Ixesha Elidlulileyo, Elikhoyo, kunye neKamva le-Influencer Marketing Landscape

Influencer Marketing Landscape

Ishumi leminyaka elidlulileyo lisebenze njengokukhula okukhulu kwintengiso yeempembelelo, ukumisela njengesicwangciso esiliqili ekufuneka sibe neempawu kwiinzame zabo zokunxibelelana nabaphulaphuli abaphambili. Kwaye isibheno sayo simiselwe ukuhlala njengoko iimveliso ezininzi zijonge ukusebenzisana nabaphembeleli ukubonisa ubunyani bazo. 

Ngokunyuka kwe-ecommerce yezentlalo, ukusasazwa ngokutsha kwenkcitho yentengiso ukukhuthaza ukuthengisa kumabonwakude nakwimithombo yeendaba engaxhunyiwe kwi-intanethi, kunye nolwamkelo olwandisiweyo lwesoftware yokuthintela intengiso ethintela iintengiso zemveli ze-intanethi, ayimangalisi:

Intengiso yempembelelo kulindeleke ukuba ivelise i-22.2 yeebhiliyoni zeedola kwihlabathi liphela ngo-2025, isuka kwi-13.8 yeebhiliyoni zeedola kunyaka ophelileyo. 

US State of Influencer Marketing, HypeAuditor

Nangona, imiceli mngeni iyavela kwintengiso yeempembelelo njengoko ubume bayo buhlala buguquka, busenza kube nzima kwiibhrendi, kunye nabaphembeleli ngokwabo, ukuhambisana nezona ndlela zilungileyo. Oko kwenza ngoku elona xesha lifanelekileyo lokungena kwinto esebenzileyo, engakhange isebenze, kwaye lijongeka njani ikamva leempembelelo ezisebenzayo. 

Ikamva nguNano 

Njengoko sivavanya ukuba ngubani owenza amaza kulo nyaka uphelileyo, inyani yayiyothusa kubantu abangarhwebi kunye nabarhwebi ngokufanayo. Kulo nyaka, ihlabathi lalingakhathazeki kakhulu ngamagama amakhulu afana neDwala kunye no-Selena Gomez - balungisa kwi-micro-influencers kunye ne-nano-influencers.

Aba baphembeleli, abanabalandeli abaphakathi kwe-1,000 kunye ne-20,000, banamandla okufikelela kuluntu lwe-niche, basebenza njengejelo elifanelekileyo leebrendi ukufikelela kwiseti ethile yabaphulaphuli babo. Abanako nje ukunxibelelana namaqela angayihoyiyo intengiso yemveli, kodwa amaxabiso abo okuzibandakanya (ERs) ziphezulu. Ngo-2021, ii-nano-influencers zine-avareji I-ER ye-4.6%, ngaphezu kwezihlandlo ezithathu zempembelelo enabalandeli abangaphezu kwe-20,000.

Amandla e-micro-influencers kunye ne-nano-influencers awazange abaleke abathengisi kwaye njengoko iibrendi zifuna ukuguqula isicwangciso sabo seendaba zentlalo kunye nokunyusa i-ERs ephezulu kumaphulo aqhubekayo, siya kubona la manqanaba empembelelo afumana ukuthandwa ngakumbi.

UShishino lweNtengiso lweMpembelelo luqhubela phambili ukuya ekuQolweni

Ngokukodwa ngokunjalo, idatha ibonise ukuba i-avareji yobudala yabasebenzisi beendaba zoluntu inyukile kulo nyaka uphelileyo.

  • Ipesenti yabasebenzisi kwi-Instagram phakathi kweminyaka engama-25 kunye ne-34 yenyuka nge-4%, ngelixa inani labasebenzisi beTikTok abaneminyaka eyi-13 ukuya kwi-17 lehle nge-2%.
  • Abasebenzisi beTikTok abaphakathi kweminyaka eyi-18 kunye ne-24 benze elona qela likhulu labasebenzisi eqongeni, kwi-39% yabo bonke abasebenzisi.
  • Ngeli xesha, i-70% yabasebenzisi bakaYouTube babephakathi kwe-18 kunye ne-34 yeminyaka ubudala.

Ukuguquguquka kwabaphulaphuli abaqolileyo abajongana nezinto zokwenene zokwenene kwabonakala kwimibandela eyayifunwa ngabalandeli babo. Ngelixa abasebenzisi baqhubeka behlahlela kwi-Instagram yeBeyonce kunye neKardashians, uphando lubonisa ukuba iMali kunye noQoqosho, iMpilo kunye neMithi, kunye neShishini kunye neMisebenzi yayiziindidi ezikhanga kakhulu. abalandeli abatsha kwi 2021.

Ukunyuswa koMthombo, ukuVeliswa kwezinto ezintsha, kunye neMetaverse iyakuThatha iNtengiso yeInfluencer ukuya kwinqanaba elilandelayo

Umzi-mveliso wentengiso ophembelelayo ngo-2022 uphucukile kakhulu kunokuba wawunjalo ubhubhane, kwaye abachaphazelekayo baye baqaphela. Abaphembeleli ngoku bayinxalenye enkulu yeencwadi zokudlala zabathengisi, kwaye hayi nje kwiiprojekthi ebeziqhelekile kwiminyaka embalwa eyadlulayo. Iimveliso ziya zikhangela ngakumbi ubambiswano oluqhubekayo kunye nabaphembeleli.

Okwangoku, amaqonga eendaba ezentlalo anika abadali izixhobo ezitsha kunye neendlela ezininzi zokuvelisa ingeniso. Ngo-2021, i-Instagram yongeza iivenkile zabadali, izikhokelo zentengiso entsha, kunye nophuculo kwindawo yentengiso yempembelelo ukunceda iibrendi ziqhagamshelane nabasebenzisi. I-TikTok yaphehlelela ingcebiso yevidiyo kunye nezipho ezibonakalayo, kunye nokukwazi ukusasaza bukhoma. Kwaye uYouTube utyhile i-100 yezigidi zeedola zeNgxowa-mali yoMfutshane njengendlela yokukhuthaza abaphembeleli ukuba benze umxholo wempendulo yabo kwiTikTok.

Okokugqibela, ukuthenga kwi-Intanethi kuye kwakhula kwemeteoric ngexesha lo bhubhani, kodwa…

Urhwebo lwezentlalo kulindeleke ukuba lukhule ngokuphindwe kathathu ngokukhawuleza, ukuya kuthi ga kwi-1.2 yeebhiliyoni zeedola ngo-2025

Kutheni iShopping's Sete yeRevolution yeNtlalo, Accenture

Amaqonga eendaba ezentlalo akhupha udibaniso lwe-e-commerce, njengaye Instagram's Drops kwaye Intsebenziswano yeTikTok kunye noShopify, ukuququzelela kunye nokwenza imali kwi-windfall.

Iminyaka embalwa edlulileyo ibonakalise impembelelo yemithombo yeendaba zentlalo njengesixhobo esixabisekileyo, esikhokelela kwinguquko eshiya ishishini limi kakuhle kwinto elandelayo. Oko yintoni elandelayo inokuba kukukhula kunye nokwamkelwa kokwenyani okwandisiweyo kunye nemetaverse.

Ukuthatha intengiso ye-influencer ukusuka kumacala amabini ukuya kweyesithathu iya kuba lithuba elikhulu elilandelayo, njengoko kungqinwa lutshintsho lweqhinga likaFacebook lokugxila kuzo zonke izinto zeMeta. Ungenzi mpazamo, iya kuzisa imingeni emininzi. Ukwakha kunye nokwabelana ngamava antywilayo kuya kuthetha igophe lokufunda elikhulu kubaphembeleli benyani. Kodwa xa kujongwe indlela ishishini elithe laza ngayo kulo bhubhani kunye namandla awongamileyo, siqinisekile ukuba abaphembeleli baxhomekeke kulo mngeni.

Khuphela ingxelo ye-HypeAuditor yase-US yeNtengiso ye-Influencer ngo-2022