한글목차

세계의 인플루언서 시장 미래는 패션, 라이프 스타일, 소매, 소비재, 건강, 웰빙, 은행, 금융, 여행 및 관광 시장에서의 기회로 유망시되고 있습니다. 세계의 인플루언서 시장은 2025년부터 2031년까지의 CAGR은 22.4%를 나타낼 것으로 예측되고 2031년까지 477억 달러에 이를 것으로 예상되고 있습니다. 이 시장의 주요 촉진요인은 마케팅에서의 인터넷 이용 확대, 비용 효율적이고 효율적인 마케팅 기법에 대한 요구 증가, 소셜 미디어 이용 확대입니다.

• Lucintel의 예측에서 기업 규모별로는 중소기업 부문이 예측 기간 동안 높은 성장을 이룰 전망입니다.
• 최종 용도별로는 패션 라이프 스타일이 예측 기간 동안 가장 높은 성장을 이룰 전망입니다.
• 지역별로는 북미가 예측기간 중 가장 규모가 큰 지역인 것으로 보입니다.

인플루언서 시장의 전략적 성장 기회

브랜드가 인플루언서와의 파트너십을 활용하고 특정 산업 및 시청자층을 타겟팅함으로써 인플루언서 시장에 전략적 성장 기회가 탄생했습니다. 이러한 기회는 개인화된 진짜 참여의 중요성 증가를 반영합니다.

• 전자상거래 및 소셜상거래 : 인플루언서는 인스타그램 및 TikTok과 같은 플랫폼을 사용하여 상품 및 서비스를 홍보하고 전자상거래를 홍보하는 중요한 기업이 되고 있습니다. 이를 통해 소매 및 패션 분야에서 성장 기회가 생겨 브랜드는 소셜 미디어의 현재 상태에 직접 쇼핑을 통합할 수 있습니다.
• 뷰티와 패션 : 뷰티와 패션 업계는 젊은 층에 도달하기 위해 인플루언서에 크게 의존합니다. 인플루언서와 미용 브랜드 간의 협업은 특히 인스타그램과 YouTube에서 상당한 제품 출시와 시장 침투를 촉진합니다.
• 게임과 전자 스포츠 : 게임 업계의 인플루언서는 성장하는 esports 시장을 활용하고 브랜드와 제휴하여 게임, 콘솔, 액세서리를 홍보합니다. 이것은 기술에 익숙한 젊은 층의 섭취를 노리는 브랜드에 있어서 성장 기회가 됩니다.
• 건강과 웰니스 : 피트니스, 정신건강, 웰니스를 추진하는 인플루언서는 소비자가 개인적이고 친근한 컨텐츠를 찾고 있기 때문에 기회가 늘고 있습니다. 이 분야는 특히 홀리스틱 헬스 및 피트니스 브랜드에 특화된 인플루언서에 있어서 중요한 성장 분야가 되고 있습니다.
• 지속가능성과 친환경 제품 : 소비자의 환경 의식이 높아짐에 따라 지속가능성을 추진하는 인플루언서는 친환경 브랜드와 협업할 기회를 찾습니다. 이 틈새 시장은 브랜드가 스스로를 사회적 책임있는 기업으로 자리매김하는 것을 목표로 확대되고 있습니다.

주요 용도에서 이러한 성장 기회를 통해 브랜드는 인플루언서를 통해 보다 적극적인 본격적인 방법으로 잠재고객과 연결할 수 있어 인플루언서 시장을 전진시키고 있습니다.

인플루언서 시장 성장 촉진요인·과제

인플루언서 시장은 기술의 진보, 규제 요인, 소비자 행동의 변화 등 다양한 촉진요인과 과제에 의해 형성되고 있습니다. 이러한 요인은 인플루언서와 브랜드가 다양한 플랫폼에서 잠재고객과 관련되는 방식에 영향을 미칩니다.

인플루언서 시장을 견인하는 요인에는 다음이 포함됩니다.

• 기술 진보 : AI 및 데이터 분석과 같은 새로운 도구는 브랜드가 잠재고객 참여도 및 ROI를 예측하여 인플루언서 캠페인을 최적화하고 효율성과 성공률을 높이는 데 도움이 됩니다.
• 소셜미디어 이용 증가 : 소셜미디어 플랫폼 이용 확대가 인플루언서 마케팅 확대에 박차를 가하고 있으며, TikTok이나 Instagram 등의 플랫폼이 압도적인 점유율을 차지하고 있습니다.
• 진짜 컨텐츠에 대한 수요 : 소비자는 점점 더 진정하고 친근한 컨텐츠를 추구하고 잠재고객과 진지하게 이어질 수 있는 인플루언서에 대한 수요가 증가하고 있습니다.
• 전자상거래의 시작 : 소셜커머스의 통합으로 인플루언서는 브랜드의 직접 판매를 촉진할 수 있어 전자상거래 전략에서 중요한 파트너가 되었습니다.
• 소비자 선호도 변화 : 개인화된 컨텐츠 및 틈새 시장에 대한 욕구는 브랜드가 타겟팅한 캠페인을 위해 마이크로나 나노 인플루언서와 협력하는 것을 뒷받침하고 있습니다.

인플루언서 시장의 과제는 다음과 같습니다.

• 규제 검토 : 인플루언서 투명성 및 스폰서십 공개에 대한 규제 강화는 브랜드 및 인플루언서에 컴플라이언스 과제를 초래합니다.
• 플랫폼 포화 : 주요 플랫폼에서 인플루언서 수가 증가함에 따라 브랜드는 적절한 인플루언서를 파악하고 제휴하기가 어렵습니다.
• 컨텐츠 과포화 : 스폰서 컨텐츠가 끊임없이 유입되는 동안 인플루언서는 신뢰성과 잠재고객 참여를 유지하기가 어려워지고 있습니다.
• 측정 및 ROI : 브랜드가 인플루언서와의 파트너십 효과를 추적하는 데 어려움을 겪고 있기 때문에 인플루언서 캠페인의 ROI를 정확하게 측정하는 것은 여전히 어려움을 겪고 있습니다.
• 광고 차단 및 개인정보 보호에 대한 우려 : 데이터 개인정보 보호에 대한 우려가 증가하고 광고 차단 도구를 사용하면 브랜드가 인플루언서를 통해 잠재고객에게 접근하는 방식에 영향을 미칩니다.

이러한 시장 성장 촉진요인과 과제는 인플루언서 마케팅의 진화를 형성하고, 보다 혁신적이고 투명성이 높고, 소비자 중시의 전략을 채용하도록 업계를 추진하고 있습니다.

목차

제1장 주요 요약

제2장 세계의 인플루언서 시장 : 시장 역학

• 서론, 배경, 분류
• 공급망
• 업계의 성장 촉진요인과 과제

제3장 시장 동향과 예측 분석(2019-2031년)

• 거시경제 동향(2019-2024년)과 예측(2025-2031년)
• 세계의 인플루언서 시장 동향(2019-2024년)과 예측(2025-2031년)
• 세계의 인플루언서 시장 : 기업 규모별
  • 대기업
  • 중소기업
• 세계의 인플루언서 시장 : 구성 요소별
  • 인플루언서 마케팅 플랫폼
  • 서비스
• 세계의 인플루언서 시장 : 용도별
  • 캠페인 관리
  • 인플루언서 관계 관리
  • 분석·보고
  • 규정 준수 관리
  • 기타
• 세계의 인플루언서 시장 : 최종 용도별
  • 패션·라이프 스타일
  • 소매·소비재
  • 건강·웰빙
  • 은행· 금융
  • 여행·관광
  • 기타

제4장 지역별 시장 동향과 예측 분석(2019-2031년)

• 세계의 인플루언서 시장 : 지역별
• 북미의 인플루언서 시장
• 유럽의 인플루언서 시장
• 아시아태평양의 인플루언서 시장
• 기타 지역의 인플루언서 시장

제5장 경쟁 분석

• 제품 포트폴리오 분석
• 운영 통합
• Porter's Five Forces 분석

제6장 성장 기회와 전략 분석

• 성장 기회 분석
  • 세계의 인플루언서 시장 성장 기회 : 기업 규모별
  • 세계의 인플루언서 시장 성장 기회 : 구성 요소별
  • 세계의 인플루언서 시장 성장 기회 : 용도별
  • 세계의 인플루언서 시장 성장 기회 : 최종 용도별
  • 세계의 인플루언서 시장 성장 기회 : 지역별
• 세계의 인플루언서 시장 새로운 동향
• 전략적 분석
  • 신제품 개발
  • 세계의 인플루언서 시장 생산 능력 확대
  • 세계의 인플루언서 시장 기업 합병·인수(M&A), 합작 사업
  • 인증 및 라이선싱

제7장 주요 기업 프로파일

• IZEA Worldwide
• Quotient Technology
• Launchmetrics
• JuliusWorks
• Traackr
• Upfluence
• Klear
• Aspire IQ
• CreatorIQ
• Mavrck

영문목차

The future of the global influencer market looks promising with opportunities in the fashion & lifestyle, retail & consumer good, health & wellness, banking & finance, and travel & tourism markets. The global influencer market is expected to reach an estimated $47.7 billion by 2031 with a CAGR of 22.4% from 2025 to 2031. The major drivers for this market are the growing usage of the internet for marketing, the rising need for cost-effective and efficient marketing techniques, and the increase in the use of social media.

• Lucintel forecasts that, within the enterprise size category, the small & medium-sized enterprise segment is expected to witness higher growth over the forecast period.
• Within the end use category, fashion & lifestyle is expected to witness the highest growth over the forecast period.
• In terms of region, North America will remain the largest region over the forecast period.

Gain valuable insights for your business decisions with our comprehensive 150+ page report.

Emerging Trends in the Influencer Market

As influencer marketing evolves, new trends are emerging that reshape how brands and influencers engage with audiences. These trends focus on authenticity, platform innovations, and niche engagement strategies, allowing brands to optimize their marketing efforts across various social media channels.

• Rise of Micro and Nano Influencers: Micro and nano influencers, with smaller but highly engaged audiences, are becoming key players in the market. Brands prefer these influencers for their authenticity and personal connections with their followers, resulting in more genuine brand endorsements.
• Focus on Video Content: Video content, particularly short-form videos, is driving influencer engagement. Platforms like TikTok, YouTube Shorts, and Instagram Reels are creating new opportunities for influencers to connect with audiences in creative ways, making video the preferred content format.
• Long-term Partnerships: Brands are increasingly favoring long-term partnerships with influencers, focusing on continuous and consistent engagement. This fosters deeper audience trust and ensures sustained brand visibility, compared to short, one-off campaigns that may lack long-term impact.
• Increased Regulation and Transparency: With increasing scrutiny over influencer authenticity and advertising, regulations regarding sponsored content are tightening. Influencers are required to disclose paid partnerships clearly, making influencer marketing more transparent and improving audience trust.
• Rise of Virtual Influencers: The advent of AI-powered virtual influencers is gaining popularity. These digital avatars, like Lil Miquela, allow brands to collaborate in unique ways, offering complete control over content while maintaining high levels of engagement with tech-savvy audiences.

These trends are driving the influencer market towards more authentic, video-driven, and regulated interactions, reshaping how brands leverage influencer marketing.

Recent Developments in the Influencer Market

The influencer market is constantly evolving, and recent key developments reflect the growing integration of technology, content diversity, and changing consumer preferences. These developments are helping influencers maintain relevance in a highly competitive digital space.

• AI-driven Influencer Marketing Platforms: AI tools are being used to identify the right influencers for brands, streamlining collaboration and increasing efficiency. These platforms use data to predict engagement levels, helping marketers optimize their influencer campaigns.
• Rise of Subscription-Based Models: Platforms like Instagram and TikTok are experimenting with subscription-based models, allowing influencers to monetize content through exclusive paid access. This creates a new revenue stream for influencers while giving brands access to premium audience segments.
• Diversification of Platforms: Influencers are now active across multiple platforms, including emerging apps like Clubhouse and Twitch. This diversification allows influencers to reach niche audiences and engage followers across different content formats, enhancing their market influence.
• E-commerce Integration: Social commerce is transforming the way influencers drive sales, especially through platforms like Instagram Shop and TikTok's shopping features. Influencers can now directly link products in their posts, driving real-time purchasing decisions.
• Sustainability and Ethical Marketing: Influencers focused on sustainability and ethical brands are gaining prominence, especially as consumers become more conscious of environmental and social issues. These influencers are shaping public opinion and driving demand for eco-friendly products.

These developments are accelerating the growth of influencer marketing by incorporating technology, diversifying platforms, and addressing consumer demand for ethical and authentic content.

Strategic Growth Opportunities for Influencer Market

Strategic growth opportunities are emerging in the influencer market as brands leverage influencer partnerships to target specific industries and audience segments. These opportunities reflect the increasing importance of personalized and authentic engagement.

• E-commerce and Social Commerce: Influencers are becoming key players in driving e-commerce, using platforms like Instagram and TikTok to promote products and services. This is opening growth opportunities in the retail and fashion sectors, allowing brands to integrate shopping directly into their social media presence.
• Beauty and Fashion: The beauty and fashion industries are heavily reliant on influencers to reach younger demographics. Collaborations between influencers and beauty brands are driving significant product launches and market penetration, particularly on Instagram and YouTube.
• Gaming and Esports: Influencers in the gaming industry are capitalizing on the growing esports market, partnering with brands to promote games, consoles, and accessories. This presents growth opportunities for brands aiming to tap into the tech-savvy, younger demographic.
• Health and Wellness: Influencers promoting fitness, mental health, and wellness are finding increased opportunities as consumers seek personal and relatable content. This sector is becoming a key area of growth, particularly for influencers focused on holistic health and fitness brands.
• Sustainability and Eco-friendly Products: As consumers grow more environmentally conscious, influencers promoting sustainability are finding opportunities to collaborate with eco-friendly brands. This niche market is expanding as brands aim to position themselves as socially responsible.

These growth opportunities across key applications are enabling brands to connect with audiences through influencers in more targeted and authentic ways, driving the influencer market forward.

Influencer Market Driver and Challenges

The influencer market is shaped by various drivers and challenges, including technological advancements, regulatory factors, and shifts in consumer behavior. These factors influence the way influencers and brands engage with their audiences across different platforms.

The factors responsible for driving the influencer market include:

• Technological Advancements: New tools like AI and data analytics are helping brands optimize influencer campaigns by predicting audience engagement and ROI, enhancing efficiency and success rates.
• Increased Social Media Usage: The growing use of social media platforms continues to fuel the expansion of influencer marketing, with platforms like TikTok and Instagram dominating.
• Demand for Authentic Content: Consumers increasingly seek genuine and relatable content, driving demand for influencers who can authentically connect with their audiences.
• Rise of E-commerce: The integration of social commerce allows influencers to drive direct sales for brands, making them critical partners in e-commerce strategies.
• Shifts in Consumer Preferences: The desire for personalized content and niche markets is pushing brands to collaborate with micro and nano influencers for targeted campaigns.

Challenges in the influencer market are:

• Regulatory Scrutiny: Stricter regulations around influencer transparency and sponsorship disclosure are creating compliance challenges for brands and influencers alike.
• Platform Saturation: The growing number of influencers on major platforms is making it difficult for brands to identify and partner with the right influencers.
• Content Oversaturation: With the constant influx of sponsored content, maintaining authenticity and audience engagement is becoming more challenging for influencers.
• Measurement and ROI: Accurately measuring the ROI of influencer campaigns remains a challenge, as brands struggle to track the effectiveness of influencer partnerships.
• Ad Blocking and Privacy Concerns: Increasing concerns over data privacy and the use of ad-blocking tools are impacting how brands reach audiences through influencers.

These drivers and challenges are shaping the evolution of influencer marketing, pushing the industry to adopt more innovative, transparent, and consumer-focused strategies.

List of Influencer Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies influencer companies cater increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the influencer companies profiled in this report include-

• IZEA Worldwide
• Quotient Technology
• Launchmetrics
• JuliusWorks
• Traackr
• Upfluence
• Klear
• Aspire IQ
• CreatorIQ
• Mavrck

Influencer by Segment

The study includes a forecast for the global influencer market by enterprise size, component, application, end use, and region.

Influencer Market by Enterprise Size [Analysis by Value from 2019 to 2031]:

• Large Enterprises
• Small & Medium-Sized Enterprises

Influencer Market by Component [Analysis by Value from 2019 to 2031]:

• Influencer Marketing Platform
• Services

Influencer Market by Application [Analysis by Value from 2019 to 2031]:

• Campaign Management
• Influencer Relationship Management
• Analytics & Reporting
• Compliance Management
• Others

Influencer Market by End Use [Analysis by Value from 2019 to 2031]:

• Fashion & Lifestyle
• Retail & Consumer Goods
• Health & Wellness
• Banking & Finance
• Travel & Tourism
• Others

Influencer Market by Region [Analysis by Value from 2019 to 2031]:

• North America
• Europe
• Asia Pacific
• The Rest of the World

Country Wise Outlook for the Influencer Market

Major players in the market are expanding their operations and forming strategic partnerships to strengthen their positions. The image below highlights recent developments by major influencer producers in key regions: the USA, China, India, Japan, and Germany.

• United States: The U.S. influencer market continues to expand, with a growing focus on micro-influencers. These influencers offer niche audience engagement and higher trust levels, creating more authentic marketing opportunities for brands. Additionally, platforms like TikTok and Instagram are becoming major players in influencer marketing.
• China: In China, live streaming has taken center stage, especially on platforms like Douyin and Taobao Live. Influencers leverage this format for real-time audience engagement and e-commerce integration, driving sales and enhancing brand visibility. AI-driven influencer selection tools are also growing in popularity.
• Germany: German brands are increasingly using influencer collaborations to enter sustainable and eco-friendly markets. Influencers promoting green initiatives are helping brands appeal to eco-conscious consumers. Localized platforms like YouTube and Instagram remain the dominant channels for influencer marketing in Germany.
• India: The Indian influencer market is seeing rapid growth, driven by regional language content and influencer collaborations on platforms like Instagram and YouTube. The rise of short-video platforms, particularly Instagram Reels, is enabling influencers to reach wider audiences, especially in tier 2 and tier 3 cities.
• Japan: In Japan, influencers are collaborating with brands on long-term partnerships, moving away from one-off campaigns. This trend increases trust and deepens audience-brand relationships. Popular platforms include LINE and YouTube, with influencers focusing on niche markets like gaming and fashion.

Features of the Global Influencer Market

Market Size Estimates: Influencer market size estimation in terms of value ($B).

Trend and Forecast Analysis: Market trends (2019 to 2024) and forecast (2025 to 2031) by various segments and regions.

Segmentation Analysis: Influencer market size by various segments, such as by enterprise size, component, application, end use, and region in terms of value ($B).

Regional Analysis: Influencer market breakdown by North America, Europe, Asia Pacific, and Rest of the World.

Growth Opportunities: Analysis of growth opportunities in different enterprise sizes, components, applications, end uses, and regions for the influencer market.

Strategic Analysis: This includes M&A, new product development, and competitive landscape of the influencer market.

Analysis of competitive intensity of the industry based on Porter's Five Forces model.

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This report answers following 11 key questions:

• Q.1. What are some of the most promising, high-growth opportunities for the influencer market by enterprise size (large enterprises and small & medium-sized enterprises), component (influencer marketing platform and services), application (campaign management, influencer relationship management, analytics & reporting, compliance management, and others), end use (fashion & lifestyle, retail & consumer goods, health & wellness, banking & finance, travel & tourism, and others), and region (North America, Europe, Asia Pacific, and the Rest of the World)?
• Q.2. Which segments will grow at a faster pace and why?
• Q.3. Which region will grow at a faster pace and why?
• Q.4. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
• Q.5. What are the business risks and competitive threats in this market?
• Q.6. What are the emerging trends in this market and the reasons behind them?
• Q.7. What are some of the changing demands of customers in the market?
• Q.8. What are the new developments in the market? Which companies are leading these developments?
• Q.9. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
• Q.10. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
• Q.11. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?

Table of Contents

1. Executive Summary

2. Global Influencer Market : Market Dynamics

• 2.1: Introduction, Background, and Classifications
• 2.2: Supply Chain
• 2.3: Industry Drivers and Challenges

3. Market Trends and Forecast Analysis from 2019 to 2031

• 3.1. Macroeconomic Trends (2019-2024) and Forecast (2025-2031)
• 3.2. Global Influencer Market Trends (2019-2024) and Forecast (2025-2031)
• 3.3: Global Influencer Market by Enterprize Size
  • 3.3.1: Large Enterprises
  • 3.3.2: Small & Medium-Sized Enterprises
• 3.4: Global Influencer Market by Component
  • 3.4.1: Influencer Marketing Platform
  • 3.4.2: Services
• 3.5: Global Influencer Market by Application
  • 3.5.1: Campaign Management
  • 3.5.2: Influencer Relationship Management
  • 3.5.3: Analytics & Reporting
  • 3.5.4: Compliance Management
  • 3.5.5: Others
• 3.6: Global Influencer Market by End Use
  • 3.6.1: Fashion & Lifestyle
  • 3.6.2: Retail & Consumer Goods
  • 3.6.3: Health & Wellness
  • 3.6.4: Banking & Finance
  • 3.6.5: Travel & Tourism
  • 3.6.6: Others

4. Market Trends and Forecast Analysis by Region from 2019 to 2031

• 4.1: Global Influencer Market by Region
• 4.2: North American Influencer Market
  • 4.2.1: North American Influencer Market by Enterprize Size: Large Enterprises and Small & Medium-Sized Enterprises
  • 4.2.2: North American Influencer Market by End Use: Fashion & Lifestyle, Retail & Consumer Goods, Health & Wellness, Banking & Finance, Travel & Tourism, and Others
• 4.3: European Influencer Market
  • 4.3.1: European Influencer Market by Enterprize Size: Large Enterprises and Small & Medium-Sized Enterprises
  • 4.3.2: European Influencer Market by End Use: Fashion & Lifestyle, Retail & Consumer Goods, Health & Wellness, Banking & Finance, Travel & Tourism, and Others
• 4.4: APAC Influencer Market
  • 4.4.1: APAC Influencer Market by Enterprize Size: Large Enterprises and Small & Medium-Sized Enterprises
  • 4.4.2: APAC Influencer Market by End Use: Fashion & Lifestyle, Retail & Consumer Goods, Health & Wellness, Banking & Finance, Travel & Tourism, and Others
• 4.5: ROW Influencer Market
  • 4.5.1: ROW Influencer Market by Enterprize Size: Large Enterprises and Small & Medium-Sized Enterprises
  • 4.5.2: ROW Influencer Market by End Use: Fashion & Lifestyle, Retail & Consumer Goods, Health & Wellness, Banking & Finance, Travel & Tourism, and Others

5. Competitor Analysis

• 5.1: Product Portfolio Analysis
• 5.2: Operational Integration
• 5.3: Porter's Five Forces Analysis

6. Growth Opportunities and Strategic Analysis

• 6.1: Growth Opportunity Analysis
  • 6.1.1: Growth Opportunities for the Global Influencer Market by Enterprize Size
  • 6.1.2: Growth Opportunities for the Global Influencer Market by Component
  • 6.1.3: Growth Opportunities for the Global Influencer Market by Application
  • 6.1.4: Growth Opportunities for the Global Influencer Market by End Use
  • 6.1.5: Growth Opportunities for the Global Influencer Market by Region
• 6.2: Emerging Trends in the Global Influencer Market
• 6.3: Strategic Analysis
  • 6.3.1: New Product Development
  • 6.3.2: Capacity Expansion of the Global Influencer Market
  • 6.3.3: Mergers, Acquisitions, and Joint Ventures in the Global Influencer Market
  • 6.3.4: Certification and Licensing

7. Company Profiles of Leading Players

• 7.1: IZEA Worldwide
• 7.2: Quotient Technology
• 7.3: Launchmetrics
• 7.4: JuliusWorks
• 7.5: Traackr
• 7.6: Upfluence
• 7.7: Klear
• 7.8: Aspire IQ
• 7.9: CreatorIQ
• 7.10: Mavrck