2021年中国内容营销市场发展洞察.pdf

Confidential?and?Protected?by?Copyright?Laws?202120212022/1/262?l?APP?够?APP?BAT?l?l?Analysys?l?l?2022/1/263?2022/1/264?PART?1PART?1?2022/1/265?告?告?l?滑?2021?3?务?10.35?0.46%?l?2021?80%?10.2310.2710.3110.3310.3410.3710.351.29%1.58%1.48%1.39%1.02%0.98%0.46%5678910112020Q12020Q22020Q32020Q42021Q12021Q22021Q30%1%2%3%4%5%2020Q12020Q1-2021Q32021Q3务?务?易观千帆?20212021?3 3?+80%80%2022/1/266?l?00?10.4%13.8%32.4%33.1%31.7%30.4%17.8%19.5%2019.122020.12务?务?00?90?80?70?匹?Z?3500?+3.4%2022/1/267?l?2021?务?58%?匹?19%21%24%30%36%38%58%?/KOL/?20212021?确?2022/1/268?PART?2PART?2?2022/1/269?KOL/KOC?粉?l?3G?去?4G?去?l?去?IP?AB?2022/1/2610?告?告?l?告?l?吗?吗?l?l?撑?l?吗?吗?l?纸?010102022022/1/2611?的?的?吗?+?模?务?模?KOL/KOC?对?01022022/1/2612?l?务?务?l?够?49.7%31.6%40.9%55.0%50.3%68.4%59.1%45.0%74.7%44.5%34.2%20.5%8.3%19.0%18.9%29.4%4.9%23.4%25.5%24.4%4.8%5.9%15.6%15.0%7.30%7.09%5.72%10.77%12.0%12.0%17.4%11.9%20.8%20.4%25.3%23.1%17.6%17.6%19.2%18.7%21.8%21.6%17.1%20.8%17.6%17.8%13.2%16.7%10.1%10.6%7.8%8.8%?24?24?30?31?35?36?40?41?20212021?1010?2022/1/2613?PART?3PART?3?2022/1/2614?Z Z?Z Z?20092009?BML20132013?20142014?20172017?20182018?20192019?slogan?B?20202020?23?77%?匹?102?86%?1.3?38%?88?/35?86%/?2021Q3?APP?APP?2929%13,905?17,916?2020.102020.112020.122021.012021.022021.032021.042021.052021.062021.072021.082021.092021.10?2022/1/2615?IPIP哔?哔?l?IP?l?/?3?21?l?对?90?l?S11?l?l?IP?l?B?bilibili?bilibili?POWER?UP?UP?l?l?IP?PUGV?模?2022/1/2616?IPIP?4i4i?l?B?4i?insight?immerse?impress?icon?叙?B?2020?7?2020?11?7?45%?UP?B?2021?Top100?2.15?B?匹?社?B?2021?Top100?社?2.75?4i4i?撑?模?2021?12?2022/1/2617?1+12?匹?的?2022/1/2618?吗?UP?2022/1/2619?哔?哔?20162016?Tik?Tok?20172017Musical.ly?20172017?够20182018?够?20192019?20192019?2020202020212021?90?Z?纸?71692?73793?78520?81482?81866?2020Q32020Q42021Q12021Q22021Q32020Q32020Q3-2021Q32021Q3?2022/1/2620?模?模?l?的?+banner+?+?+?+banner+?匹?+banner+?+?/?/?+?+banner+?+?+?+banner+?匹?链接用户和广告主?匹?匹?2022/1/2621?l?务?务?101?哔?匹?空?吗?匹?匹?匹?+?匹?哔?+?匹?+?2022/1/2622?GUCCIGUCCI?l GUCCI?GUCCI?够?2022/1/2623?PART?4PART?4?2022/1/26232022/1/2624?纸?OTT?哔?匹?l?务?l?2021?20162016-20212021?务?务?355?489?632?908?1352?1976?46%38%29%44%49%46%05001000150020002500201620172018201920202021F0%5%10%15%20%25%30%35%40%45%50%?2022/1/2625?l?l?-?-?-?务?Z?务?2022/1/2626?l?确?l?的?的?的?的?