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1、Trends and Performance metricsState of Influencer Marketing 20242024Updated:3 days agoViewsJohnny Mayhttp:/hafi.pro/janny_mayUpdated:3 days ago657 ViewsAmanda ColinsamandacolsUpdated:3 days agoViewsKatarina MalikatarinaaaUpdated:3 days ago809K FollowersJohnny MaymayjohnUpdated:3 days agoViewsKarina

2、BruskarycookingUpdated:3 days ago657 ViewsMedia kit Tanya_Khttp:/hafi.pro/tanya_kDIGITAL IN:NEW CHALLENGES,NEW MILESTONESBrands are spending more on influencer marketingWe predict that global spending on Instagram influencer marketing will reach$19.8 billion in 2024.However,brands are becoming more

3、calculated in their expenditures.They are leaning towards performance marketing,prioritizing return on investment and sonversions over brand awareness.The most popular collaboration methods include user-generated content,gifting,affiliate marketing,and sponsored digital ads with creators.AI is on th

4、e rise and it would change how content is createdThe Information noted that 27 AI-focused companies in Creator Economy space have raised more than$800 million from venture capitalists in 2023.Platforms,like Meta,are actively experimenting with AI,focusing on developing AI personas for diverse user a

5、ssistance across text,images(including Instagram filters and ad formats),and multi-modal experiences in videos.This reflects a dynamic landscape where AI is fundamentally altering content creation and user interactionsStricter government regulationsIn 2023,government regulators,specifically the Fede

6、ral Trade Commission(FTC),introduced stricter guidelines for social media influencers.The guidelines mandate influencers to transparently disclose any financial or personal relationship with a brand,encompassing gifts,discounts,or perks.This disclosure is now required not only in the video descripti

7、on but also explicitly within the video itself.While influencers were always obligated to disclose sponsorships,these new guidelines provide precise instructions on how to comply.The FTCs enforcement may potentially influence the content and engagement levels of influencer posts.Social Media Platfor

8、ms turned their attention to ad-free subscriptionsSocial media platforms are exploring diverse revenue streams beyond digital advertising.In October,Meta Platforms announced plans to introduce a paid,ad-free version of Facebook and Instagram for users in Europe.Concurrently,TikTok is also in the exp

9、erimental phase of testing a subscription-based offering,aiming to provide users with an ad-free experience.1/42/43/44/4OverviewTikTok Key FindingsYouTube Key FindingsInstagram Key FindingsInfluencer Marketing Market SizeInfluencer Marketing By CountryInstagramIntroduction2023 UpdatesUser Age and Ge

10、nderInfluencer CategoriesInfluencer TiersTop Growing AccountsInfluencer Engagement RateInfluencer FraudMost Talked About BrandsPricing and EMVTikTokIntroduction2023 UpdatesUser Age and GenderInfluencer TiersInfluencer Engagement RatePricingTop Growing AccountsMost Talked About Brands4567891011121314

11、151617181920212223242526272829303132333435YouTubeIntroduction2023 UpdatesUser Age and GenderInfluencer Tiers and Engagement RateInfluencer CategoriesTop Growing AccountsPricingGeneralTrends to WatchMethodologyCTikTWith its fun and entertaining short videos,TikTok has become the fastest-growing socia

12、l media platform.The preference for video content over images has contributed to its unstoppable rise,influencing other social media apps to incorporate similar short-form video features.1.6B2/362%67%Monthly active users globally.This number is continually growingof TikTok users are under 24 years o

13、ldNetflix,Target,and Amazon are the most talked about brands on TikTokof TikToker users are female and 46.9%are under 24 years old.If your brand or product is aimed at young women,TikTok is an ideal avenue for communicationof TikTok influencers are nano-influencers with 1k-10k followers.They have th

14、e highest ER(11.9%)among all influencer tiers.YouTYouTube continues to hold a prominent position in the influencer marketing landscape,enabling brands to create impactful campaigns and enhance brand awareness among its users.YouTube is the second most popular search engine globally.This means that t

15、he content uploaded by influencers on the platform remains discoverable for an extended period after its initial publication.2.6BPeople&Blogs,Entertainment,andMusic54%56%Total number of monthly active usersMore than 49%of videos on the platform are associated with these three categoriesof YouTube us

16、ers are between 18 and 34 years old,making it ideal for targeting this age group.However,it is still widely used by those between 35 and 44 years old(9.2%).YouTube is also more popular among a male audience in general.of marketers believe that YouTube videos are the most important content type for i

17、nfluencer marketingKEY FINDINGSIIn the world of influencer marketing,Instagram is without a doubt the foremost leader.45%2BMonthly active users globally.This number is continually growing76%of Instagram influencers are nano-influencers with 1k-10k followers.They have the highest ER(2.19%)among all i

18、nfluencer tiers.of users are 25 to 34 years old,making Instagram the perfect platform to target this age group68%of marketing specialists consider Instagram important for their influencer marketing campaignsLifestyle,Music,and BeautyMost Instagram influencers produce content related to these topicsI

19、nstagram,Zara,and Barbieare the most talked about brands on Instagram.Influencer Marketing Market Size Will Reach by 202522 Billion Year202320242025$B17.419.822.2Estimated Influencer Marketing Market GrowthHypeAuditor conservatively estimates the global influencer marketing market size to grow from

20、at a Compound Annual Growth Rate(CAGR)of during the forecast period.USD 17.4 billion in 2023 to USD 22.2 billion by 202512.6%Various factors,such as are expected to drive the adoption of influencer marketing.the rise of social ecommerce,redistribution of the advertising budget from television and of

21、fline towards digital advertising,and an increase in the usage of ad-blocking software,+12.6%$17.4B$22.2B20232025CountryUSABrazilIndiaIndonesiaUKJapanSpainGermanyFranceItaly%of sponsored and likely sponsored posts27%15.4%7%4.3%3.5%2.8%2.7%2.2%2.2%2.1%CountryUSABrazilIndiaRussiaIraqIndoneziaTurkeyUKI

22、talyFrance%of influencers13.8%13.7%4.9%4%3.8%3.3%2.7%2.6%2.4%1.9%Countries by number of sponsored and likely sponsored posts made by influencers in 2023Countries by number of Instagram influencersIn the realm of Instagram influencer marketing,the United States unquestionably holds the top position,c

23、ontributing to 27%of sponsored and potentially sponsored posts by influencers in 2023.The United States also leads in terms of the quantity of Instagram influencer accounts.A total of 13.8%of influencer accounts worldwide originate from the USA.The USA is the global leader in terms of Influencer Mar

24、keting Aof marketers agreed that Instagram is the number one influencer marketing platform.89%Creators on Instagram provide a unique avenue to authentically showcase products and services.Its a direct connection between customers and brands through trusted individuals on a platform they frequent.Ins

25、tagrams influencer marketing transcends traditional advertising barriers,with creator recommendations considered not just credible but highly effective for brand success.A staggering 87%of users take concrete actions after encountering product information in Instagram posts be it following a brand,v

26、isiting a retail store,or making a purchase.These compelling statistics underscore Instagrams role as a goldmine for leads in 2024 and beyond.Instagram is the top influencer marketing platform Opportunities for influencer marketingThe blue check mark(or verification badge)on social media platforms l

27、ike Instagram and Facebook is often associated with authenticity and credibility.It signifies that an account is genuine and belongs to a public figure,celebrity,or well-known entity.Brands may feel more confident working with verified influencers,but be aware that scammers are using verified accoun

28、ts on Facebook and Instagram to dupe Instagram adds the capacity to display up to 5 links in your profile bioOpportunities for influencer marketingThis update gives users the ability to add up to five links in their IG bio,expanding on its capacity to drive traffic.Influencers often rely on the link

29、 in their bio to direct their followers to various content,promotions,or affiliate links.Having the capacity to include more links provides influencers with greater flexibility and the ability to promote multiple products,services,or collaborations simultaneously.Being up-to-date with Instagram tren

30、ds can give your influencer marketing an extra edge over the competition.Here are the top Instagram updates from 2023.Meta launches paid verification on Instagram and FacebookThe subscription service allows users to add the coveted blue check mark to their Instagram and Facebook accounts for a month

31、ly fee.Meta Verified costs$11.99 per month on the web and$14.99 per month on mobile.1/42/4Opportunities for influencer marketingThat provides a new range of ways for brands to monetize UGC,while also giving creators more opportunities to form business partnerships by expanding the pool of potential

32、ad partners that can connect with them based on their posts.Instagram updated policies around UGC to expand content collaboration opportunitiesAdvertisers can now boost more types of organic Instagram content as partnered ads,including branded content with the paid partnership label,Instagram Collab

33、 posts,mentions,people tags,product tags,and other content without the paid partnership label.3/4Opportunities for influencer marketingThat provides a new range of ways for brands to monetize UGC,while also giving creators more opportunities to form business partnerships by expanding the pool of pot

34、ential ad partners that can connect with them based on their posts.Instagram launched ThreadsThreads became the fastest-growing consumer app,reaching 100 million users in just 5 days.4/4Instagram Updates 2023:Links,Threads,and Paid VerificationIn influencer marketing,user demographic data is a cruci

35、al component for crafting a successful strategy.Research indicates that:This demographic insight is invaluable for influencers and marketers seeking to optimize their engagement and reach on Instagram.Approximately 45%of Instagram users globally fall within the 25 to 34 age bracket,showing a margina

36、l 1%decrease from the previous year.Within this age group,23.7%are female,and 21.5%are male.Notably,over half of the global audience(87%)is aged 34 and younger,positioning Instagram as the ideal platform for brands aiming to target this age demographic.With HypeAuditor you can easily discover influe

37、ncers with the targeted demographic data at scale.Audience age55 y.o,10%45%25-34 Age of Global Instagram Users are in the Range Female Male 3.7%13-17Age2.4%4.8%35-445.6%21.3%18-2414.9%0.9%45-541.1%0.1%55-640.1%23.7%25-3421.5%54.4%Overall45.6%Distribution of Instagram Audience by age and gender?Ident

38、ify influencers in popular niches that align with your brand?Explore less competitive niches for unique opportunities?Target influencers with active audiences,such as athletes and sports clubs,to maximize engagement.Distribution of Instagram Influencers by Categories:Lifestyle Content Takes the LCat

39、egoryLifestyleMusicBeautyFamilyPhotographyArtHumor&Fun&HappinessFitness&GymShowsSports with a ballCategoryWinter sportsExtreme SportsRacing sportsSports with a ballComics&sketchesWater sportsNature&landscapesPhotographyCars&MotorbikesMusic2023,%13.7%9.8%8.3%6.4%6.4%5.8%5.6%3.2%3.1%2.8%2023,ER,%4.7%3

40、.9%3.4%3.2%3.0%2.8%2.7%2.5%2.3%2.3%Distribution of Instagram Influencers by categoriesDistribution of Instagram Influencer categories by ERMost Instagram influencers produce content related to:Other popular categories include:Less competitive niches are:LifestyleMusicBeautyFamilyShowsSports with a B

41、allFitness&Gym13.7%9.8%8.3%6.4%3.1%2.8%3.2%In terms of Engagement Rate,different kinds of Sport activities top off the list.The top 4 places are taken by Winter sports,Extreme sports,Racing sports,Sports with a ball.When planning an influencer marketing strategy,brands need to consider their objecti

42、ves,target audience,and budget.While mega-influencers and celebrities offer massive reach,nano and micro-influencers often provide higher engagement rates and a more authentic connection with their followers.The right influencer tier depends on the specific goals and preferences of the brands market

43、ing campaign.When it comes to classification,we break down Instagram influencers into five main groups(influencer tiers)based on their Instagram follower count.The largest group of creators by far is Nano-influencers who account for more than three-quarters of all influencers(76.8%),and have between

44、 1,000 and 10,000 followers.The second most popular group is Micro-influencers(18.23%).Mid-tier influencers with around 50,000-500,000 followers account for 4.56%,coming in third place.Unsurprisingly,Macro-influencers and Mega-influencers&Celebrities represent the smallest groups with just 0.2%and 0

45、.16%Over Half of All Instagram Creators Are Nano-InfluencersNano-influencers,1K-10KInfluencer tierPercentage76.86%Mid-tier influencers,50K-500K4.56%Micro-influencers,10K-50K18.23%Macro-influencers,500K-1M0.20%Mega-influencers&Celebrities,Over 1M0.16%Distribution of Instagram influencers by number of

46、 followersIn general,it is interesting to note that in 2022,the top 10 accounts grew by 864 million,and this year by 567 million new followers.Top Growing Instagram Accounts in 2023:Leo Messi Grew His Account by 26%Accountleomessicristianoinstagramselenagomeztaylorswifttherockvirat.kohlinikearianagr

47、andenatgeoInstagram Followers 493M612M664M428M277M393M264M306M380M283M2023 Followers Growth 102M96M84M64M41M40M37M36M35M32MER(%)0.38%0.98%0.02%1.11%2.60%0.06%0.58%0.03%0.89%0.02%26.3%18.7%14.5%17.7%17.4%11.3%16.3%13.3%10.4%13%Followers Growth,%In 2023,the fastest-growing accounts remained nearly ide

48、ntical to 2022,with the exception of Kylie Jenner,Khloe Kardashian,Kim Kardashian and Beyonce who didnt make the top 10 they were replaced by Taylor Swift,Virat Kohli,Ariana Grande,and National Geographic.Lionel Messi,a professional football player(26%follower growth),leads the list with 102M new fo

49、llowers gained in 2023.The Average Engagement Rate(ER)for Instagram brand accounts stands at 0.5%,a figure three times lower than the average ER seen among influencers.This stark contrast underscores the importance for brands to leverage influencers in their marketing strategies,as influencers tend

50、to garner higher engagement rates.ER on Instagram is calculated as the total number of likes and comments divided by the total number of followers,multiplied by 100%:LikesCommentsFollowersEngagement RateX 100%Nano-influencers tend to have stronger connections with their audience,and as such their ER

51、 is higher than the ER of other influencer groups:2.19%Nano1K-10K2.531.060.910.860.921.902.190.990.860.870.941.85Micro10K-50KMid-tier50K-500KMacro500K-1MMega&Celebrities,1MAverage ER20222023The average ER for all tiers of Instagram influencers has decreased by 0.05 percentage points compared to 2022

52、:2021 2022 2023Av.ER 2.18%1.9%1.85%Preference for Nano-Influencers:Brands aiming for strong audience connections and higher engagement may find value in collaborating with nano-influencers,as they tend to have a more engaged audience on a percentage basis.Adaptation to Changing Trends:The observed d

53、ecrease in average ER highlights the need for influencers and brands to adapt their strategies to changing trends and algorithms to maintain or improve engagement levels.Nano-Influencers Have Stronger Connections with Their Audience and Hold the Highest Engagement RateNano1K-10K35.2%50.1%54.7%58.1%6

54、1.2%34.1%47.8%49.3%56.0%58.5%Micro10K-50KMid-tier50K-500KMacro500K-1MMega&Celebrities,1M20222023Percentage of influencers impactedby fraud by follower countThe Average Percentage of Instagram Accounts Impacted by Fraud Decreased by 2.15%ompared to 2022,the average percent of Instagram accounts impac

55、ted by fraud decreased by 2.15%,making this the third year in a row that this number has decreased.This is a highly positive trend that shows that Instagram has begun to fight fraud more effectively,and that influencers themselves have realized that fraudulent methods of promotion do not work in the

56、 long term.Unfortunately,the number of influencers impacted by fraud is still very high(43.17%).Fake influencers and engagement could cost advertisers millions of dollars each year.Year2020202120222023Average55.39%49.23%45.32%43.17%Among the most popular gray hat tricks are:Buying followersBuying li

57、kes and commentsBuying stories viewsComments podsIt is important to understand that not all influencers who are impacted by fraud perform fraudulent actions/violate Instagram guidelines/use gray hat techniques,but rather might be victims of fraud The Most Talked About Brands on Instagram in 2023Bran

58、d usernameinstagramzarabarbiesheinofficialhmnikeamazonspotifyyoutubetarget12345678910Mentions331.18K152.26K71.5K156.24K89.3K87.2K77.4K60.2K68.2K62KInfluencers95.4K74.4K58.2K57.4K48.8K48.6K39.4K37.8K34K32.6K560M480M650M1 237M1 183M1 196M1 209M1 192M806M864MEst.ReachInstagram has proven itself to be a

59、 highly-captivating app,attracting countless users who consume millions of pictures and videos daily and as such,presents a golden opportunity for brands and marketers wanting to reach wider audiences.The only newcomer to the list is Barbie,which replaced Netflix in the top list.Barbie made it onto

60、the list thanks to a super successful advertising campaign for the film,which was carried out with influencers on Instagram.The most tagged brand is Instagram itself.The brand with the second-most tags this year was Zara.Zara is a Spanish apparel retailer specializing in fast fashion;their product l

61、ine-up includes clothing,accessories,shoes,swimwear,beauty,and perfumes,and at present,is the worlds largest apparel retailer.Of the ten most mentioned brands,3 are related to fast fashion(Zara,Shein,H&M).Instagram Integration:the Average Min.and Max.for Each Influencer TierPrice and Earned Media V$

62、4.12$1of Earned Media Value you will get you pay for Instagram Influencers promotionAve.PostPrice from$25$45$160$370$1210Ave.Post Price to$150$350$1800$5000Ave.EMV from$25$50$250$450$6000Ave.EMV to$300$800$2600$105501K-10K50K-500K10K-50K500K-1MOver 1MEMV,or Earned Media Value,is the accepted adverti

63、sing industry standard for measuring PR activities and influencer marketing campaigns.HypeAuditor EMV is based on a proprietary methodology and shows what it would have cost to gain the same reach through paid social among an audience with similar demographics.To calculate the price,we take into acc

64、ount several components including the influencers country,follower number,and ER,and use a machine-learning model trained on market values.The actual price may vary depending on several factors like production complexity,hours needed to produce,and assistant work.Knowing the EMV of creators you work

65、 with can help you to better understand how efficient your influencer marketing efforts have been.On the chart,you can see the average minimum and the average maximum EMV for each influencer tier.More than two-thirds(68%)of adult Gen Zers were likely to make a purchase on TikTok,on par with YouTube

66、and behind only Instagram,per a Q1 2023 Jungle Scout survey68%In the last few years,TikToks usage has truly exploded.In the U.S.alone,there are 102.3 million users in 2023,and the number of users is expected to increase to 121.1 million by 2027.These statistics show how successful the app has become

67、,providing even more reason to jump on board if you havent already.TikToks popularity places it among the top platforms for advertising,comparable to YouTube and Instagram.As a marketer or business owner,understanding the competitive landscape and user preferences on each platform is crucial for dev

68、eloping effective marketing strategies.TikTok is for Entertainment in 2023the New HOpportunities for influencer marketingTikToks focus on social commerce aligns with the trend of integrating content and shopping experiences.For influencers,this means the potential to seamlessly blend their engaging

69、content with product promotions,creating a more immersive and direct pathway for their followers to make TikToks new creativity program overtakes creator fundOpportunities for influencer marketingIn February 2023 TikTok announced a new monetization method,the TikTok Creativity Program,with improved

70、payouts for popular creators.The new program was initially rolled out as an invite-only beta.In November 2023 TikTok announced the Creator Fund would be replaced by the Creativity Program in some key markets.By introducing an updated monetization method,TikTok is likely aiming to stay competitive in

71、 the rapidly evolving landscape of social media and influencer marketing.Offering improved payouts could attract influencers who might be considering other platforms for their content creation.TikTok has been developing new features and functionalities to inspire creativity and help users better eng

72、age with content.Here are some of the biggest updates that were brought out in 2023.TikTok is moving the needle on social commerceTikTok dominated the social commerce conversation this year.While other platforms stepped away from their plans to sell directly to users,TikTok leaned in:The company off

73、icially launched its ecommerce marketplace TikTok Shop in September,and is spending big to build out its own logistics network to boost appeal to both buyers and sellers.1/42/4Opportunities for influencer marketingExtension of video length on TikTok introduces both opportunities and challenges for i

74、nfluencer marketing.Influencers can explore more creative and diverse content and deepen audience engagement,while new approaches will be needed to tap into this longer-form video approach.TikTok is experimentingwith 15-minute uploadsThe formerly short-form video app is testing out a new 15-minute u

75、pload option,expanding on the current 10-minute video limit.3/4Opportunities for influencer marketingBy allowing creators to propose their campaign ideas,Open Applications makes it easier to find creators with unique stories and connections to brands-qualities that can be hard to find through a simp

76、le creator search.A new process called Open Applications enables brands to post the details of an upcoming campaign that interested creators can then respond to in the app.Each creator application includes a short pitch or concept for the brand campaign,examples of relevant TikTok videos theyve crea

77、ted,contact information,and their proposed fee.New option to facilitate connection between creators and brands4/4TikTok Updates 2023:Longer Videos,New Creativity Program,Expansion of Social CommerceTwo-thirds of TikTok users(66.3%)are under the age of 24 with 38%between 18 and 24,making people of th

78、is age the largest user group.Overall,female TikTok users outnumber male users,accounting for 62%and 37.9%respectively.In terms of age,we see a distinct drop off among older users:45-54-year-old users account for less than 1.9%,and users older than 55 account for a mere 0.4%.The number of users betw

79、een the ages of 13 and 17 increased by 2%compared to the previous year,while the female audience grew by 6%.The drop-off in user numbers among older age groups,especially those above 45,implies that influencer marketing on TikTok might be more effective for brands with products or services that alig

80、n with younger demographics.Influencers who create content relevant to a youthful audience are likely to generate more engagement.66%Under the Age of 24 of All TikTok Users Are Female Male 19.66%13-17Age7.89%2.17%35-444.27%27.28%18-2411.48%0.61%45-541.29%0.08%55-640.33%12.24%25-3412.70%62.04%Overall

81、37.97%Distribution of TikTok audience by age and gender in 2023If we look at the ER of TikTok influencers,well see that Nano-influencers have the highest ER:11.9%.The ER of Mid-tier-,Macro and Mega-influencers slightly differs and accounts for around 10%for each tier.To calculate ER on TikTok,we use

82、 a slightly different formula than that of Instagram.The total number of likes,comments,and shares is divided by the total number of views,multiplied by 100%:Nano1K-10K15.212.410.910.811.311.910.29.49.49.6Micro10K-50KMid-tier50K-500KMacro500K-1MMega&Celebrities,1MHigh ER can be explained by the fact

83、 that user behavior on TikTok differs from how people interact with other platforms.TikTok was built for users to easily create and interact with content,encouraging them to post videos,like,and follow frequently,thereby increasing engagement.Given TikToks emphasis on user-generated content and inte

84、raction,influencer marketing strategies should prioritize authenticity and foster meaningful interactions.Content that aligns with TikToks user behavior and encourages participation is likely to yield higher engagement rates.20222023The ER for all tiers of the TikTok influencer has decreased slightl

85、y compared to 2022.LikesCommentsViewsEngagement RateX 100%SharesTikTok Nano-and Micro-Influencers Have the Highest Engagement RateTo calculate the price per TikTok integration,we apply several criteria including influencer country,follower number,ER,and the overall audience quality using machine-lea

86、rning trained on market values.The actual price may vary depending on other factors such as production complexity,hours needed to produce a piece of content,and assistant work.Even though many influencers charge brands for their talents,there is a lot of variation in creativity,audience size,and pri

87、ces on TikTok even among creators with the same number of followers.TikTok Integration Price:the Average Min.and Max.for Each Influencer TAve.PostPrice from$20$40$90$160$1300Ave.Post Price to$180$350$950$2500Average Post Views5.1217.61110.24438.517329.3821K-10K50K-500K10K-50K500K-1MOver 1MTop Growin

88、g TikTok Accounts in 2023:williesalim Grew His Audience by 25.7MAccountwilliesalimmrbeastomari.tovilmeijugabigchungus_oficialnoelgoescrazychampionsleaguehotspanishmxbayashi.tiktokselenagomezTikTok Followers 46.6M91.4M28.1M42.2M26.4M36.2M35.4M26.953.7M59.2M2023 Followers Growth 25,7M23,2M20,7M19,2M17

89、,2M16,7M15,1M15M14,9M14,3MER(%)6.46%8.44%4.22%6.78%8.08%4.96%10.21%6.18%8.43%10.88%123%34%279%83%187%85%74%126%38%31%Followers Growth,%The fastest-growing TikTok user is Willie Salim.Willie Salim is an Indonesian TikToker.Most of his content is comedic in nature and includes sketches,pranks,experime

90、nts,and viral challenges.Second place is taken byJimmy Donaldson,better known as MrBeast,an American YouTube personality credited with pioneering a genre of YouTube videos that centers around expensive stunts.His main channel,MrBeast,is the fourth-most-subscribed on YouTube and the highest by any in

91、dividual.Of the ten fastest-growing TikTok stars,six post content related to dance,lip-sync,and music videos.Only one influencer from the 2022 list made a repeat appearance:MrBThe Most Talked-About Brands on TikTok in 2023The roster of the most buzzworthy brands on TikTok has remained remarkably con

92、sistent compared to the previous year.Leading the pack are favorites like Netflix,Target,Sephora,Disney,FashionNova,and Starbucks.Joining the ranks of these established names are the newcomers CapCut and Revolve.In terms of TikTok mentions,the top trio comprises Target,reigning supreme with a stagge

93、ring 37.5K mentions,closely followed by Netflix at 29.4K mentions,and Amazon securing the third spot with 28.2K mentions.This reaffirms the enduring popularity of these brands within the dynamic TikTok community.Brand usernametargetNetflixAmazonsephoraStarbucksDisneySHEGLAMCapCutFashionNovaRevolve12

94、34567891?Followers2.81M36.51m900k997k2.09m14.55m6.33m14.42m4.03m631kTotal mentions37.5K29.4K28.2K33.0K18.3K23.1K25.0K28.1K25.2K26.0KInfluencers number21.0K18.8K16.3K15.6K13.3K12.8K9.8K8.6K8.4K7.9KYouTube is the second-most popular platform for influencer marketing,with 70%of marketers agreeing its a

95、n important part of their influencer marketing strategy.If youre seeking a new avenue for your brands influencer marketing strategy,starting on YouTube is a highly recommended option.70%Nearly half of internet users watch videos about products or services before buying something.This shows how impor

96、tant these online creators are in helping people decide what to purchase.This fact highlights YouTubes strong impact on shopping,emphasizing the need for strong partnerships between brands and influencers in todays marketing world.Nearly of internet users look for videos regarding a product or servi

97、ce 50%before buying Opportunities for influencer marketingIn the past,creators just saw aggregate data for their entire audience.Now in the advanced tab,it is possible to filter analytics to see data solely from first-time viewers or only loyal returning fans.This provides valuable insights into aud

98、ience segments.It helps determine what converts viewers into subscribers and brings people back.YouTube added new ecommerce featuresOpportunities for influencer marketingYouTube has unveiled three new features to enhance product sales on the platform.Timestamp Product Tagging allows for precise show

99、casing of products at specific moments in YouTube Shopping videos.Creators can now use Multi-Video Product Tagging to tag products across multiple videos simultaneously using link detection in video descriptions.Additionally,Order Analytics,coming soon,will empower affiliate creators to optimize con

100、tent and earnings by providing insights into top-performing products based on sales in YouTube Shopping.New YouTube features cater to the needs of influencers engaged in affiliate marketing and product promotion.These tools not only streamline the process for creators but also offer valuable insight

101、s that can contribute to a more effective and data-driven influencer marketing strategy on the platform.Keeping up with whats new on YouTube can be quite a challenge.To help keep you informed of major updates,we put together a list of YouTube features that were introduced in 2023New and returning vi

102、ewers analyticsYouTube has added the ability for creators to differentiate between new and returning viewers in their analytics.This allows creators to compare views from new versus returning viewers and tailor content accordingly.A new analytics tab specifically breaks down data by these audience s

103、egments.1/32/3Opportunities for influencer marketingThe reduced entry barriers in the YouTube Partner Program create a more inclusive environment for influencers of varying sizes.This not only broadens the influencer marketing landscape but also offers brands the opportunity to explore innovative co

104、llaborations,engage with niche audiences,and run cost-effective campaigns with a diverse range of influencers.YouTube reduces entry barriersfor Partner ProgramYouTube lowered the barrier to entry for the YouTube Partner Program from 1,000 subscribers to just 500 subscribers as long as the channel ha

105、s?Uploaded three videos to the public within the previous 90 day?Generated either 3,000 watch hours in the previous 12 months or 3 million Shorts video views in the last 90 days3/3YouTube Updates 2023:New Ecommerce features,Advanced Analytics,and Lower Barriers for Partner P67%of YouTube users are a

106、ged between 18 and 34.However,the platform doesnt just appeal to these audiences,with younger teenage users comprising the third-largest group and accounting for almost 14%of all YouTube viewers.11.7%of all users are aged between 35 and 44.Older groups use the platform less than younger audiences,so

107、 we can observe a decline in numbers as we climb through the age categories:the 45-54 age bracket accounts for 4.9%,while the 55+user group accounts for just 1.7%.In terms of the gender split,male users outnumber female viewers:57.2%to 42.8%respectively.The gender imbalance is most pronounced in the

108、 25-34 age category:22.3%male users and 11.9%female users.However,if we look at younger viewer groups,we can see that female users are more dominant:8.3%versus 5.8%in the 13-17 age group and 17.3%versus 16.1%in the 18-24 age group.The Age and the Gender split of YouTube audience remained virtually u

109、nchanged compared to 2022.67%Aged Between 18 and 34of YouTube Users Are Female Male 8.3%13-17Age5.8%3.3%35-448.5%17.3%18-2416.1%1.4%45-543.5%0.6%55-641.1%11.9%25-3422.3%42.8%Overall57.2%Distribution of YouTube audience by age and gender in Percentage56.43%18.32%9.28%0.87%0.81%ER,%2.1%2.7%3.3%3.5%3.5

110、%Nano 1k-10kMicro 10k-50kMacro 500k-1MMega over 1MMid-tier 50k-500kThe majority of YouTube channels fall into the Nano and Micro influencer categories,indicating that a significant portion of influencers on the platform have subscriber counts ranging from 1,000 to 50,000.Generally,as the subscriber

111、count increases,the engagement rate(ER)also tends to rise.This trend suggests that influencers with larger followings may have a more engaged audience.Macro and Mega Influencers:While Macro and Mega influencers(with subscriber counts over 500k)make up a smaller percentage,they still contribute to th

112、e overall landscape and maintain relatively high ER.These insights can be valuable for brands and marketers when strategizing influencer marketing campaigns,as they provide an understanding of the distribution of influencers across different tiers and their corresponding engagement levels.Distributi

113、on of YouTube Channels by Influencer Tiers and ERThe least popular categories are:SportsTechnology&ScienceCars&Motorbikes 3.49%3.1%2.6%In terms of content topics,the top three most popular categories are:People&BlogsEntertainmentVideo Games28.5%14.5%12.9%Distribution of YouTube Influencers by Catego

114、ry in CategoryPeople&BlogsEntertainmentVideo GamesMusicEducationHow to and styleMovies and TVSportsTechnology&ScienceCars&Motorbikes2023,%28.5014.5412.9510.728.084.784.073.493.112.64AccountMrBeastDaFuqBoomzamzamelectronicstradingllcKLBROBijuRithvik1tseriesfedevigevaniShriPrashantalfredolarinPANDABOI

115、AlanChikinChowYouTube Subscribers219M36,5M39,8M36,6M255,5M37,9M25,5M26,6M35,5M35,5M2023 YouTube Subscribers Growth96M35,2M28,2M25,2M23,3M20,7M20,0M19,8M19,7M19,2MER(%)4.82%5.46%8.17%2.69%3.31%5.77%8.62%5.15%2.63%4.33%78%2863%244%222%10%120%365%292%124%118%Subscribers GrowthMrBeast leads the ranking

116、with 96M new subscribers.Jimmy Donaldson,better known by his online alias MrBeast,is an American YouTuber,internet personality,businessman,and philanthropist.He has been credited with pioneering a genre of YouTube videos that centers around expensive stunts.Da FuqBoom is in second place with 36 mill

117、ion new subscribers,an annual growth rate of 2863%,and over 14 billion views on his videos.If you didnt know,Da FuqBoom is the creator behind the viral meme called skibidi toilet.Third place unexpectedly goes to an electronics and cell phone store from the Arab Emirates.The store owners regularly po

118、st content about the stores work and turn the sale of mobile phones into a show.Top Growing YouTube Accounts in From$65$190$400$1.200$2.800To$950$1.540$2.850$12.200Views1k-10k10k-50k500k-1m1m+50k-500kWe can see that the more subscribers influencers have,the higher the average price.Naturally,mega-in

119、fluencers earn much more than nano-and micro-influencers most social media creators charge brands for their creative vision and the size of their audience.However,the final price is a matter of multiple factors,and the cost of influencer marketing varies from creator to creator even within the same

120、subscriber band.How Much Do Sponsored YouTube Videos?CTo calculate the price of sponsored content,we take into account several components including:the average video viewsaudience locationaudience attitudeother factorsThe actual price may vary depending on several factors such as production complexi

121、ty,hours needed to produce,and assistant From influencers to brand influencers:As the influencer marketing industry has matured,influencers have become increasingly more professional,often working with a team of editors,videographers,and advisors.Those that have seen the most success have become bra

122、nd names of their own,curating content and selling their own merchandise.For some,this also means that theyre equal with brands,and as such,not as dependent on brand deals.As a result,marketers aiming to collaborate with a highly successful influencer should seek to co-create content that is mutuall

123、y beneficial for both parties.Technology democratizing creation and production:With the rise of AI as well as never-ending technological innovations turning our phones and computers into bonafide production studios,the barrier to entry for content production is next-to-gone.Influencers understand th

124、is well and,according to HypeAuditors latest survey,72%ofinfluencers have a desire to upgrade theirphones;most(40%)are leaning towards Apples latest model,the iPhone15 Pro Max,to take advantage of its camera quality and video capabilities.Content quality will only improve in the future,from niche in

125、fluencers to those more established.1/42/4The impact of AI:Yes,AI is on everyones lips,yet we should not ignore the impact of this revolutionary tech.Were just seeing the surface of whats possible with AI.Similar to the birth of the Internet 25 years ago,we are in a pivotal moment in the industry:so

126、me will gain while others will lose,and this could not be truer for both influencers and marketers.3/4Cross-channel campaigning:Brands are recognising the importance of reaching potential customers across multiple platforms to engage with audiences where theyre most active.This strategy of cross-cha

127、nnel campaigning enables the creation of more personalized and impactful customer experiences,leading to greater brand loyalty.Influencer campaigns are no longer confined to single platforms but span a number of social networks,even incorporating traditional advertising methods.The result is an impr

128、essive boost in brand awareness,making this approach a vital strategy for the year ahead.4/4Important Influencer Marketing Trends to Watch Right NowMThe report uses data from a wide variety of sources,including market research agencies,the internet,social media companies,news media,and our internal

129、analysis.We have collected and aggregated open data from a variety of sources:social platforms,catalogs,websites,crowdsourcing,and many more.After that,we processed the data by anonymizing,sorting and structuring,cleaning and removing any irregularities,and enriching the data.Then we transformed the

130、 data into intelligent estimations by using best-in-class estimation and machine learning algorithms developed by our team of leading data scientists and influencer marketing experts.The research conducted by HypeAuditor involved the analysis of 40.8 million Instagram,6.7 million YouTube,and 7.9 million TikTok influencer accounts from internal database.