微播易中国广告协会-2025年社交媒体与KOL营销趋势报告-2025.3.pptxVIP

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CONTENTS

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202412.1%202376.3%2.1%62.5%32.4% 39.1%?DAU/MAU 6.7

?18-35B18-304035TGI3G

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2024 VS2023 9000008000007000006000005000004000003000002000001000000KOL8000006000004000002000000KOL050000100000150000200000250000BKOL98000100000102000104000106000108000110000112000KOL500000450000400000350000300000250000200000150000100000500000KOL

2024KOL KOL KOL KOL BKOL KOL =1000W=100W=500W=100W=500W1000W =100W100W =20W500W =100W100W =10W500W=100W100W =10W20W =5W100W =500010W =1W100W=10W- 10W- 5W- 5000- 1W- 10W

2024KOLTOP10

0100000200000300000400000500000-1000900019000290003900049000590006900079000KOL(X )(Y OL22756KOL TOP5KOLTOP5

-0.004-0.00200.0020.0040.0060.0080.0100.020.040.060.080.10.12KOL(X ) 30(Y )0.0470.0360.16

10012014016018020022024010152025303540KOLCPE(X ) CPM(Y )CPE22.6CPM189.9CPMTOP5CPETOP5

0500010000150002000025000350003000040000-20001800038000580007800098000118000138000KOL(X )(Y )90000KOL3862724502KOL TOP5KOLTOP5

00.010.020.040.030.050.070.060.080.0900.10.20.30.40.50.6KOL(X ) 30(Y )0.2470.044+/++

1050152520304035KOLCPE( )CPECPECPE22.96CPE25.56CPETOP3CPE TOP3

189.32145.48117156180.03172.35143.05133.17159.6144.43128.33168.04160.55184.02168.06181.08162.99149.84124.28106.17130.68129.68121.59119.63111.8116.6153.28143.78200140120020406080100120140160180KOL1008095.676040200180161043.24TOP3TOP3

B18-35Z18-3015-601-3++1-55-30++++1-30+80%+KOL+KOCUP2025AIGC

O-5A0-A1-A2-A3-A4- 5AA5-CORECCostVSQuality- OOmni-Content-RReach-EExperience-→→KOL→→→5RR1-R2-R3- R1-3R4-R5-TIETouch-Involve-Elevate-→→KOL→→→AIPSAwareness-Interest-Purchase-Share-IDEA KFSInSight- Kol-KOLDefine- Feed- Expand- Search-Advocate-→→KOL→MATESMeet-Appeal-Trust-Endorse-Sales-4IInsightImmerseImpressIcon→UP

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用户服务化：提供全链路服务（如内容策划、流量扶持），降低商家进入门槛04基于早期“海外好物”基因，小红书将拓展跨境KOL与跨境业务，同时聚焦细分领域（如母婴、健康），通过垂类内容增强用户价值

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