全球影响力营销、网红营销行业市场前景及投资研究报告-培训课件外文版2024.6

DIGITAL

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TRENDSInfluencermarketinginIndiaCHAPTER

01GlobaloverviewInfluencermarketingmarketsizeworldwidefrom2016to2024(inbillionU.S.dollars)Globalinfluencermarketingvalue2016-2024302520151052421.116.413.89.76.54.631.70201620172018201920202021202220232024*3Description:Theglobalinfluencermarketingmarketsizehasmorethantripledsince2019.In2024,themarketwasestimatedtoreacharecordof24billionU.S.dollars.ReadmoreNote(s):Worldwide;2016to2023;*Forecast.ReadmoreSource(s):InfluencerMarketingHubShareofmarketingbudgetsspentoninfluencermarketingworldwideasofFebruary2024Shareofmarketingbudgetsspentoninfluencermarketingworldwide202430%26.1%26%25%22.4%20%15%10%5%15.8%11.5%0%<10%10-20%20-30%30-40%>40%4Description:Duringaglobal2024surveyamongmarketingagenciesandbrands,22.4percentofrespondentsstatedtheyinvested10to20percentoftheirmarketingbudgetintoinfluencermarketing.Another26percentdevotedmorethan40percenttothistypeofdigitalmarketingactivity.ReadmoreNote(s):Worldwide;3,000respondents;amongPRagencies,marketingagencies,brands,andotherrelevantprofessionalsSource(s):InfluencerMarketingHubNumberofinfluencersbrandsworkedwithworldwideasofFebruary2024Numberofinfluencersbrandsworkedwithworldwide202440%37.6%35%30%25%20%15%10%5%19%15.2%14.7%1000+13.5%0%0-1010-5050-100100-10005Description:Duringaglobal2024surveycarriedoutamongPRagencies,marketingagencies,brands,andotherrelevantprofessionals,37.6percentofrespondentsstatedthattheirorganizationsworkedwithupto10influencers,whereas14.7percentsaidtheyworkedwithoverathousandinfluencers.ReadmoreNote(s):Worldwide;asofFebruary2024;3,000respondents;amongPRagencies,marketingagencies,brands,andotherrelevantprofessionalsSource(s):InfluencerMarketingHubLeadingwaystomeasuresuccessofinfluencercampaignsworldwidein2023Mainwaystomeasureinfluencercampaigns'successglobally202360%54.3%50%40%30%20%10%23.5%22.1%0%Byviews/reach/impressionByengagementByconversions/sales6Description:Accordingtoaglobalsurveycarriedoutin2023,themainwaythatmarketersandindustryprofessionalsmeasuredthesuccessoftheirinfluencercampaignswasthroughviews/reach/impressions-morethanhalfoftherespondentschosethesemarketingmeasurementtools,54.3percentofrespondents,tobeexact.Another23.5percentofprofessionalspointedtowardsengagementasawaytomeasurethesameleverage.

ReadmoreNote(s):Worldwide;2023;3,000respondentsSource(s):InfluencerMarketingHubLeadingchallengesamonginfluencermarketersworldwideasofJanuary2023Leadingchallengesamonginfluencermarketersworldwide2023Shareofrespondents10%0%5%15%20%25%Keepingupwithsocialmediatrends28%ThecostofworkingwithinfluencersBuildingacreativestrategy26%26%MeasuringROIofinfluencercampaignsThetimeittakestomanagecampaignsFindingandvettinginfluencerstopartnerwithBrandsafety/alignment25%24%23%23%7Description:AccordingtoaglobalsurveyconductedamongmarketersinJanuary2023,28percentofrespondingsocialmediamarketersstatedthatkeepingupwithsocialmediatrendswasoneofthetopchallengesofinfluencermarketing.Thecostofworkingwithinfluencerscamesecondwith26percentofrespondentslistingitasaleadingchallenge.ReadmoreNote(s):Worldwide;January2023;1,283respondents;socialmediamarketersSource(s):HubSpotCHAPTER

02IndianinfluencermarketMostpopularinfluencergenresinIndiaasofDecember2023MostpopularinfluencergenresinIndia2023Shareofrespondents0%10%20%30%40%50%60%ComedyFilm&TV58%50%Music48%47%Business&economyFood(e.g.,mukbangs)Health&fitnessScience&technologyCars/vehicles44%44%43%42%41%40%39%Shopping/productreviewsAnimal&natureSportsAdvice&self-helpGaming&e-sports37%35%9Description:WeaskedIndianconsumersabout"Mostpopularinfluencergenres"andfoundthat"Comedy"takesthetopspot,while"VIPs&celebrities"isattheotherendoftheranking.ReadmoreNote(s):India;JanuarytoDecember2184;4036respondents;18-54yearsSource(s):ConsumerInsightsLeadingtypesofcontentcreatedbyinfluencersinIndiain2023PreferredtypesofcontentcreatedbyinfluencersIndia2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%Short-formvideos-reels/YouTubeshorts92.2%StaticsCarousel55.9%50.4%Long-formvideosOthers37.3%6.4%10Description:AccordingtoastudyoninfluencermarketingacrossIndiain2023,short-formvideos,InstagramReelsorYouTubeShortswerethepreferredformatinwhichinfluencerschosetocreateandpublishcontent,asperover92percentofrespondents.Statics,followedbycarousels,werethenextmostpopularchoicewithmorethan50percentofrespondentsansweringaccordingly.ReadmoreNote(s):India;2023;600+respondents;18yearsandolder;over500influencersandmorethan100brandsSource(s):InfluencerTypesofpurchasedproductsthatwereendorsedbyaninfluencerinIndiaasofMay2023PurchasedproductsthatwereendorsedbyinfluencerIndia2023Shareofrespondents20%

30%0%10%40%50%60%70%ClothingCosmetics64%46%Shoesandbags42%ConsumerelectronicsandgadgetsNutritionalsupplementsanddietproductsFitnessrelatedproductsBooks33%33%33%31%31%JewelryandfashionaccessoriesHouseholditemsandfurniturePetproductsandaccessoriesOthers25%11%5%11/statistics/1203286/india-purchased-products-that-were-endorsed-by-influencerAccordingtoasurveybyRakutenInsightinMay2023,morethan60percentofrespondentsinIndia,purchasedclothingitemsthatwereendorsedbyaninfluencer.Othermajorendorsedproductcategoriesincludedcosmetics,shoes,andbags.

ReadmoreNote(s):India;May11to31,2023;14,793respondents;16yearsandolderSource(s):RakutenInsightLeadinginfluencersinIndiaasofMarch2023,byengagementrateLeadinginfluencersinIndiain2023,byengagementrate50%43.92%45%40%35%30%25%20%15%10%5%41.73%40.26%38.74%32.12%0%ShreyaLenka(@sriyalenka.bs)MeenakshiDileep(@i.meenakshidileep)KartikWadhwa(@kartikkwadhwa)Junaiz(@junaiz.vp)AstutiAnand(@astuti_mw)12Description:Asof2023,ShreyaLenkawasIndia'sleadinginfluencerwithanengagementrateofnearly44percent.MeenakshiDileepandKartikWadhwaweretheonlyotherinfluencerswithanengagementrateofover40percentduringthesameperiod.Beauty,personalcare,andfashionwereamongtheleadinggenresforinfluencercontentinthecountry.ReadmoreNote(s):India;AsofMarch2023Source(s):Affable.ai;ForbesCHAPTER

03InstagramNumberofinfluencersonInstagramacrossIndiain2023,bytierInfluencercountonInstagramIndia2023,bytierInfluencercount010,00020,00030,00040,00050,00060,0005kto10kfollowers10kto50kfollowers50kto100kfollowers100kto250kfollowers250kto1mfollowers1m+followers22,56750,18413,00713,4916,5722,46114Description:Asofthefirsthalfof2023,amajorityofinfluencersonInstagramacrossIndiafellunderthemicro-influencertier,grossingover50thousandcontentcreatorswhohadbetween10thousandto50thousandfollowers.Meanwhile,nanoinfluencerswhohadunder10thousandfollowersonInstagramgrewsubstantiallyfiguringover22thousand.Thisgroupalsoexhibitedthehighestratesofengagementwiththeiraudience.ReadmoreNote(s):India;January1toJune14,2023;2.35millionSource(s):Affable.aiLevelsofaudienceengagementbyinfluencersonInstagramacrossIndiain2023,bytierEngagementrateofInstagraminfluencersIndia2023,bytierEngagementrate0%1%2%3%4%5%6%7%8%9%5kto10kfollowers(Nano)10kto50kfollowers(Mid-tier)50kto100kfollowers(Micro)100kto250kfollowers(Macro)250kto1mfollowers(Mega)1m+followers(Celebrity)7.66%5.99%4.81%4.35%3.55%2.84%15Description:IntermsofengagingsocialmediausersonInstagram,nanoinfluencerswereintheleadinIndia,withanengagementrateofwelloversevenpercentasof2023.Ontheotherhand,celebritieshadanengagementrateofjustunderthreepercentonthesocialmediaplatform.ReadmoreNote(s):India;January1toJune14,2023;2.35millionSource(s):Affable.aiDistributionofInstagraminfluenceraudienceinIndiain2023,bygenderShareofInstagraminfluenceraudienceIndia2023,bygender80%68.04%70%60%50%40%30%20%10%0%30.38%FemaleMale16/statistics/1398938/india-instagram-influencer-audience-by-genderBetweenJanuaryandJune2023,thelargershareoftheaudienceofInstagraminfluencersacrossIndiawascomposedofaround68percentmaleusers.Over30percentofinfluencers'audiencesonInstagraminIndiawasconstitutedbywomen.

ReadmoreNote(s):India;January1toJune14,2023;2.35millionSource(s):Affable.aiDistributionofInstagraminfluenceraudiencesinIndiain2023,byageShareofInstagraminfluenceraudienceIndia2023,byageShareofaudience0%5%10%7.64%15%20%25%30%35%40%Below18years19to25years31.22%26to32years37.82%33to39years15.62%40to46years4.2%46yearsandabove2.23%17/statistics/1398984/india-instagram-influencer-audience-by-ageAsofJune2023,millennialsandGenZconstitutedamajorityoftheaudienceofinfluencersonInstagramacrossIndia.Almost38percentofthisaudiencewereagedbetween26and32years,thesecondlargestgroupbeingthatof19to25yearolds.

ReadmoreNote(s):India;January1toJune14,2023;2.35millionSource(s):Affable.aiLeadingproductcategoriesamongInstagraminfluencersinIndiain2023,bypostcount(in1,000s)PopularinfluencercategoriesonInstagramIndia2023,bypostcountNumberofpostsinthousands02004006008001,0001,2001,4001,6001,8002,0002,200FashionandaccessoryLifestyle1,921.391,646.05Beauty1,124.8FoodandbeveragesParenting637.54570.38492.62FitnessVehicles355.81Sports311.8293.03255.87EntertainmentTravel18Description:BetweenJanuaryandJune2023,thefashionandaccessorycategorywasthemostpopularproductcategoryamonginfluencersinIndia,withapproximatelytwomillionpostsmadeonInstagram.Lifestyleandbeautywerethetwootherleadingproductcategoriesonthesocialmediaplatform.TravelhadthelowestpostcountofallthecategoriesamongInstagraminfluencers.ReadmoreNote(s):India;January1toJune14,2023Source(s):Affable.aiCHAPTER

04OtherplatformsNumberofinfluencersonFacebookinIndiain2023,byfollowercount(in1,000s)FacebookinfluencerscountinIndia2023,byfollowercountNumberofinfluencersinthousands10