什么是影响者营销金博宝188备用网址？- 2022年的终极指南

金博宝188备用网址现在是在线营销的主流形式。这已经有一段时间了，主流媒体定期提到它。但是，仍然有些人真的不理解影响者营销的全部意义。金博宝188备用网址的确，有些人第一次遇到了这句话，并立即思考：“有影响力的营销是什么？”金博宝188备用网址

影响者营金博宝188备用网址销中心现在是一个成熟的网站，其中有数百个文章解释了影响者营销的复杂性以及其他类型的在线营销。这篇文章的原始版本是我们为网站撰写的第一篇文章。但是，我们知道，仍然有人第一次来这里，想知道有影响力的营销是什么。金博宝188备用网址因此，我们已经更新了本文，以关注2022年影响者营销的基础知识。金博宝188备用网址

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2022年金博宝188备用网址影响者营销的样子：

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Influencer Marketing is a hybrid of old and new marketing tools. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. The main differentiator in the case of influencer marketing is that the results of the campaign are collaborations between brands and influencers.

But influencer marketing doesn't just involve celebrities. Instead, it revolves around influencers, many of whom would never consider themselves famous in an offline setting.

In our article,What is an Influencer我们将有影响力的人定义为有：

• 由于与他或她的听众的权威，知识，职位或关系，影响他人的购买决定的权力
• a following in a distinct niche, with whom he or she actively engages. The size of the following depends on the size of his/her topic of the niche.

传统媒体犯的最大错误之一是未能看到名人和在线影响者之间的区别。

同样重要的是要意识到，大多数影响者已经系统地建立了敏锐而热情的受众。这些人跟随有影响力的人而不是品牌并非偶然。观众并不真正在乎您的品牌。他们只关心影响者的意见。不要试图将规则和商业惯例奉献给您的影响者。观众就是他们的，他们可以简单地走开，带着追随者。

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什么是影响者营销金博宝188备用网址？

Influencer marketing involves a brand collaborating with an online influencer to market one of its products or services. Some influencer marketing collaborations are less tangible than that – brands simply work with influencers to improve brand recognition.

影响者营销的早期例子涉及YouTube名金博宝188备用网址人Pewdiepie。他与在巴黎领导下的法国墓穴中拍摄的一部恐怖电影的制片人合作，创建一系列视频他在地下墓穴中受到挑战。对于Pewdiepie的2700万订户来说，它是完美的内容，并获得了电影的预告片几乎翻一番。每个人都赢了。

这是一个简单的例子。很容易想象与公司合作推销产品的名人团队 - 即使音调是一系列10分钟的视频，而不是30秒的电视广告。

But people wouldn't be talking about influencer marketing—you wouldn't be at a website called the Influencer Marketing Hub reading about it, either—if it didn't have a much broader set of applications. And the key is in that word,influencer。

与名人不同的影响者可以在任何地方。他们可以是任何人。使他们有影响力的是他们在网络和社交媒体上的大量追随者。有影响力的人可以在Instagram上成为流行的时尚摄影师，也可以是推文的读取的网络安全博客，也可以是LinkedIn上受人尊敬的营销主管。在任何行业中，都有有影响力的人 - 您只需要找到他们即可。有些人将拥有数十万（如果不是数百万人）的追随者。但是许多人似乎更像是普通人。他们可能只有10,000个关注者，在某些情况下可能只有少。然而，他们将因其领域的专家而闻名。他们是为人们问题提供答案的人。 Depending on their sphere of expertise, they are the people who make the most engaging social posts on their specialist topics. They share the best pictures, make the most entertaining videos, and run the most informative online discussions.

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金博宝188备用网址影响者营销统计

• 金博宝188备用网址有影响力的营销已经发展到2021年138亿美元。
• Businesses are making$5.78 ROIfor every $1 spent on influencer marketing.
• There has been a搜索增加了465％for the phrase "influencer marketing" on Google alone since 2016.
• 90% of survey respondents believe influencer marketing to be an effective form of marketing.
• 67％的品牌使用Instagram进行有影响力的营销。金博宝188备用网址
• 1360影金博宝188备用网址响者市场营销的平台和机构188滚球地址仅在过去的5年中，就进入了市场。

See all stats in our latest Benchmark Report

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What works in Influencer Marketing

Carefully consider your approach to influencer marketing

• Be organized, put together a strategy, plan, and budget, spend time on research
• Decide on your approach to finding influencers – find them organically, subscribe to a platform, or work through an agency
• 保持耐心并成为人类 - 与人交谈，而不是公司与公司交谈

制定时间表

• Does the influencer prefer monthly/quarterly/biannual calls or newsletters?
• Integrate with your PR schedule, product release schedule, etc.
• Send emails on behalf of key executives. Plan travel schedules for executives and arrange face-to-face meetings

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What Influencer Marketing is Not

金博宝188备用网址有影响力的营销不仅仅是找到一个有听众的人并为他们提供金钱或曝光，因此他们可以对您说好话。这就是病毒名人的目的。有影响力的人是花时间建立自己的品牌并培养听众的人。他们将自然地保护自己的声誉和信任他们的人。他们是一个有耐心和专注于在社交媒体上取得成功的人，这是一个有机追随者 - 像这样的人对仅仅为了这笔钱而进行影响者营销并不感兴趣。金博宝188备用网址

金博宝188备用网址有影响力的营销也不是关于快速结果。It's the same kind of slow-and-steady approach as Social Media and Content Marketing, where your campaign isn't about directly selling your wares. Instead, it's about demonstrating your authority, credibility, and精神领袖within your industry. It's about becoming synonymous with whatever it is that you offer, like when people say they're going to Xerox a document instead of photocopying it, or to Hoover the floor, rather than vacuuming it.

With Social Media Marketing, it's a slow game of acquiring the kind of followers who are going to be loyal and engaged. So it's tempting to think that joining forces with an influencer is going to be an easy way into the hearts and minds of his or her followers—it's not that simple, though. Because to ally yourself with influencers, you've got to earn their trust and respect. But how?

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什么在影响者营销中不起作用金博宝188备用网址

概括你的发现和方法使use of different influencers. One size doesn't fit all influencers：量身定制您对特定影响者的方法

只是查看影响者的受欢迎程度。Influence does not only mean popularity. Remember that your goal is to elicit a particular action from your customers. Don't automatically assume that the people with the most followers are the influencers of a niche.

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一个简单的规则：影响者营销是对影响金博宝188备用网址者的营销

借助传统的社交媒体营销，品牌可以在其选择的任何平台上建立身份，并且随着时间的流逝及其追随者基础的增长，它可以看到其品牌冠军是谁。这些客户喜欢和分享内容或在帖子中提及品牌本身。像这样的追随者可以通过个人关注进一步培养，也可以作为所有品牌冠军的高度分割组的一部分。向该小组推销该小组的努力集中在使他们传播这个词的方法上。

这种方法的一个问题是，一些品牌的追随者只是没有足够的追随者来产生很大的影响。实际上，社交网络上的大多数普通人都没有。大多数人都有一个小型网络，可能是几百个朋友和同事，代表各种口味和偏好。同时，品牌努力策划和创建他们希望的内容，他们希望以某种有意义的方式与他们的追随者产生共鸣，同时保持日常互动。

This scattershot approach to social marketing yields predictably erratic results. Instead of blindly trying to grab likes and followers or throwing various bits of content out to see what sticks, influencer marketing tells us that our time is better spent marketing directly to influential people whose likes and dislikes we already know — they align well with our own. This means engaging with these people across social accounts—not just following and liking but commenting and demonstrating knowledge and a personality. It can also mean curating or creating content that's hand-picked to get the attention of influencers. So, while it's the influencer's audience that's the ultimate prize, the target market for brands includes the influencers themselves.

This scattershot approach to social marketing yields predictably erratic results. Instead of blindly trying to grab likes and followers or throwing various bits of content out to see what sticks, influencer marketing tells us that our time is better spent marketing directly to influential people whose likes and dislikes we already know — they align well with our own. This means engaging with these people across social accounts—not just following and liking but commenting and demonstrating knowledge and a personality. It can also mean curating or creating content that's hand-picked to get the attention of influencers. So, while it's the influencer's audience that's the ultimate prize, the target market for brands includes the influencers themselves.

通过奠定基础，您可以将两件事作为一个品牌实现：

The first is that by merely interacting in positive and constructive ways on influencers' social pages, you gain early access to their followers. You're not promoting anything to them; you're showing your face as a member of their community, adding to your credibility down the line.

The second achievement is that, eventually, when you do propose some kind of influencer marketing collaboration, they'll already know you. Influencers aren't celebrities, per se, but their online life can look a lot like a famous person's real-world one: lots of interruptions from people they don't know, wanting a piece of their time, either to praise them or to pitch them. You need to be able to stand out from the noise of attention they get in the form of emails and tweets. This means that when you finally reach out to them, they'll already know what you're about, and they'll know whether you're a good fit for their audience.

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The Remarkable Rise of Influencer Marketing

Each year we conduct an online survey to help us understand how companies see the state of influencer marketing. The results are definitely optimistic, indicating that influencer marketing is genuinely mainstream now, on an upwards trajectory as a preferred marketing method.

这是我们的关键结果金博宝188备用网址影响者营销中心2021研究以及其他一些相关的近期统计数据。

1. Sizable Increase in Searches for "Influencer Marketing"

自2016年以来，仅在Google上搜索“有影响力的人营销”一词的搜索增加了465％。显然，它现在是一个热门话题，导致金博宝188备用网址更多的人想自我教育有影响力的营销并找到影响者的营销平台和代理商。188滚球地址截至2019年的时期特别疯狂，2016年至2019年之间对“影响者营销”的搜索增加了1500％。从那时起，搜索却略有放缓，但是，有影响力的人营销现在已成为许多人的主流。金博宝188备用网址

2.影金博宝188备用网址响者营销在2021年增长到138亿美元

冠状病毒加速了2020年有影响力的营销的增长，估计在2021年继续进行。从2金博宝188备用网址016年的17亿美元开始，影响者营销估计在2020年的市场规模增长到97亿美元，预计将进一步增加到进一步的增长到进一步的增长。2021年138亿美元。

3.有金博宝188备用网址影响力的营销集中的平台和机构在两年内增加了一倍以上188滚球地址

Influencer marketing has become sufficiently mainstream that companies are continually setting up platforms to help the influencer search and selection process, as well as making the system more transparent and easier for both brands and influencers. Quite a few agencies have now opened that specialize in providing influencer marketing services. Not wishing to lose clients, quite a few traditional agencies have added influencer marketing to the services they offer. There have been 240 new influencer marketing-focused platforms and agencies entering the market over the last 12 months, on top of 380 doing so in the previous year.

4. High Average Earned Media Value per $1 Spent on Influencer Marketing

While we didn't have updated figures on earned media value (EMV) in our 2021 Influencer Marketing Benchmark Report, we did have new figures in 2020. Businesses earn an average of $5.78 promotional publicity for each $1 they spend on influencer marketing. Some companies gain up to $18 EMV for every influencer dollar spent, although 25% either lose money or just break even.

5.许多公司现在为影响者营销和内容营销的预算金博宝188备用网址

内容营销现在是那么的坚定t 59% of marketers have stand-alone budgets for it. This figure is in some ways lower than expected, as HubSpot reports that 70% of their respondents use content marketing. Some firms who use content market clearly fund it from a centralized marketing budget.

金博宝188备用网址影响力营销足够主流that 75% of our survey respondents indicated that they would be dedicating a budget to influencer marketing in 2021. This rate is up substantially from the 37% who claimed they would allocate a budget to it in 2017.

6.大多数公司打算增加其影响者的营销预算金博宝188备用网址

公司清楚地将有影响力的营销视为他们打算领导的金博宝188备用网址方向，其中62％的受访者已经为有影响力的营销计划预算，以增加2021年的影响者营销预算。只有7％的公司宣布他们会降低其影响者的营销预算或移动。远离它。

7.大多数营销人员判断有影响力的营销有效金博宝188备用网址

营销人员和品牌清楚地相信了有影响力的营销的有效性，这导致了过去一年创造的新内容的爆炸。金博宝188备用网址我们90％的调查受访者认为有影响力的营销是一种有效的营销形式。金博宝188备用网址自2017年以来，这种统计数据一直保持相对静止，并且这些迹象清楚地表明，对影响者营销的这种积极性将持续到未来。金博宝188备用网址

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Instagram洞察力

1.每天在Instagram上的大量照片，视频和喜欢

Instagram has seen an explosion of use over the last few years. The idea that its users post 95 million photos and videos and like 4.2 billion posts every day is mind-boggling. Photo posts now make up 64.4% of all Instagram main feed posts, followed by carousel posts (18.8%) and video posts (16.8%).

2. Instagram has Seen Huge Growth in Support Over the Last Four Years

Instagram has certainly not suffered from being bought by Facebook. There has been a massive increase in Instagram users during the Facebook era, with over 1.074 billion active users currently. Stories are also highly popular, with 500 million people using Instagram Stories every day.

3. Influencer #Followers Vary Greatly by Niche on Instagram

Instagram影响者的追随者人数有令人惊讶的差异。一些利基市场，例如建模和美丽，都有一些非常受欢迎的影响者，每个壁nive者每个都有多达2000万关注者。其他利基（例如生活方式和音乐）的“超级巨星”更少，导致平均影响者的追随者较低。

4. Instagram Influencer Marketing Spending Growing at a Rapid Rate

影响者营销的总体增长以及Instagram作为一金博宝188备用网址种高度可见的社交媒体渠道的重要性，导致品牌大幅增加了在那里运营的影响者的钱。55％的营销人员打算在2021年将Instagram用于影响者营销，仅次于YouTube。金博宝188备用网址相比之下，使用在线广告，35％的Tiktok，29％的电视广告，20％的OOH广告和20％Twitch进行了43％的标志。营销人员预计这种趋势将持续到2022年。

5. Number Of Brand-Sponsored Influencer Posts Growing Almost Exponentially

With increased brand awareness of influencer marketing and tighter regulations regarding advertising transparency, we have seen phenomenal growth in sponsored influencer posts. These posts trebled between 2015 and 2017 to 2.68 million posts. These were further expected to rise substantially to 6.12 million sponsored posts in 2020. With the increase in influencer marketing since the advent of COVID-19, this figure is undoubtedly higher now.

6. Instagram Engagement Rates Much Higher than those on Twitter, But Lower than those on TikTok

可能是因为Instagram帖子持续了一段时间，但是一条推文可以迅速消失在用户的供稿中，因此Instagram帖子往往比推文更高。对于两个社交媒体渠道，关注者较少的影响者发现，与拥有更多关注者的人相比，建立高参与率更容易。少于1,000名关注者的影响者在Instagram上平均参与7.2％，Twitter的1.4％和Tiktok的9.38％。对于具有超过100,000名关注者的巨型影响者而言，Instagram的平均参与率为1.1％，Twitter的平均参与率为0.3％，Tiktok的平均参与率为5.3％。

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影响者金博宝188备用网址营销活动：案例研究

前面提到的Pewdiepie示例可能使您了解了有影响力的营销活动的外观。金博宝188备用网址不过，很难看到这种策略如何能够进入商业世界中一些不太性感的领域。考虑到这些标准，让我们看一下example- 一项运动，以推动出席人数和对内容营销世界会议的认识。一种更传统的方法可能仅专注于SEO和Google广告，以及在Twitter和LinkedIn上推广的内容。也许会写一篇博客文章，这是可以共享的，可以有见地的，可以说出来。

Instead, the内容营销学院(CMI) worked with顶级营销开发有影响力的营销活动来传播金博宝188备用网址其信息。公平地说，内容营销学院已经拥有与他们合作的有影响力者的广泛网络。确定潜在的合作者就像看谁在宣传的会议上讲话一样容易。这正是他们所做的，要求演讲者围绕内容营销做出一些想法或建议。将反馈与其他教育材料一起汇编成四本独立的电子书，每本都有与CMI会议上的编程有关的独特主题。他们使每本电子书可在Slideshare或可下载的PDF上查看，并在社交媒体上推出了CMI，最高等级和影响者本身的链接。整个计划由专门从事内容策划和管理平台的软件开发人员Curata承保。188滚球地址这是一个广告系列周围的很多球员，但是看看每个人如何从中得到一些东西：

• The target audience, those being recruited for attendance at the conference, got free, entertaining, and valuable information of personal relevance to them. Over 230,000 people viewed the eBooks on SlideShare, while another 4,000 downloaded the PDFs.
• The influencers who participated used the platform to drive attendance to their sessions at the conference. Sharing out the eBooks gave them more opportunities to make people aware they were speaking, all of which added to their personae as credible and respected people in their field.
• CMI got the attendance they were looking for and another notch in their belt by putting on (and pulling off) another large conference with them at the center of it all.
• 为这一切而付出的代价的库拉塔（Curata）获得了1000多个新线索，他们可以向他们推销。

这种胜利/赢/获胜/获胜情况是使我成为这样令人信服的策略的一部分

这些广告系列中没有使用广告技巧，也没有对您知道他们从未使用过的产品的虚假名人。这样想：CMI会议活动是一场直接的内容营销剧，由写有关内容营销的书并针对其他竞选营销人员的人们委托。这些都是知道“交易技巧”的人，但是竞选活动奏效了。这是因为在这种情况下，诀窍是没有技巧。

• 最好的社交营销作用是因为它不过是自然的社会互动。
• 最好的内容营销有效，因为信息确实有帮助。
• And the best influencer marketing works because it relies on both social and content marketing tools, where credibility and genuine authority are already established in the minds of the audience.