyle12345Influencer marketingbenchmarks by industryThe maturity and volume of influencer marketing content varies greatly by industry.Businesses in fashion,beauty and

10、 fitness have been perfecting their influencer marketing formula on social for over a decade,while brands in education and finance are still finding their way.Thats why measuring the success of your influencer marketing efforts 1:1 with other brands doesnt always paint a clear picture.BeautyEducatio

11、nFashionFood&DrinkHealthFinanceGamingMusicSports&FitnessTravel0608101214161820222404Influencer Marketing Benchmarks R|SproutSocialDive into the influencer marketing benchmarks for each of theseindustries so you can better contextualize your own |SproutSocialEducationBeautyFashionFinanceFood&DrinkGam

12、ingHealthMusicSports&FitnessTravelMusicTravel$182B$18.5B$234B$5.47B$122B$125B$28.2B$211B$153B$34.6B25.8M1.22M41.6M1.04M11.5M8.66M8.57M10.2M22.6M6.5MPosts253K5.29K416K4.41K78.8K20.6K41.6K55K164K72KProfiles86.5B6.52B123B1.43B42.7B24.8B11.4B94.7B70.6B17.4BEngagementsEarned media value(EMV)B508B33.9B1.2

13、1T15.5B392B129B124B1.09T604B115BImpressions1.95%1.21%1.53%0.89%1.19%0.95%1.07%0.99%1.6%2.4%Engagement rateInfluencer marketing benchmarks by industry05Influencer Marketing Benchmarks R|SproutSocialTop beauty creators by engagementsAlix EarleMikayla Nogueira HawkenKim and NorthDaus MendoazHania Aamir

14、Beauty publishing&engagement trendsPlatformPostsEngagement RateInstagram20.4M2%TikTok3.63M2.46%X(Formerly Twitter)768K0.83%YouTube509K0.86%Facebook442K0.18%06Influencer Marketing Benchmarks R|SproutSocialBeautyFrom full glam tutorials in the early 2010s to the post-lockdown“clean girl aesthetic,”bea

15、uty influencers have solidified their status as the ultimate trend drivers.As the trend cycle speeds up,social users appetite for how-tos and reviews has become more voracious.In 2023,there were 25.8 million beauty influencer posts that had an average engagement rate of 1.95%.Posts on TikTok and Ins

16、tagram reigned supreme,with+2%average engagement rates.07Influencer Marketing Benchmarks R|SproutSocialViews11.2 MBrand Ambassadorshes hydrating,coverage is just enough fr,she is the moment!golloriaInfluencers give Fenty Beauty products glowing reviewsFenty Beauty was one of the most popular beauty

17、brands mentioned by influencers in 2023,with more than 41,000 posts about the company and its products.Most influencer posts,like this one from golloria,are positive product tutorials that seem true to the creators style.This format works well for Fenty,as the company had one of the highest industry

18、 engagement rates of 4.3%(more than double the average)in 2023 and delivered an earned media value of$205 million.BeautyEducationIn most categories,consumers use social media to learn about topics of interest.The education industry itself is no exception.Users search for everything from information

19、about higher ed institutions to grade school classroom-specific hacks.To meet this thirst for knowledge,over 1.22 million education-related influencer posts from 5,290 different profiles were published in 2023.The posts had an average engagement rate of 1.21%,with the highest engagement on TikTok,fo

20、llowed by Instagram.08Influencer Marketing Benchmarks R|SproutSocialTop education creators by engagementsBrady KellyKobi BrownWyatt EidenNoelle CheneyGohar KhanEducation publishing&engagement trendsPlatformPostsEngagement RateInstagram628K1.66%TikTok219K2.63%X198K0.29%YouTube89.2K0.33%Facebook83.6K0

21、.21%09Influencer Marketing Benchmarks R|SproutSocialCanva illustrates the value of influencer contentCanva,the online design app,has proven to be a critical tool for teachers and students in classrooms worldwide.Influencers created 2,480 posts about the brand in 2023,like this post from theeppichcla

22、ssroom.In the video,the educator-turned-influencer details how to export and collaborate on Canva presentations.Overall,influencer posts about Canva had an average engagement rate of 1.67%(higher than industry average)and garnered$3.34 million in earned media value.EducationFollowers80.1KPaid partne

23、rshipYou can have a timer instantly on Canva!#teachersoftiktoktheeppichclassroomCanva illustrates the value of influencer contentCanva,the online design app,has proven to be a critical tool for teachers and students in classrooms worldwide.Influencers created 2,480 posts about the brand in 2023,like

24、 this post from theeppichclassroom.In the video,the educator-turned-influencer details how to export and collaborate on Canva presentations.Overall,influencer posts about Canva had an average engagement rate of 1.67%(higher than industry average)and garnered$3.34 million in earned media value.Educat

25、ionFashionGen Z consumers craving for fashion inspiration from influencers propelled the category to the most-viewed on social media.In 2023,influencer fashion content reached a monumental 1.21 trillion impressions(mainly on Instagram).When you consider the regular rise(and fall)of fashion aesthetic

26、s and the thousands(if not millions)of brands competing for attention,its critical companies amplify their reach by partnering with influencers.The industry average engagement rate is 1.53%,but the average engagement rate on TikTok is 2.26%suggesting the networks hyper-tailored algorithm works in th

27、e fashion industrys favor.10Influencer Marketing Benchmarks R|SproutSocialTop fashion creators by engagementsHaley KalilFujianti Utami PutriVirgnia FonsecaMeicy VilliaGeorgina RodriguezFashion publishing&engagement trendsPlatformPostsEngagement RateInstagram35.8M1.59%TikTok2.63M2.26%X1.59M0.24%Faceb

28、ook979K0.21%YouTube549K0.97%11Influencer Marketing Benchmarks R|SproutSocialI think the illusion that we dont have timeis what creates poor performing pressure moments”-nnekaogwumikeadidas and nnekagwumikeLikes6.5KPaid partnershipInfluencer marketing helps Adidas scoreThe German athletic apparel bra

29、nd Adidas was among the top mentioned fashion brands in 2023,mentioned in almost 43,000 influencer posts from 10,000 unique profiles.The brand is known for partnering with athletes-turned-influencers,like in this collaboration with WNBA star nnekaogwumike.Their influencer content is typically inspir

30、ational,appealing to athletes and fashion enthusiasts alike.In 2023,Adidas influencer posts had an engagement rate of 1.4%(dipping just below industry average),and were worth$103 million in earned media value.FashionFinanceFinTok,or Financial TikTok,normalized conversations about money,investing and

31、 entrepreneurship,establishing financial influencers as credible sources.In 2023,financial topics dominated social conversations in the face of an uncertain economy.There were 1.04 million influencer posts about the finance industry.The posts had an average engagement rate of 0.89%,but received even

32、 higher engagement on Instagram and TikTok.12Influencer Marketing Benchmarks R|SproutSocialTop finance creators by engagementsJC RodriguezJenny HoyosKowshik MaridiMelissa ArriaVivian TuFinance publishing&engagement trendsPlatformPostsEngagement RateInstagram376K1.61%YouTube256K1.08%X208K0.1%Facebook

33、103K0.09%TikTok93.9K1.75%13Influencer Marketing Benchmarks R|SproutSocialShopkick is rewarded for their Influencer marketing activationsShopkick,the rewards app that helps users earn money while they shop,was among the most mentioned finance brands by influencers and creators in 2023.There were over

34、 2,600 posts about the brand,like this YouTube video from Krys The Maximizer.In the video,Krys teaches viewers about the art of using Shopkick to stock up on their favorites.Instructional posts like this are the bread and butter of Shopkick influencer content,which had an engagement rate of 0.5%and

35、totaled$1.95 million in earned media value.FinanceSubscribeHow to Use the Shopkick App|Shopkick Tutorial|Earn FREE Gift CardsKrys The MaximizerShopkick is rewarded for their influencer marketing activationsShopkick,the rewards app that helps users earn money while they shop,was among the most mentio

36、ned finance brands by influencers and creators in 2023.There were over 2,600 posts about the brand,like this YouTube video from Krys The Maximizer.In the video,Krys teaches viewers about the art of using Shopkick to stock up on their favorites.Instructional posts like this are the bread and butter o

37、f Shopkick influencer content,which had an engagement rate of 0.5%and totaled$1.95 million in earned media value.FinanceViews9.9K14Influencer Marketing Benchmarks R|SproutSocialFood&DrinkIf youve heard the expression“phone eats first,”you know that sharing posts about meals is ubiquitous on social m

38、edia.Not only do users share pictures and videos of their own food and drink,but they also have a taste for the same content from influencers.In 2023,there were over 11.5 million influencer posts in the category with an average engagement rate of 1.19%.A majority of the posts were on Instagrama chan

39、nel synonymous with food and beverage inspobut posts on TikTok actually saw the highest engagement rate.Top food&drink creators by engagementsBayashi TVCzn BurakAlbert_cancookKeith LeeYuuuuto38Food&Drink publishing&engagement trendsPlatformPostsEngagement RateInstagram7.94M2%Facebook1.43M0.09%TikTok

40、1.05M3%X628K0.19%YouTube397K1.55%15Influencer Marketing Benchmarks R|SproutSocialPaid partnershipFollowers52.3Whats your favorite way to enjoy Nutella?#ad#worldnutelladay#giveanutellasmilethepasinisNutella makes influencer marketing sweetNutella,the brand behind the beloved Italian hazelnut spread,w

41、as one of the most mentioned food and beverage brands in 2023,with more than 20,000 influencer posts about the company.Nutella typically partners with influencers who regularly create food-specific content.For example,thepasinis delight their audiences by taste-testing American sweets and comparing

42、them to Italian counterparts(like Nutella).Content like this explains why posts about Nutella have an impressive average engagement rate of 3.38%more than 2%above the industry averageand an earned media value of$105 million.Audiences expect to see this content from their influencer partners,and are

43、more likely to engage.Food&DrinkGamingFrom reviews to streaming play to going deep on fantasy lore,influencer marketing has introduced new ways for players to interact with their favorite games(and the brands behind them).For example,without influencers hyping launches and pre-releases on social,bra

44、nds would miss crucial opportunities to get new products in front of audiences.Most influencer posts about the gaming industry are on X,Twitch and YouTubenetworks known for real-time updates,live streams and immersive video content.The gaming industry has an average engagement rate of 0.95%.16Influe

45、ncer Marketing Benchmarks R|SproutSocialTop gaming creators by engagementsRiversChusterO Victor MagalhesIShowSpeedLanas LifeGaming publishing&engagement trendsPlatformPostsEngagement RateX4.13M0.24%Twitch1.39MN/AYouTube1.24M0.78%Instagram1.17M3.15%Facebook397K0.2%TikTok329K2.19%17Influencer Marketin

46、g Benchmarks R|SproutSocialPlayStation takes influencer marketing to the next levelPlayStation was a top mentioned gaming brand in 2023,with 8,600 unique influencer posts about the company and its products.Like this post from raidersofthelostpodcast,where the creators delve into the Last of Us franc

47、hise,a crown jewel of PlayStations gaming library.PlayStations influencer partnerships are almost exclusively with creators who already talk about their games and products,which is why their average influencer content engagement rate is among the highest in the industry at 1.85%.GamingBrand ambassad

48、or#Ad If youre at all into gaming or just love a great story.raidersofthelostpodcastEngagements47.3KHealthConsumers often turn to search engines for accessible health advice and product recommendations.But now theyre increasingly asking Dr.TikTok and Dr.Instagram for cures to their ailments and how

49、to do everything from straightening their teeth to finding a doctor.As a result,health influencers are gaining substantial followings,and emerging as trusted voices.There were 8.57 million influencer posts about the health industry in 2023,and these posts had an average engagement rate of 1.07%.18In

50、fluencer Marketing Benchmarks R|SproutSocialTop health creators by engagementsNicole LaPeraDr.Michael Salzhauer(“Dr.Miami”)Enfermo Jorge AngelDr.Karan RajanMoore WellnessHealth publishing&engagement trendsPlatformPostsEngagement RateX4.89M0.13%Instagram2.77M1.67%TikTok493K1.96%Facebook285K0.09%YouTu

51、be119K0.88%19Influencer Marketing Benchmarks R|SproutSocialPaid partnershipLets get ready to take on SXSW with invisalign!#invisalignpartner sophiacuerquisFollowers376KInvisalign inspires influencers to share their smilesInvisalign,known for their clear dental aligners,was one of the most mentioned

52、health brands in 2023.The Invisalign#SmileSquad are influencers who share before-and-afters of their smiles and a look at the process from start to finish.They also shared behind the scenes footage from events hosted by the brand,like this video from sophiacuerquis.In total,there were over 4,000 inf

53、luencer posts about Invisalign in 2023 that delivered an earned media value of$2.12 million.HealthMusicSocial media has become the premier destination for discovering new music.Artistsfrom unknown acts to global superstarsstrategically release singles that are likely to become trending sounds.The im

54、mense volume of music industry content across genres drove an enormous 1.09 trillion impressions in 2023,and an average engagement rate of 0.99%.Most of the music industry influencer content“charted”on Instagram and X,but TikTok videos received the most engagement(though that could change this year

55、due to new industry limitations).20Influencer Marketing Benchmarks R|SproutSocialMusic publishing&engagement trendsPlatformPostsEngagement RateInstagram3.89M1.61%X3.61M0.15%Facebook1.36M0.14%TikTok815K2.18%YouTube500K0.62%Top music creators by engagementsBTSSEVENTEENTomorrow X TogetherENHYPHENAespa2

56、1Influencer Marketing Benchmarks R|SproutSocialSpotify rises to the top of the influencer marketing chartsThe streaming service Spotify was one of the most mentioned music brands in 2023.They use influencer marketing to promote music discovery and customized playlists,driving people from social to t

57、heir platform.There were over 35,500 posts about Spotify in 2023,primarily from creators who are music aficionados or relatively unknown artists.The posts had an engagement rate of 1.05%and delivered an impressive earned media value of$398 million.MusicPaid partnershipLikes4.8Klets see how 2024 goes

58、 Spotify#playlistinabottle#spotifygabescoSports&FitnessWhether youre looking for a workout,the best gear or to catch the highlights of last nights game,theres a sports/fitness influencer who can help.In 2023,there were 22.6 million influencer posts about the sports and fitness industry,with most of

59、the buzz happening on platforms like Instagram,TikTok and X.Influencer content in this category has an average engagement rate of 1.6%,a testament to audience interest.22Influencer Marketing Benchmarks R|SproutSocialSports&Fitness publishing&engagement trendsPlatformPostsEngagement RateInstagram17.8

60、M2.31%X2.06M0.16%TikTok1.17M2.51%Facebook890K0.19%YouTube650K1.17%Top sports&fitness creators by engagementsChennai Super KingsVirat KohliCeline DeptCalciatori BruttiChris Bumstead23Influencer Marketing Benchmarks R|SproutSocialPaid partnershipThink you can hit like me?Gymshark are giving 10,000 to

61、anyone who can hit as hard as me.francisngannou and gymsharkLikes1.35KInfluencer marketing feeds demand for GymsharkFitness inspirationor#Fitspohas become a dominant part of social media influencer culture,and Gymshark leans into it.The British sportswear brand has used influencer marketing as an es

62、sential part of their playbook since the beginning,and it helped them transform from unknown startup to household name.The brand was among the top fitness companies mentioned in 2023 with over 16,000 influencer posts about Gymshark and its products.The posts had an impressive engagement rate of 6.12

63、%(a category high)which generated$266 million in earned media value.This post from Gymshark athlete francisngannou demonstrates what helps Gymshark stand out:they partner with influencers who perform aspirational feats,and challenge viewers to do the same.Sports&FitnessTravelIf the best way to exper

64、ience a destination is to visit,the second best is to see it through the eyes of an influencer.Travel influencers have become a critical part of the hospitality industry,giving would-be tourists a first look at hotels,resorts,restaurants and theme parks.There were over 6.5 million influencer posts a

65、bout the travel industry in 2023,which resulted in an average engagement rate of 2.4%.Visual-forward posts on Instagram and YouTube immerse followers in influencers destinations,which helps them secure the highest platform engagement rates.24Influencer Marketing Benchmarks R|SproutSocialTravel publi

66、shing&engagement trendsPlatformPostsEngagement RateInstagram5.4M2.82%X395K0.21%TikTok300K3.21%Facebook261K0.55%YouTube146K1.83%Top travel creators by engagementsChingu amigaAbhishek MalhanNathan KesselYBS YoungbloodsLuz Carreiro25Influencer Marketing Benchmarks R|SproutSocialPaid partnershipmuinatab

67、dulanyway who wants a romantic weekend with me in shreks swamp?#airbnbpartner#airbnbAirbnb:Home is where the influencer isAirbnb,the vacation rental property company,is known worldwide for homestay experiences.From humble abodes to magical chateaus,vacation renters can find any travel experience the

68、yre looking for.Influencers help highlight some of the most unique options on the app.In this playful video from muinatabdul,the Shreks Swamp rental property is highlighteda lifelike imagining of the childrens movie.There were 5,370 influencer posts about Airbnb in 2023 that had an impressive averag

69、e engagement rate of 4.38%(almost double industry average)and an earned media volume of$22.9 million.TravelLet industry benchmarks pave the way for influencer marketing investmentsTheres no one-size-fits-all approach to influencer marketing.What works for one brand might not be relevant for anotherc

70、opying and pasting someone elses strategy isnt the answer.Instead,root your plans in industry-specific data to get a sense of whats possible and contextualize your KPIs.26Influencer Marketing Benchmarks R|SproutSocialUse these insights to set ROI expectations for your influencer marketing program,an

71、d get decision makers on board with your future plans.Growth6.2MThis monthLast monthAbout Sprout SocialSprout Social is a global leader in social media management and analytics software.Sprouts intuitive platform puts powerful social data into the hands of more than 30,000 brands so they can deliver

72、 smarter,faster business impact.With a full suite of social media management solutions,Sprout offers comprehensive publishing and engagement functionality,customer care,influencer marketing,advocacy and AI-powered business intelligence.Sprouts award-winning software operates across all major social

73、media networks and digital platform.Learn more at Request a demoAbout the dataThis consumer and marketer research cited in this report was conducted online by Cint,a global market research firm,on behalf of Sprout Social.Participants included 2,000 consumers across the US and UK who have at least on

74、e social media account and follow at least five brands on social media,as well as 300,full-time US marketers who are responsible for their brands social media strategy(i.e.,performed the job themselves or managed someone who does).The consumer survey was conducted from February 13,2024 to February 2

75、0,2024.The marketer survey was conducted from August 16 to August 21,2023.The benchmarks data was sourced from Tagger by Sprout Social,analyzing posts from more than 10 million vetted social profiles between January 1,2023,and December 31,2023.Data includes posts from Facebook,Instagram,TikTok,Twitch,X(Formerly Twitter)and YouTube.For questions about the data,please