2025年社交媒体与KOL营销趋势报告

*CONTENTS••12.1%2.1%•DAU/MAU2024202376.3%62.5%32.4%39.1%6.7•18-35B18-304035TGI36///•B2024VS 20230100000200000300000400000500000600000700000800000900000KOL02000004000006000008000001000000120000014000001600000KOL050000100000150000200000250000BKOL98000100000102000104000106000108000110000112000KOL050000100000150000200000250000300000350000400000450000500000KOL2024KOLKOL•>=1000W•1000W>>=100W•100W>>=10W•-10W>KOL•>=100W•100W>>=20W•20W>>=5W•-5W>KOL•>=500W•500W>>=100W•100W>>=5000•-5000>BKOL•>=100W•100W>>=10W•10W>>=1W•-1W>KOL•>=500W•500W>>=100W•100W>>=10W•-10W>2024KOLTOP100100000200000300000400000500000-1000900019000290003900049000590006900079000KOL(X)(Y)120000560000296460KOL22756KOLTOP5KOLTOP5&&-0.004-0.00200.0020.0040.0060.0080.0100.020.040.060.080.10.12KOL(X)30(Y)0.0470.0360.1610012014016018020022024010152025303540KOLCPE(X)CPM(Y)CPE22.6CPM189.9CPMTOP5CPETOP5&0500010000150002000025000300003500040000-20001800038000580007800098000118000138000KOL(X)(Y)90000KOL3862724502KOLTOP5&KOLTOP5&&&00.010.020.030.040.050.060.070.080.0900.10.20.30.40.50.6KOL(X)30(Y)0.2470.044+/++ 0510152025303540KOLCPE()CPECPECPE22.96CPE25.56CPETOP3CPETOP3189.32145.48117156172.35180.03143.05133.17159.6144.43128.33168.04160.55184.02168.06181.08162.99149.84124.28106.17121.59119.63130.68129.68111.8 116.6153.28143.78020406080100120140160180200020406080100120140160180KOL95.67143.24TOP3TOP3B18-35Z18-3015-601-3++1-55-30++++1-30+80%+KOL+KOCUP2025AIGCO-5A0-A1-A2-A3-A4-A5-CORECCost VS Quality-OOmni-Content-RReach-EExperience-→→KOL→→→5RR1-R2-R3-R4-R5-TIETouch-Involve-Elevate-→→KOL→→→AIPSAwareness-Interest-Purchase-Share-IDEAInSight-Define-Expand-Advocate-→→KOL→MATESMeet-Appeal-Trust-Endorse-Sales-4IInsightImmerseImpressIcon→UP5AR1-3KFSKol-KOLFeed-Search-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0125+BUFF02GMV202540%1.2030405ChatBotAIAIAI/AIAgentMarsCode•25%41%34%2009-2024%=-15%17%19%17%13%10%8%17%19%16%11%8%20202021202220232024202557%31%51%24%8%7%-4%13%1%9%-3%1%0%93%91%89%76%72%69%55%61%56%49%35%33%31%0%10%20%30%40%50%60%70%80%90%100%-10%0%10%20%30%40%50%60%70%2024202320242023VS20243CIT20.4%37.8%7.7%12.7%2.8%7.0%2.9%4.1%2.2%30.1%25.4%16.6%10.2%4.6%3.1%2.6%6.3%1.2%IT3C2023VS202420232024+9.7%-12.4%+8.9%-2.5%+1.8%-3.9%+2.2%6.3%36.6%37.9%19.2%6.2%37.5%38.2%18.1%-0.1%0.9%0.3%-1.1%-2023202425.6%50.1%18.4%6.0%21.5%51.8%20.1%6.6%-4.0%1.7%1.7%0.6%-2023202489%84%68%74%72%85%81%72%64%75%0%10%20%30%40%50%60%70%80%90%100%0%10%20%30%40%50%60%70%202592%86%87%84%75%74%54%42%0%10%20%30%40%50%60%70%80%90%100%0%10%20%30%40%50%60%70%80%2025202320242023vs202419%, 41%KOL, 59%2024KOL50%-70%30%-50%3CIT4.9%37.0%39.5%18.6%3.9%32.7%37.4%26.0%&2023VS2024KOL20232024+7.4%0.0%5.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%2023VS2024KOL20232024+6.7%3CIT20.5%48.9%24.1%6.6%25.9%46.2%22.6%5.3%&2023VS20243CKOL202320240.0%5.0%10.0%15.0%20.0%25