Okwedlule, Okwamanje, Nekusasa Lendawo Yokumaketha Ye-Influencer

I-Influencer Marketing Landscape

Iminyaka eyishumi edlule isebenze njengenye yokukhula okukhulu kokumaketha kwabanamandla, ikusungula njengesu okufanele libe nalo lemikhiqizo emizamweni yabo yokuxhumana nezithameli zabo ezibalulekile. Futhi isikhalo sayo sihlelelwe ukuthi siqhubeke njengoba amabhrendi amaningi ebheka ukusebenzisana nabagqugquzeli ukukhombisa ubuqiniso bawo. 

Ngokukhula kwezentengiselwano zomphakathi, ukusatshalaliswa kabusha kwemali yokukhangisa ukuze kuthonye ukumaketha okuvela kumabonakude nabezindaba ezingaxhunyiwe ku-inthanethi, nokwamukelwa okwengeziwe kwesoftware evimba izikhangiso ebhuntshisa izikhangiso ze-inthanethi ezivamile, akumangazi:

Ukumaketha kwe-Influencer kulindeleke ukuthi kukhiqize ama-dollar ayizigidi eziyizinkulungwane ezingama-22.2 emhlabeni wonke ngo-2025, kusukela ku-$13.8 billion ngonyaka odlule. 

US State of Influencer Marketing, HypeAuditor

Nakuba, izinselelo ziyavela phakathi kokukhangisa okunamandla njengoba isimo sakhona sishintsha njalo, okwenza kube nzima kumabhrendi, ngisho nabathonya ngokwabo, ukuhambisana nezinqubo ezihamba phambili. Lokho kwenza manje isikhathi esikahle sokuzindla ngalokho okusebenzile, okungasebenzanga, nokuthi ikusasa lemikhankaso yabagqugquzeli abaphumelelayo libukeka kanjani. 

Ikusasa yiNano 

Njengoba sihlola ukuthi ubani owenza amagagasi kulo nyaka odlule, iqiniso lalishaqisa kwabangamakethi nabakhangisi ngokufanayo. Kulo nyaka, umhlaba wawungenandaba namagama amakhulu afana neThe Rock no-Selena Gomez - balungisa ama-micro-influencers kanye nama-nano-influencers.

Laba bagqugquzeli, abanabalandeli abaphakathi kwe-1,000 kanye ne-20,000, banamandla okufinyelela imiphakathi ye-niche, esebenza njengesiteshi esingcono kakhulu sokuthi imikhiqizo ifinyelele ingxenye ethile yezithameli zabo. Akukhona nje ukuthi abakwazi ukuxhumana namaqembu angakunaki ukumaketha okujwayelekile, kodwa amanani abo okuzibandakanya (ER) ziphakeme. Ngo-2021, ama-nano-influencers ayenesilinganiso I-ER ka-4.6%, ngaphezu kokuphindwe kathathu kunabagqugquzeli abanabalandeli abangaphezu kuka-20,000.

Amandla ama-micro-influencers kanye nama-nano-influencers akakaphunyuki kubakhangisi futhi njengoba imikhiqizo ifuna ukuhlukanisa isu layo lenkundla yezokuxhumana futhi ikhulise ama-ER emikhankasweni eqhubekayo, sizobona lezi zigaba zabathonya zizuza ukuduma okwengeziwe.

Imboni Yezokukhangisa Ngethonya Iyaqhubeka Ngokuvuthwa

Ngokuhlukile futhi, idatha ibonise ukuthi isilinganiso seminyaka yabasebenzisi bezokuxhumana singene ngonyaka odlule.

  • Amaphesenti wabasebenzisi ku-Instagram abaphakathi kweminyaka engama-25 nengama-34 akhuphuke ngo-4%, kanti inani labasebenzisi beTikTok abaneminyaka eyi-13 kuye kwengama-17 lehle ngo-2%.
  • Abasebenzisi beTikTok abaphakathi kweminyaka eyi-18 nengama-24 bakha iqembu elikhulu labasebenzisi endaweni yesikhulumi, kuma-39% wabo bonke abasebenzisi.
  • Ngaleso sikhathi, u-70% wabasebenzisi be-YouTube babephakathi kweminyaka engu-18 nengu-34 ubudala.

Ukuguquguquka kwezithameli ezivuthiwe ezibhekene namaqiniso asangulukisayo kwabonakala kubalandeli bezihloko ezazifunwa. Ngenkathi abasebenzisi beqhubeka nokuthutheleka ku-Instagram kaBeyonce kanye nabakwaKardashians, ucwaningo lukhombisa ukuthi iFinance & Economics, Health & Medicine, kanye neBusiness & Careers kwakuyizigaba eziheha kakhulu. abalandeli abasha e 2021.

Ukwenyuswa Kokutholwa, Ukuqamba Okusha, kanye ne-Metaverse Kuzothatha Ukumaketha Kwe-Influencer Kuyise Kwizinga Elilandelayo

Imboni yokumaketha enethonya ngo-2022 iyinkimbinkimbi kakhulu kunalokho eyayiyikho ngaphambi kobhubhane, futhi ababambiqhaza baye baqaphela. Amathonya manje ayingxenye enkulu yezincwadi zokudlala zabathengisi abaningi, hhayi nje amaphrojekthi aphuma kanye nje abejwayelekile eminyakeni embalwa edlule. Amabhrendi aya ngokuya efuna ubudlelwano obuqhubekayo nabanamandla.

Ngaleso sikhathi, izinkundla zokuxhumana zinikeza abadali amathuluzi amasha nezindlela ezengeziwe zokukhiqiza imali. Ngo-2021, i-Instagram yengeza izitolo zabadali, izinhlaka ezintsha zezivumelwano zokuphromotha, kanye nentuthuko endaweni yemakethe yabagqugquzeli ukusiza amabhrendi ukuxhumana nabasebenzisi. I-TikTok yethule ithiphu yevidiyo nezipho ezibonakalayo, kanye nekhono lokusakaza bukhoma. Futhi i-YouTube yembule i-Shorts Fund engu-$100 million njengendlela yokukhuthaza abagqugquzeli ukuthi benze okuqukethwe kwempendulo yabo ku-TikTok.

Ekugcineni, ukuthenga ku-inthanethi kube nokukhula kwe-meteoric phakathi nobhubhane, kepha…

Ukuhweba kwezenhlalo kulindeleke ukuthi kukhule ngokushesha okuphindwe kathathu, kuye ku- $ 1.2 trillion ngo-2025

Kungani Ukuthenga Kusethelwe Inguquko Yezenhlalakahle, i-Accenture

Izinkundla zokuxhumana zisabalalisa ukuhlanganiswa kwe-e-commerce, njengokuthi I-Instagram's Drops futhi Ukusebenzisana kweTikTok nabakwaShopify, ukwenza lula kanye nokwenza imali kulowo moya.

Iminyaka embalwa edlule ifakazele amathonya ezinkundla zokuxhumana njengesisetshenziswa esibalulekile, esiholela nakanjani ekuziphendukeleni kwemvelo okushiya imboni ibekwe kahle kulokho okulandelayo. Lokho okulandelayo kungenzeka kube ukukhula nokwamukelwa kweqiniso elingathandwa kwabathelisi esikubona kanye nemetaverse.

Ukuthatha ukumaketha kwe-influencer kusuka kubukhulu obubili kuye kwezintathu kuzoba yithuba elikhulu elilandelayo, njengoba kufakazelwa uguquko lwesu le-Facebook lokugxila kuzo zonke izinto ze-Meta. Ungalenzi iphutha, kuzoletha nenqwaba yezinselelo. Ukwakha nokwabelana ngolwazi olujulile kuzosho ijika lokufunda elikhulu kubathonya ababonakalayo. Kepha uma kubhekwa ukuthi imboni ingene kanjani kulo bhubhane kanye namandla amakhulu aqhamukayo, siyaqiniseka ukuthi abagqugquzeli bazokwazi ukubhekana naleyo nselelo.

Landa umbiko we-HypeAuditor's State of Influencer Marketing 2022 wase-US