Tikugashirei zvakare kuPost Performance Report — nhevedzano yatinounganidza nekuongorora zvinyorwa zvesocial media uye mishandirapamwe zvinotikurudzira, uye kupaza izvo zvinoita kuti vave nyanzvi. Isu hatingotarise kuita kwega kwega kwega kana mushandirapamwe, asi maitiro emhando, zvakare. Panguva ino, tiri kunyura-mukunyura mukati meiyo yepamusoro pesvedzero yekushambadzira mishandirapamwe yegore. Zvinoenderana neQ1 2025 Sprout Pulse Survey, vatengesi vazhinji vanoti zvinopesvedzera zviri kunze-zvinoita brand zvirimo maererano nekusvika, kubatanidzwa uye kutendeuka, uye imwe makumi matanhatu neshanu muzana vane chivimbo chakanyanya mukugona kwechikwata chavo kuratidza ROI yekuedza kwesimba.
Kana isu tichikwenya mafeed edu, zviri pachena kuti mangani mabhureki ari kubheja pakupesvedzera kushambadzira. Yakave iyo de facto kushambadzira nzira pamagariro-uye kunyangwe echinyakare nzira dzekushambadzira. Asi mazhinji emacampaign edu atinoda anotungamirwa nevagadziri-vadiki uye vadikani veinternet, kwete ivo vakuru vanopesvedzera. Vatengi vanoshuvira hukama uye nenormcore (ine ine hutano dosi yekushuvira), uye vari kurasikirwa nehavi yavo yezvakanyanya-hyped zvigadzirwa, hukuru hwekukwevera uye zvakakwenenzverwa zvemukati. Ngatipatsanurei dhizaini yekugadzira, maitiro ekuita uye mapoinzi-e-maonero kubva kune varapi vari kuseri kwemubato wemhando, kutanga neStaples uye "Staples Baddie." Staples x The Staples Baddie: Rega vashandi vagadzire "The Staples Baddie" -akagadzira Oblivion (@blivxx), anoenda neKaeden zuva nezuva-mushandi chaiye weEast Coast Staples. Akatanga kutumira nezve kugona kweiyo brand paTikTok, mavhidhiyo akaunganidza anopfuura mamirioni gumi ekuona.
Kukanganwa kunoratidza kuti vatengi vanogona sei kugadzira zvinhu zvose kubva kune zvitambi zvetsika kusvika kune makapu akadhindwa-apo achichengetedza nguva yakawanda nemari. Vanotaura pamavhidhiyo ake vanowanzoti akavhura maziso avo kune akawanda akawanda ezvigadzirwa zveStaples zvavasina kumboziva kuti zviripo. Sekureva kweInfluencer Kushambadzira naSprout Social, Oblivion ine chiyero chekubatirana che23.4% - inoshamisa 23% yakakwirira kupfuura vagadziri vakafanana. Kuti zvive pachena, izvo zvaanogadzira zvinogadzirwa nevashandi. Asi Staples paakamuona achienda kuhutachiona, vakakurumidza kumukurudzira kuti arambe achitumira, achitaura nezvezvaakatumira, achimutumira pasuru yekuchengeta uye kutaura pachena nezvekuda kwavanoita zvirimo. Iyo mhando ichangobva kuzivisa kudyidzana kwavo, mushure mekunge vateveri vake vakumbira brand kuti iite zviri pamutemo.
Sezvakataurwa naBob Sherwin, Staples 'CMO, akaudza New York Times, "[Zvave] zvinoshamisa kuona zvirimo muKaeden zvichinzwika zvakanyanya ... Mutambo: The Staples Baddie chiyeuchidzo chine simba chekuti vashandi vanogona kuve vapesvedzera, zvakare. Vagadziri vevashandi vane pesvedzero munharaunda dzavari chikamu chepamhepo, uye inogona kuve chikamu chakakosha chechirongwa chako chekusimudzira mushandi. Kunyange mabhureki asingafanire kutora nzira yekubvisa zvachose kune yevashandi musiki zvemukati, ivo vanofanirwa kupa vashandi vavo nzvimbo yekutaura ivo pachavo, sezvakaita Staples kune Oblivion. Kana vashandi vakapihwa rusununguko rwekugadzira uye mvumo yekuvaka yavo mhando, vanounza akasiyana zviitiko, hunhu uye hunyanzvi kune zvemukati memhando. Midi Hutano x @JustBeingMelani: Kurudzira yako yakanyanya kukurudzira zvemukati Midi Hutano isangano rehutano rinopa rubatsiro rwakanyanya kuvakadzi vari pakati pehupenyu - chitsauko icho chikamu chekurapa hachina kugara chichibatwa nehanya kana nuance. Sekuvhiringidza munzvimbo yehutano, mhando yakatora nzira yemagariro-yekutanga, yedhijitari yekuwedzera ruzivo, izvo zvinosanganisira kubatana nevagadziri. Kudyidzana kwavo kwakanyanya kubudirira kusvika parizvino kunaMelani Sanders, anozivikanwa pamhepo sa @JustBeingMelani.
Munyori uye anopesvedzera anozvitsanangura se "muvambi weDo Not Care Club™," iyo inokurudzira vakadzi vari mukufamba kwenguva, kuenda kumwedzi uye postmenopause kuti vazvipe nyasha dzakawanda. Akatonyora bhuku rine zita rimwe chetero. Muchikamu chake chepamusoro cheMidi Health, Melani anotevera chimiro chake cheposvo, achinyora zvese izvo vakadzi muDo Not Care Club™ vasina basa nazvo. Iyo yakatsigirwa vhezheni yepositi yakaunganidza pamusoro pe150,000 zvisungo kusvika parizvino, uye ndiyo nzira yatakawana nayo posvo kutanga kwegore rino. Vhidhiyo iyi yakapfuura emhando yepamusoro Instagram zvemukati nemakumi ezviuru. Per Sprout Influencer Kushambadzira, iyo post kubatikana mwero yaive 3.2% (yakakwira kupfuura Melani's avhareji yekubatanidzwa mwero we2.1%) uyeyakawana midhiya kukosha ingangoita $362,000. Kubudirira uku kunouya panguva iyo vanopfuura chikamu chimwe muzvina chevashandisi vezvemagariro vanoshingairira kutsvaga hutano uye kuzvinatsiridza mazano pamagariro, maererano neQ3 2025 Sprout Pulse Survey. Mutambo: Sezvo maalgorithms edu achiwedzera niche, zvakakosha kuvaka hukama hwenguva refu nevaya vanotova nekuvimbika mukona yevateereri vako yeinternet. Inobva vapesvedzera nekutsvaga misoro yavanotaura nezvayo-kwete hunhu hwakaita senge saizi yevateereri kana nzvimbo. Uye kana positi yepesvedzera ikaita zvakanaka, isa imwe mari yakabhadharwa mari kumashure kwayo (nemvumo yeanofurira, hongu). Mashiripiti anoitika kana yakabhadharwa ads inonzwa organic. DoorDash x Rob Rausch: Tinya mune internet tsika uye fandoms Rob Rausch murwi wenyoka, nyeredzi chaiyo uye anofurira. Mushure mekuita mukurumbira pazviratidziro zveLove Island uye Traitors, Rausch akagamuchira zvipo zvemhando dzakasiyana dzezvibvumirano zvemhando. DoorDash yaive pakati pevekutanga kubata mubatanidzwa, kutora nzira isina kujairika. Vashandisi vataura mukusatenda kuti iyo yepamutemo DoorDash account iri kutumira izvi zvirimo. Hazvina basa kutaura, iyo mhando yakaisa pamberi pekuwana nyasha pane kusundira basa ravo.
Iri zano rinotungamirwa naZaria Parvez, Musoro weSocial. Akaudza Wall Street Journal nyanzvi yemagariro-yekutanga shure kwayo: "[Nyika] yekushambadzira yechinyakare inotungamira vhidhiyo yegamba, uyezve zvese zvinowedzerwa kana zvikaitika. Kana pikicha isina hembe tinogara tichivaka muzvikamu zvitanhatu kusvika zvinomwe zvemukati Izvo, kwandiri, zvakanyanya kukosha kupfuura kodzero kune mutsara wemidziyo, semuenzaniso.
Nzira isiri-mutsara yakashanda zvakanyanya kune iyi mubatanidzwa. Sekureva kweSprout Influencer Kushambadzira, vhidhiyo yepamusoro kubva kumushandirapamwe yakafambisa 18% yekubatikana chiyero paTikTok - 50x yekubatirana inosimudza. Mutambo: Zvemagariro zvakachinja mashandisiro atinoita TV, uye nekuda kweizvozvo, iyo chaiyo-nyeredzi-kune-influencer pombi yakasimbiswa. Kune mabhureki akatarisana nekuvaka hukama hwetsika, zvakakosha kuve chikamu chenhaurirano dzefandom dziri kuitika munharaunda. Paunenge uchibatana nevapesvedzera ava, gadzira nguva dzepainternet, kwete kushambadzira zvine mbiri. KFC x @TurnUpTwinsTV: Co-gadzira chitupa chako The TurnUp Twins, Minnie naMattie, ndivo vekutanga brand jingle vagadziri-vari kuenda kuhutachiona mukugadzira isina kukurumidza Crumbl Cookie jingle muna 2024, vhidhiyo ine 80+ miriyoni maonero kusvika nhasi paTikTok. Masisita akakwereta mufaro wavo, kuwirirana uye mazwi anotapira kumubatanidzwa weKFC uchangoburwa kudzoreredza chikafu chehuku cheTwister Wrap. Vhidhiyo iyi yakagamuchira zvinopfuura zviuru gumi nezvishanu zvekubatikana paTikTok uye Instagram. Sekureva kweSprout Influencer Kushambadzira, vhidhiyo yakagamuchirawo 4% chiyero chekubatana payakatumirwa kuakaundi yemhando - mwero wakakwira zvakanyanya kupfuura mwero wepakati wekubatanidzwa wemhando dzakafanana (0.25%).
Vhidhiyo yeTurUp Twins 'inonaka yakafanana nejingles mumazuva ekutanga ekushambadzira. Iyo nostalgia inotamba zvakanaka kuKFC, sezvo Twister Wrap yaive yaidiwa ne90s. Rwiyo rwacho rwakatobatana neKFC. Muchikamu chetsanangudzo paTikTok, vashandisi vakanyora "Twist it! Twist it!" uye akateterera kuti rwiyo rwacho rwushandurwe kuita bhizimusi. Mutambo: Makambani echikafu chekukurumidza, seakawanda, ese ari kukwikwidza kutariswa kana zvasvika pakuburitswa. Panzvimbo pekugadzira flash-in-the-pan nguva, shandisa influencer kushambadzira kupemberera zviitiko zvikuru uye kuvaka pane yako iripo brand nyaya. Strava x yemuno LA vagadziri: tambira IRL zviitiko Munguva ye2026 LA Marathon, chirongwa chekutevera chiitiko Strava yakabata yakasarudzika yekukoka-chete pani. Chiitiko chepedyo chakatanga nekumhanya kwemaira maviri ekuzunza ichiteverwa nekudya kwemangwanani, uye yakapindwa nevamhanyi, vagadziri uye vanomhanyisa makirabhu vakatanga. Iyo pani pachayo yakatungamirwa nevagadziri venzvimbo, kusanganisira Danielle Burnett, muvambi wehukuru-inosanganisira run club Big Girls Vanomhanya; Maya Leppard, musiki weBad at Running, kirabhu chaiyo yevamhanyi vatsva; Mariah Dyson, mutambi weNike uye muvambi weGirlGangCrazy run club; naMarvin Garcia, muvambi weimwe yemakirabhu makuru eLA, Yakanaka Vibes Track Club.
Chiitiko ichi chaive chekupedzisira munhevedzano yemapop-ups uye kusangana-ups iyo brand inodana "Kudos Collective," inogutsirira kudos chimiro mu.iyo app inokubvumira kuti ufare pane vamwe vatambi. Chiratidzo chinoziva kuti nharaunda ndicho chikonzero chepamusoro vanhu vanoshandisa chikuva chavo, ndosaka vachiisa pamberi zviitiko zvine chekuita nenharaunda pamusoro pekutsigirwa kwemari uye mishandirapamwe. Sezvo Melanie Jarrett, Mutungamiriri weKudyidzana kuStrava, akaudza Glossy, "Isu tinosarudza kusatsigira zvakananga mijaho [kuitira kuti tirambe tichive] mhando uye chikuva chekusaziva. kune mamwe mashiripiti apo unoona [vamhanyi vane simba] vachizivana, vanosangana kekutanga uye vanogovana maitiro akanaka pamusoro pekuti ivo vari kukura sei nharaunda dzavo dzinomhanya mumaguta ekwavo." Mutambo: Zvinoenderana neThe State of Influencer Marketing Report, 80% yevatengi vari kuda kutenga kubva kumhando dzinodyidzana nevapesvedzera kupfuura zvemagariro media. Tora cue kubva kuStrava uye uvake chiitiko chako chenharaunda (kana chiitiko chakateerana) chakanangana nehukama hune chinangwa, kwete kungofarira uye kubatikana. Sadzira nharaunda inotungamirwa nevasiki Izvi zvinopedzisa chikamu ichi chePPR. Gara wakagadzirira chinyorwa chedu chinotevera, uye panguva ino, rangarira izvi zvakakosha zvekutora:
Post Performance Report Takeaways
Vagadziri vechokwadi vanowanzokunda mishandirapamwe yakakwenenzverwa. Panzvimbo pekutungamira zvakanyanya, vatengesi vanofanirwa kutsigira vanofurira pasina kubvisa hunhu hunoita kuti vabudirire. Kuvimbika mukati menharaunda dzeniche kunokosha kupfuura kusvika. Vatengesi vanofanira kukoshesa kurongeka kwenyaya uye kuvimbika kwevateereri pamusoro pekuverenga kwevateveri, uye kukwidziridza zviri pamusoro-soro zvemugadziri nerutsigiro rwakabhadharwa kuti iwedzere kusvika kwayo. Kukoshera kwetsika kunobva pakutora chikamu munhaurirano. Panzvimbo pekubata kudyidzana kwevasiki sezviziviso zvechinyakare, vatengesi vanofanirwa kutarisisa kugadzira zvemukati zvinonzwa zviri munharaunda yesocial platform uye kuwedzera nyaya pane akawanda mapositi, mafomati uye mukati majee. Kushambadzira kweInfluencer kunoshanda zvakanyanya kana ichiwedzera kupfuura chikafu. Mhando dzinosanganisira vanopesvedzera muzviitiko zvepasirese, zviitiko kana zvirongwa zvenharaunda zvinogona kudzamisa hukama hwevateereri uye kutyaira kuvimbika kwakasimba.
Verenga unotevera: Dzvanya mugwara redu iro rinopaza mafambiro epamusoro anotsanangura ramangwana rekushambadzira kushambadzira. Uye kana iwe ukaona pasocial positi kana mushandirapamwe wakakodzera kukwidziridzwa, tag @sproutsocial uye shandisa #PostPerformanceReport kuti pfungwa yako ibatanidzwe mune ramangwana chinyorwa. Iyo post PPR yakakosha edition: Iyo yakanakisa pesvedzero yekushambadzira mishandirapamwe ye2026 (kusvika parizvino) yakatanga kutanga paSpout Social.
