微播易&amp中國廣告協會：2025年社交媒體與KOL營銷趨勢報告（74頁）.pdf

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1、*CONTENTS12.1%2.1%DAU/MAU2024202376.3%62.5%32.4%39.1%6.718-35B18-304035TGI36/B2024VS 20230100000200000300000400000500000600000700000800000900000KOL02000004000006000008000001000000120000014000001600000KOL050000100000150000200000250000BKOL98000100000102000104000106000108000110000112000KOL0500001000001

2、50000200000250000300000350000400000450000500000KOL2024KOLKOL=1000W1000W=100W100W=10W-10WKOL=100W100W=20W20W=5W-5WKOL=500W500W=100W100W=5000-5000BKOL=100W100W=10W10W=1W-1WKOL=500W500W=100W100W=10W-10W2024KOLTOP100100000200000300000400000500000-1000900019000290003900049000590006900079000KOL(X)(Y)12000

3、0560000296460KOL22756KOLTOP5KOLTOP5&-0.004-0.00200.0020.0040.0060.0080.0100.020.040.060.080.10.12KOL(X)30(Y)0.0470.0360.1610012014016018020022024010152025303540KOLCPE(X)CPM(Y)CPE22.6CPM189.9CPMTOP5CPETOP5&0500010000150002000025000300003500040000-20001800038000580007800098000118000138000KOL(X)(Y)9000

4、0KOL3862724502KOLTOP5&KOLTOP5&00.010.020.030.040.050.060.070.080.0900.10.20.30.40.50.6KOL(X)30(Y)0.2470.044+/+0510152025303540KOLCPE()CPECPECPE22.96CPE25.56CPETOP3CPETOP3189.32145.48117156172.35180.03143.05133.17159.6144.43128.33168.04160.55184.02168.06181.08162.99149.84124.28106.17121.59119.63130.6

5、8129.68111.8116.6153.28143.78020406080100120140160180200020406080100120140160180KOL95.67143.24TOP3TOP3B18-35Z18-3015-601-3+1-55-30+1-30+80%+KOL+KOCUP2025AIGCO-5A0-A1-A2-A3-A4-A5-CORECCost VS Quality-OOmni-Content-RReach-EExperience-KOL5RR1-R2-R3-R4-R5-TIETouch-Involve-Elevate-KOLAIPSAwareness-Intere

6、st-Purchase-Share-IDEAInSight-Define-Expand-Advocate-KOLMATESMeet-Appeal-Trust-Endorse-Sales-4IInsightImmerseImpressIconUP5AR1-3KFSKol-KOLFeed-Search-01小紅書將進一步開放平臺生態，吸引更多品牌和商家入駐，同時加強第三方服務商（如物流、支付）的整合，構建更完整的商業基礎設施02視頻內容占比持續提升，平臺通過優化視頻創作工具和流量傾斜政策，推動PUGC與UGC融合，增強用戶粘性與商業化潛力03工具化：開發更多數據分析和營銷工具，幫助品牌精準觸達目標

7、用戶服務化：提供全鏈路服務（如內容策劃、流量扶持），降低商家進入門檻04基于早期“海外好物”基因，小紅書將拓展跨境KOL與跨境業務，同時聚焦細分領域（如母嬰、健康），通過垂類內容增強用戶價值0125+BUFF02GMV202540%1.2030405ChatBotAIAIAI/AIAgentMarsCode25%41%34%2009-2024%=-15%17%19%17%13%10%8%17%19%16%11%8%20202021202220232024202557%31%51%24%8%7%-4%13%1%9%-3%1%0%93%91%89%76%72%69%55%61%56%49%35%3

8、3%31%0%10%20%30%40%50%60%70%80%90%100%-10%0%10%20%30%40%50%60%70%2024202320242023VS20243CIT20.4%37.8%7.7%12.7%2.8%7.0%2.9%4.1%2.2%30.1%25.4%16.6%10.2%4.6%3.1%2.6%6.3%1.2%IT3C2023VS202420232024+9.7%-12.4%+8.9%-2.5%+1.8%-3.9%+2.2%6.3%36.6%37.9%19.2%6.2%37.5%38.2%18.1%-0.1%0.9%0.3%-1.1%-2023202425.6%50

9、.1%18.4%6.0%21.5%51.8%20.1%6.6%-4.0%1.7%1.7%0.6%-2023202489%84%68%74%72%85%81%72%64%75%0%10%20%30%40%50%60%70%80%90%100%0%10%20%30%40%50%60%70%202592%86%87%84%75%74%54%42%0%10%20%30%40%50%60%70%80%90%100%0%10%20%30%40%50%60%70%80%2025202320242023vs202419%,41%KOL,59%2024KOL50%-70%30%-50%3CIT4.9%37.0%

10、39.5%18.6%3.9%32.7%37.4%26.0%&2023VS2024KOL20232024+7.4%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%2023VS2024KOL20232024+6.7%3CIT20.5%48.9%24.1%6.6%25.9%46.2%22.6%5.3%&2023VS20243CKOL202320240.0%5.0%10.0%15.0%20.0%25.0%30.0%2023VS20243CKOL20232024+5.4%+4.3%+2.6%3CIT8.4%37.7%39.8%14.2%6.3%31.8%43.8%1

11、8.1%&2023vs2024KOL2023202428.7%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%2023vs2024KOL20232024+4%+3.9%+5.2%+1.3%3CIT23.5%44.7%19.5%12.3%20.0%55.0%21.3%3.7%&2023vs2024ITKOL202320240.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%2023vs2024ITKOL20232024+5.3%+2.4%+0.6%+1%+1.8%3CIT3.7%35.1%45.4%15.8%0.6%21.6%51.7%26.1

12、%&2023vs2024KOL202320240.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%2023vs2024KOL20232024+6.3%+10.3%+5.6%+4.4%+21.9%-2.9%-5.5%0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%BKOL-28.9%14.5%111.8%26.7%-20.2%-16.5%B2023VS202420232024-21.1%-11.8%52.3%14.2%-24.9%-17.5%B2023VS202420232024202320243C202320242023

13、2024IT20232024202320243.7%3.2%7.3%7.1%29.2%29.0%15.5%12.2%16.5%10.9%37.2%33.5%28.8%26.2%52.8%55.9%50.7%55.9%25.7%17.1%39.7%38.9%47.8%51.6%40.0%40.3%36.8%34.9%17.4%13.8%28.6%28.9%35.3%41.5%14.5%14.0%27.6%30.2%3.0%2.1%2.8%1.2%30.3%41.7%8.5%8.7%0.5%0.9%202320242023202420232024202320242023202420232024BK

14、OL-KOL=1000W1000W=100W100W=10W-10WKOL=100W100W=20W20W=5W-5WKOL=500W500W=100W100W=5000-5000BKOL=100W100W=10W10W=1W-1WKOL=500W500W=100W100W=10W-10WKOL=200W200W=50W50W=10W-10W0.0%5.0%10.0%15.0%20.0%25.0%30.0%1234567891011122024KOLBKOLKOL140KOLCPMCPEA/BAIAlAI30%AI60%AI68%2024AIAIAI40%AIGC202412202412DOR

15、A MOLLYTEA20/AppIPAIAIKOL+VSAI+UGC+123AIAI/AIAIAIAPI/AITA&25-351.2.30-451.2.1.2.50020-301./2.gi12AIAIAIAIAI398 2,775 3,574 2,657 202120222023202420246億+39.9%60%2024DAU120%20242倍20243億人2024近8成18.6%16.9%13.6%11.9%8.5%6.8%5.1%3.4%1.7%1.7%1.7%1.7%2024,40.7%,22.2%3C,7.4%,7.4%,7.4%TOP5,31.3%,15.6%,9.4%,9.

16、4%,6.3%TOP5FEEDSSEARCHKOL/APP./IAA/./&OTT010203VOC11HAIHAIHAITVCKOCKOCAIAIAIKOC+KOC內容生產時效性：通過AI生成圖片、文案并直接供稿，KOC內容產出周期大幅縮短。降低創作門檻：解決了KOC創意/技術不足的問題，確保內容質量統一性。KOC：31位總曝光：218萬+總閱讀：15萬+互動：1萬+效能：+30%/12AI3456AITATVCAIAIKOSKOC1NNNN3Jellycat明星曬單，引發粉絲效仿購買，形成“同款經濟”母嬰、潮玩類博主通過測評、開箱視頻展示玩偶細節，強調“治愈感”與“陪伴屬性”抖音、小紅書、

17、微博用戶創作“玩偶劇場”“換裝挑戰”等內容，推動#Jellycat養娃#等話題破圈Jellycat每年推出限量系列，通過“搶購難”營造稀缺感全球開設“Jellycat CAFE”快閃店，將玩偶與餐飲場景結合，打包過程滿滿信念感，成為社交用戶打卡素材+UGC填補情緒缺口賦予玩偶“人格”明星/KOL種草+UGC共創社交裂變傳播饑餓營銷+信念感打包為社交平臺提供打卡素材jELLYCATTVB2024 1200B60UPBB2.64.8B2021-2023B20002.2BCG202468UPIP2024820VKOLV+50w+100w+KOL96%35+440+KOL1000KOL100%ITAIAI K F S D2009“”10BRIEFAI6236KOL/KOC18HAIMARTECH+AIGC5AIHAIHAI47TOP6000+MCN100W+KOL02SOP03AIAIKOLKOLAI01Copyright 2025 Weiboyi All rights reserved