2024腰部达人成长研究

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].