本报讯近日，因赛集团微信公众号显示，旗下子公司北京影行天下文化传播有限公司、广州有益数字信 息技术有限公司联合推出的集团级达人营销投放AI应用"智眸AI2.0"上线，以全链路智能营销服务能力 重构达人营销生态。 智眸AI2.0从达人营销团队核心痛点出发，构建"选人—投放—评估—协同"全链路智能体系，实现策 略、执行、优化闭环管理，大幅提升投放效率与确定性。智眸AI具备AI识人、AI投放、AI评估、集团 级协同、技术架构等方面的核心能力，精准匹配真实工作场景，已陆续服务了美妆、快消、3C等行业 的品牌客户。 （文章来源：证券日报） 现阶段AI已逐步成为决定营销效率的核心基础。因赛集团将通过智眸AI2.0构建的全链路智能体系，推 动达人营销从"经验驱动"转向"数据驱动"的范式革新。 ...

⬆️关注 Founder Park，最及时最干货的创业分享 越来越多 AI 出海公司，把达人营销视为最重要的增长杠杆之一。与传统广告投放或内容营销相比，达人营销最大的优势在于它的「活人感」——真实的创 作者在真实的使用场景中展示产品，天然降低了用户的信任门槛。 但问题也恰恰出在这里。 当达人营销走向「规模化」，很多团队会发现一件事： 达人营销很有效，却很难做到真正可控。 不同团队在执行层面拉开的差距，可能直接决定产品的成 败，甚至影响着企业的长远发展。 观察行业成功者的具体实践，可以瞥见典型路径：以 Gamma 为例，通过达人营销，打造可复制的「爆款流水线」，其策略是投入充足的预算，广泛合作 大量达人，最终沉淀 10% 的爆款，带来口碑传播与 90% 的用户增长；Notion 通过长期追踪并量化创作者内容对用户行为的实际影响，用数据反哺策略， 持续筛选并放大高价值创作者关系，将达人合作从短期项目沉淀为稳定的增长资产...... 他们的实践，共同指向一个趋势： 想做好达人营销，需要规模化，需要从单次合作中逐步沉淀方法论经验并转为长期稳定的增长资产。 超 17000 人的「AI 产品市集」社群！不错过每一款有价值 ...

2024 年到 2025 年，对于国内 AI 团队 来说，是一个既躁动又焦虑的"大航海时代"。 Founder 们几乎都要面临同一个话题：PMF后，到底怎么做增长？ we grew from zero to $50M ARR in <2 years, profitablv i've never publicly shared our tactics before it's cost us over $5M to learn what I'm about to share 为什么？因为 AI 产品本质上在 售卖一种新的工作和生活方式。这种方式它需要解释，需要演示，需要塑造无数种使用场景，需要有人来下背书，一个 Slogan 打天下的时代早就结束了。 在这个语境下，达人恰好就成了 增长飞轮下的 首要生命线。 前段时间， Gamma 联合创始人 Grant Lee ，也以过来人的视角在 twitter 分享过增长复盘： "在 0-1000 万美金的早期阶段，增长几乎 100% 依靠口碑；即 便到了 5000 万美金规模，达人和口碑依然占据了半壁江山。" 而关于如何做达人营销，Grant Lee 的结论很直接： "9 ...

Core Insights - The automotive marketing landscape is evolving as the industry shifts from a "traffic dividend era" to a "certainty era," necessitating a more structured and quantifiable approach to influencer marketing [1][4][7] - The introduction of "Dongche Star Selection" aims to create a standardized, transparent, and quantifiable influencer marketing infrastructure for the automotive sector [1][4][12] Group 1: Industry Changes - Influencer-driven sales growth in the automotive sector has slowed, indicating a significant adjustment in the influencer economy, which is particularly urgent for automotive brands [3][9] - Unlike fast-moving consumer goods, automotive purchases require long-term engagement and multiple touchpoints, making it challenging to directly correlate influencer content with sales conversions [3][9] - Traditional "flat-rate" collaboration models are difficult to evaluate, relying heavily on superficial metrics like views and likes without identifying genuine purchase intent [3][9] Group 2: Platform Evolution - Platforms are transitioning from merely distributing traffic to building foundational "value infrastructure" that provides standardized tools and ensures data traceability [4][10] - "Dongche Star Selection" was launched to help brands identify genuine car-buying prospects and make influencer collaborations more data-driven and verifiable [4][10][11] Group 3: Content Production and Evaluation - The automotive influencer carnival represents a structural innovation in content production, allowing for a more efficient and cost-effective mechanism [5][12] - The carnival setup enables brands to provide resources and support, allowing influencers to focus on content creation rather than logistical coordination [5][12] - The introduction of the "Quality Content Ranking" shifts the evaluation focus from follower count to the number of new A3 users generated, emphasizing the importance of reaching potential car buyers [6][12][13] Group 4: Future Directions - The automotive marketing sector is moving towards a model that prioritizes professionalism, authenticity, and certainty, with influencers becoming reliable communicators between brands and consumers [7][13] - The industry is expected to increasingly focus on controllable advertising, content authenticity, and precise targeting as it matures [6][13]

Core Insights - The global social app market is facing stricter regulatory scrutiny, leading to a significant reduction in the number of active advertising social apps, which decreased by 12.43% year-on-year to 4,484 apps [2] - Despite the decrease in the number of apps, the average monthly material volume per advertiser surged by 47.37%, indicating a shift towards higher quality content to attract users and build brands [2] - Social apps must adapt to become "multi-talented," focusing on product quality and understanding diverse user needs while implementing localized marketing strategies [7][8] Market Trends - The social app market is entering a phase of stock competition, with fewer new entrants and existing players focusing on quality over quantity in advertising [2] - TikTok has emerged as a critical platform for social apps seeking explosive growth, with significant user engagement and high conversion potential among Gen Z users [10][11] - In North America, users show a high willingness to pay for dating apps, while Southeast Asia exhibits a strong trend towards video socializing and live streaming [8] Marketing Strategies - Successful social apps are leveraging high-quality content and influencer marketing to drive user engagement and brand awareness [16][17] - The use of data-driven creative optimization tools, such as TikTok One's Top Ads, allows brands to refine their marketing strategies based on historical performance metrics [13] - Influencer marketing is becoming a primary growth strategy for social apps, as traditional sharing models do not translate well in overseas markets [16] Content Creation - The shift from demand-driven to content-driven user acquisition is evident, with users increasingly relying on influencer recommendations before downloading social apps [22][23] - User-generated content (UGC) plays a crucial role in brand conversion, with TikTok's algorithm enabling ordinary users to gain visibility through viral content [25] - TikTok for Business offers solutions to help brands identify and utilize high-quality UGC, addressing challenges related to content authorization and deployment [25] Conclusion - The evolving landscape of social app marketing necessitates a focus on high-quality content and user engagement strategies to build brand loyalty and achieve sustainable growth [22][25]

Core Insights - Influencer marketing has become essential for brands, but dissatisfaction among users, brands, and creators is rising due to declining effectiveness and trust issues [2][3] - The global influencer marketing market is projected to reach $32.55 billion by 2025, with a growth rate of 35.63%, indicating a shift towards more strategic approaches rather than just spending [2] Group 1: Trust and Strategy - The core issue of dissatisfaction stems from a lack of trust, with brands questioning the value of creators and users feeling overwhelmed by repetitive content [3] - Rebuilding trust involves selecting the right platforms, as different platforms have distinct ecosystems and user engagement dynamics [3][5] - Brands are increasingly shifting budgets towards WeChat's content ecosystem, which relies on social relationships rather than just algorithms [5] Group 2: Trust Currency System - The "trust currency" system is a tangible mechanism for building trust, focusing on finding the right creators rather than just high follower counts [6] - Content driven by genuine relationships is more effective, as different platforms have varying content distribution mechanisms that impact engagement [6][8] - Brands should leverage social networks for organic reach, as trust-based sharing can penetrate new audience segments [8] Group 3: Ecosystem and Measurement - Brands are moving towards a "pyramid" strategy in influencer marketing, combining top-tier, mid-tier, and mass creators, but face challenges in measuring the effectiveness of their investments [12][13] - The integration of various resources within ecosystems, such as WeChat, allows for diverse marketing strategies and better tracking of user engagement [13] - Tools like Tencent's advertising platform help brands understand the effectiveness of their spending, transforming influencer marketing from an art to a science [13] Group 4: Future of Influencer Marketing - The future competition in influencer marketing will focus on trust rather than sheer volume, emphasizing long-term value and understanding social relationships [14][15] - Brands that effectively utilize the trust-building potential of social networks are likely to gain a competitive edge in the evolving landscape of influencer marketing [14]

Core Insights - The article emphasizes the importance of leveraging Douyin's ecosystem to drive brand growth during the upcoming 618 shopping festival through a comprehensive marketing strategy that integrates brand advertising, influencer marketing, and data insights [1][21]. Group 1: Marketing Strategy - The "品星云" marketing capability integrates brand advertising, 巨量星图, and 巨量云图 to enhance brand performance during the 618 event [1]. - Brand advertising focuses on "inventory preemption + exposure assurance" to create a reliable flow of traffic, ensuring brands can achieve both volume and sales growth [1][10]. - The "短直联动" feature connects short videos with Douyin's e-commerce live streams, significantly improving conversion rates by enhancing user engagement [8][9]. Group 2: Content and Consumer Insights - 巨量云图 provides deep consumer insights by identifying distinct consumer segments based on behavior and preferences, allowing brands to target their marketing efforts more effectively [3][15]. - The platform has upgraded its industry-specific consumer groups to help brands create and discover high-quality content that resonates with their target audience [3]. Group 3: Influencer Marketing - 巨量星图 enables brands to collaborate with a large number of mid-tier influencers efficiently, enhancing content creation and marketing effectiveness [5]. - The platform offers various influencer groups tailored to specific marketing needs, such as product reviews and promotional events, ensuring a comprehensive approach to influencer marketing [5]. Group 4: Policy and Incentives - The "品星云" initiative introduces a multi-faceted support system, including resource incentives and data empowerment, to help brands maximize their growth potential during the 618 event [17]. - Specific incentives include a "million incentive pool" for brand advertising, with potential rewards reaching up to 200,000 for individual clients, aimed at encouraging increased investment in advertising [17][19]. Group 5: Performance Tracking and Optimization - 巨量云图 offers a real-time operational dashboard for brands to monitor their performance throughout the different phases of the 618 event, allowing for targeted adjustments and strategy optimization [13][15]. - The platform's SPU5A capability tracks new product performance, providing insights into consumer engagement and sales effectiveness, thereby increasing the likelihood of successful product launches [15].

Core Viewpoint - The article discusses the evolution of influencer marketing, highlighting the shift from text-based content to video-based formats, particularly through platforms like Douyin, which has led to a new marketing model focused on influencer-driven sales and brand building [1][2]. Group 1: Evolution of Influencer Marketing - Influencer marketing began to take shape after 2010 with the rise of Weibo and WeChat, but was limited by the text-based format, which lacked personal branding and real influence [1]. - The emergence of Douyin introduced short video content, creating a new marketing path known as influencer marketing, which emphasizes conversion and brand building [1][2]. - Influencer marketing has shifted from mere exposure to a "planting grass" model, focusing on traffic conversion and return on investment (ROI) [1]. Group 2: Key Elements of Successful Influencer Marketing - Two key elements for effective influencer marketing are high-quality content and strong influencers, as highlighted during the 2025 Giant Star Map Influencer Festival [2]. - The Giant Star Map platform serves as an intelligent marketing and management tool for influencers, emphasizing the importance of content and creator economy [2]. Group 3: The Role of AI in Content Creation - AI is seen as a tool to enhance creator efficiency but cannot fully replace human creators, especially those with unique personal experiences and emotional resonance [4][5]. - Human creators possess unique creative abilities derived from personal experiences, which AI cannot replicate, particularly in content that evokes emotional responses [6]. Group 4: Content Direction for Influencers - Influencers face a dilemma between specializing in niche content or adopting a broader lifestyle approach, with a recommendation to focus on their strengths for better results [9][10]. - Successful influencers often find their niche and deepen their expertise, which enhances their commercial value and aligns with advertisers' target audiences [10]. Group 5: Innovative Content Examples - Influencer Zhu Tiexiong exemplifies content innovation in the national style transformation niche, producing high-quality, story-driven videos that resonate with audiences [13][14]. - Another influencer, Diandi Lihai, has created a unique content style that combines low-cost materials with high-fashion aesthetics, attracting significant brand partnerships [15]. Group 6: New Monetization Strategies - Influencers are exploring new monetization methods beyond traditional brand deals, such as live streaming and direct sales, which enhance their appeal to brands [16]. - The platform supports influencers in identifying suitable monetization strategies based on their content and audience characteristics [19]. Group 7: Evaluating Influencer Value - Influencer value is assessed based on three dimensions: content creation ability, commercial capability, and fulfillment ability, which help brands select effective partners [25][26]. - Good content is characterized by authenticity, engagement, and the ability to create trends, while good influencers possess strong creative, commercial, and delivery skills [24][23]. Group 8: Influencers in Trend Creation - Influencers play a significant role in creating trends and driving discussions, impacting not only product sales but also broader cultural phenomena [28][29]. - The platform's content insight tools allow influencers to capture and amplify emerging trends, enhancing their visibility and engagement [29]. Group 9: The Impact of Short Videos and New Content Formats - Short videos and new content formats like short dramas are rapidly growing, providing influencers with opportunities to engage audiences and monetize effectively [31]. - The platform facilitates collaborations between brands and influencers to create tailored short dramas that align with marketing goals [31]. Group 10: Future Directions for Influencer Marketing - The influencer marketing market is expected to continue growing, with the platform aiming to innovate monetization models and enhance content quality [44][45]. - The focus will be on optimizing brand partnerships to ensure that high-quality content leads to better business outcomes for both influencers and brands [45].