7 Amathrendi Wokumaketha Abathonya Kulindelwe ngo-2021

Amathrendi Wokumaketha Okunomthelela

Njengoba umhlaba uvela kulo bhubhane nemiphumela esalile ngemuva kwayo, ukumaketha okunomthelela, hhayi ngokungafani neningi lezimboni, kuzozithola sekuguqukile. Njengoba abantu bephoqeleka ukuthembela kokungokoqobo esikhundleni sokuhlangenwe nakho komuntu futhi bachitha isikhathi esiningi ekuxhumaneni nomphakathi esikhundleni sezehlakalo zomuntu uqobo kanye nemihlangano, ukumaketha okunethonya ngokuzumayo kuzithole sekuhamba phambili ethubeni lemikhiqizo ukufinyelela abathengi ngokusebenzisa imithombo yezokuxhumana ku izindlela ezinengqondo neziyiqiniso. Manje njengoba umhlaba uqala ukushintshela emhlabeni osanda kubhebhetheka, ukumaketha okuthonya nakho sekushintshela kokujwayelekile, kuthatha izinguquko eziningi ezakha imboni ngonyaka odlule.

Lezi yizindlela eziyisikhombisa zokukhangisa ezinomthelela ezingalindela ukuzibona engxenyeni yesibili ka-2021 njengoba umhlaba udlula ubhubhane:

Ithrendi 1: Imikhiqizo Ishintsha Ukusetshenziswa Kwezikhangiso Kubathengisi Abathonya

Ngenkathi i-COVID-19 yehlisa ukukhula kukonke komkhakha wezokukhangisa, ukumaketha okunomthelela akuzange kuzwe umthwalo njengezinye izimboni.

Ama-63% wabakhangisi bahlose ukukhulisa isabelomali sabo sokukhangisa esinomthelela ku-2021. 

Ithimba Lezentengiso Elinomthelela

Njengoba ukusetshenziswa kwenethiwekhi yokuxhumana komphakathi kuqhubeka nokukhula ezimbonini eziningi ezahlukahlukene, ama-brand aqondisa kabusha ukusetshenziswa kwemali yokukhangisa kusuka kokungaxhunyiwe ku-inthanethi kuya eziteshini eziku-inthanethi njengoba izinhlobo ziqonda ukumakethwa kwemidiya yezenhlalo kungenye yezindlela ezinhle kakhulu zokuxhumana nezithameli eziku-inthanethi futhi zabelane ngemiyalezo yazo. Ukumakethwa komthelela kuzodingeka kakhulu njengoba ama-brand efuna amathuba okuxhumana nezithameli zawo ngezindlela zangempela neziliqiniso online.

Ithrendi 2: Abakhangisi Bagcina Iso Eliseduze Kumamethrikhi

Amamethrikhi wokukhangisa anomthelela azoqhubeka nokusungulwa kabanzi, futhi ngenxa yalokho, imikhiqizo izoncika ekusebenzeni kokukhangisa komthelela ngamunye kanye ne-ROI yabathonya babo. Futhi, njengoba imikhiqizo ibone ukuqina kokusebenza okuvela emikhankasweni yokuthengisa ethonya ngokuqinile onyakeni odlule, izabelomali zokukhangisa ezinomthelela zizokhula. Ngasikhathi sinye, ngokwanda kwemali esetshenziswayo, kuza iso elibukhali kumamethrikhi. Lawa ma-metric azoba nzima kakhulu njengoba abathengisi behlela imikhankaso yabo ngokuhlaziywa kwezithameli ezinethonya, isilinganiso sokuzibandakanya, imvamisa yeposi, ubuqiniso bezethameli, nezinkomba zokusebenza ezibalulekile. 

Akunakuphikwa umthelela uma umgqugquzeli ofanele esebenza. Cabanga ngalokhu Okuthunyelwe ngu-Nicki Minaj ku-Instagram  efake naye egqoke ama-Crocs abomvana, okuthe ngemuva kwalokho kwaphahlazeka iwebhusayithi yeCrocs ngenxa yokwanda kwenqwaba yewebhu ngokushesha okulandelayo. Abakhangisi badinga ukwenza imephu imikhankaso yabo ngokuya ngama-KPI kakhonkolo kufaka phakathi ukuqwashiswa kweBrand, ukuthengisa okwandisiwe, ukusebenzisana kokuqukethwe, ithrafikhi yewebhusayithi, kanye nokuba khona kwezindaba zenhlalo ezikhulayo. 

Ithrendi 3: Ama-Virtual Influencers Akhula Ngokuthandwa Phakathi Kwemikhiqizo

Abashushisi ababonakalayo noma abanethonya elenziwe ngamakhompiyutha abasebenza njengabaphila ngokoqobo, kungenzeka ukuthi “bayinto enkulu” elandelayo ekumaketheni athonya phakathi kwemikhiqizo. Laba bantu abanethonya lamarobhothi benziwe ngobuntu, izimpilo ezakhelwayo abazabelana nabalandelayo futhi benza ukuxhumana ngemithombo yezokuxhumana nabathengi. Laba bagqugquzeli abangokoqobo bayindlela ekhangayo yemikhiqizo ngezizathu ezimbalwa. Okokuqala, okuqukethwe okusha kudalwa kalula ngabaqambi bezithombe, okubeka i-robot-influencer noma kuphi emhlabeni nganoma yisiphi isikhathi, kuqeda isidingo sokuhamba kwabathonya bempilo yangempela. 

While this has become especially important in the last year, as the pandemic caused travel to slow considerably, the trend will continue. According to recent research, we conducted in our The Top Instagram Virtual Influencers in 2020 report, robot-influencers are effective at reaching their audience and closing the gap between brands and their audiences. In our analysis, we found that virtual influencers had almost three times the engagement of real human influencers. Lastly, virtual influencers are safer in terms of a brand’s reputation, as these robots are able to be controlled, scripted, and monitored by their creators. Virtual influencers pose a smaller chance for offensive, outlandish or controversial social media postings that could throw a brand into damage control mode.

Ithrendi 4: There’s A Growing Rise In Nano and Micro-Influencer Marketing

AbakwaNano nabathonya abancane bathola ukuthandwa njengoba bekhombisa ukuxhumana okuqinile nezithameli ze-niche.

  • Abathonya be-nano banabalandeli be-1,000 kuya ku-5,000
  • Abathonya abancane banabalandeli abangu-5,000 20,000 kuya ku-XNUMX XNUMX.

Imvamisa abalandeli balaba nano nabathonya abancane bazizwa ukuthi laba bagqugquzeli bangokoqobo futhi banobuntu, ukuhlinzeka ngokuqukethwe, ukuthumela imiyalezo, kanye nokukhushulwa kwemikhiqizo ezizwa iyiqiniso ngokwengeziwe, ngokungafani nabathonya abajwayelekile, abangasolwa ngokuzuza ethonyeni. Laba nano nabathonya abancane banamakhono okwakha ukuxhumana okujulile nabalandelayo, nabo abazibandakanya kakhulu. Le miphakathi ebumbene iyasekela, ithembekile, futhi inethonya kungenzeka likwazi ukungena "kubungane" emphakathini wabo ukuthola ukubuyekezwa okuhle nempendulo. Imikhiqizo emincane ivamise ukuthinta abashushisi abancane, kepha izinkampani ezinkulu seziqala nokusebenzisa la maqembu abanethonya. 

Ngo-2020, ama-46.4% wemikhiqizo esetshenzisiwe esebenzisa i-hashtag #ad enziwe ngama-akhawunti we-Instagram anabalandeli abayi-1,000-20,000. 

Kukhuluma Ithonya

Umkhuba 5: Abathonya Banjalo Ukuqhamuka Kwezentengiselwano Yezenhlalo ukukhuthaza ukwethulwa Kwezimpawu Zabo / Amabhizinisi

Abashukumisi bezindaba zenhlalo bachitha iminyaka bekwakha okulandelayo, besungula ubudlelwane nezithameli zabo, futhi benza okuqukethwe okuhambisana niche yabo. Laba bagqugquzeli babhekwa njengabathengi kanye nezincomo zokulandela labo. Ukukhuthaza imikhiqizo ukushayela imali kuyikhono eliphakeme labathonya, futhi njengoba i-e-commerce kanye nemidiya yezenhlalo zihlangana kaningi, ukukhuphuka kwezentengiselwano kwezenhlalo kuthola ukubambeka futhi kufakazele ukuthi kuyithuba elinenzuzo kubathonya.

Abathonya basebenzisa imali kwezentengiselwano ngokusungula imikhiqizo yabo namabhizinisi abo, basebenzise amandla abo okuthengisa umkhiqizo. Esikhundleni sokukhangisa imikhiqizo yeminye imikhiqizo, laba bagqugquzeli "baphendula amatafula" futhi bancintisane ngesabelo semakethe. Abathonya basebenzisa ukuxhumana komuntu siqu nokwethemba ukukhulisa ukukhula kwemikhiqizo namabhizinisi abo, nokuyinto abathengisi abaningi abantulayo. 

Ithrendi 6: Abakhangisi Banake Kakhulu Ukukhohlisa Kokukhangisa Okunomthelela

Ukukhwabanisa phakathi kwezinkundla zokuxhumana, okubandakanya ukuthenga abalandeli, ukuthenga ukuthandwa namazwana, ukuthenga ukubukwa kwezindaba, nama-pods okuphawula, kuyindlela eya phambili kwezentengiso ezinethonya. Ukukhulisa ukuqwashisa mayelana nokukhwabanisa kwabo bobabili abanethonya nokulandela kwabo kuyisinyathelo esibalulekile sokunciphisa umsebenzi wokukhwabanisa. Enye yezinkundla zokuxhumana ezibophezele ekuqapheni ngokucophelela inkohliso yi-Instagram. Ipulatifomu ibeke imingcele evimbela i-The Follow / Following trick, ngakho-ke uma iqhathaniswa ne-2019, amaphesenti aphakathi ama-akhawunti we-Instagram abandakanyeka ekukhwabaniseni anciphe ngo-8.14%. Kodwa-ke, inani labathonya elinomthelela ukukhwabanisa kusalokhu kuphezulu (53.39%), kanye no-45% wabalandeli be-Instagram ama-bots, ama-akhawunti angasebenzi, nabalandeli abaningi. Ama-akhawunti athonya inkohliso angalahlekisela abakhangisi izigidi zamaRandi unyaka nonyaka, futhi njengoba isikhangiso sichitha ukwanda kwezikhangiso ezinomthelela, ukutholwa kwenkohliso kuya ngokuya kubaluleke kakhulu. 

Ithrendi 7: I-TikTok Ilindele Ukuthola Ukudonswa Njengeplatifomu Yokumaketha

TikTok yindaba ephumelela kakhulu yemidiya yokuxhumana ka-2020 enabasebenzisi abasebenzayo benyanga abayi-689. Inkundla yezokuxhumana ibine Ukwanda ngama-60% kwabasebenzisi abasebenzisa imithombo yezokuxhumana ngonyaka owedlule, okwenza kube yipulatifomu yezokuxhumana ekhula ngokushesha emhlabeni. Uhlelo lokusebenza, oluqale njengohlelo lokusebenza lomdanso nomculo lwentsha, selukhule lwaba nentshisekelo kubantu abadala, amabhizinisi nemikhiqizo.

Ipulatifomu elula yeTikTok ivumela abasebenzisi ukuthi benze kalula okuqukethwe, bathumele amavidiyo, bathande futhi balandele njalo, okukhuthaza ukubandakanyeka okuphezulu kunamanye amapulatifomu ezokuxhumana nabantu njenge-Instagram. Izindlela zabo ezihlukile zokusebenzisana komsebenzisi zinikela ngazo zombili izinhlobo zomkhiqizo nabathonya amathuba amasha wokumaketha kanye namandla okufinyelela kubasebenzisi abaningi. IHypeAuditor ibikezela ukuthi iTikTok izoba nabasebenzisi abangaphezu kwezigidi eziyi-100 baseMelika nyangazonke ngo-2021.

Isici esibalulekile okufanele usicabangele lapho unquma ukuthi iyiphi ipulatifomu yokukhangisa oyisebenzisayo ukuqonda izithameli zakho ezihlosiwe. Impumelelo yemikhankaso yokukhangisa enomthelela imvamisa incike ekwazini izethameli zakho nokuthi ungazinaka kanjani. Lapho izethameli zakho sezichazwe kahle, ukuthatha isinqumo sokuthi iyiphi ipulatifomu yezentengiso yokufinyelela izithameli zakho okuyisinqumo esilula. Amaqembu eminyaka yobudala ahlukahlukene kungenzeka asebenzise amapulatifomu athile wokumaketha, ngakho-ke ukukhetha ipulatifomu ngeminyaka yakho ebhekiswe kuyisu elihlakaniphile.

Ama-43% wabasebenzisi be-Instagram emhlabeni wonke aphakathi kweminyaka engama-25 nengama-34 ubudala futhi abangaphezu kwengxenye yabasebenzisi beTikTok (69%) bangaphansi kweminyaka engama-24 kanti ama-39% aphakathi kuka-18 no-24, okwenza abantu balesi sikhathi babe iqembu elikhulu kunawo wonke labasebenzisi.

I-HypeAuditor

Ngokufingqa, i-Instagram ibhekela izithameli ezivuthiwe, kuyilapho iTikTok ithanda izethameli ezisencane.

Landa umbiko weHypeAuditor's 2021 State of Influencer Marketing Report Landa uHypeAuditor's Instagram Fraud Report

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