美国影响力营销市场前景及投资研究报告-培训课件外文版2024.5

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TRENDSInfluencermarketingintheUnitedStatesCHAPTER

01OverviewInfluencermarketingspendingworldwideandintheUnitedStatesin2022and2023(inbillionU.S.dollars)InfluencermarketingspendingworldwideandintheU.S.2022-2023U.S.Worldwide4034.083529.143025201510526.0922.190202220234Description:In2022,influencermarketingspendingintheUnitedStatesequaled22.19billionU.S.dollars,whichwaslessthanglobalspendingbycloseto7billion,whichstoodataround29.14billioninthegivenyear.During2023,globalinfluencermarketingspendingreached34.08billion,whileintheU.S.itamountedto26.09billiondollars.ReadmoreNote(s):Worldwide,UnitedStates;2022and2023Source(s):MediaPost;PQMediaInfluencermarketingspendingintheUnitedStatesfrom2019to2024(inbillionU.S.dollars)InfluencermarketingexpenditureintheU.S.2019-202487657.146.164.993.942.932102.422019202020212022*2023*2024*5/statistics/1254039/influencer-marketing-spending-usaIn2021,approximatelyfourbillionU.S.dollarswerespentoninfluencermarketingintheUnitedStates.Thisfigurewouldmarkaprojectedincreaseofaroundonemorebillion,justoneyearlater,in2022.Furthergrowthisanticipatedforthefuture.ReadmoreNote(s):UnitedStates;2019and2021;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceChangeininfluencermarketingspendingintheUnitedStatesfrom2019to2023InfluencermarketingexpendituregrowthintheU.S.2019-202340%35%33.6%30%26.4%25%20%14.4%15%10%5%12.2%2022*11.5%2023*0%201920202021*6/statistics/1254040/change-influencer-marketing-spending-usaIn2021,influencermarketingspendingintheUnitedStateswasforecasttoincreasebymorethanathirdcomparedtoits2020value.Throughoutthepresentedperiod,theexpenditurewasprojectedtoenjoytwo-digitgrowthrateseverysingleyear.

ReadmoreNote(s):UnitedStates;2019and2020;*Forecast.ReadmoreSource(s):CBNews;eMarketerInfluencermarketingspendingintheUnitedStatesin2022,byplatform(inmillionU.S.dollars)InfluencermarketingspendingintheU.S.2022,byplatformSpendinginmillionU.S.dollars1,00005001,5002,0002,500InstagramYouTubeTikTok2,231.2948774.8Facebook7397Description:InfluencermarketingspendingonInstagramintheUnitedStateswasexpectedtoamountto2.23billionU.S.dollarsin2022.YouTubecameinsecond,projectedtocapture948milliondollarsoftheinfluencermarketingspend,whileTikToksurpassedFacebookinnabbingthirdplace,withexpensesamountingto774.8million.Consideringmarketerspreferences,TikTokhasalreadyovertakenYouTube,rankingasthethirdmostchosenplatformforinfluencermarketingcampaignsin[...]

ReadmoreNote(s):UnitedStates;asofJuly2022;projectionsSource(s):eMarketer;InsiderIntelligence;TechCrunchInfluencermarketingusagerateintheUnitedStatesfrom2020to2025InfluencermarketingpenetrationrateintheU.S.2020-2025100%90%80%70%60%50%40%30%20%10%0%86%82.7%78.6%74.5%69.7%64.5%20202021*2022*2023*2024*2025*8Description:In2021,69.7percentofU.S.marketersincompanieslargerthan100employeeswereexpectedtouseinfluencersformarketingpurposes.Onthegloballevel,theinfluencermarketingmarketwasvaluedat13.8billionU.S.dollarsin2021.

ReadmoreNote(s):UnitedStates;2020;amongcompanieswith100+employees;includingbothpaidandunpaidpartnershipsbetweenbrandsandinfluencers;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceInfluencermarketingspendingandsocialadvertisingspendinggrowthintheUnitedStatesfrom2019to2025InfluencermarketingspendandsocialadspendgrowthintheU.S.2023InfluencermarketingspendinggrowthSocialadspendinggrowth40%35%30%25%20%15%10%5%37.9%32.8%28.8%26.4%24.9%16.9%20.3%14.7%9.6%14.3%9.7%14%5.1%20224.1%20230%201920202021202420259/statistics/1414712/influencer-marketing-vs-social-ad-spending-usaAccordingtoaforecastfromJuly2023,influencermarketingspendingintheUnitedStateswillgrowmorethanthreetimesfasterthansocialadspendin2023,anditwillcontinuegrowinggraduallywitharound14percentfromyeartoyearuntil2025.ReadmoreNote(s):UnitedStates;2019to2022Source(s):eMarketer;InsiderIntelligence;X(Twitter)NewmarketingtacticsandchannelsplannedtobeexploredaccordingtoB2BcompaniesintheUnitedStatesin2023NewB2BmarketingtacticstobeusedintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%ArtificialintelligenceandautomationVideomarketing42%32%InfluencermarketingPersonalizationMobile-firststrategyInboundmarketingAccount-basedmarketingBrandstorytelling30%26%26%25%24%24%Virtualevents&webinarsPodcasting&livestreamingCRMsoftware23%21%20%20%19%SocialmediaadvertisingRetargeting10Description:Over40percentofbusiness-to-business(B2B)marketerssurveyedintheUnitedStatesplannedtoexploreartificialintelligence(AI)andautomationin2023.Videomarketingandinfluencermarketingwerealsoamongthestrategiestobeexperimented,mentionedby32and30percentoftherespondents,respectively.ReadmoreNote(s):UnitedStates;2022;>900Source(s):FleetManagementWeekly;MarketingProfsCHAPTER

02Budget&costsShareofmarketingbudgetsspentoninfluencermarketingworldwideasofFebruary2023Shareofmarketingbudgetsspentoninfluencermarketingworldwide202330%25%25%20%15%10%5%23%20%18%13%0%<10%10-20%20-30%30-40%>40%12Description:Duringaglobal2023surveyamongmarketingagenciesandbrands,25percentofrespondentsstatedtheyinvested10to20percentoftheirmarketingbudgetintoinfluencermarketing.Another23percentdevotedmorethan40percenttothistypeofdigitalmarketingactivity,whichwasadecidedincreasefromlastyear'sfivepercentofrespondents.ReadmoreNote(s):Worldwide;3,500respondents;amongPRagencies,marketingagencies,brands,andotherrelevantprofessionalsSource(s):InfluencerMarketingHubAveragecostpaidperinfluencermarketingpostintheUnitedStatesin2022,bygender(inU.S.dollars)AverageamountpaidperinfluencermarketingpostintheU.S.2022,bygenderMaleFemale3,5003,0002,5002,0001,5001,0005003,1312,6520202213Description:In2022,maleinfluencersfromtheUnitedStateschargedonaverage3.13thousandU.S.dollarsperpostwhereasfemaleinfluencerscharged2.65thousand.Thatisnearlyonethirdlessthantheirmalecounterpartsandyetanothermanifestationofthegenderpaygap.ReadmoreNote(s):UnitedStates;2022;onIZEAplatformonly;broaderindustrymetricsmayvarySource(s):IzeaAveragecostpaidperinfluencermarketingpostintheUnitedStatesin2022,byethnicity(inU.S.dollars)AverageamountpaidperinfluencermarketingpostintheU.S.2022,byethnicity4,0003,5003,0003,6683,1423,0422,7572,4532,5002,0001,5001,0005000CaucasianHispanicAfricanAmericanNon-WhiteotherAsian14/statistics/1092742/cost-per-influencer-post-usa-ethnicityIn2022,AsianinfluencersintheUnitedStateschargedonaverage3.6thousandU.S.dollarsperpost,whereasAfricanAmericaninfluencerschargedonaverage3.04thousand.Caucasianinfluencersearnedtheleast,with2.45thousanddollarsperpost.ReadmoreNote(s):UnitedStates;2022;onIZEAplatformonly;broaderindustrymetricsmayvarySource(s):Izea;USCensusBureauLeadingpaymentmethodsamongmarketersintheUnitedStatesusedtopayinfluencersasofJanuary2023LeadingpaymenttypesforinfluencersamongU.S.marketers2023Sharesofrespondents30%0%10%20%40%50%60%70%PaypercampaignPayperperformanceRetainerorcontinualbasisFixedrate64%56%54%53%52%50%LicensingdealAffiliatebasisPayperpost50%50%HourlyrateGifts37%15Description:InJanuary2023,64percentofmarketersintheUnitedStateswerepayinginfluencersonacampaignbasis.Interestingly,halfofU.S.marketersbasedtheirinfluencermarketingpaymentsonanaffiliatebasis,postbasisandhourlyrate.

ReadmoreNote(s):UnitedStates;January2023;300respondentsSource(s):AP;CapterraAnnualincomesofcreatorsintheUnitedStatesin2021and2023(inU.S.dollars)Creators'annualincomesintheU.S.2021-2023202125%202345%41%40%35%30%25%20%15%10%5%24%20%20%19%18%13%11%6%2%2%0%Upto20,00020,000to50,00050,000to100,000100,000to500,000500,000to1,000,000Over1,000,000IncomeinU.S.dollars16Description:In2023,accordingtotheresultsofasurveyconductedamongcreatorsbasedintheUnitedStates,25percentofthemhadanannualincomebetween50,000and100,000U.S.dollars,whilebycomparisonthesameincomewasreceivedby18percentofcreatorstwoyearsearlier,in2021.Thesamepercentofrespondents-20-hadanannualincomebetween20,000and50,000inbothyears.

ReadmoreNote(s):UnitedStates;April2023;660respondents;18yearsandolderSource(s):TheInfluencerMarketingFactoryCHAPTER

03DoingbusinessShareofselectedplatformsininfluencermarketingspendingintheUnitedStatesfrom2019to2024InfluencermarketingexpenditureintheU.S.2019-2024,byplatformInstagramYouTubeFacebookTikTok100%90%80%70%60%50%40%30%20%10%0%2.3%5.4%10.2%15.5%17.1%13.6%17.7%18.5%20.8%19.3%16.5%21%14.8%19%13.3%17.2%25.2%23.7%45%44.7%2022*44.6%2023*44.5%2024*43.1%201943.6%2020202118Description:In2021,TikTokaccountedfor10.2percentofinfluencermarketingspendingintheUnitedStates.Thiswasthesmallestshareamongthefourplatformspresentedinthedataset.However,TikTokwasforecasttoovertakeFacebookalreadyayearlaterandYouTubein2023,makingitsecondonlytoInstagram,whosemarketshareisprojectedtoremainfairlystableintheupcomingyears.ReadmoreNote(s):UnitedStates;2019to2021;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceSponsoredcontenttypessharedbycreatorsfromtheUnitedStatesasofJune2023SponsoredcontenttypessharedbycreatorsfromtheU.S.2023Shareofrespondents40%

50%0%10%20%30%60%70%80%90%100%InstagramfeedpostsInstagramStoriesInstagramReelTikTokvideoInstagramLiveFacebookpostYoutubeShortBlogpost98.4%98.1%98%89.6%69.1%68.9%62.6%59.5%58.9%YouTubevideoPrinterestPinTweet54.3%45.9%Lemon8Snapchat33.9%30.9%19Description:DuringaJune2023surveyamongcontentcreatorsfromtheUnitedStates,98.4percentofsurveyparticipantsmentionedusingInstagramfeedpostsforsharingtheirsponsoredcontent.InstagramStoriesandReelscamenext,eachwitharound98percent,while89.6percentofcreatorsalsousedTikTokvideostopromotetheirsponsoredcontent.ReadmoreNote(s):UnitedStates;June2023;689respondents;18yearsandolder;U.S.contentcreatorsSource(s):InsiderIntelligence;Mavrck;X(Twitter)Platformsthatwerethefavoritetoworkwithvs.earnedthemostmoneyamongcreatorsintheUnitedStatesasofApril2023FavoritevstopearningplatformsforcreatorsintheU.S.2023FavoriteplatformasacreatorPlatformwhereyoumakethemostmoney30%25%20%15%10%5%28%26%26%23%17%17%17%16%9%8%8%5%0%TikTokInstagramYouTubeFacebookTwitterOther20Description:In2023,accordingtotheresultsofasurveyconductedamongcreatorsbasedintheUnitedStates,28percentofthemsawTikTokastheirfavoriteplatform,whilebycomparison26percentofcreatorsearnedthemostmoneyonthesameplatform.YouTubewastheplatformthatearnedthebestfor26percentofU.S.creators,whileitwasafavoritefor23percentofthem.ReadmoreNote(s):UnitedStates;April2023;660respondents;18yearsandolderSource(s):TheInfluencerMarketingFactoryMainwaysinwhichcreatorsengagedwiththeirfollowersintheUnitedStatesasofApril2023TopwaysforcreatorstoengagewithfollowersintheU.S.2023In-personmeetups5.6%Dooneononecallswithmyfollowers9%Postfrequentlyonsocialmedia29.3%Goliveonsocialmedia27.8%Replyingtoall(ormajority)commentsonmyposts28.4%21Description:In2023,accordingtotheresultsofasurveyconductedamongcreatorsbasedintheUnitedStates,closeto30percentofthemsaidthatpostingfrequentlyonsocialmediawastheirfavoritewayofengagingwithfollowers.Another27.8percentofAmericancreatorswentliveonsocialmediaasamethodtoengagewiththeirbase.ReadmoreNote(s):UnitedStates;April2023;660respondents;18yearsandolderSource(s):TheInfluencerMarketingFactoryMainwaysinwhichcreatorsintheUnitedStatesutilizedartificialintelligence(AI)asofApril2023TopwaysforcreatorsusingAIintheU.S.2023Shareofrespondents10%0%5%15%20%25%EditingcontentGeneratingimages/videosGeneratingtext/captionsforaccessibilityBrainstorming/researchingcontentOutlininge-mailsDesigninggraphicsIdon'tuseAI22Description:In2023,accordingtotheresultsofasurveyconductedamongcreatorsbasedintheUnitedStates,21percentofthemusedartificialintelligence(AI)foreditingcontentpurposes.Another21percentuseditforgeneratingimagesorvideos.FivepercentandahalfofU.S.creatorsstatedthattheydidnotuseAI.ReadmoreNote(s):UnitedStates;April2023;660respondents;18yearsandolderSource(s):TheInfluencerMarketingFactoryChallengesamongmarketersintheUnitedStateswhenworkingwithinfluencersasofJanuary2023ChallengesforworkingwithinfluencersamongU.S.marketers202345%41%40%40%35%30%25%20%15%10%5%0%DeterminingsuccessmetricsorKPIsDeterminingratesormakingpayments23Description:InJanuary2023,41percentofmarketersintheUnitedStatessaidthatdeterminingthesuccessmetricsorKPIswhenworkingwithinfluencerswastheirgreatestchallenge.Foranother40percentstatedthatdeterminingratesormakingpaymentswashardtodoaswell.ReadmoreNote(s):UnitedStates;January2023;300respondentsSource(s):CapterraShareofinfluencerswhowouldworkwithbrandsjustforfreeproductsintheUnitedStatesasofFebruary2023InfluencerswhowouldworkwithbrandsforfreeproductsintheU.S.2023Yes,ifIlovethebrand29%No17%Yes,iftheproductvalueishigh54%24Description:AccordingtoasurveyconductedamongmarketersandcreatorsintheUnitedStatesandreleasedinFebruary2023,29percentofsurveyedinfluencerssaidthatiftheylovedabrand,theywouldbewillingtoworkwithitjustforfreeproducts.Thiswasfollowedby54percentofrespondentsstatingtheywoulddosoiftheproductvaluewerehigh,while17percentsaidtheywouldnotworkjustforfreeproducts.ReadmoreNote(s):UnitedStates;February1,2023;700respondents;amongmarketersandcreatorsSource(s):AspireMainchallengesforcreatorsintheUnitedStatesasofApril2023TopchallengesforcreatorsintheU.S.2023Shareofrespondents0%2%4%6%8%10%12%14%16%FindingbranddealsPricingnegotiationMeetingcampaignobjectivesCommunicationwiththebrandManagingtaxes/financesBurnout/mentalhealthGettingpaidontimeLandingsidegigsDEI(diversity,equity,andinclusion)25Description:Duringa2023surveyconductedamongcreatorsbasedintheUnitedStates,14.6percentofthemsaidthatfindingbranddealswastheirbiggestchallenge.Another13.8percentpointedtowardspricingnegotiationsastheirgreatestchallengeforthesameyear.Diversity,equityandinclusion(DEI)wasselectedby3.5percentofcontentcreators.ReadmoreNote(s):UnitedStates;April2023;660respondents;18yearsandolderSource(s):TheInfluencerMarketingFactoryCHAPTER

04MarketleadersLeadingplatformsusedbymarketersforinfluencermarketingintheUnitedStatesfrom2020to2025LeadingplatformsusedbymarketersforinfluencermarketingintheU.S.2020-2025InstagramFacebookYouTubeTikTokTwitterSnapchat95%85%75%65%55%45%35%25%15%5%202020212022*2023*2024*2025*27Description:Instagramrankedasthemost-usedinfluencermarketingplatformusedamongmarketersintheUnitedStatesin2021.Nearly68percentofmarketersadoptedInstagramforinfluencercampaigns.Facebookfollowed,beingusedby52percentofmarketersasaninfluencermarketingplatform,whileTikTokcameinthirdwith42percent.TikToksurpassedYouTubeasaninfluencermarketingplatformin2021andwasexpectedtorisefurtherovertheyears-goingfrom36percentof[...]

ReadmoreNote(s):UnitedStates;2020and2021;amongcompanieswithmorethan100employees;includingbothpaidandunpaidpartnershipsbetweenbrandsandinfluencers

;*Forecast.Thesourcedoesnotspecifythenumberofrespondents.

ReadmoreSource(s):eMarketer;Hootsuite;InsiderIntelligenceMarketingchannelsinfluencingonlinepurchasedecisionsintheUnitedStatesin2022MarketingchannelsinfluencingonlinepurchasedecisionsintheU.S.2022Shareofrespondents5%

10%

15%0%20%25%30%35%40%45%44%50%GeneralemailCatalogsandotherprintedmaterialviapostalmailOnlineadvertising43%32%Offerswithinorderconfirmation/shippingSocialmediaadvertising23%21%20%20%18%17%EmailthatsuggestsIleftsomethinginmycartBack-in-stockemailsSocialmediaAdvertisingonsearchenginesTextmessages12%11%AdvertisingthatfollowsmeonlineafterIhaveviewedaproductSocialmediainfluencers7%28Description:AccordingtoasurveyconductedintheUnitedStatesin2022,emailmarketingisstillthemosteffectiveonlinemarketingtactic.About45percentofe-shoppersareinfluencedbygenerale-mailsfromonlineretailers,ase-mailmarketingkeepstheconsumerinshoppingmodeandthecommunicationactive.Anothersuccessfulmarketingstrategyisreceivingcatalogsandprintedmaterialviamail.Itgreatlyaffectedconsumers'onlinebuyingbehavior,overfouroftensurveyrespondents[...]

ReadmoreNote(s):UnitedStates;May2022;1,015respondentsSource(s):BizrateInsights;DigitalCommerce360LeadingbrandsonYouTubeintheUnitedStatesandCanadain4thquarter2022,byinfluencermediavalue(inmillionU.S.dollars)TopYouTubeinfluencermarketingspendersintheU.S.&Canada2022IMVinmillionU.S.dollars0.00.51.01.52.02.53.03.54.04.5NordVPNExpressVPNSquarespaceRidgeWalletHelloFreshManscapedRaycon4.123.583.213.192.962.782.332.272.23CrunchLabsBrilliantKeeps2.072.062.05ShipStaionDraftKingsBetterhelpEbayMotorsMarvelSnap2.021.691.6929Description:With4.12millionU.S.dollars,NordVPN-aVPNservicecompany-wasthebrandwiththehighestYouTubeinfluencermediavalue(IMV)intheUnitedStatesandCanadainthefourthquarterof2022.Squarespace-awebsitebuildingandhostingcompany-rankedthird,withanIMVof3.21million.ReadmoreNote(s):Q42022Source(s):NeoReachLeadingcontentcreatorsandchannelsonYouTubeintheUnitedStatesandCanadainthe1stquarter2023,byInfluencerMediaValue(IMV)(inmillionU.S.dollars)MostvaluedcreatorsandchannelsonYouTubeintheU.S.&Canada2023IMVinmillionU.S.dollars0.00.51.01.52.02.53.03.54.04.55.0sxephildonutmediatvlinustechtipstheakguy1974bgfilms4.422.422.391.581.56pewdiepiematthewpatrick13h3podcast1.361.341.21.141.071.061veritasiumgamersnexusw1ldc4t43garrettmitchthehoonigans0.930.8830Description:Inthefirstquarterof2023,brandsandcompaniesthatactivatedsponsoredYouTubecampaignswiththeYouTuberPhilipDeFranco-sxephil-sawover4.42millionU.S.dollarsduringthefirstquarterof2023inIMVduetocollaborationwithbrandssuchasGreens,Bokksu,Grammarly,NordVPNandothers.ReadmoreNote(s):Canada,UnitedStates;Q12023Source(s):NeoReachEngagementratesofinfluencersonYouTubeintheUnitedStatesin1sthalf2023,bynumberoffollowersYouTubeU.S.engagementratesofinfluencers2023,byfollowers160%140%120%100%80%141.04%78.58%60%52.48%34.75%40%20%0%17.45%10k-50k12.92%5k-10k50k-100k100k-250k250-1m1m+31Description:BetweenJanuaryandJune2023intheUnitedStates,YouTubeinfluencerswithanaudienceofbetween100,000and250,000thousandfollowershadanaverageengagementrateof52.48percent.YouTubeinfluencerswithoveronemillionfollowersachievedanengagementrateof141percent.ReadmoreNote(s):UnitedStates;January1toJune14,2023;1.83millionYouTubeaccountsanalyzedSource(s):Affable.aiEngagementrateamonginfluencersonInstagramintheUnitedStatesin2021and2022,bynumberoffollowersEngagementrateamongU.S.influencersonInstagram2021-2022,byprofilesize202120225.0%4.5%4.0%3.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%4.7%4.6%2.5%2.4%2.1%2%1.8%1.7%1.7%1.5%1.4%1.4%1K-5K5K-20K20K-100K100K-1MOver1MOverall32Description:DuringastudyofengagementratesonInstagraminfluenceraccountsintheUnitedStates,itwasfoundthatinfluencerswithaprofilesizeofbetweenoneandfivethousandfollowerswereprojectedtohavethehighestengagementratethroughout2022,at4.6percent.Thismarkedaslightdecreasefromtheaverage2021nano-influencerengagementrateof4.6percent.ReadmoreNote(s):UnitedStates;2021Source(s):HypeAuditorLeadingbeautyInfluencersonYouTubeintheUnitedStatesin1sthalf2023,byengagementrateTopYouTubeU.S.beautyinfluencers2023,byengagementrateEngagementrate20%0%10%30%40%50%60%CourtneyRenee@reneeswaybeautyTaiSelene@taiselene52.36%35.24%KathyChan@itskathychanBrenda@brendacurlstylistDanielaFlores@danielafloresErinMiller@erinmiller28.42%23.93%23.66%19.03%18.24%ChristyKeaneCan@christykeanecanConniePena@conniepena777douxfairy@douxfairyTheAllureEdition@theallureeditionSadiaSlayy@sadiaslayy13.03%6.91%6.46%5.5%4.75%3.01%ruslanagee@ruslanageeCanelaTrigueros@canelatrigueros33Description:AsofJune2023,beautyinfluencerCourtneyRenee(@reneeswaybeauty)hadaYouTubeengagementrateof52.36percent,makinghertheleadingbeautyinfluencerintheUnitedStates.TaiSelene(@taiselene)andKathyChan(@itskathychan)camesecondandthird,withengagementratesof35.24percentand28.42percent,respectively.ReadmoreNote(s):UnitedStates;January1toJune14,2023Source(s):Affable.aiCHAPTER

05Spotlight:TikTokinfluencermarketingDistributionofTikTokinfluencermarketingcontentintheUnitedStatesandCanadain1stquarter2022,bytypeTikTokinfluencermarketingcontenttypesintheU.S.&Canada2022Descriptiononly2.2%Integrated21%Dedicated76.83%35Description:Inthefirstquarterof2022,roughly77percentoftheTikTokinfluencermarketingcampaignsofbrandsandcompaniesthatactivatedTikTokcampaignswithsponsoredcontentachievingatleast10,000viewspresenteddedicatedcontent.Thesecondmostpopulartypewasintegratedcontent,includedin21percentofanalyzedvideos.ReadmoreNote(s):Q12022Source(s):NeoReachEngagementratesofinfluencersonTikTokintheUnitedStatesin1sthalf2023,bynumberoffollowersTikTokU.S.engagementratesofinfluencers2023,byfollowers90%80%70%60%50%40%30%20%10%0%76.23%37.77%27.87%20.43%16.59%250-1m12.69%1m+5k-10k10k-50k50k-100k100k-250k36Description:BetweenJanuaryandJune2023intheUnitedStates,TikTokinfluencerswithanaudienceofbetweenfiveand10thousandfollowershadanaverageengagementrateof76.23percent.Thiswasthehighestamongallinfluencersusingtheplatform.TikTokinfluencerswithoveronemillionfollowersachievedanengagementrateof12.69percent.ReadmoreNote(s):UnitedStates;January1toJune14,2023;953.611thousandTikTokaccountsanalyzedSource(s):Affable.aiEngagementratesofTikTokinfluencercampaignsofselectedbrandsintheUnitedStatesandCanadain2022EngagementratesofTikTokbrandinfluencercampaignvideosintheU.S.&Canada2022Engagementrate15%0%5%10%20%25%30%RobinhoodWetwall24.5%17.8%NopeMovieLuckyIronFishfazer14.63%12.94%11.58%modekeyboardsScream11.43%11.39%LindtChocolateRevashelf9.57%9.45%Essie8.19%37Description:In2022,TikTokinfluencermarketingvideosthatactivatedTikTokcampaignswithsponsoredcontentthathadthehighestengagementrateswerereleasedbyRobinhood-acompanythatdealswithfinancialservices-andstoodat24.5percentintermsofengagementontheplatform.Wetwall-ashowerpanelprovidercompany-followedwith17.8percentengagementrate.ReadmoreNote(s):2022Source(s):NeoReachEngagementratesofinfluencercampaignsonTikTokintheUnitedStatesandCanadain2022,byindustryEngagementratesofTikTokinfluencercampaignvideosintheU.S.&Canada2022Engegementrate0.3%0.0%Luxurygoods&jewelry0.1%0.2%0.4%0.5%0.6%0.6%0.6%0.7%RecordlabelsFinance0.55%0.54%0.54%0.52%0.5%FashionPhotographyEntertainmentAppsFood&drinksHome&gardenEducation0.5%0.5%0.48%38Description:In2022,TikTokinfluencermarketingvideosofbrandsandcompaniesthatactivatedTikTokcampaignswithsponsoredcontentthathadthehighestengagementrateswereintheluxurygoodsandjewelryindustry-withanoverall0.60percentrate.Recordlabelsandfinancefollowed.ReadmoreNote(s):2022Source(s):NeoReachBrandswithmostviewsofTikTokinfluencercampaignsintheUnitedStatesandCanadain2022(inmillions)NumberofviewsofTikTokbrandinfluencercampaignvideosintheU.S.&Canada2022Viewsinmillions100050150200250AmazonMcDonald'sTurboTax205.62118.2986.9378.18SamsungParamountAmazonPrimeVideoAdidas67.261.957.1251.3350.0147.48MACCosemeticsSpotifyNetflix39Description:In2022,TikTokinfluencermarketingvideosthatactivatedTikTokcampaignswithsponsoredcontentthathadthehighestviewswerereleasedbyAmazonandstoodataround205millionviewsontheplatform.McDonald'sfollowedwith118millionviews,whilethirdcameTurboTax-anAmericancompanythatprovidesfinancialsoftwareservices-with86millionTikTokviews.ReadmoreNote(s):2022Source(s):NeoReachNumberofTikTokinfluencermarketingbrandingandawarenesscampaignsintheUnitedStatesandCanadainselectedindustr