Instagram市场前景及投资研究报告-培训课件外文版2024.6

COMPANIES

&

PRODUCTSInstagramCHAPTER

01OverviewGlobalsocialnetworkpenetrationrateasofApril2024,byregionSocialmedia:globalpenetrationrate2024,byregionShareofpopulation0%10%20%30%40%50%60%70%80%90%NorthernEuropeWesternEuropeEasternAsiaSouthernEuropeNorthernAmericaEasternEuropeSouthernAmericaWesternAsiaCentralAmericaGlobalSoutheasternAsiaOceania80.2%78.2%74.9%73.5%70.8%70%67.7%66.9%66.7%62.2%61.6%59.9%Caribbean51.3%4Description:AsofApril2024,NorthernandWesternEuropeweretheregionswiththehighestsocialnetworkpenetrationratesglobally,reaching80.2and78.2percent,respectively.EasternAsiarankedthirdwithapenetrationrateof74.9percent,followedbySouthernEuropewith73.5percent.Incontrast,EasternandMiddleAfricaweretheregionswiththelowestreach,with10.5and9.9percent.Overall,theglobalaveragewas62.2percent,whichtranslatestoalmostsixoutofeverytenpeople[...]

ReadmoreNote(s):Worldwide;April2024;socialmediausersasashareoftotalpopulationSource(s):DataReportal;Meltwater;WeAreSocialActivesocialnetworkpenetrationinselectedcountriesandterritoriesasofApril2024Socialmedia:activeusagepenetrationinselectedcountriesandterritories2024Shareofpopulation60%0%20%40%80%100%120%140%UAESaudiArabiaSouthKoreaSingaporeMalaysiaHongKongSpain115%96.2%93.4%84.9%84.3%83.9%82.3%NetherlandsUK82.1%82%Canada80.7%AustriaTaiwanGermany79.9%78.9%78.9%5Description:AsofApril2024,theUAEhadthehighestsocialmediapenetrationrategloballyoutofselectedcountriesandterritories,withawhopping115percent.SaudiArabiaandSouthKoreafollowed,with96.2percentand93.4percentofactiveusagereach,respectively.Kenya,Ghana,andNigeriahadsomeofthelowestsocialnetworkpenetrationratesintheworld,withlessthan25percentofthepopulationaccessingsocialmediaineachcountry.Theworldwideaveragerateofsocialmediaactive[...]

ReadmoreNote(s):Worldwide;April2024;Activesocialmediausersaspercentageofthetotalpopulation;*Thenumberofusersmaynotrepresentthenumberofuniqueindividuals.Percentagesthatexceed100percentmaybeduetodiscrepancies[...]

ReadmoreSource(s):DataReportal;Meltwater;WeAreSocialMostpopularreasonsforinternetusersworldwidetousesocialmediaasof4thquarter2023Leadingsocialmediausagereasonsworldwide2023Shareofrespondents15%

20%0%5%10%25%30%35%40%45%50%55%KeepingintouchwithfriendsandfamilyFillingsparetime49.7%38%Readingnewsstories34.3%Findingcontent(E.g.articles,videos)Seeingwhat'sbeingtalkedaboutFindingproductstopurchaseFindinginspirationforthingstodoandbuyWatchinglivestreams30%28.8%26.8%26.4%23.1%22.9%22.7%22.6%22.5%WatchingorfollowingsportsMakingnewcontactsSharinganddiscussingopinionswithothersSeeingcontentforyourfavoritebrandsWork-relatednetworkingandresearchFollowingcelebritiesorinfluencersPostingaboutyourlife21.6%20%19.6%6Description:Aglobalsurveyconductedinthefourthquarterof2023foundthatthemainreasonforusingsocialmediawastokeepintouchwithfriendsandfamily,withover49percentofsocialmediauserssayingthiswastheirmainreasonforusingonlinenetworks.Overall,38percentofsocialmediauserssaidthatfillingsparetimewastheirmainreasonforusingsocialmediaplatforms,whilst34.3percentofrespondentssaidtheyusedittoreadnewsstories.Oneinfiveuserswereonsocial[...]

ReadmoreNote(s):Worldwide;Q42023;16to64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialMediausageinaninternetminuteasofDecember2023Mediausageinanonlineminute2023Amount

per

minute3980000002410000004160000025100000630000040000001000000694000USDtradedintreasurybondsEmailssentWhatsAppmessagessentGlobalhoursspentonlineSearchesonGoogleFacebookpostslikedUSDsentonVenmoReelssentviaDMonInstagramUSDspentonAmazonX(Twitter)postssent455000360000USDspentonDoorDashTaylorSwiftsongstreamedHoursofcontentwatchedonTwitch12200069400480007/statistics/195140/new-user-generated-content-uploaded-by-users-per-minuteAlotofthingshappeninaninternetminute–millionsofmessages,e-mailsandtextsaresent,scrolledanduploaded,andhundredsofthousandsofhoursofcontentareconsumed.Ina2023internetminute,241millionemailsweresentbyusersworldwide.ReadmoreNote(s):Worldwide;2023Source(s):DomoCHAPTER

02BenchmarkMostpopularsocialnetworksworldwideasofApril2024,rankedbynumberofmonthlyactiveusers(inmillions)Globalsocialnetworksrankedbynumberofusers2024NumberofactiveusersinmillionsFacebookYouTube3,0652,504InstagramWhatsApp¹2,0002,000TikTokWeChat1,5821,343FacebookMessengerTelegramSnapchat1,010900800755700DouyinKuaishouX/Twitter611598WeiboQQ554498Pinterest9Description:MarketleaderFacebookwasthefirstsocialnetworktosurpassonebillionregisteredaccountsandcurrentlysitsatmorethanthreebillionmonthlyactiveusers.MetaPlatformsownsfourofthebiggestsocialmediaplatforms,allwithmorethanonebillionmonthlyactiveuserseach:Facebook(coreplatform),WhatsApp,FacebookMessenger,andInstagram.Inthethirdquarterof2023,FacebookreportedaroundfourbillionmonthlyꢀcoreFamilyproductusers.

ReadmoreNote(s):Worldwide;April2024;socialnetworksandmessenger/chatapp/voipincluded;figuresforTikTokdoesnotincludeDouyinSource(s):DataReportal;Meltwater;WeAreSocialYear-on-yearaudiencegrowthofselectedsocialmediaplatformsworldwideasofJanuary2024Globalyear-on-yearsocialmediaaudiencegrowth202430%25.3%25%23.2%20%15%10%5%13.9%11.3%6.8%3.1%0.9%0%InstagramPinterestLinkedInX/TwitterSnapchatFacebookYouTube10Description:AsofJanuary2024,Instagramhadayear-on-yeargrowthinaudiencesizeofover25percent.Pinterestsawanincreaseinyear-on-yearaudiencegrowthofaround23percent,whilstbusinessandcareerorientedplatformLinkedInachievedayear-on-yearaudiencegrowthof13.9percent.ReadmoreNote(s):Worldwide;January2024;basedonadreachSource(s):DataReportal;Hootsuite;WeAreSocialLeadingsocialmediawebsitesintheUnitedStatesasofMarch2024,basedonshareofvisitsU.S.marketshareofleadingsocialmediawebsites2024Marketshareinpercent21.2%FacebookPinterestInstagram45.5%14.13%X/Twitterreddit10.91%3.35%2.8%1.13%0.97%YouTubeOtherLinkedIn11Description:InMarch2023,Facebookaccountedfor45percentofallsocialmediasitevisitsintheUnitedStates,confirmingitspositionastheleadingsocialmediawebsitebyfar.Othersocialmediaplatforms,despitetheirpopularity,hadtomakedowithsmallersharesofvisitsacrossdesktop,mobile,andtabletdevicescombined.Pinterestrankedsecondwith21percentofallU.S.socialmediasitevisits,whileInstagramaccountedfor14percentofthetotalvisitsinthecountry.Additionally,the[...]

ReadmoreNote(s):UnitedStates;August2024;desktop,mobile&tabletcombinedSource(s):StatCounterAmericanCustomerSatisfactionIndex(ACSI)ofselectedonlinenetworksfromJuly2022toJune2023(indexscore)ACSI-U.S.customersatisfactionwithonlineplatforms2022-202320222023739080706050403020100787777767675747373727171707069696868676661YouTubeWikipediaTikTokRedditSnapchatPinterestTumblrLinkedInTwitterInstagramFacebook12Description:Asof2023,theonlinenetworkwiththehighestscoreaccordingtotheAmericanCustomerSatisfactionIndex(ACSI)wasYouTubewith73outof100points,thisisayearonyearchangeofthreepercent.Overall,WikipediaandTikTokeachheldaACSIscoreof77points.Redditsawthegreatestchangeincustomersatisfaction,reachingaACSIscoreof75in2023,upfrom68in2022.ReadmoreNote(s):UnitedStates;July2022toJune2023;7,979respondents;respondentschosenatrandomandcontactedviaemailSource(s):ACSI®NumberofGenerationZusersintheUnitedStatesonselectedsocialmediaplatformsfrom2020to2025(inmillions)GenZ:selectedsocialmediaplatformsintheU.S.2020-2025SnapchatInstagramTikTokFacebookPinterestTwitterReddit605040302010020202021*2022*2023*2024*2025*13Description:In2021,messagingandvideosharingplatformSnapchatwasmorepopularthanTikTokamongGenZusersintheUnitedStates.TikTokcountedaround37millionuserswhowerebornbetween1997and2012,whileInstagramreportedaround33millionusersinthesameperiod.Snapchat,whichcounted42millionGenZusers,isprojectedtoreach49.5millionusersintheexamineddemographicby2025.Overall,platformssuchasPinterest,TwitterandReddithadsignificantlylessusers[...]

ReadmoreNote(s):UnitedStates;2020to2021;individualsbornbetween1997-2012whoaccesstheiraccountviaanydeviceatleastoncepermonth;*Forecast

ReadmoreSource(s):eMarketer;SproutSocialCHAPTER

03UsersNumberofInstagramusersworldwidefrom2019to2028(inmillions)Instagramusersworldwide2019-20282,0001,8001,6001,4001,2001,0008006004002000201920202021202220232024202520262027202815Description:TheglobalnumberofInstagramusersinwasforecasttocontinuouslyincreasebetween2024and2028byintotal361.1millionusers(+25.68percent).Aftertheninthconsecutiveincreasingyear,theInstagramuserbaseisestimatedtoreach1.8billionusersandthereforeanewpeakin2028.Notably,thenumberofInstagramusersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Worldwide;2019to2028;allvaluesareestimatesSource(s):LeadingcountriesbasedonInstagramaudiencesizeasofJanuary2024(inmillions)CountrieswiththemostInstagramusers2024Audienceinmillions150

200050100250300350400IndiaUnitedStatesBrazil362.9169.65134.6IndonesiaTurkey100.957.1Japan55.45Mexico44.85UnitedKingdomGermanyArgentinaItaly33.130.3527.8527France25.9Spain23.9516Description:AsofJanuary2024,Indiahadatotalof362millionInstagramusers,thelargestInstagramaudienceintheworld.TheUnitedStateshad169millionusers,andBrazilhad134million.Indonesia,Turkey,andJapanrankedinfourth,fifthandsixthposition,respectively.ꢀBruneiistheleadingcountryforInstagramaudiencereach,with92percentofthepopulationusingthesocialmediaservice.Guamcameinsecond,withapenetrationrateof79.2percentandtheCaymanIslandsranked[...]

ReadmoreNote(s):Worldwide;January2024;13yearsandolder;basedonaddressableadaudienceSource(s):DataReportal;Meltwater;MetaPlatforms;WeAreSocialCountriesandterritorieswiththehighestInstagramaudiencereachasofApril2024Instagram:countrieswiththehighestaudiencereach2024Shareofpopulation50%0%10%20%30%40%60%70%80%90%100%110%BahrainKazakhstanUAE95.6%90.8%90.7%87.3%85.2%TurkeyBruneiCaymanIslandsKuwait84.6%84.5%UruguayChileArgentinaMontenegroPanamaBrazil83.1%81.6%80.5%80%79.7%79.2%17Description:AsofApril2024,BahrainwasthecountrywiththehighestInstagramaudiencereachwith95.6percent.KazakhstanalsohadahighInstagramaudiencepenetrationrate,with90.8percentofthepopulationusingthesocialnetwork.IntheUnitedArabEmirates,Turkey,andBrunei,thephoto-sharingplatformwasusedbymorethan85percentofeachcountry'spopulation.ReadmoreNote(s):Worldwide;April2024;18yearsandolder;basedonaddressableadaudienceSource(s):DataReportal;Meltwater;MetaPlatforms;WeAreSocialDistributionofInstagramusersworldwideasofApril2024,byageandgenderInstagram:distributionofglobalaudiences2024,byageandgenderFemaleMale18%16.5%16.4%16%14%12%10%8%15.2%14.2%8.1%7.9%6%4.8%3.9%4%2.7%1.9%1.7%2%1.2%0%18-2425-3435-4445-5455-6465+18Description:AsofApril2024,around16.5percentofglobalactiveInstagramusersweremenbetweentheagesof18and24years.MorethanhalfoftheglobalInstagrampopulationworldwidewasaged34yearsoryounger.

ReadmoreNote(s):Worldwide;April2024;18yearsandolder;basedonaddressableadaudienceSource(s):DataReportal;Instagram;Meltwater;MetaPlatforms;WeAreSocialDistributionofInstagramusersworldwideasofApril2024,byagegroupInstagram:distributionofglobalaudiences2024,byagegroup35%31.7%30.6%30%25%20%15%10%5%16%8.7%4.6%2.9%65+0%18-2425-3435-4445-5455-6419Description:AsofApril2024,almost32percentofglobalInstagramaudienceswereagedbetween18and24years,and30.6percentofuserswereagedbetween25and34years.Overall,16percentofusersbelongedtothe35to44yearagegroup.

ReadmoreNote(s):Worldwide;April2024;18yearsandolder;basedonaddressableadaudienceSource(s):DataReportal;Instagram;Meltwater;MetaPlatforms;WeAreSocialDistributionofInstagramusersworldwideasofJanuary2024,bygenderInstagram:distributionofglobalaudiences2024,bygenderFemale49.4%Male50.6%20Description:AsofJanuary2024,Instagramwasslightlymorepopularwithmenthanwomen,withmenaccountingfor50.6percentoftheplatform’sglobalusers.Additionally,thesocialmediaappwasmostpopularamongstyoungeraudiences,withalmost32percentofusersagedbetween18and24years.ReadmoreNote(s):Worldwide;January2024;18yearsandolder;referstoaddressableadaudienceSource(s):DataReportal;Meltwater;MetaPlatforms;WeAreSocialDistributionofInstagramusersintheUnitedStatesasofJanuary2024,byagegroupU.S.Instagramusers2024,byagegroup30%28.4%26.6%25%20%15%10%5%19.5%12.2%7.7%5.7%65+0%18-2425-3435-4445-5455-6421Description:AsofJanuary2024,28.4percentofInstagramusersintheUnitedStateswereagedbetween25and34years,makinguptheplatform’slargestaudienceinthecountry.Overall,thegroupwiththesecond-highestusagewasthoseaged18to24years,with26.6percentofusers,followedby19.5percentthatwereaged35to44years.TheagegroupthatusedInstagramtheleastwasthoseolderthan65years,makingup5.7percentofusers,respectively.

ReadmoreNote(s):UnitedStates;January2024;18yearsandolderSource(s):NapoleonCatDistributionofInstagramusersintheUnitedStatesasofJanuary2024,bygenderU.S.Instagramusers2024,bygender60%50%40%30%20%10%0%55.7%44.3%MenWomen22Description:InJanuary2024,55.7percentofInstagramusersintheUnitedStateswerewomen,and44.3percentweremen.Overall,InstagramfindsmuchpopularityintheU.S.,andthecountryishometotheplatform'ssecondlargestworldwideaudiencewitharound143millionusersinthecountry.ReadmoreNote(s):January2024;18yearsandolderSource(s):NapoleonCatCHAPTER

04ContentreachInstagramaccountswiththemostfollowersworldwideasofApril2024(inmillions)Instagramaccountswiththemostfollowersworldwide2024Numberoffollowersinmillions300

4000100200500600700800Instagramcristiano672628leomessi502selenagomezkyliejennertherock429400397arianagrandekimkardashianbeyoncekhloekardashiannike380363319310306kendalljennerjustinbieber29429224Description:CristianoRonaldohasoneofthemostpopularInstagramaccountsasofApril2024.ThePortuguesefootballeristhemost-followedpersononthephotosharingappplatformwith628millionfollowers.Instagram'sownaccountwasrankedfirstwithroughly672millionfollowers.ReadmoreNote(s):April2024;business/creatoraccountsSource(s):SocialBladeMostpopularpostsonInstagramasofApril2024,bynumberoflikes(inmillions)Instagram:mostpopularpostsasof2024Number

oflikes

in

millions@leomessi:PhotosofLionelMessiandhisteammatesafterwinningthe2022FIFAWorldCupwithArgentina(Dec2022)75.4@world_record_egg:Photoofanegg(Jan2019)60.154.5@leomessi:LionelMessiinbedwithMatedrinkandtheFIFAWorldCupTrophy(Dec2022)@cristiano:LionelMessiandCristianoRonaldoplayingchessinanadvertisementforLouisVuitton(Nov2022)42.5@leomessi:LionelMessionanairplanewiththeFIFAWorldCupTrophy(Dec2022)@leomessi:Celebratingthe2022FIFAWorldCupinArgentina(Dec2022)41.834.225Description:AsofApril2024,themostpopularpostonInstagramwasLionelMessiandhisteammatesafterwinningthe2022FIFAWorldCupwithArgentina,postedbytheaccount@leomessi.Messi'spost,whichrackedupover61millionlikeswithinaday,knockedoffthereigningpost,whichwas'PhotoofanEgg'.OriginallypostedinJanuary2021,'PhotoofanEgg'surpassedtheworld’smostpopularInstagrampostatthattime,whichwasaphotobyKylieJenner’sdaughtertotaling18millionlikes.[...]

ReadmoreNote(s):April19,2024Source(s):Instagram;AverageuserreachperposttypeonInstagramfrom2022to2023Instagram:averagereachperposttype2022-2023202220233,0002,5002,0001,5001,0005002,6412,3252,0021,8500ImageCarousel26Description:Accordingtoastudyconductedin2023,imagepostsonInstagramreachedanaverageof2,002users,whilstcarousels,postscontainingmorethanoneimage,reached2,641users.ImagebasedpostsonInstagramsawanincreaseinreachof8.24percent,whilstcarouselssawanincreaseof13.58percent,yearonyear.ReadmoreNote(s):Worldwide;2022to2023;316,394Instagramaccounts,2,418,508InstagrampostsSource(s):MetricoolAverageinteractionsonInstagramcontentfrom2022to2023,bypostformatInstagram:postinteraction2022-2023,byformat20222023300271250234215200150100501170ImageCarousel27Description:Accordingtoa2023study,Instagramcarousels,postscontainingmorethanoneimage,receivedmoreinteractionsthansinglesimages.Overall,carouselsreceivedonaverage271interactions,whistimagesreceived117interactions.Additionally,carouselssawayearonyearincreaseininteractionsof15.82percent.ReadmoreNote(s):Worldwide;2022to2023;316,394Instagramaccounts,2,418,508InstagrampostsSource(s):MetricoolAverageengagementonInstagramReelsandpostsin2023,bytypeofinteractionInstagram:engagementonReelsandposts2023,bytypeofinteractionReelsPosts500450400350198.4230025020015010050243.57Likes10.8110.118.02Comments27.91Saves028Description:Accordingtoa2023study,Instagrampublicationswerefarmorelikelytobeliked,thancommentedon,orsaved.Theaveragepostreceived198likes,10comments,and11saves.TheaverageReelswasliked243times,commentedoneighttimes,andsaved28times.ReadmoreNote(s):Worldwide;2023;316,394Instagramaccounts,1,068,716Instagramreels,2,418,508InstagrampostsSource(s):MetricoolAveragenumberofusersreachedperInstagrampostfrom2022to2023,bynumberoffollowersInstagram:averagereachofposts2022-2023,bynumberoffollowersReachedfollowers2022Reachedfollowers202345,00040,00035,00030,00025,00020,00015,00010,0005,00041,00036,4644,4002,958964806968529228200-500500-2k2k-10k10k-50k50k-45mNumberoffollowers29Description:AccordingtoaJune2023study,Instagrampostsfromaccountswith50thousandto45millionfollowersreached36,464usersin2023,downfrom41thousandin2022,ayearonyeardecreaseofaround32percent.Instagramaccountswithtwothousandtotenthousandfollowerssawadecreaseinreachofpostsofroughly16percent.ReadmoreNote(s):Worldwide;2022to2023;316,394Instagramaccounts,2,418,508InstagrampostsSource(s):MetricoolAveragereachofInstagramReelsfrom2022to2023,bynumberoffollowersInstagram:averageReelsreach2022-2023,bynumberoffollowersReachedfollowers2022Raechedfollowers2023120,000100,00080,00060,00040,00020,000095,60047,85116,8006,2433,4001,2001,6007531,726288Upto500500-2k2k-10k10k-50k50k-45m30Description:AccordingtoaJune2023study,InstagramaccountssawmuchlowerreachinReels2023thantheydidin2022.Overall,Instagramaccountswith50thousandto45millionfollowerssawtheirReelsreach95,600followersin2022,fallingto47,851followersin2023,adecreaseofalmost50percent.Instagramaccountswithlessthan500followerssawadecreaseinReelsreachofover75percent.

ReadmoreNote(s):Worldwide;2022to2023;316,394Instagramaccounts,1,068,716InstagramreelsSource(s):MetricoolPreferredtypesofcontentonInstagramaccordingtousersworldwideasofApril2023Instagram:favoritetypesofpostsforglobalusers202360%50%50%40%30%20%10%0%46%41%37%36%36%35%34%33%28%FunnyCreativeInformativeRelaxingInspirationalEngagingTrendyExcitingRelavantHelpful/how-to31Description:Accordingtoaglobalonlinesurveyconductedin2022,50percentofweeklyInstagramuserssaidthattheywantedtoseefunnycontentonthesocialmediaplatform.Additionally,46percentofallrespondentssaidthattheywantedtoseecreativecontent,whilst41percentsaidtheywantedtoseeinformativecontentonInstagram.Overathirdofuserswantedtoseeengagingcontentonthephotoandvideosharingapp.ReadmoreNote(s):Worldwide;April2023;7,206respondents;16-64years;weeklyInstagramusersSource(s):GWICHAPTER

05InfluencersEngagementratesamongInstagraminfluencersworldwidein2022-2023,bynumberoffollowersEngagementratesamongglobalIGinfluencers2022-2023,byprofilesizeEngagementrate202320221.5%0.0%1K-10K0.5%1.0%2.0%2.5%3.0%2.19%2.53%0.99%1.06%10K-50K50K-500K500K-1MOver1M0.86%0.91%0.87%0.86%0.94%0.92%1.85%1.9%AverageER33Description:AccordingtoastudyofInstagram(IG)influencerengagementrates(ER)worldwide,nanoinfluencershavebeenseeingthehighestpopularitycomparedtoothertierprofiles.Influencerswhohadbetweenonetotenthousandfollowershadtanengagementrateof2.19percentin2023.OnaveragetheERforallstudiedIGinfluencersstoodat1.85percentinthesameyear.ReadmoreNote(s):Worldwide;2022to2023Source(s):HypeAuditorDistributionofInstagraminfluencersworldwidein2023,bycategoryShareofInstagraminfluencersworldwide2023,bycategoryShareofaccounts0%2%4%6%8%10%12%14%16%LifestyleMusic13.73%9.87%Beauty8.35%Family6.46%6.41%PhotographyArt5.8%Humor&Fun&HappinessFitness&GymShows5.62%3.25%3.16%2.8%Sportswithaball34Description:AccordingtothefindingsofastudyexaminingthestateofinfluencermarketingonInstagram,8.35percentofinfluencersontheplatformwerefocusedonthebeautytopics,makingitthethirdmostpopularcategoryamongglobalInstagraminfluencersin2023.LifestylewasthemostpopularcategorycoveredbyInstagraminfluencersthatyear,withashareof13.73percent.ReadmoreNote(s):Worldwide;2023Source(s):HypeAuditorDistributionofInstagraminfluencersworldwidein2023,bynumberoffollowersGlobaldistributionofInstagraminfluencersin2023,bynumberoffollowers90%76.86%80%70%60%50%40%30%20%10%0%18.23%4.56%0.2%0.16%1,000to10,00010,000to50,00050,000to500,000Numberoffollowers500,000to1,000,0001,000,000andabove35Description:In2023,Instagraminfluencerswith1,000to10,000followersaccountedfor76.86percentofinfluenceraccountsworldwide.Thesecondmostpopulargroupwasthatofmicro-influencerswith10,000to50,000subscribers,accountingfor18.23percentofallinfluencers.Mid-tierinfluencerswith50,000to500,000followersrepresented4.56percentofthetotal,whilemega-influencersandcelebritieswithmorethanonemillionsubscribersaccountedfor0.16percent.ReadmoreNote(s):Worldwide;2023Source(s):HypeAuditorAveragepriceperpostofInstagraminfluencersworldwidein2023,bynumberoffollowers(inU.S.dollars)AveragepriceperpostofInstagraminfluencersworldwide2023,byfollowersNumber

offollowersAverage

minimum

priceAverage

maximum

priceNano-influencers(1K-10K)Micro-influencers(10K-50K)Mid-influencers(50K-500K)Macro-influencers(500K-1M)Mega-influencers(over1M)254515035016037012101800500036Description:TheaverageminimumpriceperpostofInstagrammega-influencerswithmorethanonemillionfollowersworldwidewas1,210U.S.dollarsin2023.Theaverageminimumpriceperpostofmacro-influencerswith500,000toonemillionfollowerswas370U.S.dollars,whiletheaveragemaximumpricewas5,000U.S.dollars.ReadmoreNote(s):Worldwide;2023Source(s):HypeAuditorShareofInstagraminfluencersinvolvedinfraudworldwidefrom2022-2023,bynumberoffollowersShareoffraudulentInstagraminfluencersworldwide2022-2023,bynumberoffollowers2022202370%60%50%40%30%20%10%0%61.23%58.19%58.5%56%54.74%50.17%49.3%47.8%45.32%43.17%35.26%34.1%1,000to10,00010,000to50,00050,000to500,000500,000to1,000,000Numberoffollowers1,000,000andaboveAverage37Description:AmajorityofInstagrammega-influencerswithmorethanonemillionfollowersworldwidewereinvolvedinfraudulentactivitiestoinflatetheirengagementandfollowerfiguresin2023.Mega-influencersandcelebritiesinvolvedinfraudwere58.5percentofthetotalinthesameyear.Theaverageshareofinfluencersinvolvedinfraudwentdownwith2.15percentandreachedwasof43.17percent.

ReadmoreNote(s):Worldwide;2022and2023Source(s):HypeAuditorCHAPTER

06Advertising&marketingLeadingsocialmediaplatformsusedbymarketersworldwideasofJanuary2023Socialmediaplatformsusedbymarketersworldwide2023100%89%90%80%70%60%50%40%30%20%10%0%80%64%54%44%26%FacebookInstagramLinkedInYouTubeTwitterTikTok39Description:AsofJanuary2023,Facebookwasthemostcommonlyusedsocialmediaplatformamongmarketersworldwide.Accordingtoaglobalsurvey,89percentofrespondingsocialmediamarketersusedthenetworktopromotetheirbusiness,whileanother80percentdidsoviaInstagram.ReadmoreNote(s):Worldwide;January2023;2,133respondentsSource(s):Frankwatching;SocialMediaExaminerLeadingsocialmediaplatformsusedbyB2Ba