20 个颠覆认知的市场营销数据

As social media has become a more integrated part of our lives, influencer marketing has exploded. People are turning to their favorite Instagram stars, Twitter personalities, and YouTubers for advice and recommendations on purchasing decisions. To get the most out of any influencer you may use, it’s crucial to build an influencer marketing strategy.

随着社交媒体已经成为我们生活中更加完整的一部分，影响力营销已经呈爆炸式增长。人们正在向他们最喜欢的 Instagram 明星、 Twitter 名人和 youtube 用户寻求购买建议。为了最大限度地利用你可能使用的影响者，建立一个影响者营销策略是至关重要的。

These influencers are trusted by millions of consumers, and marketers are paying attention. It turns out that 48% ran influencer campaigns with interest in using influencers on TikTok rising 325% in just one year according to The State of Influencer Marketing 2021 research. 

这些影响者受到数百万消费者的信任，营销人员也在关注。根据2021年《影响者营销状况》的调查显示，48% 的人在使用 TikTok 上的影响者进行营销活动时表现出兴趣，仅仅一年内就上升了325% 。

Social media has given normal people an opportunity to build their own brand through stimulating content and engagement. These new influencers are more relatable than traditional celebrities. After all, countries across the globe are using social media platforms in one form or another. And, since more people are joining social media networks every day, companies have realized they can leverage these platforms for marketing.

社交媒体通过刺激内容和参与，为普通人提供了建立自己品牌的机会。这些新的有影响力的人比传统的名人更有关系。毕竟，全球各国都在以这样或那样的形式使用社交媒体平台。而且，随着每天越来越多的人加入社交媒体网络，公司意识到他们可以利用这些平台进行营销。

Influencer Marketing Statistics

影响者市场统计数字

Interest in influencer marketing has only grown, which means a lot of research has been conducted, producing interesting statistics. So let’s take a look at some of the most eye-popping results of these studies. Here are 20 influencer marketing stats that will surprise you.

对影响力营销的兴趣只是增长了，这意味着已经进行了大量的研究，产生了有趣的统计数据。所以，让我们来看看这些研究中一些最令人瞠目结舌的结果。这里有20个有影响力的营销统计数据会让你大吃一惊。

1. 70% of Teens Trust Influencers More than Traditional Celebrities

1.70% 的青少年更信任有影响力的人而不是传统名人

It’s extremely difficult for brands to build the same level of trust that influencers possess, but thanks to influencer marketing that trust can be transmitted to your brand. So much so that 4 in 10 Millennial subscribers say their favorite influencer understands them better than their friends. Another effect of influencer marketing is that brands don’t have to waste resources promoting themselves, and instead use influencers to speak on their behalf and deliver the message they want people to hear and trust.

对于品牌来说，要建立与影响者同等的信任度是极其困难的，但是由于影响力营销，这种信任可以传递给你的品牌。以至于10个千禧年用户中有4个说他们最喜欢的影响者比他们的朋友更了解他们。影响者营销的另一个效果是，品牌不必浪费资源来推销自己，而是利用影响者代表他们说话，传递他们希望人们听到和信任的信息。

2. 86% of Women Use Social Media for Purchasing Advice

2.86% 的女性使用社交媒体购买建议

This statistic should be important to any brand that either has women as their primary target audience or within their scope of ideal customers. It seems if you want to reach more women and get them to buy your product or service, you need to be present on social media and aware of the influencers they are interested in. And this behavior is growing, as 78% of women are active on social media with a preference for Snapchat and Instagram. When it comes to influencer marketing, over half of women made purchases due to influencer posts. The key to engaging this cohort through influencers is to be genuine and inspirational.    

这一统计数据对于任何以女性为主要目标受众或在其理想客户范围内的品牌来说都是重要的。看起来，如果你想接触更多的女性，让她们购买你的产品或服务，你就需要出现在社交媒体上，了解她们感兴趣的影响者。这种行为正在增加，因为78% 的女性活跃在社交媒体上，她们更喜欢阅后即焚和 Instagram。说到影响力营销，超过一半的女性购买了影响力的帖子。通过有影响力的人来吸引这群人的关键是要真诚和鼓舞人心。

3. 49% of Consumers Depend on Influencer Recommendations

3.49% 的消费者依赖影响者的推荐

This statistic demonstrates the growing importance of social media influencers for brands to connect with their audiences. Not only do 49% of consumers depend on influencer recommendations, 40% had purchased something after seeing it on Twitter, YouTube or Instagram. If consumers feel confident about an influencer’s recommendation, they are more likely to make a purchase. Brands are able to piggyback on the trust of influencers.

这个统计数据表明，社交媒体影响者对于品牌与受众建立联系的重要性与日俱增。49% 的消费者不仅依赖于推荐者，40% 的消费者在 Twitter、 YouTube 或 Instagram 上看到这些东西后就购买了。如果消费者对某个影响者的推荐信心十足，他们就更有可能购买。品牌能够依靠影响者的信任。

4. TikTok has created a $1 billon Creator Fund to nurture influencers

4. TikTok 创建了一个10亿美元的创造者基金来培养有影响力的人

To encourage creators that dream of making a living from TikTok using their unique voice and creativity, the platform launched the TikTok Creator Fund in 2020. This fund requires creators to have up to 100,000 video views over a month to be eligible and is a reward to TikTokers for bringing joy to large audiences. The fund started at $200k and is expected to grow to $1bn in the U.S over the following three years. Their aim is to build an army of influencers that can make a living through brand partnerships, sponsorship and representation deals. Some of the first recipients of the fund were chef Matt Broussard, ‘Kombucha girl’ Brittany Tomlinson and prankster David Dobrik. 

为了鼓励创作者们用他们独特的声音和创造力来实现从 TikTok 谋生的梦想，这个平台在2020年推出了 TikTok Creator Fund。这项基金要求创作者在一个月内观看多达100,000个视频才有资格获得资助，这是对 TikTokers 为大量观众带来欢乐的奖励。该基金最初的规模为20万美元，预计在未来三年内将增至10亿美元。他们的目标是建立一支影响力大军，通过品牌合作、赞助和代理协议来谋生。首批获得该基金的人包括厨师马特 · 布鲁萨德、“康普茶女孩”布列塔尼 · 汤姆林森和爱开玩笑的人大卫 · 多布里克。

5. Influencer Marketing Campaigns Earn $5.78 for Every Dollar Spent

5. 有影响力的营销活动每花一美元就能赚到5.78美元

The State of Influencer Marketing 2020 found that 66% of marketers plan to increase their influencer marketing budgets, this area of marketing is becoming the fastest-growing channel for brands, beating organic search, paid search and email marketing. In addition, businesses earn $5.78 for each dollar spent on influencers, with some seeing as much as $18. That’s a significant return on investment and you can figure out your ROI using a social media calculator. In terms of influencer channels, Instagram and Twitter are cited as the most effective platforms. 

《影响者营销2020状态》发现，66% 的营销人员计划增加他们的影响者营销预算，这一领域的营销正在成为品牌增长最快的渠道，超过有机搜索、付费搜索和电子邮件营销。此外，企业在有影响力的人身上每花一美元，就能赚到5.78美元，有些企业甚至能赚到18美元。这是一个重大的投资回报，你可以计算出你的投资回报率使用社会媒体计算器。在影响力频道方面，Instagram 和 Twitter 被认为是最有效的平台。

6. Influencer Marketing Helps Brands Acquire Better Customers

6. 影响力营销帮助品牌获得更好的客户

It’s becoming more important than ever to build relationships with influencers who resonate with your brand and to create campaigns that are aligned with the values of an influencer’s followers. In addition, 51% of marketers say influencer marketing helps them acquire better customers. 

与那些与你的品牌产生共鸣的有影响力的人建立关系，并创建与有影响力的追随者的价值观相一致的活动，这变得比以往任何时候都更加重要。此外，51% 的营销人员说，影响力营销有助于他们获得更好的客户。

7. 57% of Fashion and Beauty Companies Engage in Influencer Marketing

7.57% 的时尚美容公司从事影响力营销

Fashion and beauty are industries that rely heavily on influencer marketing, as organic growth for brands has become more challenging without advertising and amplification. In this sector, 57% of companies now use influencers as part of their marketing mix, while 21% are planning to add this to their strategy in the coming year. Many brands now use influencers to great success such as Tropicana using @foreveryoursbetty, Tess Daly who has landed deals with Benefit and boohoo gaining hundreds of thousands of followers on Instagram. However, while many fashion and beauty brands are keen on using influencers, many want to ensure that those they choose have social consciousness sincerity to drive success. 

时尚和美容行业严重依赖影响力营销，因为品牌的有机增长已经变得更具挑战性，没有广告和放大。在这个领域，57% 的公司现在将影响力作为营销组合的一部分，而21% 的公司计划在来年将其纳入战略。许多品牌现在都使用影响力来获得巨大成功，比如 Tropicana 使用@foreveryoursbetty，Tess Daly 与 Benefit 达成交易，boohoo 在 Instagram 上获得了数十万粉丝。然而，尽管许多时尚和美容品牌都热衷于利用有影响力的人，许多品牌还是希望确保他们选择的人具有社会意识，真诚地推动成功。

8. Major Brands Plan to Increase Spend on Influencer Marketing

8. 主流品牌计划增加影响力营销的支出

More brands and marketers are coming to realize the incredible results that influencer marketing can produce. This impact is resulting in an increase in spending, with some 71% of marketers planning to increase their budgets in the next 12 months with the majority preferring to work with micro-influencers. Not only is spend increasing to help boost brand awareness, reach new audiences and improve brand advocacy, but it’s also fast becoming an important channel, with many marketers setting campaign KPIs to measure success. 

越来越多的品牌和营销人员开始意识到影响营销能够产生的不可思议的结果。这种影响导致了支出的增加，约71% 的营销人员计划在未来12个月增加预算，而大多数营销人员更愿意与微观影响者合作。不仅是增加花费来帮助提高品牌知名度，接触新的受众和改善品牌宣传，而且它也迅速成为一个重要的渠道，许多营销人员设置活动关键绩效指标来衡量成功。

9. The Influencer Marketing Industry is Expected to Hit $13.8bn by 2022

9. 影响力营销行业预计到2022年将达到138亿美元

As an industry, influencer marketing has expanded exponentially over the past two years. Worth just $1.7 billion in 2016, the industry is set to reach $13.8 billion by 2022 as the industry witnesses more growth and becomes a more effective marketplace. This growth means more widespread use and will require marketers to evolve influencer marketing strategies in the way campaigns are measured, create analytics to scale campaigns and look at how to manage relationships between brands and influencers. 

作为一个行业，影响力营销在过去的两年中呈指数增长。在2016年，这个行业的市值仅为17亿美元，到2022年将达到138亿美元，因为这个行业将见证更多的增长，并成为一个更有效的市场。这种增长意味着更广泛的使用，并将要求营销人员进化影响者营销策略的方式，衡量活动，创建分析规模的活动，并看看如何管理品牌和影响者之间的关系。

10. 82% of People Trust Social Networks to Guide Purchasing Decisions

10.82% 的人信任社交网络来指导购买决策

Over three-quarters of consumers trust opinions they find on social media, including those from friends, families and influencers, to help them make the right decision about buying a product or service. This creates huge opportunities for marketers in the promotion of products (sponsored or not) to reach new audiences and influence key cohorts by catering to Gen Z and Millennials.

超过四分之三的消费者相信他们在社交媒体上找到的意见，包括来自朋友、家人和有影响力的人的意见，以帮助他们做出购买产品或服务的正确决定。这为市场营销人员提供了巨大的机会来推广产品(赞助商或非赞助商)以吸引新的受众，并通过迎合 z 世代和千禧一代来影响关键群体。

11. Social Media Marketing Has Surpassed Print Marketing

11. 社交媒体营销已经超越了印刷品营销

What this means is brands are undergoing a transition in the ways they spend their marketing budgets. Expensive and inefficient ad buys, such as many of those found in newspapers and magazines, are giving way to influencer marketing. The return on investment in social media marketing is now far outpacing any traditional medium.

这意味着品牌正在经历营销预算支出方式的转变。昂贵而低效的广告购买，比如报纸和杂志上的许多广告，正让位于有影响力的营销。目前，社交媒体营销的投资回报率远远超过了任何传统媒体。

12. 42% of Customers Use Ad-Blocking Technology

12.42% 的用户使用广告屏蔽技术

More and more Internet users are removing traditional ads from their online experience. In the US ad-blocking usage is 37% on laptops and 15% on mobile, as consumers are tired of being hammered with pop-ups and banners. But influencers are now filling the gap. People aren’t blocking videos from their favorite social media celebrities – in fact, they’re eating up every word they say. Advertising power is shifting to real people and influencers.

越来越多的互联网用户正在从他们的在线体验中移除传统的广告。在美国，屏蔽广告的使用率在笔记本电脑上是37% ，在移动设备上是15% ，因为消费者已经厌倦了被弹出窗口和横幅广告打击。但是现在有影响力的人正在填补这个空白。人们不会屏蔽他们最喜欢的社交媒体名人的视频——事实上，他们会吃掉他们说的每一个字。广告的力量正在向真实的人和有影响力的人转移。

13. Marketers Spend up to $100,000-$500,000 on Influencer Marketing Campaigns

13. 营销人员在影响力营销活动上的花费高达10万至50万美元

Spending on influencers has gone up over the past few years, and it’s only going to increase. Many budgets for influencer marketing are on the rise, with 19% of marketers expected to invest an average of $1,000-$10,000 followed by 18% spending $100,000 to $500,000 in multifaceted campaigns.

在过去的几年里，在影响力人物身上的花费增加了，而且只会增加。许多影响力营销的预算正在上升，19% 的营销人员预计平均投资1,000-10,000美元，18% 的营销人员在多方面的营销活动中支出100,000-500,000美元。

14. 41% of Twitter Users Intended to Purchase Based on a Tweet

14.41% 的 Twitter 用户打算通过 Tweet 进行购买

It seems Twitter influencers do, as a matter of fact, have the ability to impact the purchasing decisions of followers. On the platform, influencers are now rivaling friends in terms of building trust, with 61% of Twitter users following a creator resulting in a 61% lift in brand favorability and a 64% increase in recommendation intent. Engaging in marketing campaigns with influencers clearly has the potential to drive up sales of goods and services and newsjacking on Twitter may also be something to consider.

事实上，推特上的影响者确实有能力影响关注者的购买决定。在这个平台上，有影响力的用户现在在建立信任方面与朋友相抗衡，61% 的 Twitter 用户跟随创建者，品牌喜好度提高了61% ，推荐意向提高了64% 。与有影响力的人一起参与营销活动显然有可能提高商品和服务的销售额，推特上的新闻劫持也是值得考虑的因素。

15. Couples are changing influencer marketing

15. 情侣们正在改变影响力营销

Couples are emerging as a new wave of successful influencers across platforms. Using their relationship, many are leveraging their status to build a brand. Reality TV is one of the main drivers with participants in series such as ‘Love Island’ and ‘Strictly Come Dancing’ creating stars that can influence an audience. Think Joe Sugg and Dianne Buswell or Tommy Fury and Molly-Mae Hague. With over 10 million followers the former Duke and Duchess of Sussex (otherwise known as Harry and Meghan) combine their star power on Instagram to great effect.    

情侣们正在成为跨平台的成功影响者的新浪潮。许多人利用他们的关系，利用他们的地位来建立品牌。电视真人秀是其中的主要推动力之一，《爱情岛》和《舞动奇迹》等系列剧的参与者创造了能够影响观众的明星。想想 Joe Sugg 和 Dianne Buswell 或者 Tommy Fury 和 Molly-Mae Hague。拥有超过1000万粉丝的前苏塞克斯公爵和公爵夫人(也被称为哈里和梅根)在 Instagram 上的明星效应产生了巨大的影响。

16. Facebook is the Most Influential Social Media Network

16. Facebook 是最有影响力的社交媒体网络

With about 2.89 billion monthly users across the world, Facebook is one of the most influential social media channels, with 52% of purchasing decisions being influenced by the platform. Other social media networks are catching up to the giant, but Facebook is holding its own, especially with its ownership of Instagram and WhatsApp. Therefore, it’s vital to stay active on Facebook and engage with influencers to expand your Facebook reach.

拥有全世界28.9亿的月度用户，Facebook 是最有影响力的社交媒体渠道之一，52% 的购买决定都受到这个平台的影响。其他社交媒体网络正在追赶这个巨头，但 Facebook 仍然保持着自己的势头，尤其是它拥有 Instagram 和 WhatsApp。因此，在 Facebook 上保持活跃并与有影响力的人接触对于扩大你的 Facebook 影响力是至关重要的。

17. YouTube is Hot on Facebook’s Heels

17. YouTube 紧跟 Facebook 的脚步

While Facebook is still the alpha dog, YouTube is snapping at its heels particularly when it comes to making millionaires of its influencers. The platform has made celebrities and influencers of regular people (think PewDiePie and Ryan’s World) and fame is open to all age groups and demographics. There’s something for everybody on YouTube, and marketers are taking notice by putting more money into influencer marketing on the platform.

尽管 Facebook 仍然是领头羊，但 YouTube 正紧跟其后，尤其是在让有影响力的人成为百万富翁方面。这个平台使得名人和影响力普通人(想想 PewDiePie 和 Ryan 的世界)和名望是开放的所有年龄组和人口统计。每个人都可以在 YouTube 上找到一些东西，而营销人员也注意到了这一点，他们在 YouTube 平台上投入了更多的资金进行影响力营销。

18. 60% of Consumers Have Been Influenced by Social Media or a Blog While Shopping at a Store

18.60% 的消费者在商店购物时受到社交媒体或博客的影响

This changes the meaning of comparison shopping. According to research, 3% of consumers would consider buying a product in-store if promoted by a celebrity, compared to 60% for an influencer. Not only is the influence greater, but over half of customers are consulting blogs and social media on their mobile devices prior to shopping, highlighting the importance of easily accessible information and posts (social and blogs) to reveal a product’s reputation.

这改变了比较购物的含义。根据调查，3% 的消费者会考虑在店内购买名人推销的产品，相比之下，60% 的消费者会考虑购买影响者推销的产品。不仅影响力更大，而且超过一半的消费者在购物之前会在移动设备上查阅博客和社交媒体，强调易于获取的信息和帖子(社交和博客)对于揭示产品声誉的重要性。

19. Purchase Intent Increased by 5.2x by Influencers on Twitter

19. Twitter 上的影响者增加了5.2倍的购买意向

Part of influencer marketing research means discovering which social media networks are most suitable for promoting your brand and where your target audience can be found. According to Twitter, influencers created a 5.2x increase in purchase intent when users were exposed to brand and influencer tweets compared to 2.7x when just shown brand tweets.

影响者营销研究的一部分意味着发现哪些社交媒体网络最适合推广你的品牌，以及在哪里可以找到你的目标受众。根据推特的说法，当用户看到品牌和有影响力的推特时，相对于只看到品牌推特时的2.7倍，有影响力的用户产生了5.2倍的购买意向。

20. 71% of Marketers Believe Influencer Partnerships are Good for Business

20.71% 的市场营销人员认为有影响力的合作伙伴关系对商业有益

Influencer marketing campaigns should not be a one-and-done proposition. They are a valuable ongoing strategy in a marketer’s toolkit, with a Mediakix survey revealing that nearly three-quarters of marketing professionals cite them as good for business. If you can partner with them and create a long-term relationship, making them ambassadors of your brand, the message they portray comes across as more trusted instead of promotional. It helps to boost your brand’s credibility if you’re seen as trusted by an influencer.

有影响力的营销活动不应该是一成不变的。在营销人员的工具包中，这是一种有价值的持续策略。 Mediakix 的一项调查显示，近四分之三的营销专业人士认为，这种策略对业务有好处。如果你能与他们合作，建立一种长期的关系，让他们成为你品牌的大使，他们所传达的信息就会更值得信赖，而不是促销。如果你被一个有影响力的人看作是值得信赖的，这有助于提高你的品牌的可信度。

Start Influencing with a Social Media Marketing Course

开始影响社会媒体营销课程

It’s better late than never when it comes to developing an influencer marketing campaign. Make the most out of each social media platform by learning new strategies and techniques with a certified Social Media Marketing course. Get certified to get influencing! 

在开发一个有影响力的营销活动时，晚做总比不做好。通过社会媒体营销课程学习新的策略和技巧，充分利用每个社会媒体平台。获得认证以获得影响力！

First published October 2018, Updated October 2021

首次发表于2018年10月，更新于2021年10月