3年社交官销铸就30万年销量 1 人事 透视角色品牌什么看作 20222305 核心观点 01. 1社交媒体成为汽车行业品牌放大器,品牌借助社交内容增加购车 人群触点,抢夺更多"用户",激发销售转化 02. 理想汽车通过李想个人IP内容互动、社交账号矩阵内容传播, 塑造独特品牌形象,赢得消费者心智,促进线索转化、提升销量 研究说明 研究对象 本报告所指新媒体平台仅包括微博、抖音、小红书、快手、B站, 分析2024年1-5月理想汽车品牌相关内容在各平台的声量表现。 1990年1 周期内品牌或产品在媒体范围内被人们提及的程度,标志着品牌 或产品的影响力。 数据说明 数据来源:克劳锐指数研究院、克劳锐新媒体平台汽车声量系统 数据说明:不包含社会新闻类账号、政务类账号发布内容 统计周期> 无特殊说明均为2024年1月1日-5月25日研究说明 8 7 4 5 1 2 ★ ★★★★★ pki on Conj 01. 社交媒体为汽车行业品牌打造生意增长路径 02. 从理想汽车碼视汽车品牌裡受营销 pp.001.27 1 社交媒体为汽车行业品牌 打造生意增长路径 OPKLOUT.COM □ NT.CON 新能源车销量稳步增长 ...

Investment Rating - The report does not explicitly state an investment rating for the industry. Core Insights - The influencer marketing market is experiencing a slowdown in growth, with brands shifting their spending from a focus on traffic and exposure to prioritizing potential communication effects and conversion returns, leading to an increased selection of mid-tier influencers for brand marketing [2][98]. - The number of mid-tier influencers is expanding, with head influencers remaining a scarce resource. Mid-tier influencers are rapidly growing and continuously emerging with representative and innovative content, enhancing user engagement and providing more options for market investment [2][98]. - Mid-tier influencers are seen as a vital force in the platform ecosystem, with strong potential for future growth and a preference from brands for their marketing strategies [2][98]. Market Demand - The demand for mid-tier influencers is primarily driven by the fast-moving consumer goods (FMCG) and traffic industries, with a notable increase in the number of mid-tier influencers across platforms like Xiaohongshu, Zhihu, and Bilibili [3][98]. - The window for developing mid-tier influencers is between 4 to 7 months, during which platforms need to identify and cultivate their native attributes to prevent the loss of potential influencers [3][98]. Platform Strategy - The report highlights that mid-tier influencers are crucial for sustainable content supply and ecosystem development on platforms [2][98]. - The report indicates that mid-tier influencers are increasingly becoming the backbone of content creation, with their numbers growing significantly and their market share rising [8][98]. Data Overview - As of 2023, the total number of creators with over 10,000 followers across major social platforms has exceeded 14 million, but the growth rate has slowed to 8% compared to 2022 [6][98]. - Mid-tier influencers now account for 46.7% of the total creator landscape, marking a 3.2% increase from 2022, while head influencers remain at a stable but scarce 1.7% [8][98]. Influencer Performance - In 2023, 94.5% of active mid-tier influencers on Douyin continued to produce content, with an average of 0.86 posts per day and an average interaction rate of 23,000 per post [19][21]. - On Weibo, 86.7% of mid-tier influencers maintained active content output, averaging 3.37 posts per day with an interaction rate of approximately 3,200 per post [47][51]. Content Creation Trends - Mid-tier influencers on Douyin focus heavily on lifestyle content, with beauty and fashion being prominent categories, while on Weibo, beauty, food, and humor categories dominate [21][51]. - Xiaohongshu mid-tier influencers prefer video notes, with a significant portion of their interactions coming from saved content, indicating a trend towards practical and engaging content [60][62]. Commercial Collaboration - Mid-tier influencers are increasingly collaborating with brands in various sectors, including FMCG, electronics, and fashion, showcasing their growing commercial capabilities [98][100]. - The report notes that over 80% of mid-tier influencers on Zhihu have engaged in commercial collaborations, particularly in the IT, automotive, and food sectors [78][98].

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Overall Social Media Performance - The report analyzes the performance of the 2024 Beijing Auto Show across platforms including Weibo, Douyin, Xiaohongshu, Kuaishou, and Bilibili, focusing on brand and product mentions [2] - Weibo had over 10,000 accounts creating content about the auto show, while Douyin had the highest average account contribution value Bilibili, despite fewer participating accounts, showed strong performance in average account contribution value [10] - Bilibili's single post contribution value slightly exceeded Douyin, ranking first among platforms in terms of single post contribution value [10] Platform-Specific Content Trends - Beyond automotive content, Weibo's hardcore vertical categories and lifestyle content on other platforms contributed significantly to the overall volume [13] - High-performing content examples include humorous skits by influencers that creatively highlighted the youthful user base of Xiaomi SU7 [15] Top Brands and Models - Xiaomi Auto topped the brand volume rankings during the Beijing Auto Show with 26,387,983 mentions, followed closely by Tesla and AITO [20] - Among new energy brands, Xiaomi and AITO led in volume, while traditional domestic brands like Great Wall and BYD also performed well [22] - Xiaomi SU7 was the most discussed model with 19,540,756 mentions, followed by AITO M7 and Great Wall's Pao [33] Platform Distribution of Brand Mentions - Xiaomi Auto had balanced volume distribution between Douyin and Weibo, while traditional domestic brands like Great Wall and Hongqi saw over 70% of their volume from Douyin [26] - Tesla's volume was primarily from Weibo (nearly 70%), while Mercedes-Benz and BMW saw most of their volume from Douyin [30] User Discussion Trends - Price and configuration were the most discussed topics during the auto show, with keywords like "price," "performance," and "battery" being prominent [42] - The interactions between automotive executives like Lei Jun and Wang Chuanfu generated significant user attention [40] Scientific Measurement of Brand Volume - The report introduces a scientific approach to measuring brand volume in new media environments, considering factors like creator verticals, platform value, and NLP-based keyword recognition [57][58][59] - The measurement system covers 800,000+ accounts across major platforms, monitoring 1 million+ posts daily with proprietary algorithms [63] Business Applications - The volume monitoring system serves various business needs including new product launches, competitive analysis, and marketing strategy optimization [61] - It provides visual analytics for brand and competitor volume trends, helping businesses understand their market position and optimize marketing investments [66][69]