2020年疫情对网红市场的影响分析报告

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1、TRENDS REPORT: THE IMPACT OF CORONAVIRUS ON INFLUENCER MARKETING April 2020 by Obviously obvious.ly TABLE OF CONTENTS BACKGROUND TOP INSIGHTS Infl uencers as Production Agencies Video Content is Exploding Niche Verticals Go Mainstream TikTok Gains Ground Community and the Collective Good TOP TRENDS

2、Top Social Trends Top Charitable Causes Top Ways of Practicing Self Care RECOMMENDATIONS Put People First Expand and Experiment Focus on Video Brand Ambassadors are the best Allies ABOUT OBVIOUSLY . 3 . 4 5 8 11 15 18 . 21 22 23 24 . 25 26 26 27 27 . 28 Exceptional infl uencer marketing for the worl

3、ds most iconic brands. BACKGROUND In late March 2020, we surveyed more than 1,000 Obviously infl uencers to gauge the sentiments and content that are most important in the midst of the COVID-19 global pandemic. We also analyzed Obviously data that included 7.5m Instagram posts, 260 campaigns, and 2,

4、200 TikTok infl uencers. Better understand the changing ways people are using social media in this unprecedented time Develop new strategic insights about the evolution of infl uencer marketing in the months to come Offer recommendations and best practices for brands and infl uencers navigating this

5、 new landscape alongside us Our goals were to. 3 salesobvious.ly TOP INSIGHTS INFLUENCERS AS PRODUCTION AGENCIES VIDEO CONTENT IS EXPLODING NICHE VERTICALS GO MAINSTREAM TIKTOK GAINS GROUND COMMUNITY AND THE COLLECTIVE GOOD 1 INFLUENCERS AS PRODUCTION AGENCIES INFLUENCERS AS PRODUCTION AGENCIES Shel

6、ter in place provisions across the country have forced creative and production agencies to temporarily shutter, and made traditional photo and video creation all but impossible. With studios closed and shoots cancelled, brands are turning to infl uencers to create their marketing assets. These creat

7、ive professionals are already set up to work from home, and have a ready-to-show portfolio of engaging, high-quality content made without a full production team or a big budget. Theres an added bonus: many infl uencers, excited to work with a brand they love, post their work for additional exposure

8、and authentic brand awareness. 6 Necessity is the mother of invention. During coronavirus, one thing Ive been doing for a brand partner who needs more photography: virtual photoshoots. “ salesobvious.ly OUR FINDINGS 33% increase in brands looking to hire infl uencers to create their photo and video

9、assets. 50% reduction in creative costs on average when working with infl uencers in place of a production studio. 40% increase in ad performance of infl uencer-created content in social ads. 7 2 VIDEO CONTENT IS EXPLODING Exceptional infl uencer marketing for the worlds most iconic brands. VIDEO CO

10、NTENT IS EXPLODING Its hard to overstate the recent increase in demand for video content and associated apps. The coronavirus outbreak has accelerated the movement of IRL online, and with people staying home, they are actively seeking out video for all aspects of their lives - education, exercise, s

11、ocializing, wellness, and of course, entertainment. Facebook recently reported a 50% increase in people using Facebook Live and a 70% increase in people using Messenger Live, and has announced theyre rolling out a new set of tools and features for live broadcasters, including allowing anyone to view

12、 Facebook Lives, even if theyre not signed into the platform. Facebooks investment in Live is a harbinger. Its unlikely people are going to fully go back to the old way of doing things, even when life resumes more normalcy. As users consume more video and creators become more comfortable making it,

13、the shift to video as the dominant medium, which was already in place, will accelerate too. The bottom line is that video was already on the way to becoming the most effective way to reach audiences, and now its become absolutely essential. 92% of infl uencers said they would create a type of conten

14、t thats new to them, like hosting a live stream. OUR FINDINGS 10 Percent of infl uencers who said theyre creating this type of video content 87% Instagram Stories 24% Newly joined TikTok 24% Long-form (IGTV, YouTube) 23% Started Hosting livestreams My insights have gone through the roof! People are

15、really using social media lately to the point where my impressions have hit 9 million. Its really important to go live and post Stories regularly and continue to give people some normalcy in their feeds.“ salesobvious.ly 3 NICHE VERTICALS GO MAINSTREAM Exceptional infl uencer marketing for the world

16、s most iconic brands. NICHE VERTICALS GO MAINSTREAM Gyms and restaurants may be closed, but people still need to exercise and eat. Virtual workouts are no longer just for fi tness buffs, and domestic content is no longer just for stay-at-home parents. Were seeing two macro trends here: infl uencers

17、who previously focused on one or two verticals are broadening the types of content they create, and people who previously consumed a narrow set of content are seeking more from their social media. The verticals where weve seen the most growth are home life, which is comprised of cooking, cleaning, D

18、IY, home improvement, and organizing, and the fi tness and wellness category, which is comprised of mental health, workouts, meditation, and nutrition. With infl uencers diversifying their content to refl ect the changing times, brands will have a greater pool of talent to draw from. Infl uencers ca

19、n have a huge impact right now. People are stuck in their homes and are scrolling more than ever. I hear from a lot of people that theyre going through a hard time and are discouraged. Im trying to make new and different content because I love to be a positive infl uence in their lives at this time

20、- I love my followers! “ 12salesobvious.ly OUR FINDINGS Key Statistics 13 New Opportunities The growth of the Home Life and Fitness/Wellness verticals brings these content areas almost even with Fashion and Beauty, the two verticals that have long dominated infl uencer marketing. The upshot: as infl

21、 uencers diversify their content, there are new opportunities for a growing range of brands to diversify along with them and reach wider audiences. 16% 12% 11% 62% 59% 56% 20% Music/Art Tech (Entertainment, Gaming) Pets Beauty/Fashion Home Life Fitness, Health, Wellness Parenting Infl uencers identi

22、fi ed their top two content verticals. salesobvious.ly Exceptional infl uencer marketing for the worlds most iconic brands. OUR FINDINGS Key Statistics 14 Exercise, meditation, and wellness checks through live streams, apps, and online classes are the number one way infl uencers reported practicing

23、self care. 72% of infl uencers report consuming fi tness and wellness content. #1 4 TIKTOK GAINS GROUND Exceptional infl uencer marketing for the worlds most iconic brands. TIKTOK GAINS GROUND Its no surprise that video app TikTok is emerging as a go-to app for comedic relief in trying times. In our

24、 sentiment analysis, infl uencers called out TikTok for not only offering up a few laughs with lighthearted challenges, but also for fostering a sense of community and support. People said they loved learning dances, seeing families create quarantine content together, and said that they generally fo

25、und themselves turning to the video app for a much-needed mood lift. I think the family videos have been really cool. Ive seen so many families that are stuck at home together and parents making TikToks with their teenagers. This is encouraging to see and defi nitely one of the most positive trends.

26、 “ 16salesobvious.ly OUR FINDINGS increase in engagement on TikTok from February to March 2020. of infl uencers report joining TikTok during coronavirus quarantine. of those surveyed reported creating or consuming TikTok content. 17 27% 24% 67% 5 COMMUNITY AND THE COLLECTIVE GOOD Exceptional infl ue

27、ncer marketing for the worlds most iconic brands. COMMUNITY AND THE COLLECTIVE GOOD The collective fi ght against COVID-19 has given way to a strong sense of community. Businesses of all kinds have taken to social media to drive charitable giving, often in the form of now-ubiquitous challenges. Thou

28、gh some brands initially paused their marketing in mid-March as lockdowns began, were now seeing that brands are successful with content oriented toward the well-being of their customers and communities. Similarly, and in keeping with the verticals where were seeing growth, infl uencers are focusing

29、 on their wellness and that of their followers. Our sentiment analysis overwhelmingly shows that infl uencers love the proliferation of community content - challenges, live streaming, online classes and concerts, and PSAs - and are eager to work with others who are seeking ways to emphasize the coll

30、ective good right now. They also care a lot about supporting local businesses and smaller brands. People want to learn about ways to give back and to listen to positive messages during this time. Infl uencers play a major role.using our platforms we can raise money and reach people around the world

31、who need help. “ 19salesobvious.ly OUR FINDINGS 97% of infl uencers would post about brands and causes they care about. 80% of infl uencers would participate in a charitable campaign without compensation. 237 Number of Infl uencers who volunteered to participate in our fi rst #ObviouslyForGood chari

32、table campaign about coronavirus. 20 TOP TRENDS TOP 5 CURRENT SOCIAL TRENDS TOP 5 CHARITABLE CAUSES AND ISSUES TOP 5 WAYS INFLUENCERS ARE PRACTICING SELF CARE Our survey and sentiment analysis revealed the issues, content, and messages that are resonating with audiences. TOP SOCIAL TRENDS Top 5 Curr

33、ent Social Trends 22 Challenges (e.g. #StayAtHome #WhatWouldIWear #CreativityAtHome). Live Streaming (including live concerts, workouts, classes, virtual hangouts, celebrity channels, etc). Meditation and Mental Health (including live Q&As, live meditation sessions, teletherapy). Families spending m

34、ore time together and creating more content around QT. Growing sense of community via social media. 12 34 5 salesobvious.ly Exceptional infl uencer marketing for the worlds most iconic brands. TOP CHARITABLE CAUSES 23 Healthcare and hospitals. Giving back and volunteering in the fi ght against coron

35、avirus. Supporting small and local businesses.Children and adequate food assistance. Dogs, animal shelters, and other issues related to animal welfare and pets. Top 5 Causes 12 34 5 salesobvious.ly Exceptional infl uencer marketing for the worlds most iconic brands. SELF CARE 24 Focusing on their he

36、alth and wellness.TikTok and partaking in online challenges. Streaming education and entertainment like live concerts, shows, classes, DIY, tutorials, and games. Virtual hangouts with friends and family. Fashion and beauty content. Top 5 Ways Infl uencers Say Theyre Practicing Self Care 12 34 5 sale

37、sobvious.ly RECOMMENDATIONS The coronavirus has upended life across the globe, creating widespread hardship and economic uncertainty. In the face of this turmoil, people have relied on the internet and social media more than ever to connect, share ideas, collectively solve problems, and support thei

38、r communities. Navigating these new challenges requires fl exibility and creativity. Here are some of our recommendations for brands and infl uencers on how to adapt and continue to grow in the infl uencer marketing space. Exceptional infl uencer marketing for the worlds most iconic brands. RECOMMEN

39、DATIONS Put people fi rst. Find ways to give back to the community that supports you. Authentic investment in others and the collective good is one of the most powerful messages you can communicate right now, even if its as simple as creating content that brings a smile. 26 Now is the time to experi

40、ment and expand. Whether its running a trial TikTok campaign, offering a live streaming service, or hosting a charitable challenge, now is the time to test out new ways to engage your community. In Obviously Instagram campaigns, we saw a 76% increase in daily accumulated likes on #ad posts during th

41、e middle two weeks in March, and campaign impressions were up 22% in Q1 2020 from Q4 2019. And again, TikTok engagements increased 27% on average from February 2020 to March 2020. Engagement across the board is up, and audiences are eager for - and need - new types of content in their daily lives. T

42、his is also a great time to run a focus group with infl uencers, who are tapped into what their followers want and need in changing times. salesobvious.ly Exceptional infl uencer marketing for the worlds most iconic brands. RECOMMENDATIONS Focus on video. While infl uencers surveyed reported that ph

43、oto posts are holding steady (84% said they are still regularly posting in-feed on Instagram), the biggest area of growth is video. Video was already well on its way to becoming the most effi cient way to reach audiences, and the coronavirus outbreak has irreversibly accelerated the need for this ty

44、pe of content across the board. 27 Brand ambassadors are the best allies. With infl uencers increasingly creating content from formerly niche verticals, brands have never had more diverse talent to draw on. This is a chance for both brands and infl uencers to identify new partnerships that are in st

45、ep with their values, mission, aesthetic, and audiences. Its also become more strategic than ever to form long-term relationships that are natural alliances in tough times. Infl uencers are invaluable sounding boards for brands, offering up-to-the-minute insights into how their followers are doing,

46、and create content thats on par with professional creative and production agencies. salesobvious.ly Contact Us salesobvious.ly www.obvious.ly obviously Obviously is the leading full-service infl uencer marketing agency and tech platform for Fortune 500 companies. We aim to be the global gold standar

47、d of infl uencer marketing by providing the best full service client experience, managing complexity and scale of infl uencer work, and using data analysis to inform all our strategies. We strive to crack the code on infl uence and to harness this power to shine a light on great companies and people.

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