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1、2024 Influencer Benchmarks Report GuideAbout LaterLater is the worlds first Social Revenue Platform.With Later Social,Later Influence,and Link in Bio,social media marketers,influencer managers,and creators can collaborate on high-performing content that reaches new audiences,drives engagement,and ge

2、nerates predictable ROI.Later is also trusted by the top social platforms,with partnerships and integrations with Meta,TikTok,LinkedIn,Pinterest,YouTube,and X(formerly Twitter).Grow,scale&drive sales with Laters influencer marketing platform.Learn More2ContentsOverview,Methodology&Definitions Influe

3、ncer BreakdownIndustry BreakdownCPGConsumer Electronics Cosmetics&FragrancesE-commerce/D2CFashion&ApparelFitnessFood&BeverageHealthcareHome&Interior Media&Entertainment Restaurants&QSR RetailTravel&HospitalityConclusion&Additional Resources48543475393Overview IntroductionThe cr

4、eator economy is projected to grow to$22.5B by 2025.But as the industry is still fairly new,benchmarking campaign results can be a challenge.After analyzing over 45K posts and 2.9K campaigns across multiple platforms,weve compiled influencer marketing benchmarks to help marketers and businesses unde

5、rstand:Average campaign performance across industries Average baseline costs across influencer personasPlatform breakdowns and comparisons by content type If youre looking to optimize your current strategy,set goals for future campaigns,or understand industry trends,this report is for you.5Our Metho

6、dologySeptember 1,2023-March 1,2024 Compared to:March 1,2023-September 1,2023 HoH=Half on Half For Instagram,TikTok,and Facebook,only posts with=1000 reach,=5 engagements,and=10 impressions were analyzed When calculating CPX metrics,only posts that had an incentive associated with them were analyzed

7、 For Avg.Cost Per Activation,only the average of the 25th-75th percentile range was calculated 874 Mid(100K-500K followers)278 Macro(500K+followers)Instagram(Feed,Stories,Reels):40K posts,1.6K campaigns TikTok:2.9K posts;699 campaignsFacebook:982 posts;292 campaigns Pinterest:853 posts;176 campaigns

8、 YouTube:540 posts;152 campaigns 3.8K Nano(0-10K followers)3.7K Micro(10K-100K followers)Platform AnalysisExclusions&LimitationsData AnalysisInfluencer Analysis6DefinitionsEngagementLikes,comments,and shares ImpressionsNumber of times content was seen,including multiple views from the same user Enga

9、gement Rate by ImpressionsTotal engagements/Total impressions CPECost of the total incentive received by the influencer/Total engagements of an activationCPM(Cost of the total incentive received by the influencer/Total impressions of an activation)*1000CPAAverage cost per activation,based on platfor

10、m content type and influencer personaNano InfluencerHas up to 10K followers.Seen as relatable,cost effective,and can help build trust and credibility.Micro InfluencerHas 10K-100K followers.Known for having an engaged community,and more experience working with brands.Great for awareness and engagemen

11、t campaigns.Mid InfluencerHas 100K-500K followers.Good for brands looking to reach large audiences or drive conversions.Typically has a website,email list,or podcast to also leverage.Macro InfluencerHas over 500K followers.Best used for campaigns with big budgets like major product launches.Typicall

12、y has well-established credibility and“celebrity”status.Extra Reading:14 Types of Social Media Influencers 77Influencer BreakdownNano&MicroHow do Nano and Micro influencers compare to each other?Avg.impressions/campaignHoHAvg.engagements/postHoHAvg.ER/impressionsHoHNano(0-10K followers)IG Posts885-3

13、0%107-27%11.16%9.13%IG Reels1,9583.80%16523%7.76%-1.56%TikTok3,897-89%197-41%3.65%17.33%Micro(10K-100K followers)IG Posts5,831-23%538-22%9.92%-13.34%IG Reels14,94627.20%88042%6.23%2.73%TikTok40,771-1%1,692-23%4.09%24.31%Influencer BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half

14、)=compared to March 1,2023-September 1,20239Nano&MicroHow do Nano and Micro influencers compare to each other?Avg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHNano(0-10K followers)IG Posts$120-6%$1.156%$124.3311%IG Reels$126-30%$1.9210%$135.34-3%TikTok$630-26%$6.47-7%$208.4613%Micro(10K-100K follo

15、wers)IG Posts$233-22%$0.740%$88.99-9%IG Reels$300-33%$1.15-14%$89.65-14%TikTok$1,69217%$2.0158%$61.5640%Influencer BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,2023Avg.CPA taken from finding the average of the 25th-75th percentile range.

16、Use these numbers as a baseline.1010Mid&MacroHow do Mid and Macro influencers compare to each other?Avg.impressions/campaignHoHAvg.engagements/postHoHAvg.ER/impressionsHoHMid(100K-500K followers)IG Posts25,640-16%1,874-15%6.67%-5.88%IG Reels116,7834.30%5,47723%3.83%0.25%TikTok289,213-52%6,446-36%0.9

17、7%-52.72%Macro(500K+followers)IG Posts257,220-21%22,344196%4.69%19.46%IG Reels463,97880.90%21,961113%3.48%7.88%TikTokN/AN/AN/AN/AN/AN/AInfluencer BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20231111Mid&MacroHow do Mid and Macro influenc

18、ers compare to each other?Avg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHMid(100K-500K followers)IG Posts$1,86524%$2.2552%$118.384000%IG Reels$2,415.95-3.40%$2.5118%$92.3615%TikTok$2,51544%$1.09148%$1110%Macro(500K+followers)IG Posts$2,565-74%$0.995%$39.2619%IG Reels$12,000-7.70%$2.19-3%$63.42-1

19、7.30%TikTokN/AN/AN/AN/AN/AN/AInfluencer BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,2023Avg.CPA taken from finding the average of the 25th-75th percentile range.Use these numbers as a baseline.1212TakeawaysInfluencer BreakdownFollowing

20、EngagementNano and Micro influencers garner the highest(and cheapest)engagement compared to their Mid and Macro peers.Why?Sponsored content from these creators feels less like an“ad”and more like a suggestion from a friend.Plus,their content is more likely to be seen by their followers since they ha

21、ve a smaller audience.Instagram Influencers=More Bang For Your BuckThe opportunity to spread your dollars across feed posts,Stories,and Reels means more opportunities for engagement and leads.Additional CostsThe same survey discovered creators charge additional fees for:usage rights(72%),exclusive r

22、ights(67%),and cross-posting on other platforms(57%).41%will also charge extra for including a brand link in their bio.1313TakeawaysInfluencer BreakdownEngagement Rates DeclineOverall,engagement rates have dropped a consistent trend.This could be for a few reasons:influx of“suggested”content on Inst

23、agram feeds,a slight decline in global social media usage,videos getting less engagement than in-feed posts,and more sophisticated audiences.That said,influencers can still see success and drive results based on your goals.Fair Pay Is KeyThe Avg.Cost Per Activations included here are directional and

24、 should be used as a baseline when negotiating.In April 2024,we surveyed 369 US-based creators and found that the top 3 priorities when working with brands are:fair pay(74%),brands alignment with influencers content(69%),and personal interest in the brand(64%).Macro Status=Less Partnerships?We have

25、less data for Macro influencers,pointing to the trend that once an influencer hits Macro-status,they are more likely to launch their own businesses,be more strategic(and choosy)with partnerships,and come with a heftier price tag.1414TipsInfluencer BreakdownIf youre looking to scale while increasing

26、engagement,we suggest working with a large group of Micro creators.Short-form video reigns supreme!TikTok and Reels have the highest impressions and engagements,making them a must-have in your partnerships.If awareness is your primary focus(and you have additional budget to spend),working with creat

27、ors in the Mid-tier range is your best bet to hit the sweet spot of engagement+impressions.The majority of CPE rates have increased likely due to social media users being savvy to sponsored posts.So,work with creators who can create original content that promotes your product in a compelling way.151

28、5Tips Influencer BreakdownProviding well-defined messaging,goals,and CTAs in your brief will help set creators up for success.Its a team effort!Trust that creators know what will work best for their audience.Guide,but dont be too restrictive.The more organic a sponsored post feels,the better.Extra R

29、eading:Influencer Marketing Tips for Your Next CampaignIf youre working at scale,it can be valuable to set a flat rate.However,if you want to be more selective about the creators you work with,collect rates,and then“tetris”your budget together.Influencer marketing isnt just“set it and forget it.”Cre

30、ators need to feel alignment with a brand for long-term partnerships including how you set goals,manage communications,and iterate on results.1616Industry BreakdownOverview Influencer marketing results can differ depending on the industry youre in.Brands that sell visual-first products like cosmetic

31、s or fashion have been working with influencers far longer than brands in say,healthcare.That said,we analyzed 13 industries all with varying volumes of posts to get a full scope of influencer marketing over the past six months.Use the following graphs and takeaways to help benchmark your campaigns

32、based on your industry sector.Hello,efficiency!18CPGCPG Avg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram Feed Posts4,196-31.38%291-41.92%8.29%-13%Instagram Reels10,952-36.02%503-46.60%6.16%-5%TikTok15,148-14.59%1,260-63.50%3.25%4.41%Facebook2,912350.77%16-81.82%N/AN/AP

33、interest2,138779.84%7837,018.18%36.64%1,695%YouTube4,1614%235-3.29%7.84%21%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20232020CPGAvg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHInstagram Feed Posts$69.7217.49%$0.49-18.33%$2

34、18.62-6.97%Instagram Reels$66.47-5.49%$0.72-20%$300-9.91%TikTok$65.8554.36%$1.8040.63%$775-46.30%Facebook$593.10283.54%$31.59792.37%$133.97793.13%PinterestN/AN/A$7.29-61%$82.25-40.58%YouTube$84.16-1.65%$0.59-85.29%$109.80-20.06%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half o

35、n Half)=compared to March 1,2023-September 1,20232121CPG Takeaways Impressions per post are 135%higher among TikTok CPG campaigns than all other analyzed platforms combined.Why?TikToks algorithm and For You Page is catered to every individual user opening the door for lots of visibility on content.C

36、PE rates for Instagram posts and Reels are lower compared to other platforms making it a good engagement play.Why?Instagrams a go-to for community-building consumers trust(and will engage)with content from the creators they follow.Content we recommend:reviews,how-tos,and tutorials.Read this:Why CPG

37、Brands Should Use Influencer Marketing Industry BreakdownlocalgoodsTry our new hydrating formula22Consumer ElectronicsConsumer ElectronicsAvg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram Feed Posts6,838199.39%2814.85%4.52%-78%Instagram Reels47,9871775.22%1,61550.37%4.1

38、9%-90%TikTok34,017N/A1,589N/A4.59%N/AIndustry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20232424Consumer ElectronicsAvg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHInstagram Feed Posts$300100%$1.07118.37%$43.8731.58%Instagram Reels

39、$1,196.42100%$1.90100%$29.22100%TikTok$2,062.49N/A$1.30N/A$60.63N/AIndustry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20232525Consumer Electronics Takeaways Prediction:Well see more consumer electronic brands working with YouTube crea

40、tors in the future to review and demo their products.Why?Consumer electronics tend to be expensive,so platforms like YouTube are helpful because they allow for long and in-depth tutorials thatll lead consumers down the funnel and inspire purchasing decisions.Industry BreakdownlocalbeatsYour soundtra

41、ck to everywhere26Cosmetics&FragrancesCosmetics&FragrancesAvg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram Feed Posts1,276-73.62%170-75.33%16.35%6%Instagram Reels4,353-70.28%445-48.50%10.12%30%TikTok104,884-38.10%522-69.11%1.37%-37.97%Industry BreakdownData analysis:Se

42、ptember 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20232828Cosmetics&FragrancesAvg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHInstagram Feed Posts$31-77.59%$1.07214.71%$108.39115.70%Instagram Reels$1063.0977.18%$1.32-0.75%$95.3929.54%TikTok$1172.117.47%$2.22217.14

43、%$12.75-5.49%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20232929Cosmetics&Fragrances Takeaways While TikTok numbers are down HoH,their engagements and impressions are still high.And with the addition of TikTok Shop,we predict

44、more opportunities for brands to sell via creators.Learn how a cosmetics brand leveraged Laters influencer marketing platform to drive 527%ROI:COSMEDIX Case StudyIndustry BreakdownlocalbeautyOn Wednesdays we wear pink30E-Commerce/D2CE-Commerce/D2CAvg.impressions/postHoHAvg.engagements/postHoHMedian

45、ER/impressionsHoHInstagram Feed Posts4,595-78.81%695-47.59%19.65%91%Instagram Reels19,272-49.31%1,62414.53%10.82%98%TikTok30,708-93.52%664-88.78%2.57%19.39%Facebook1,547386.48%4-90.24%0.26%16%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-Sep

46、tember 1,20233232E-Commerce/D2CAvg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHInstagram Feed Posts$200-75.31%$0.31-68.37%$54.71-46.61%Instagram Reels$300N/A$0.43-46.91%$60.6529.21%TikTok$600-86.15%$3.01164.04%$108.35540.75%Facebook$50-77.27%$12.50-80.10%$32.32-98.57%Industry BreakdownData analys

47、is:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20233333E-Commerce/D2C Takeaways With solid engagement and lower CPE HoH,Reels has major brand awareness and earning potential.Instagram posts have the lowest CPE,and second lowest Avg.Cost Per Activation,making

48、them a worthwhile add-on to Reels content.Industry BreakdownlocalshopsYour one stop online shop34Fashion&ApparelFashion&Apparel Avg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram Feed Posts8,552-44.58%6731.97%8.70%-13%Instagram Reels24,76042.81%1,61289.65%5.71%-9%TikTok1

49、3,795-73.87%631-83.07%3.76%6.72%Facebook3,0762,463.33%7133.33%0.22%N/APinterest1,498N/A23N/A1.52%N/AIndustry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20233636Avg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHInstagram Feed Posts$645

50、122.41%$1.2256.41%$106.3649.01%Instagram Reels$812.84-20.83%$2.297.01%$97.23-9.51%TikTok$89579%$5.95489.11%$152.58786.58%Facebook$1,080170%$171.6554%$1,030.93-91.40%Pinterest$1,600N/A$636.72N/AN/AN/AFashion&Apparel Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compa

51、red to March 1,2023-September 1,20233737 Fashion&Apparel brands are investing more in Pinterest.Our guess is to:fuel inspiration,increase brand awareness,and drive clicks.Its no secret that Fashion&Apparel campaigns thrive on TikTok and Reels.Its the perfect format to showcase your products in a cas

52、ual,“authentic”way via fashion hauls and GRWMs.See how a department store drove 99.3K impressions on Instagram:Belk Case StudyFashion&Apparel Takeaways Industry BreakdownlocalfashionDress to impress this spring.38FitnessFitness Avg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHIn

53、stagram Feed Posts3,442-44.20%318-54.11%6.69%-34%Instagram Reels8,952-21.57%55058.96%4.48%-17%TikTok2,572N/A90N/A2.36%N/AIndustry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20234040Avg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHIns

54、tagram Feed Posts$1,000233.33%$2.40370.59%$122.8892.75%Instagram Reels$1,000220%$2.60157.43%$102.25106.98%TikTok$1,234.50N/A$13.40N/A$561.90N/AFitness Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20234141 Spreading dollars acros

55、s posts and Reels proves to be worth the investment.Brands within our platform are starting to invest more in TikTok and the opportunities are endless.Collaborate with relevant creators to create challenges or share why your product is the best of the best.Fitness Takeaways Industry Breakdownlocalfi

56、tnessSweat now.Shine later.42Food&BeverageFood&BeverageAvg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram Feed Posts4,192-14.52%449-10.74%10.38%-1%Instagram Reels35,766-56.11%1,809-40.77%5.12%2%TikTok227,500-29.51%1,870-81.91%3.60%22.78%Facebook271,859N/A350N/A2.76%N/APi

57、nterest1,837-38.60%5-89.36%0.28%321%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20234444Avg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHInstagram Feed Posts$250-82.86%$0.92-67.38%$82.50-79.39%Instagram Reels$8503.48%$1.30-16

58、.13%$94.809.61%TikTok$1,011.43-29.84%$2.08-13.69%$104.1277.89%Facebook$800N/A$8N/A$105.92N/APinterest$200N/A$50238.75%N/AN/AFood&BeverageIndustry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20234545 As the saying goes,“We eat first with

59、 our eyes,”making food content a solid go-to across all platforms.The time to invest in TikTok is now.It has the highest average impressions and engagements per post making it a solid option for working with food creators who try local eats,create recipes,share tools and utensils,or simply eat on ca

60、mera.Learn how this Korean food brand used Later to source&manage influencers:bibigo Case StudyFood&Beverage TakeawaysIndustry BreakdownlocalfoodieWe have what youre craving46HealthcareHealthcare Avg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram Feed Posts8,61432.83%589

61、-21.15%8.64%-28%Instagram Reels6,070-59.46%560-29.02%6.61%7%TikTok2,667-72.82%52-94.42%1.18%-7.82%Facebook369-70.60%1-93.33%0%-100%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20234848Avg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg

62、.CPMHoHInstagram Feed Posts$427.7769.41%$1.50130.77%$236.32316.57%Instagram Reels$1,121.33-35.31%$1.59-22.44%$128.64-29.96%TikTok$2,666.6724.03%$74.363,119.05%$868.43296.36%Facebook$1,1208.61%$580.02769.99%$1,433.84-69.94%Healthcare Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(H

63、alf on Half)=compared to March 1,2023-September 1,20234949Surprisingly,Instagram posts see the highest engagement rates.This could be due to the ability to write longer captions(or leverage carousel posts)that allow for an in-depth explanation or use case.Another consideration?Healthcare is a highly

64、 regulated category on TikTok,making it more difficult to perform as well as other industries.Healthcare Takeaways Industry BreakdownlocalhealthEmpowering wellness everyday50Home&InteriorHome&InteriorAvg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram Feed Posts6,38545.08

65、%60051.52%6.64%-52%Instagram Reels6,311-2.49%320-35.09%3.97%-48%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20235252Avg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHInstagram Feed Posts$225-55%$0.39-68.80%$27.48-84.61%Instagr

66、am Reels$200-46.67%$1.2254.43%$40.11-32.51%Home&InteriorIndustry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20235353 Most of the Home&Interior brands in our platform use Instagram(due to its visual nature).However,theres untapped poten

67、tial on platforms like TikTok,Pinterest,and Facebook,which would benefit from inspiration-worthy interior content.Home&Interior TakeawaysIndustry BreakdownlocaldecorShop our curated collection54Media&EntertainmentMedia&EntertainmentAvg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsH

68、oHInstagram Feed Posts1,782-15.22%251-5.64%12.94%0%Instagram Reels4,465-35.55%27712.60%6.62%-17%TikTok2,413,121-37.23%6,772-61.63%1.45%-39.91%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20235656Avg.CPA(Cost Per Activation)HoHAv

69、g.CPEHoHAvg.CPMHoHInstagram Feed Posts$2507.30%$1.1915.53%$163.7631.08%Instagram Reels$400-29.05%$2.7718.38%$178.49-4.69%TikTok$4,945.93334.81%$1.9851.15%$41.89-29.53%Media&EntertainmentIndustry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September

70、 1,20235757 TikTok campaigns for the Media&Entertainment sector garnered the highest impressions across all industries and platforms.This sector also typically generates the most posts per campaign,an increase HoH consumers do love to be entertained.As a side note,after some more data analysis,this

71、sector also typically generates the most posts per campaign consumers do love to be entertained.Media&Entertainment TakeawaysIndustry BreakdownlocalgamingWhere imagination meets innovation58Restaurants&QSRRestaurants&QSRAvg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram

72、Feed Posts4,186-4.49%427-11.59%13.11%26%Instagram Reels45,510113.60%1,78865.86%4.80%-15%TikTok487,580-3.72%10,515131.05%3.06%28.96%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20236060Avg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg

73、.CPMHoHInstagram Feed Posts$750-25.37%$1.91-51.52%$131.93-26.80%Instagram Reels$750-23.77%$1.7018.88%$67.47-8.35%TikTok$1,022.22-35.64%$2.73-9.30%$133.9624.94%Restaurants&QSRIndustry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20236161

74、Campaigns on TikTok tend to see the highest impressions and engagements with the CPE dropping.TikTok is known for its strong SEO and discoverability tools,making it a solid option for brands in this industry.All it takes is one viral recommendation from a creator for your foot traffic to increase(se

75、e:Keith Lee).Instagram Reels is no slouch either,with a low CPE and CPM too.Restaurants&QSR TakeawaysIndustry BreakdownlocaltreatsDont forget to treat yourself today62RetailRetailAvg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram Feed Posts5,853-39.23%65411.60%10.93%15%I

76、nstagram Reels17,546-32.20%1,0901.02%5.86%1%TikTok27,224-92.48%1,045-88.43%3.21%17.41%Facebook5,087-31.03%60-11.76%1.63%-12%YouTube11,79659.75%80945.24%4.42%-47%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20236464Avg.CPA(Cost P

77、er Activation)HoHAvg.CPEHoHAvg.CPMHoHInstagram Feed Posts$2,00043.63%$3.2329.72%$260.7870.12%Instagram Reels$1,803.5720.24%$2.3912.74%$127.468.11%TikTok$2,1005%$7.11290.66%$227.68187.55%Facebook$700-25%$22.44-55.94%$691.24-66.82%YouTube$6,0009.09%$26.797.16%$981.49-48.84%RetailIndustry BreakdownData

78、 analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20236565 If your goals are to drive awareness,consider working with creators to produce Instagram feed content.It has the highest average engagement rate based on impressions a whopping 10.93%CPAs are on a

79、 steady incline.Are influencers charging more or is retail influencer marketing becoming more competitive?Well keep an eye out.YouTube experimentation is still in its infancy,making its benchmarks hard to nail down.So,unless youre willing to spend big,we suggest investing in other platforms for now.

80、Retail TakeawaysIndustry BreakdownlocalsunniesShades for every style under the sun66Travel&HospitalityTravel&HospitalityAvg.impressions/postHoHAvg.engagements/postHoHMedian ER/impressionsHoHInstagram Feed Posts29,692-21.45%2,01021.67%9.58%-26%Instagram Reels325,280792.13%15,011825.46%4.50%-25%TikTok

81、59,840-41.25%4,096-47.24%6.49%63.85%YouTube108,167840.58%2,842185.92%4.69%-46%Industry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20236868Avg.CPA(Cost Per Activation)HoHAvg.CPEHoHAvg.CPMHoHInstagram Feed Posts$338.24-53%$0.42-33.33%$38

82、.972.53%Instagram Reels$85068.73%$0.6724.07%$43.1220.45%TikTok$750-37.50%$0.48-95.19%$29.28-91.54%YouTubeN/AN/AN/AN/AN/AN/ATravel&HospitalityIndustry BreakdownData analysis:September 1,2023-March 1,2024 HoH(Half on Half)=compared to March 1,2023-September 1,20236969 While the amount of influencers p

83、er campaign has remained the same,a boost in posts per campaign could indicate brands strengthening their strategies and investing in more sophisticated campaigns.CPE is quite low compared to other industries aka,theres no better time to get in on the action.Our hypothesis?Travel content is engaging

84、,and post-lockdowns,consumers continue to seek their next getaway locations or local trips.While Reels metrics are strong,Instagram feed posts remain a top pick for travel and hospitality brands.Our guess:OG travel influencers know this works best for their audience who love aspirational content.Tra

85、vel&Hospitality TakeawaysIndustry BreakdownlocaltravelsLuggage as adventurous as you70ConclusionConclusion&Additional Resources Influencer marketing is still a relatively new form of marketing,so theres no one-size-fits-all approach.While this report will help you plan future campaigns and refine yo

86、ur strategy,its important to use these metrics as a guide.See how your results stack up,if your goals are achievable,and then iterate and adjust accordingly!For further reading,heres some additional free resources:How Laters Team Builds Their Influencer Marketing Strategy 9 Influencer Marketing KPIs to Track for Success 8 Influencer Marketing Tips for Your Next Campaign What Brands Need To Know About Earned Media Value Grow,scale&drive sales with Laters influencer marketing platform.Learn More72