2022-2023第三季度美妆出海品牌KOL营销洞察报告.pptx
2022-2023 第 三 季 度 KOL 10W+4 3000+1+1.150+4 YouTube Instagram TikTok Twitch 3000+10w+2.2022.7.01-2022.9.30 3.4.01 KOL 02 KOL 03 04 01 KOL Q3 Instagram YouTube TikTok 1000 KOL KOL KOL 22 Q2 21 Q3 22 Q3 KOL KOL 22 Q3 KOL 108.6%37.3%28.43%KOL KOL KOL 0%10%20%30%60%50%40%22 Q3 Q2 21 Q3 22 Q3 22 Q2 21 Q3 2022 Q3 KOL:2022 Q3 KOL KOL 0 10 20 30 40 50 KOL 2022Q3VS2022Q2VS2021Q3 2022 Q3 2022 Q2 2021 Q3 2022 Q3 22.28%4.5%2022 Q3 22%25%:2022 Q3 KOL TOP 0 2 4 6 8 10 12 2022 Q3 45%16%6%5%4%4%4%4%4%4%2%2%2022 Q3 US UK ID AU FR DE CA IN PH ES RU MY:2022 Q3 KOL Instagram TikTok 2021 Q3 22 Q3 TikTok Instagram TikTok KOL Instagram+25%+50%+50%+175%0 20 40 60 80 Youtube Twitter Instagram 2022Q3 2022Q2 TikTok 2021Q3 90 80 70 60 50 40 30 20 10 0 Youtube Twitter KOL Instagram 2022Q3 2022Q2 TikTok 2021Q3:2022 Q3 KOL TOP3(people&Blogs)Howto&Style KOL+KOL 18000 16000 14000 12000 10000 8000 6000 4000 2000 0 2022 Q3 KOL Q3 35%30%25%20%15%10%5%0%KOL 高互动类型排行:2022 Q3 KOL KOC KOC 2022 Q3 Youtube Instagram 100W+KOC(1W+)TikTok KOC 0 YT IN TT TW KOL 100W+5000 10-100W 10000 2.5-10W 15000 1-2.5W 20000 0.1-1W 25000 0.1W 0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%Q3 KOL 50 KOL KOL:2022 Q3 1000 KOL 2022 Q3 02 KOL KOL KOL Instagram KOL Instagram Youtube TikTok KOL 593,412 323,490 434,681 419,078 202,455 539,038 323490 396935 300449 122570 1,556,910 559,840 305,602 150,677 315,942 KOL TOP Youtube Instagram TikTok INSTAGRAM KOL:2022 Q3 TikTok KOL YouTube TikTok KOL Instagram YouTube KOL 7.52%Instagram 1.87%YouTube 0.56%YouTube35-54 0-17 KOL 8.00%7.00%6.00%5.00%4.00%3.00%2.00%1.00%0.00%TikTok Youtube KOL Instagram 201,432 76,720 86,335 427,122 0-17 18-24 25-34 35-54 0 100,000200,000300,000400,000500,000 YouTube 1000:2022 Q3 YouTube KOL KOL KOL KOL Instagram Youtube TikTok KOL TikTok 15k KOL 3.7%2 2.00%1.60%1.80%1.50%Rising Mid-size Macro Mega Instagram KOL Micro 15K Regular 15K-50K Rising 50-100K Mid-size 100k-500K Macro 500K-1M Mega 1M 1.70%1.63%1.20%1.00%Rising Mid-size Macro Mega YouTube KOL 1.90%1.70%1.50%1.30%Regular 1.70%Regular 2.10%Regular 2.40%Micro 2.70%Micro 3.10%Micro 3.70%0.00%0.50%1.00%1.50%2.00%2.50%3.00%0.00%1.00%2.00%3.00%4.00%0.00%1.00%2.00%3.00%4.00%Rising Mid-size Macro Mega TikTok KOL:2022 Q3 K OL#makeup KOL hair KOL KOL,#makeup Instagram YouTube TikTok#foryou and#fyp beat TikTok Hair KOL Instagram YouTube 28 34 47 52#makeuptutorial#makeupartist#beauty#skincare Instagram KOL 25 45 52 59#makeuptutorial#skincare#naturalhair#haul YouTube KOL 21 32 43 51 68#foryoupage#beauty#makeupartist#hudabeauty#learntiktok TikTok KOL:2022 Q3 lash hair skin makeup curl palette eye foundation powder skincare style braid whip routine tutorials Kylie Cosmetics Instagram The Ordinary TikTok Kylie Cosmetics 2596 Anastasia Beverly Hills Benefit Cosmetics US NARS Cosmetics Ultra Beauty The Ordinary 35.03 CeraVe Glossier KOL:2022 Q3 1 03 -Florasis Under100k 37%100-500k 49%1M+500-900k 8%6%KOL 0%5%10%15%20%25%30%Top5 Top5 KOL Howto&Style People&Blog Howto&Style Entertainment Entertainment Comedy Top5 Beauty Makeup Fashion Skincare Vlog:Florasis 1 100K KOL 1 100K 37%1 25%KOL Howto&Style People&Blog -zeesea 0%10%20%30%40%50%Top5 Top KOL Entertainment Howto&Style People&Blog Top5 Beauty Makeup Skincare Entertainmen t Fadhion Under100k 60%100-500k 28%12%500-9001kM+0%KOL Entertainment Howto&Style People&Blog 1 zeesea 88%500K 100k#Beauty 1:zeesra 1 Under100k 21%100-500k 39%500-900k 20%1M+20%KOL-Manscaped 0%20%40%60%80%100%Top5 Top KOL Howto&Style People&Blog Howto&Style Entertainment Entertainment Top5 Beauty Makeup Hairstale Entertainment Skincare 1 Manscaped 688 KOL 20%1M+Manscaped 94%KOL KOL Howto&Style People&Blog KOL KOL:Manscaped 1 Under100k 66%100-500k 19%1M+13%500-900k 2%KOL-boxycharm 0%20%40%60%80%100%Top5 Top5 KOL Entertainment People&Blog Entertainment Howto&Style Howto&Style Top5 Beauty Makeup Skincare Fashion Unboxing 100k 1M+TOP1 Entertainment 1 boxycharm 59 KOL 13%1M+66%100k 76%24%Entertainment People&Blog Howto&Style:boxycharm 1 NoxInfluencer Nox 04 演讲完毕，感谢观看
