影响力效应：提升参与度

EFFECTPOWERINGENGAGEMENT Social Influencers Landscape 2 TheMetricsthatMatter Reportcontent KeytoSuccessfulPartnerships AIInfluencersImpact Methodology note: This report defines influencers as all real or virtual individualsor groups who publish content through business social mediaaccounts and generate audience actions. This includescontent creators from various sectors, as well as public figuresand well-known celebrities. BestPractices SOCIALINFLUENCERSLANDSCAPE InfluencersinToday’sSocial Media Industry Influencer contentis a key driver ofengagementon social media. In April 2025, these content creators'social media accounts drove Whenbrandsandmediacollaborate withcontent creators: •Reach expands.•Complementary audiences come together.•Unique content opportunities are unlocked.•Storytelling becomes richer and moreattention-grabbing. of all global user total actions—across influencer,media and brand profiles. 1. Social Influencers Landscape TheValue of Influencers Keywords cloud defining these mediaplayers impact nowadays At a time when content consumersattentionis saturatedin a fragmented medialandscape, being a content creator withrealinfluence means: •Earning trust.•Connecting with communities.•Authentic & relevant content. Topglobalinfluencers UK influencers by platform:MetaandX UK influencers by platform:TikTokandYouTubeApril 2025 •Influencer content in gaming, sports, and comedy stands outwith the most views.•Their strategy combines short clips with longer videos to sparkinstant engagement. •TikTok is dominated by lifestyle creators, beauty influencers, andcomedy personalities.•These creators often gain traction through relatable, short-formcontent and trends that align with Gen Z interests. THE METRICSTHAT MATTER Key Indicators to Understandthe Influencers content Impact onSocial Media Sentiment Posttiming Engagement Identifies theoptimalposting timeto maximiseengagement. Analyses theemotional toneofusersengagement. Measureshow users interactwith content. •Views and followers aren’t enough.•Engagement reveals genuine interaction between content and users.•Sentiment shows the emotional response: is it positive, negative or neutral?•Understanding the best time to post helps reach users when they’re most active.•A strategy built on these metrics boosts relevance and interaction. The best posting times forUK influencers on Facebook •Strong and consistent engagement between 5–6pm and 9–10pm throughout the week.•There’s a steadyblevelof engagement on Tuesdays and Wednesdays from 11am to 4pm.•Mornings have low activity traction, especially on Mondays and Sundays. April2025 The best posting times forUKinfluencers on Instagram •Engagement tends to be highest in the evenings.•Steady engagement from 6 to 7pm throughout the week.•Late night activity peaksoccuron Tuesdays, Wednesdays, and Sundays. April2025 The best posting times forUKinfluencers on X •From 6 to 7pm is the time with the most engagement peaks during the week.•Engagement with influencer content on Sundays builds up to a peak at 1am on Monday.•Mondays showed the greatest concentration of high-activity hours on average this month. KEYTOSUCCESSFULPARTNERSHIPS Connecting audiences with brandsthrough affinity Organicvs.Unexpectedcollaborations Know your target and act! In creator marketing, affinity helpsus understandhow likely aninfluencer’s audience is to engagewith certain media or brandscompared to the average user. By assessing this audiencebehaviouron social media, we gaindeeper insights and canchoosebetween more natural, organicpartnerships or boldercollaborationswithan unexpectedfactorthat captures attention. •Type:Organic–The influencer and thebrand both belong to the fashion world.•Affinity:K. Jenner’s audience is88xmore likely to engage with Calvin Kleinthan the average user.•Results:+2.3M actionson a sponsoredInstagram post. •Type:Surprisefactor–A partnershipbetween an actor and a pharmaceuticalbrand, based on a play on names andhumour.•Affinity:CeraVe’s audience is8xmorelikely to engage with entertainment contentthan the average user.•Results:+9.6Mvideo viewsfrom thebrand’s campaign across YouTube,Facebook, X, andTikTok. INFLUENCERSIMPACT What are virtualorAI influencers? Virtual or AI influencers aredigital personalities created using artificial intelligenceand graphic design. They are not real people, but behave and communicate as ifthey were, generating content, interacting with audiences, building communitiesand partnering with brands. Key competitive advantages Globalreach Reputationcontrol Innovationandcreativity They don’t have the risks linkedto the personalbehaviouras thehuman influencers, ensuring aconsistent narrative andavoiding image crises. They can operate across multiplemarkets at the same time, adaptinglanguage, style and content to localaudiences without logistical orgeographical limitations. They allow for the exploration ofinnovative formats, storytellingand vir