全球影響力營銷行業(yè)市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

DIGITAL

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TRENDSInfluencermarketingworldwideCHAPTER

01OverviewInfluencermarketingmarketsizeworldwidefrom2016to2023(inbillionU.S.dollars)Globalinfluencermarketingvalue2016-202325201510521.116.413.89.76.54.631.7020162017201820192020202120222023*4Description:Theglobalinfluencermarketingmarketsizehasmorethandoubledsince2019.In2023,themarketwasestimatedatarecord21.1billionU.S.dollars.ReadmoreNote(s):Worldwide;2016to2022;*Forecast.ReadmoreSource(s):HypeAuditor;InfluencerMarketingHubInfluencermarketingplatformmarketsizeworldwidefrom2022to2025(inbillionU.S.dollars)Influencermarketingplatformmarketsizeworldwide2022-2025252022.219.817.415.215105020222023*2024*2025*5Description:In2022,theglobalinfluencermarketingplatformmarketwasvaluedat15.2billionU.S.dollars.Itisexpectedtofurthergrowto17.4billionin2023andsurpass22billiondollarsin2025.Theinfluencermarketingplatformsareusedinsearchanddiscoveryofclients,campaignmanagement,influencerrelationshipmanagement,aswellasanalyticsandreporting.ReadmoreNote(s):Worldwide;2022;*Forecast.ReadmoreSource(s):HypeAuditorShareofmarketingbudgetsspentoninfluencermarketingworldwideasofFebruary2023Shareofmarketingbudgetsspentoninfluencermarketingworldwide202330%25%25%20%15%10%5%23%20%18%13%0%<10%10-20%20-30%30-40%>40%6Description:Duringaglobal2023surveyamongmarketingagenciesandbrands,25percentofrespondentsstatedtheyinvested10to20percentoftheirmarketingbudgetintoinfluencermarketing.Another23percentdevotedmorethan40percenttothistypeofdigitalmarketingactivity,whichwasadecidedincreasefromlastyear'sfivepercentofrespondents.ReadmoreNote(s):Worldwide;3,500respondents;amongPRagencies,marketingagencies,brands,andotherrelevantprofessionalsSource(s):InfluencerMarketingHubNumberofinfluencersbrandsworkedwithworldwideasofFebruary2023Numberofinfluencersbrandsworkedwithworldwide202345%39%40%35%30%25%20%15%10%5%21%16%12%11%0%0-1010-5050-100100-10001000+7Description:Duringaglobal2023surveycarriedoutamongPRagencies,marketingagencies,brands,andotherrelevantprofessionals,39percentofrespondentsstatedthattheirorganizationsworkedwithupto10influencers,whereas12percentsaidtheyworkedwithoverathousandinfluencers.ReadmoreNote(s):Worldwide;asofFebruary2023;>2,000;amongPRagencies,marketingagencies,brands,andotherrelevantprofessionalsSource(s):InfluencerMarketingHubLeadingwaysinwhichinfluencerscanbecomemorevaluabletobrandsaccordingtomarketersworldwideasofAugust2022Topwaysinwhichinfluencerscanbecomemorevaluabletobrandsworldwide2022Shareofrespondents0%10%20%30%40%50%60%59%70%BybuildingmoreinterestandpurchaseintentBycreatingmoresuitablecontentforourbrandBybuildingalong-term,collaborativerelationshipwithourbrandByintroducingnewaudiencestoabrandByunderstandingthebrand'srequirementbetterByallowingmoreflexibilityforcontentusagerightsBybeingmoreprofessionalintheirinteractionsBygainingmorefollowers51%50%49%43%30%25%17%Bysellingmoreproductdirectly13%Bygivingbrandsmorecreativecontrol9%Other2%8Description:AccordingtoasurveyconductedamongmarketersworldwideandreleasedinAugust2022,59percentofrespondentssaidinfluencerscouldbecomemorevaluabletobrandsbycreatingmoreinterestandpurchaseintent.Thiswasfollowedby51percentofrespondentssayinginfluencerscouldbecomemorevaluablebycreatingmoresuitablecontentfortheirbrand.ReadmoreNote(s):Worldwide;August20,2022;400respondentsSource(s):;MarketingCharts;WARCLeadingmetricssuccessfullydeliveredbyinfluencersaccordingtomarketersworldwideasofAugust2022Topmetricsdeliveredbyinfluencersaccordingtomarketersworldwide2022Shareofrespondents15%0%5%10%20%19%25%30%35%IncreasedengagementSocialmediatrafficincreaseBrandmetricslift32%11%10%ConversionsIncreasedwebtrafficIncreasedpositivesentimentSaleslift9%6%5%MoreefficientadspendLowercontentproductioncostOthers3%3%2%9Description:AccordingtoasurveyconductedamongmarketersinNorthAmerica,Europe,Asia,andAustraliaandreleasedinAugust2022,32percentofrespondentsnamedincreasedengagementasthemetricmosteffectivelyfulfilledbyinfluencermarketing.Around19percentofmarketerscitedsocialmediatrafficincreaseasthebest-performingmetricdeliveredbyinfluencers,while11percentmentionedaliftingofbrandmetricsbeingthemosteffectivelydeliveredmetric.

ReadmoreNote(s):Worldwide;August20,2022;<400;marketersinNorthAmerica,Europe,Asia,andAustraliaSource(s):;NetInfluencer;WARCInfluencermarketingspendingworldwideandintheUnitedStatesin2022and2023(inbillionU.S.dollars)InfluencermarketingspendingworldwideandintheU.S.2022-2023U.S.Worldwide4034.083529.143025201510526.0922.1902022202310Description:In2022,influencermarketingspendingintheUnitedStatesequaled22.19billionU.S.dollars,whichwaslessthanglobalspendingbycloseto7billion,whichstoodataround29.14billioninthegivenyear.During2023,globalinfluencermarketingspendingreached34.08billion,whileintheU.S.itamountedto26.09billiondollars.ReadmoreNote(s):Worldwide,UnitedStates;2022and2023Source(s):MediaPost;PQMediaLeadingchallengesamonginfluencermarketersworldwideasofJanuary2023Leadingchallengesamonginfluencermarketersworldwide2023Shareofrespondents10%0%5%15%20%25%Keepingupwithsocialmediatrends28%ThecostofworkingwithinfluencersBuildingacreativestrategy26%26%MeasuringROIofinfluencercampaignsThetimeittakestomanagecampaignsFindingandvettinginfluencerstopartnerwithBrandsafety/alignment25%24%23%23%11Description:AccordingtoaglobalsurveyconductedamongmarketersinJanuary2023,28percentofrespondingsocialmediamarketersstatedthatkeepingupwithsocialmediatrendswasoneofthetopchallengesofinfluencermarketing.Thecostofworkingwithinfluencerscamesecondwith26percentofrespondentslistingitasaleadingchallenge.ReadmoreNote(s):Worldwide;January2023;1,283respondents;socialmediamarketersSource(s):HubSpotLeadingtoolsformeasuringtheeffectivenessofinfluencermarketingcampaignsworldwideasofJanuary2023Toptoolsformeasuringtheeffectivenessofinfluencermarketingworldwide2023Shareofrespondents0%5%10%15%20%25%30%BrandawarenessRevenue/sales34%32%Impressions/viewsEngagement29%28%Clicks25%Brandmentions/hashtaguses25%12Description:AccordingtoaglobalsurveyconductedamongsocialmediamarketersinJanuary2023,34percentofrespondentsstatedthatbrandawarenesswasoneofthemaintoolsformeasuringtheeffectivenessofinfluencermarketingcampaigns.Revenueandsalesfollowedwith32percent,whileimpressionsandviewsobtained29percentofmarketers'shares.ReadmoreNote(s):Worldwide;January2023;1,283respondents;socialmediamarketersSource(s):HubSpotMillennials'opinionsonhowmuchtheytrustproduct/brandrecommendationsmadebysocialmediainfluencersworldwidein2023Millennials'trustonproduct/brandrecommendationmadebyinfluencersworldwide2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%49%55%InfluencerrecommendationsaremoreengagingthanregularadsI'mlikelytopurchaseaproductrecommendedbyinfluencers45%Ifollowinfluencerswhoregularlypromoteproducts/brands44%I'mhappywiththevolumeofpromotedproducts/brandsIseefrominfluencersInfluencersareknowledgeableabouttheproductstheyrecommendRecommendationsfrominfluencersaremoreinformativethanfromcelebritiesInfluencerrecommendationsaremoretrustworthythanregularads41%40%40%36%13Description:AsofMarch2023,nearly50percentof10millennialsworldwidefoundinfluencers'recommendationsofabrandorproductmoreengagingthanregularadvertisements.For36percentoftherespondents,influencerrecommendationswerealsoconsideredmoretrustworthythanaverageads.Accordingtothesamereport,millennialsrankedreliabilityasthemostwantedqualityinabrand.ReadmoreNote(s):Worldwide;March2023;3,700respondents;27-40years;in12marketsSource(s):GWICHAPTER

02TikTokBrandvalueofTikTok/Douyinworldwidefrom2021to2023(inbillionU.S.dollars)TikTok/Douyin:brandvalue2021-20237060504065.758.983018.752010020212022202315Description:ByteDance`striumphantTikTok/DouyinisoneofthemostsuccessfulChinesebrandsthathavemadeitsnamebeyondborders.Theshortvideobrandenjoyedimmensepopularityaroundtheworld,surpassingInstagramandWhatsApptobethemostdownloadedmobileappin2022.In2023,thebrandvalueofTikTok/Douyinamountedto66billionU.S.dollars.Itwasthemostvaluableunicornworldwidein2022withamarketcapof200billionU.S.dollars.

ReadmoreNote(s):Worldwide,China;2021to2023Source(s):BrandFinanceAveragenumberofviewsperpostofTikTokinfluencersin2022,bynumberoffollowersViewsperpostofglobalTikTokinfluencers2022,byprofilesize350,000300,000250,000200,000150,000100,00050,000329,38238,51710,2447,6115,1210Nano-influencers(1K-10K)Micro-influencers(10k-50K)Mid-influencers(50K-500K)

Macro-influencers(500K-1M)

Mega-influencers(over1M)16Description:ThepostofaTikTokmega-influencerwithmorethanonemillionfollowersreceivedanaverageof329,382viewsworldwidein2022.Thepostofamacro-influencerwith100,000toonemillionfollowersreceivedanaverageof38,517views.

ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorAveragepriceperpostofTikTokinfluencersworldwidein2022,bynumberoffollowers(inU.S.dollars)PriceperpostamongglobalTikTokinfluencers2022,byprofilesizeAverage

minimum

priceAverage

maximum

priceNano-influencers(1K-10K)Micro-influencers(10k-50K)Mid-influencers(50K-500K)Macro-influencers(500K-1M)Mega-influencers(over1M)20301504008016503500150120017Description:TheaverageminimumpriceperpostofTikTokmega-influencerswithmorethanonemillionfollowersworldwidewas1,200U.S.dollarsin2022.Theaverageminimumpriceperpostofmacro-influencerswith500,000toonemillionfollowerswas150U.S.dollars,whiletheaveragemaximumpricewas3500U.S.dollars.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorDistributionofTikTokinfluencersworldwidein2022,bynumberoffollowersGlobaldistributionofTikTokinfluencersin2022,bynumberoffollowers500,000to1,000,0000.53%1,000,000andabove0.41%50,000to500,0009.04%10,000to50,00023.06%1,000to10,00066.96%18Description:In2022,TikTokinfluencerswith1,000to10,000followersmadeup66.96percentofTikTokinfluenceraccountsworldwide.Thesecondandthirdlargestgroupsweremicro-influencerswith10,000to50,000followersandmid-tierinfluencerswith50,000to500,000followers,accountingrespectivelyfor23.06percentand9.04percent.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorEngagementrateofTikTokinfluencersworldwidefrom2021to2022,bynumberoffollowersEngagementrateamongglobalTikTokinfluencers2022,byprofilesize2021202218%15.7%16%14%12%10%8%15.2%12.4%12.2%11.3%11.1%10.8%10.9%10.8%10.6%6%4%2%0%Nano-influencers(1K-10K)Micro-influencers(10k-50K)

Mid-tier-influencers(50K-500K)

Macro-influencers(500K-1M)

Mega-influencers(over1M)19Description:TikToknano-influencerswithonetotenthousandfollowershadthehighestengagementrate(ER)comparedtootherTikTokprofilesworldwidein2022.Nano-influencershadanERof15.2percent,whilemicro-influencerswith10,000to50,000followerscamesecondwith12.4percent.ReadmoreNote(s):Worldwide;2021and2022Source(s):HypeAuditorNumberoffakeinteractionsremovedonTikTokfrom2ndquarter2021to1stquarter2023(inmillions)TikTok:fakeengagementremoved2021-2023FakelikesFakefollowers2,0001,8001,6001,4001,2001,0008001,247.891,465.241,444.82600623.71759.04441.99400231.15203.71536.882000366.8285.3271.94248.62163.77146.3691.81Q22021Q32021Q42021Q12022Q22022Q32022Q42022Q1202320Description:Duringthefirstquarterof2023,thesocialvideoplatformTikTokremovedaround1.25billionfakefollowersontheplatformduetofakeaccounts.Thisrepresentsadecreaseofapproximately14percentfromthepreviousquarterwhenthenumberoffakefollowersremovedwasapproximately1.25million.Additionally,theplatformremovedaround536millionfakelikesduringthelastmeasuredquarter.ReadmoreNote(s):Worldwide;Q22021toQ12023Source(s):TikTokFastestgrowingTikTokaccountsworldwidein2022,byannualfollowergrowthFastestgrowingglobalTikTokaccounts2022,byfollowergrowthYear-on-yearfollowergrowth600%

800%

1,000%0%200%400%1,200%1,400%1,600%1,546%1,800%luvadepedreiroamauryguichonbadbunny736%627%rubentuestaokbayashi.tiktokmrbeast253%148%102%therock44%34%domelipakhaby.lamecharlidamelio23%13%21Description:Thefastest-growingTikTokuserworldwidein2022wasBraziliansportsinfluencerLuvadePedreiro,whogrewhisaudienceby1,546percentcomparedtothepreviousyear.OnlinepersonalityandpastrychefAmauryGuichonwasthesecondfastestgrowingglobalTikTokcreatorsin2022,withafollowergrowthofalmost736percentyear-over-year.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorMost-followedcreatorsonTikTokworldwideasofAugust2023(inmillions)MostpopularTikTokusersworldwide2023Numberoffollowersinmillions020406080100120140160180KhabaneLamecharlid`amelioBellaPoarchAddisonRaeMrBeast161.9151.192.888.487ZachKing78.77773.568.5KimberlyLoaizacznburakdomelipadixie5722Description:TikTokcreatorandcomedianKhabaneLameofficiallysurpasseddancerCharliD`AmelioasthemostfollowedcontentcreatorontheplatforminSeptember2022.Lame,whoisbasedinItaly,reached162millionsubscribersinAugust2023.InfluencerCharlieD'Ameliofollowedcloselyinsecondpositionwith151millionfollowersandsingerBellaPoarchrankedthird,withatotalof93millionfollowers.ReadmoreNote(s):Worldwide;August2023Source(s):SocialBladeLeadingbrandsonTikTokworldwidein2022,bynumberofinfluencersmentioningthem(in1,000s)MostmentionedbrandsonTikTokworldwide2022,byinfluencersNumberofinfluencersinthousands0246810121413.416SheinTarget11.2Netflix8.5Sephora7.5Amazon6.9StarbucksDisney5.95.7SHEGLAMPrettyLittleThingFashionNova4.13.93.923/statistics/1256499/brands-tiktok-mentionsThemosttalked-aboutbrandonTikTokin2022wasonlinefashionandsportsretailerShein,havingbeenmentionedby13.4thousandinfluencers.Targetfollowedwith11.2thousandinfluencers,whileNetflixroundedoutthetopthreewith8.5thousand.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorLeadingbrandsonTikTokworldwidein2022,bynumberofinfluencers(in1,000s)MosttalkedaboutbrandsonTikTokworldwide2022Numberofinfluencersinthousands0510152025303540SheinTarget37.524.1Sephora19.3Netflix16.4Amazon14.1FashionNovaDisney13.612.812.3SheglamStarbucksPrettyLittleThing9.88.424Description:SheinwasthemosttalkedaboutbrandonTikTokin2022,with37.5thousandinfluencersmentioningit.TargetandSephorafollowedwith24.1thousandand19.3thousandinfluencers,respectively.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorCHAPTER

03InstagramBrandvalueofInstagramworldwidefrom2020to2023(inbillionU.S.dollars)Instagram:brandvalue2020-2023504540353047.433.4826.4425.072520151050202020212022202326Description:In2023,thebrandvalueofInstagramamountedto47.4billionU.S.dollars.Ayearearlier,thevaluestoodat33.48billiondollars.Instagramwasthesixthmostvaluablemediabrandworldwidein2023.

ReadmoreNote(s):Worldwide,UnitedStates;2020to2023Source(s):BrandFinanceLeadingcountriesbasedonInstagramaudiencesizeasofJanuary2023(inmillions)CountrieswiththemostInstagramusers2023Audienceinmillions100050150200250IndiaUnitedStatesBrazil229.55143.35113.5IndonesiaTurkey89.1548.6545.7JapanMexicoUnitedKingdomGermanyItaly36.728.7527.4526.2FranceArgentinaSpain23.7523.421.927Description:AsofJanuary2023,Indiahadatotalof229millionInstagramusers,thelargestInstagramaudienceintheworld.TheUnitedStateshad143millionusers,andBrazilhad113million.Indonesia,Turkey,andJapanrankedinfourth,fifthandsixthposition,respectively.BruneiistheleadingcountryforInstagramaudiencereach,with92percentofthepopulationusingthesocialmediaservice.Guamcameinsecond,withapenetrationrateof79.2percentandtheCaymanIslandsranked[...]

ReadmoreNote(s):Worldwide;January2023;13yearsandolder;basedonaddressableadaudienceSource(s):DataReportal;Meltwater;MetaPlatforms;WeAreSocialAveragenumberofweeklybrandpostsonInstagramin2023,byverticalAverageweeklyInstagrambrandposts2023,byverticalNumberofInstagrampostsperweek024681012141618SportsteamsMedia15.610Retail6.8FashionHealth&beautyNonprofits6.46.15MedianacrossallindustriesHomedecorInfluencers4.64.44.13.9HigheredTravel3.43.2FinancialservicesTech&softwareFood&beverageAlcohol32.92.928Description:In2023,themedianweeklybrandpostsonsocialmediaappInstagramwas4.6posts.Overall,Sportsteamsaddedanaverageof15.6postsweeklytothesocialnetwork,whilemediabrandsgeneratedanaveragetenposts.Additionally,retailbrandspostedonaverage6.8timesperweek,whilstfashionbrandsposted6.4timesperweek.ReadmoreNote(s):Worldwide;2023Source(s):RivalIQDistributionofInstagraminfluencersworldwidein2022,bycategoryShareofInstagraminfluencersworldwide2022,bycategoryShareofaccounts0%2%4%6%8%10%12%14%16%LifestyleMusic14.32%8.5%Beauty7.63%Family5.74%Photography5.49%5.37%Humor&fun&happinessCinema&actors/actressesShows3.81%3.42%3.16%Fitness&gym29Description:AccordingtothefindingsofastudyexaminingthestateofinfluencermarketingonInstagram,7.63percentofinfluencersontheplatformwerefocusedonthebeautytopics,makingitthethirdmostpopularcategoryamongglobalInstagraminfluencersin2022.LifestylewasthemostpopularcategorycoveredbyInstagraminfluencersthatyear,atan14.32percentshare.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorDistributionofInstagraminfluencersworldwidein2022,bynumberoffollowersGlobaldistributionofInstagraminfluencersin2022,bynumberoffollowers70%65.39%60%50%40%30%20%10%0%27.73%6.38%0.28%0.23%1,000to10,00010,000to50,00050,000to500,000Numberoffollowers500,000to1,000,0001,000,000andabove30Description:In2022,Instagraminfluencerswith1,000to10,000followersaccountedfor65.39percentofinfluenceraccountsworldwide.Thesecondmostpopulargroupwasthatofmicro-influencerswith10,000to50,000subscribers,accountingfor27.73percentofallinfluencers.Mid-tierinfluencerswith50,000to500,000followersrepresented6.38percentofthetotal,whilemega-influencersandcelebritieswithmorethanonemillionsubscribersaccountedfor0.23percent.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorAveragepriceperpostofInstagraminfluencersworldwidein2022,bynumberoffollowers(inU.S.dollars)AveragepriceperpostofInstagraminfluencersworldwide2022,byfollowersNumber

offollowersAverage

minimum

priceAverage

maximum

priceNano-influencers(1K-10K)Micro-influencers(10K-50K)Mid-influencers(50K-500K)Macro-influencers(500K-1M)Mega-influencers(over1M)203510045015035012002500700031Description:TheaverageminimumpriceperpostofInstagrammega-influencerswithmorethanonemillionfollowersworldwidewas1,200U.S.dollarsin2022.Theaverageminimumpriceperpostofmacro-influencerswith500,000toonemillionfollowerswas350U.S.dollars,whiletheaveragemaximumpricewas7,000U.S.dollars.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorAverageearnedmediavalue(EMV)ofInstagraminfluencerpostsworldwidein2022,bynumberoffollowers(inU.S.dollars)EMVofInstagraminfluencerpostsworldwidein2022,byfollowersNumber

offollowers1,000to10,000Average

minimum

EMVAverage

maximum

EMV255020080010,000to50,00050,000to500,000500,000to1,000,0001,000,000andabove250450500071201435032Description:Theaverageminimumearnedmediavalue(EMV)perpostofInstagrammega-influencerswithmorethanonemillionfollowersworldwidewas5,000U.S.dollarsin2022.TheaverageminimumEMVperpostofmacro-influencerswith500,000toonemillionfollowerswas450U.S.dollars,whiletheaveragemaximumpricewas14,350U.S.dollars.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorEngagementratesamongInstagraminfluencersworldwidein2022,bynumberoffollowersEngagementratesamongglobalIGinfluencers2022,byprofilesizeEngagementrate1.5%0.0%1K-10K0.5%1.0%2.0%2.5%3.0%2.53%10K-50K50K-500K500K-1MOver1M1.06%0.91%0.86%0.92%AverageER1.9%33Description:AccordingtoastudyofInstagram(IG)influencerengagementrates(ER)worldwide,microinfluencershavebeenseeingthehighestpopularitycomparedtoothertierprofiles.Influencerswhohadbetweenonetotenthousandfollowershadtanengagementrateof2.53percentin2022.OnaveragetheERforallstudiedIGinfluencersstoodat1.9percentinthesameyear.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorShareofInstagraminfluencersinvolvedinfraudworldwidefrom2022,bynumberoffollowersShareoffraudulentInstagraminfluencersworldwide2022,bynumberoffollowers70%60%61.23%58.19%54.74%50.17%50%40%30%20%10%0%45.32%35.26%1,000to10,00010,000to50,00050,000to500,000500,000to1,000,0001,000,000andaboveAverageNumberoffollowers34Description:AmajorityofInstagrammega-influencerswithmorethanonemillionfollowersworldwidewereinvolvedinfraudulentactivitiestoinflatetheirengagementandfollowerfiguresin2022.Mega-influencersinvolvedinfraudwere58.19percentofthetotalin2022.Theaverageshareofinfluencersinvolvedinfraudinthesameyearwasof49.32percent.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorLeadingbrandsonInstagramworldwidein2022,bynumberofinfluencersmentioningthem(in1,000s)LeadingbrandsonInstagramworldwide2022,byinfluencersNumberofinfluencersinthousands40

50010203060708090InstagramZara85.566.4Shein57.2H&M46.1Nike40.5SpotifyAmazonYouTubeTargetNetflix35.73533.831.628.435Description:InstagramwasthemosttalkedaboutbrandonInstagramworldwidein2022,with85.5thousandinfluencersmentioningit.Zarafollowedwith66.4thousandinfluencers,whileSheinroundedoutthetopthreewith57.2thousand.ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorAverageadfraudratesofInstagraminfluencersworldwidefrom2019to2022AveragefraudratesofInstagraminfluencers2019-202270%63.53%60%50%40%30%20%10%55.39%49.23%45.32%0%201920202021202236Description:Averageinfluencerfraudrates(ER)worldwidehaddecreasedgraduallysince2019.Thefraudratewasabout63percentin2019,onlytodropto45percentfouryearslater,in2022.Theinfluencerfraudratesarebasedonbuyingfollowers,likesandcomments,storiesviews,andcommentpods.ReadmoreNote(s):Worldwide;2019to2022Source(s):HypeAuditorCHAPTER

04YouTubeBrandvalueofYouTubeworldwidefrom2020to2023(inbillionU.S.dollars)YouTube:brandvalue2020-202335302529.7123.892017.2916.35151050202020212022202338Description:In2023,thebrandvalueofYouTubestoodat29.71billionU.S.dollars.Ayearearlier,thevaluewasestimatedat23.89billiondollars.YouTubeistheeightmostvaluablemediabrandworldwide.

ReadmoreNote(s):Worldwide;2020to2023Source(s):BrandFinanceDistributionofYouTubeinfluencersworldwidein2022,bycategoryGlobaldistributionofYouTubeinfluencers2022,bycategoryShareofinfluenceraccounts0%5%10%15%20%25%PeopleandblogsEntertainmentMusic20.6%16.8%13.7%Videogames12.1%Education8.6%Hot-toandstyleMoviesandTVTechnologyandscienceSports5.7%4.8%3.5%3.4%Newsandpolitics3.1%39Description:PeopleandblogswasthemostpopularcategoryforYouTubeinfluencersin2022,with20.6percentofthempostingvideosrelatedtothistopic.Entertainmentandmusicfollowedwitharespectiveinfluencershareof16.8and13.7percent.

ReadmoreNote(s):Worldwide;2022Source(s):HypeAuditorYouTubeinfluencerengagementratesworldwidein2022,byfollowercountYouTubeinfluencerengagementratesworldwide20223.47%3.4%3.5%3.0%2.5%1.9%2.0%1.5%1.0%0.5%0.0%