微播易&ampamp中国广告协会：2025年社交媒体与KOL营销趋势报告（74页）.pdf

1、*CONTENTS12.1%2.1%DAU/MAU2024202376.3%62.5%32.4%39.1%6.718-35B18-304035TGI36/B2024VS 20230100000200000300000400000500000600000700000800000900000KOL02000004000006000008000001000000120000014000001600000KOL050000100000150000200000250000BKOL98000100000102000104000106000108000110000112000KOL0500001000001

2、50000200000250000300000350000400000450000500000KOL2024KOLKOL=1000W1000W=100W100W=10W-10WKOL=100W100W=20W20W=5W-5WKOL=500W500W=100W100W=5000-5000BKOL=100W100W=10W10W=1W-1WKOL=500W500W=100W100W=10W-10W2024KOLTOP100100000200000300000400000500000-1000900019000290003900049000590006900079000KOL(X)(Y)12000

3、0560000296460KOL22756KOLTOP5KOLTOP5&-0.004-0.00200.0020.0040.0060.0080.0100.020.040.060.080.10.12KOL(X)30(Y)0.0470.0360.1610012014016018020022024010152025303540KOLCPE(X)CPM(Y)CPE22.6CPM189.9CPMTOP5CPETOP5&0500010000150002000025000300003500040000-20001800038000580007800098000118000138000KOL(X)(Y)9000

4、0KOL3862724502KOLTOP5&KOLTOP5&00.010.020.030.040.050.060.070.080.0900.10.20.30.40.50.6KOL(X)30(Y)0.2470.044+/+0510152025303540KOLCPE()CPECPECPE22.96CPE25.56CPETOP3CPETOP3189.32145.48117156172.35180.03143.05133.17159.6144.43128.33168.04160.55184.02168.06181.08162.99149.84124.28106.17121.59119.63130.6

5、8129.68111.8116.6153.28143.78020406080100120140160180200020406080100120140160180KOL95.67143.24TOP3TOP3B18-35Z18-3015-601-3+1-55-30+1-30+80%+KOL+KOCUP2025AIGCO-5A0-A1-A2-A3-A4-A5-CORECCost VS Quality-OOmni-Content-RReach-EExperience-KOL5RR1-R2-R3-R4-R5-TIETouch-Involve-Elevate-KOLAIPSAwareness-Intere

6、st-Purchase-Share-IDEAInSight-Define-Expand-Advocate-KOLMATESMeet-Appeal-Trust-Endorse-Sales-4IInsightImmerseImpressIconUP5AR1-3KFSKol-KOLFeed-Search-01小红书将进一步开放平台生态，吸引更多品牌和商家入驻，同时加强第三方服务商（如物流、支付）的整合，构建更完整的商业基础设施02视频内容占比持续提升，平台通过优化视频创作工具和流量倾斜政策，推动PUGC与UGC融合，增强用户粘性与商业化潜力03工具化：开发更多数据分析和营销工具，帮助品牌精准触达目标