2025年网红营销状况报告

Preface At the time of this report’s release, social media is in flux:TikTok’s fate hangs in the balance, Meta’s latest policychanges are stirring controversy, X users are migratingto Bluesky — the list goes on. That’s why the theme of this year isagility. Throughout this report, we’ll explore the strengths of each platform.But remember, success belongs to those who can adapt. Diversifyyour channels, experiment with new content formats, and build directrelationships with your audience. The more flexible your strategy, thebetter prepared you’ll be to pivot when change inevitably comes. With that in mind, let’s dive into the key insights shaping influencermarketing in 2025 and the opportunities that lie ahead. Table of Contents Pricing & Budget21 Introduction Understanding the DataThis Year’s Key Findings Average Cost MetricsPricing DiscrepanciesLet’s Talk BudgetCreator Rates Campaign Production& Content31 The Current State ofInfluencer Marketing9 Going Beyond the FunnelThe Golden Age of Influencer Marketing Campaign OverviewCampaign BreakdownAll About Content Looking Forward41 Social Channel Trends12 Top Challenges (and Solutions) for 2025Our 2025 Predictions5 Influencer Marketing Best PracticesGetting Started with Aspire What Channels are Brands Investing In?What Channels are Creators Investing In?Average Engagement Rate by Follower CountAverage Engagement Rate by PlatformContent Trends by Channel Introduction Understanding the DataThis Year’s Key Findings understanding thedata This year, we’re leveraging this data to dive deep into: We’re excited to bring back our annual industry benchmarkreport,The State of Influencer Marketing, for the seventhconsecutive year. This report uses statistics from Aspire’s internal data, as well as surveyresults from over 1,000 marketers and creators, to reveal insights aboutthe ever-evolving influencer marketing industry. Through our partnerships with Meta, Pinterest, and TikTok, we gain APIaccess to deeper audience insights from our creators across variousplatforms. Hundreds of thousands of creators also grant us access toperformance data from their official social accounts, which allows us totrack real-time, first-party data so we can share our learnings in reportssuch as this one. This Year’s Key Findings Don’t have time to dive into the full report right now? Here arethe top trends and must-know insights from this year’s report. 71% 83%While 57% of creatorsare increasing their ratesthis year, Affiliate marketingis emerging as a topstrategy among brandsand creators, with creatorson Aspiredriving 73%average engagementrate, signaling a return tolong-form video content.YouTubers achievea whopping of marketers plan toincrease their influencermarketing budgets in2025, but the exactamounts they’re planningto invest vary significantly,reflecting the diversity incompany sizes, revenue,and priorities of brandsleveraging this channel. 53%Average influencermarketingCPM dropped 71% of creators arestill willingto work with brands forjust free products, if theylove the brand or theproduct value is high. year-over-year– a clearindicator of this channel’sgrowing cost efficiency. more affiliate revenueyear-over-year. The CurrentState ofInfluencerMarketing Going Beyond the FunnelThe Golden Age of Influencer Marketing going Beyondthe Funnel transforming the buyer’s journey into aninfinite loopof inspiration, exploration, community, and loyalty. Rather than following a traditional funnel,consumers today enter, exit, and re-enter atdifferent stages of the purchase journey basedon their needs and wants. The traditional marketing funnel is broken. There’s no starting or ending point, making it crucialfor brands to create multiple touchpoints to meetconsumers where they are. For years, marketers viewed the buyer’s journeyin terms of three conventional stages: awareness,consideration, and conversion. However, thislinear framework has become outdated in today’scomplex buying environment. But this isn’t about overwhelming them with ads —it’s about curating brand experiences that resonate. Gen Z, born between 1997 and 2012, hascompletely reshaped the consumer landscape.With different priorities, influences, and technologythan previous generations, their buying journey isfar from predictable. Shoppers today increasingly rely on trustedrecommendations from creators on social mediaplatforms like TikTok and Instagram to discover,research, and purchase products. By leveraging influencer marketing, brands canjoin forces with real people to create meaningful,engaging experiences that drive results. These digitally native consumers live in a worldwhere social media serves as their marketplace,entertainment, social hub, and news source — Thegoldenage of Influencer Marketing 2. Paid ads powered by influencer-generatedcontent (IGC) At the heart of any successful marketing campaignlies trust — the most valuable currency in the digitalage. Influencer marketing