海外网红营销一站式服务

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2025年欧洲网红营销生态报告
Sou Hu Cai Jing· 2025-09-02 14:30
Group 1: Core Insights - The report titled "2025 European Influencer Marketing Ecosystem Report" is generated by NoxInfluencer based on a database of over 100 million influencers, covering 252+ countries and regions in Europe, focusing on platforms like YouTube, Instagram, and TikTok [1][5][9] - In 2023, the European social e-commerce GMV reached $26.7 billion, with expectations to double by 2028, indicating a strong growth trajectory in the influencer marketing sector [1][23] - TikTok leads in influencer marketing, particularly in the UK, while YouTube and Instagram also play significant roles, with a notable preference for collaboration with micro-influencers due to their strong fan engagement and lower costs [1][12][30] Group 2: Social Media Landscape - YouTube has over 300 million monthly active users in Europe, with Germany, the UK, and France being core markets, while Instagram is projected to have 159.1 million monthly active users in the EU by 2025 [1][18] - TikTok users spend an average of over 35 minutes daily on the platform, with a significant demographic of young women making up 62% of its user base, highlighting its potential for brand engagement [1][18][20] - The report identifies a trend of social and commercial integration across platforms, with users showing significant regional differences and a strong emphasis on privacy and autonomy [1][20][21] Group 3: Influencer Distribution and Types - The distribution of influencers in Europe shows a "pyramid" structure, with a majority being micro-influencers, while TikTok is more inclined towards mid-tier influencers, and YouTube has a smaller base of micro-influencers [1][30][34] - Popular influencer categories include automotive, consumer electronics, beauty and cosmetics, and food and beverages, indicating a strong correlation with everyday consumer needs [1][28][34] - The report highlights that the UK leads in TikTok influencer numbers, while Germany and France follow in YouTube, and Italy leads on Instagram, showcasing the regional strengths of different platforms [1][25][26] Group 4: TikTok Shop Insights - TikTok Shop in the UK favors beauty care, women's clothing, and portable products, while Germany has a diverse range of product categories, and France shows a strong preference for fashion and beauty items [1][14][16] - In Spain, health products and car accessories are popular, while Italy focuses on affordable snacks and innovative digital products, indicating varied consumer preferences across regions [1][14][16] - The report emphasizes the importance of local and international brands in TikTok Shop, reflecting the platform's growing influence in the e-commerce space [1][14][16]