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影响力营销趋势:Instagram和TikTok的关键,品牌合作前景广阔

影响力营销趋势:Instagram和TikTok的关键,品牌合作前景广阔

營銷新聞

影响力营销趋势:Instagram和TikTok的关键,品牌合作前景广阔

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有影响力的营销行业通过Instagram和TikTok的主要渠道继续增长-但是随着Covid-19的风行一时,一份新的报告发现了在不确定时期合作的前景广阔。

Tribe Dynamics的报告对60多个品牌和250多个影响者进行了调查,发现人力和资源仍然是项目成功的障碍。 91%的网红营销团队的规模在1-5人之间。超过五分之四(81%)的人表示他们的团队已经扩大或保持不变

Instagram故事是今年影响者营销的主要内容; 78%的品牌表示Instagram故事“非常显着”地影响了其品牌的网红内容,而三分之二(65%)的品牌激活情况也是如此。从影响者的角度来看,有88%的影响者说他们使用了故事,近三分之二(63%)的故事“使用频率更高”。

对于TikTok,这是一个类似的故事,但规模较小。拥有专门的影响者营销团队的35%的品牌特别关注TikTok,而在过去12个月中,有相同比例的影响者更频繁地使用该平台。

影响力与品牌之间在赞助方面的关系通常是一种很好的平衡行为,但《部落动力》的报告以某种方式缓解了这些担忧。三分之二(66%)的影响者表示,他们愿意与自己喜欢的品牌以外的品牌合作,但仍必须喜欢自己的产品,而类似数量的品牌(65%)表示,他们所补偿的影响者比例有所增加。

关于Covid-19如何影响网红营销,该报告揭示了一些有趣的发现。尽管影响者发布的频率更高,但内容却存在明显差异。超过一半(51%)的人表示,他们分享了更多的“自我护理”内容,而44%的人仅发布了自己认为值得的产品。

展望未来,该报告提出了四项建议:

  • 进行个性化的宣传-但要尊重有影响力的人作为专业人士:品牌可以通过结识有影响力的人并表现出对他们工作的深刻尊重来激发更真实,更具影响力的内容创作
  • 将产品质量放在首位:将内容创作者的反馈考虑在内,并让他们积极参与产品开发过程
  • 进行创新以适应Covid-19:拥抱居家的美感并确定虚拟的外展机会,以在动荡的时刻继续推动成功
  • 投资于长期多元化:在影响者外展和内部团队中投入资源促进多样性,以保持影响者的青睐

您可以在此处阅读完整的报告(需要发送电子邮件)。

阅读更多:Covid-19中有影响力人士的行销状况:关注但微影响力者显示出前进的道路

Markus Winkler摄于Unsplash

有兴趣聆听全球领先品牌的声音,亲自讨论此类话题吗?

查找有关数字营销世界论坛(#DMWF)欧洲,伦敦,北美和新加坡的更多信息。

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