Nox聚星：2025年食品饮料行业全球网红营销趋势报告

Core Insights - The report highlights the global influencer marketing trends in the food and beverage industry for 2025, showcasing a multi-platform and multi-regional development landscape with distinct characteristics in marketing models and market performance. Group 1: Influencer Scale and Distribution - Over 5.9 million food and beverage influencers are present across Instagram, TikTok, and YouTube, with Instagram leading at 3.07 million, followed by TikTok with 1.82 million, and YouTube having relatively fewer influencers [11][12]. - North America is the primary region for food and beverage influencers, followed by Europe, Southeast Asia, and the Asia-Pacific region, with Instagram hosting over half of the influencers [13][14]. - KOC (Key Opinion Consumer) influencers with around 10,000 followers are the main growth drivers, significantly outpacing mid-tier and top-tier influencers [16]. Group 2: Industry Trends - TikTok's sales performance is notably strong, with a monthly GMV exceeding $30 million in the U.S. for Q1 2025, ranking it among the top eight industries [22]. - Seasonal marketing events have significantly boosted sales, particularly in Vietnam and Thailand during the New Year and in the U.S. during Christmas [24]. - Snack and beverage categories are the top-selling segments, especially in the U.S. and Southeast Asian markets [29]. Group 3: Brand Marketing Trends - Three key trends in brand marketing include focusing on TikTok for deep collaborations with well-known KOLs (Key Opinion Leaders) and expanding reach through KOCs, emphasizing food-related KOLs while also collaborating with lifestyle influencers [34][35]. - Successful case studies include Haidilao collaborating with over 5,000 influencers, achieving 577 million exposures, and Samyang Foods focusing on YouTube for significant engagement [2][34]. Group 4: Influencer Marketing Implementation - Effective influencer marketing requires building a professional team, utilizing tools for efficient matching, and monitoring results [3]. - Brands should leverage third-party platforms for precise KOL searches based on categories and styles, ensuring authenticity in follower counts [3].