Wamkelekile kwakhona kwiNgxelo yokuSebenza kwePost-uchungechunge apho siqulunqa kwaye sihlalutya izithuba zeendaba zoluntu kunye namaphulo asikhuthazayo, kwaye aphule oko kubenza babe nobuchule. Asivavanyi nje ukuphunyezwa kokuyila okungenasiphako kuzo zonke izithuba okanye iphulo, kodwa impembelelo yophawu, nayo. Ngeli xesha, singene nzulu kumaphulo okuthengisa aphembelela aphezulu onyaka. Ngokutsho kwe-Q1 2025 Sprout Pulse Survey, uninzi lwabathengisi bathi umxholo we-influencer uphumeza umxholo we-brand malunga nokufikelela, ukubandakanyeka kunye nokuguqulwa, kwaye enye i-65% iqinisekile kakhulu kubuchule beqela labo lokubonisa i-ROI yemizamo yempembelelo.
Xa siskrola ukutya kwethu, kuyacaca ukuba zingaphi iibrendi ezibhejayo kwintengiso yeempembelelo. Iye yaba licebo lentengiso ye-de facto kwintlalontle-kunye namajelo okuthengisa emveli. Kodwa uninzi lwamaphulo ethu esiwathandayo akhokelwa ngabadali abancinci kunye nezona zithandwa ze-intanethi zamva nje, hayi abona baphembeleli bakhulu. Abathengi banqwenela ukunxulumana kunye ne-normcore (ngedosi esempilweni yolangazelelo), kwaye baphulukana nomdla wabo weemveliso ezixutywe kakhulu, ukutsala okukhulu kunye nomxholo opolishiwe. Masicazulule iphulo lokuyila, imilinganiselo yokusebenza kunye namanqaku-okubonwa kwiingcali ezisemva kwesiphatho sophawu, siqale ngeStaples kunye ne "Staples Baddie." I-Staples x I-Staples Baddie: Vumela abasebenzi ukuba benze "I-Staples Baddie" -umdali we-Oblivion (@blivxx), ohamba nge-Kaeden imihla ngemihla-ngumsebenzi wokwenene we-East Coast Staples. Uqale ukuthumela malunga nobuchule bophawu kwiTikTok, iividiyo eziqokelele iimbono ezingaphezu kwezigidi ezili-10.
I-Oblivion ibonisa indlela abathengi abanokudala ngayo yonke into ukusuka kwiitampu eziqhelekileyo ukuya kwiimagi eziprintiweyo-ngelixa ugcina ixesha elininzi kunye nemali. Abagqabaza kwiividiyo zakhe bahlala besithi uvule amehlo abo kuluhlu olubanzi lweemveliso zeStaples abangazange bazi ukuba zikhona. Ngokutsho kweInfluencer Marketing yiSprout Social, i-Oblivion inezinga lokubandakanya i-23.4%-enomtsalane i-23% ephezulu kunabadali abafanayo. Ukucaca, umxholo awuvelisayo wenziwa ngumsebenzi. Kodwa xa uStaples embona esiba yintsholongwane, bakhawuleza bamkhuthaza ukuba aqhubeke ethumela, egqabaza kwizithuba zakhe, emthumelela iphakheji yokhathalelo kwaye ethetha esidlangalaleni malunga nokuba bawuthanda kangakanani umxholo wakhe. I-brand isandula ukubhengeza ubambiswano lwabo, emva kokuba abalandeli bayo becenge uphawu ukuba lube semthethweni.
Njengoko u-Bob Sherwin, i-CMO ye-Staples, uxelele i-New York Times, "[Kuyinto] emangalisayo ukubukela umxholo we-Kaeden usasaza ngokubanzi ... Umdlalo: IStaples Baddie sisikhumbuzo esinamandla sokuba abasebenzi banokuba neempembelelo, nabo. Abadali babasebenzi banempembelelo kuluntu abayinxalenye ye-intanethi, kwaye banokuba yinxalenye ebalulekileyo yenkqubo yakho yokuxhasa abasebenzi. Ngelixa ii-brand akufuneki zithathe indlela yokuphelisa izandla ngokupheleleyo kumxholo womdali wabasebenzi, kufuneka zinike abasebenzi babo indawo yokuzibonakalisa ngokwemvelo, njengoko uStaples wenzayo ku-Oblivion. Xa abasebenzi benikwa inkululeko yokuyila kunye nemvume yokwakha uphawu lwabo lobuqu, bazisa amava awohlukeneyo, ubuntu kunye nobuchule kumxholo webrand yakho. Midi Health x @JustBeingMelani: Nyusa umxholo wakho onempembelelo I-Midi Health ngumbutho we-telehealth obonelela ngononophelo olukhethekileyo kubasetyhini abaphakathi kwe-midlife-isahluko icandelo lezonyango alizange lihlale liphathwa ngokunyamekela okanye i-nuance. Njengokuphazamiseka kwindawo yokunakekelwa kwempilo, uphawu luthathe intlalo-yokuqala, indlela yedijithali yokwandisa ulwazi, olubandakanya ukusebenzisana nabadali. Eyona ntsebenziswano iphumeleleyo ukuza kuthi ga ngoku nguMelani Sanders, owaziwa kwi-intanethi njengo-@JustBeingMelani.
Umbhali kunye nempembelelo uzichaza “njengomseki weKlabhu yokuNgakhathali”, ekhuthaza abasetyhini abakwixesha lokuyeka ukuya exesheni, ukuya exesheni kunye nokuyeka ukuya exesheni ukuba bazinike ubabalo olungakumbi. Wada wabhala incwadi enegama elifanayo. Kwisikhundla sakhe esiphezulu seMidi Health, uMelani ulandela ifomathi yakhe yeposi esemgangathweni, edwelisa zonke izinto abasetyhini abakwiKlabhu yokuNgakhathali™ abangayikhathalelanga. Uhlobo oluxhasiweyo lwesithuba luqokelele ngaphezulu kwe-150,000 yothethathethwano ukuza kuthi ga ngoku, kwaye yindlela esiye safumana ngayo isithuba ekuqaleni kwalo nyaka. Ividiyo igqithise umxholo ophezulu we-Instagram we-brand ngamashumi amawaka. NgokweNtengiso yeStrout Influencer Marketing, izinga lokuzibandakanya kwaba yi-3.2% (ngaphezulu komndilili wokuzibandakanya kukaMelani we-2.1%) kunyeIxabiso leendaba elifunyenweyo laliphantse libe yi-362,000 yeedola. Le mpumelelo iza ngexesha apho ngaphezulu kwekota yabasebenzisi bezentlalo bafuna impilo entle kunye neengcebiso zokuziphucula kwezentlalo, ngokwe-Q3 2025 Sprout Pulse Survey. Umdlalo: Njengoko i-algorithms yethu isiba yi-niche ngakumbi, kubalulekile ukwakha intsebenziswano yexesha elide kunye nabo sele benokuthembeka kwikona yabaphulaphuli bakho kwi-intanethi. Abaphembeleli bomthombo ngokuphanda izihloko abathetha ngazo-hayi nje iimpawu ezifana nobungakanani babaphulaphuli okanye indawo. Kwaye xa isithuba sempembelelo sisebenza kakuhle, beka imali eyongezelelweyo ehlawulweyo ngasemva kwayo (ngemvume yomcebisi, ewe). Umlingo wenzeka xa iintengiso ezihlawulwayo ziziva zi-organic. DoorDash x Rob Rausch: Thepha kwinkcubeko ye-intanethi kunye neefandoms URob Rausch ngumdlali wenyoka, inkwenkwezi yokwenyani kunye nefuthe elikhulayo. Emva kokunyukela kudumo kwimiboniso yeLove Island kunye neTraitors, uRausch ufumene izibonelelo ngeentlobo ezahlukeneyo zentengiso yohlobo. I-DoorDash yayiphakathi kweyokuqala ukubambisa intsebenziswano, ithatha indlela engaqhelekanga. Abasebenzisi baye baphawula ngokungakholelwa ukuba i-akhawunti esemthethweni ye-DoorDash ithumela lo mxholo. Ngokungathandabuzekiyo, uphawu lubeka phambili ukufumana inkoliseko ngaphezu kokutyhala inkonzo yabo.
Isicwangciso sikhokelwa nguZaria Parvez, iNtloko yeNtlalo. Uxelele iWall Street Journal ingcali kwezentlalo-phambili emva kwayo: "[Ihlabathi] lezentengiso lemveli liza kubeka phambili ividiyo yeqhawe, kwaye ke yonke into iyongeziwe ukuba iyenzeka. Kodwa indlela elisebenza ngayo iqela lethu ngaba bantu bayaziwa ngokuba basentlalweni kwaye into abavuya ngayo abalandeli kukuba ubanika into abayiqondayo nge-lens yeqanda le-Ista, kodwa ingumxholo omtsha ngoku. Okanye umfanekiso omtsha ongenahempe Sihlala sakha kwiziqendwana ezincedisayo ezithandathu ukuya kwezisixhenxe, kum, zibaluleke ngakumbi kunamalungelo kwi-asethi yomgca.
Indlela engahambelaniyo isebenze kakuhle ngakumbi kolu buhlakani. NgokukaSprout Influencer Marketing, ividiyo ephezulu evela kwiphulo iqhube i-18% yokuzibandakanya kwi-TikTok-i-50x yokuzibandakanya. Umdlalo: Intlalontle iyitshintshile indlela esidla ngayo iTV, kwaye ngenxa yoko, umbhobho wenyani-star-to-influencer usekwe kakuhle. Kwiimpawu ezigxile ekwakheni ukufaneleka kwenkcubeko, kubalulekile ukuba yinxalenye yeengxoxo zefandom ezenzeka ekuhlaleni. Xa usebenzisana naba baphembeleli, yenza amaxesha e-intanethi, hayi iintengiso ezizukiswayo. I-KFC x @TurnUpTwinsTV: Yenza kunye isazisi sophawu lwakho I-TurnUp Twins, uMinnie kunye noMattie, ngabadali bokuqala be-jingle-abahamba viral ekudaleni i-Crumbl Cookie jingle engafunwayo ngo-2024, ividiyo enombono ozizigidi ezingama-80+ ukuza kuthi ga ngoku kwiTikTok. Oodade baboleka uvuyo lwabo olosulelayo, imvisiswano kunye namazwi amnandi kwintsebenziswano yakutshanje ye-KFC ukwazisa kwakhona uhlobo lokutya okukhawulezayo lwe-Twister Wrap. Ividiyo ifumene ngaphezulu kwe-15,000 yokuzibandakanya kwi-TikTok kunye ne-Instagram. Ngokutsho kweNtengiso ye-Sprout Influencer, ividiyo nayo ifumene i-4% yezinga lokuzibandakanya xa ifakwe kwi-akhawunti ye-brand-izinga eliphezulu kakhulu kunomndilili wokubandakanyeka kweempawu ezifanayo (0.25%).
Isitayile sevidiyo seTurnUp Twins sinencasa efanayo yeejingles kwiintsuku zokuqala zokuthengisa. I-nostalgia idlala kakuhle kwi-KFC, njengoko i-Twister Wrap yayiyintandokazi yama-90s. Ingoma sele idityaniswa noKFC. Kwicandelo lezimvo kwiTikTok, abasebenzisi babhale "Yijike! Yijike!" kwaye ndicenge ukuba ingoma iguqulwe ibe yentengiso. Umdlalo: Iinkampani zokutya okukhawulezayo, njengabaninzi, zonke zikhuphisana ukuze ziqwalaselwe xa kufikwa ekukhutshweni. Endaweni yokudala amaxesha e-flash-in-the-pan, sebenzisa i-influencer marketing ukubhiyozela amabanga abalulekileyo kunye nokwakha kwibali lakho lebhrendi ekhoyo. Abadali be-Strava x basekhaya be-LA: Bamba imicimbi ye-IRL Ngexesha le-LA Marathon ka-2026, inkqubo yokulandela umkhondo weStrava yabamba iphaneli yokumema kuphela. Umnyhadala osondeleleneyo uqale ngokubaleka okuziikhilomitha ezimbini okulandelwa sisidlo sakusasa, kwaye uzinyaswe ngabadlali, abadali kunye nabaseki beklabhu. Iphaneli ngokwayo yayikhokelwa ngabadali basekhaya, kuquka uDanielle Burnett, umseki weklabhu yokuqhuba ubungakanani Amantombazana Amakhulu Abalekayo; UMaya Leppard, umdali we-Bad at Running, iklabhu yenyani yeembaleki ezintsha; UMariah Dyson, umdlali we-Nike kunye nomseki we-GirlGangCrazy egxile kwiklabhu yokugijima; kunye noMarvin Garcia, umseki wenye yeeklabhu ezibalekayo ezinkulu ze-LA, i-Good Vibes Track Club.
Umnyhadala wawungowokugqibela kuthotho lwee-pop-ups kunye nokuhlangana-ups uphawu lubiza "Kudos Collective," ukunqwala kwinqaku le-kudosusetyenziso olukuvumela ukuba uvuyise abanye iimbaleki. Uphawu luyazi ukuba uluntu sesona sizathu siphambili sokuba abantu basebenzise iqonga labo, yiyo loo nto bebeka phambili iminyhadala egxile kuluntu ngaphezu kwenkxaso-mali eqaqambileyo kunye namaphulo. Njengoko uMelanie Jarrett, uMlawuli weNtsebenziswano eStrava, utshele uGlossy, "Sikhetha ngokukodwa ukungaxhasi ngokuthe ngqo imidyarho [ukuze siqhubeke sibe] uphawu kunye neqonga le-agnostic. Inxalenye yento eyenza [iindibano zethu] zibe yitikiti elishushu elinjalo [abagijimi abaninzi abaneempembelelo kunye nabasunguli beeklabhu] ngokwenene abaze bonke kwigumbi elinye kunye, kuba abanye [iqabane le, kunye no-Nilulemon kunye] kunye noLulule, kunye noLululemon, kunye noLululemon, kunye noLululemon. kukho umlingo othile apho ubona [iimbaleki ezinempembelelo] zibonana, zidibana okokuqala kwaye zabelane ngezona ndlela zibalaseleyo zokubonisa indlela ezikhulisa ngayo iindawo ezibalekayo kwizixeko zabo. Umdlalo: Ngokutsho kweNgxelo yeNtengiso yeNtengiso, i-80% yabathengi bazimisele ukuthenga kwiimpawu ezisebenzisana nabaphembeleli ngaphaya komxholo weendaba zoluntu. Thatha ingcebiso evela eStrava kwaye wakhe umnyhadala wakho wasekuhlaleni (okanye uthotho lomnyhadala) ogxile kunxibelelwano olunentsingiselo, hayi nje ukuthanda kunye nokuzibandakanya. Hlakulela uluntu olukhokelwa ngabadali Oko kuqukumbela esi savenge sePPR. Hlala ubukele uhlelo lwethu olulandelayo, kwaye okwangoku, khumbula ezi zinto zibalulekileyo zokuthatha:
I-Post Performance Report Takeaways
Abadali bokwenyani badla ngokuwagqwesa amaphulo aphucukileyo. Endaweni yokuqondisa kakhulu, abathengisi kufuneka baxhase abaphembeleli ngaphandle kokuhlutha ubuntu obubenza baphumelele. Ukuthembeka phakathi koluntu lwe-niche kubaluleke ngaphezu kokufikelela. Abathengisi kufuneka babeke phambili ulungelelwaniso lwesihloko kunye nokuthembeka kwabaphulaphuli ngaphezu kokubalwa kwabalandeli, kwaye bandise umxholo womdali oqhuba kakuhle ngenkxaso ehlawulwayo ukwandisa ukufikelela kwawo. Ukufaneleka kwenkcubeko kuvela ekuthatheni inxaxheba kwincoko. Kunokuba baphathe ubambiswano lwabadali njengeentengiso zemveli, abathengisi kufuneka bagxile ekuveliseni umxholo ovakala uvela kumaqonga oluntu kwaye bandise ibali kwizithuba ezininzi, iifomathi kunye neziqhulo zangaphakathi. Intengiso ye-influencer isebenza kakuhle xa idlulela ngaphaya kokutya. Iibrendi ezibandakanya abaphembeleli kumava ehlabathi lokwenyani, imisitho okanye amanyathelo oluntu anokwenza nzulu ubudlelwane babaphulaphuli kwaye aqhube ukunyaniseka olomeleleyo.
Funda ngokulandelayo: Ngena kwisikhokelo sethu esophula iindlela eziphambili ezichaza ikamva lentengiso yempembelelo. Kwaye ukuba ubona iposti yentlalontle okanye iphulo elifanele ukugqanyiswa, tag @sproutsocial kwaye usebenzise #PostPerformanceReport ukuba umbono wakho ubandakanywe kwinqaku elizayo. Isithuba sePPR uhlelo olukhethekileyo: Elona phulo libalaseleyo lentengiso lika-2026 (ukuza kuthi ga ngoku) livele kuqala kwiSprout Social.
