Siyakwamukela futhi ku-Post Performance Report—uchungechunge lapho sihlanganisa futhi sihlaziya okuthunyelwe ezinkundleni zokuxhumana nemikhankaso esikhuthazayo, futhi sidalule ukuthi yini eyenza ibe hlakaniphile. Asihloli nje ubuciko bokwenziwa okungenasici kwakho konke okuthunyelwe noma umkhankaso, kodwa nomthelela womkhiqizo, nawo. Kulokhu, singena shí emikhankasweni yokumaketha yabagqugquzeli abaphezulu bonyaka. Ngokwenhlolovo ye-Q1 2025 Sprout Pulse Survey, iningi labakhangisi lithi okuqukethwe kwe-influencer kusebenza ngaphandle kokuqukethwe komkhiqizo ngokuya ngokufinyelela, ukuzibandakanya nokuguqulwa, kanti amanye ama-65% athembele kakhulu ekhonweni leqembu labo lokukhombisa i-ROI yemizamo yabathonya.
Uma siskrola okuphakelayo kwethu, kuyacaca ukuthi mangaki amabhrendi abhejayo ekukhangiseni kwabanamandla. Sekuyisu lokukhangisa le-de facto kwezenhlalo-kanye neziteshi zokuthengisa ezivamile. Kodwa imikhankaso yethu eminingi esiyintandokazi iholwa abadali abancane kanye nezithandwa zakamuva ze-inthanethi, hhayi abagqugquzeli abakhulu. Abathengi balangazelela ukuhlobana kanye ne-normcore (enedosi enempilo yokulangazelela), futhi balahlekelwa isifiso sabo semikhiqizo eshicilelwe ngokweqile, ukudonsa okukhulu nokuqukethwe okupholishiwe. Masihlukanise ubuciko bomkhankaso, amamethrikhi okusebenza namaphoyinti wokubuka kubasebenzi abangemuva kwesibambo somkhiqizo, siqale nge-Staples kanye ne-“Staples Baddie.” I-Staples x I-Staples Baddie: Vumela abasebenzi ukuthi badale “I-Staples Baddie”—umdali we-Oblivion (@blivxx), ohamba no-Kaeden usuku nosuku—uyisisebenzi sangempela se-East Coast Staples. Uqale ukuthumela mayelana namakhono omkhiqizo ku-TikTok, amavidiyo ahlanganise ukubukwa okungaphezu kwezigidi eziyi-10.
I-Oblivion ibonisa ukuthi amakhasimende angadala kanjani yonke into kusukela kuzitembu zangokwezifiso kuya kumakomishi aphrintiwe-ngenkathi elondoloza isikhathi esiningi nemali. Abaphawula kumavidiyo akhe bavame ukuthi uvule amehlo abo babona inqwaba yemikhiqizo ye-Staples ababengayazi ukuthi ikhona. Ngokusho kwe-Influencer Marketing by Sprout Social, i-Oblivion inenani lokuzibandakanya elingu-23.4%—okuphakeme ngokumangalisayo okungu-23% kunabadali abafanayo. Ukuze kucace, okuqukethwe akukhiqizayo kukhiqizwe ngabasebenzi. Kodwa lapho abakwaStaples bembona eba sengozini, bashesha ukumkhuthaza ukuthi aqhubeke nokubhala, ebeka amazwana kokuthunyelwe kwakhe, ukumthumelela iphakethe lokunakekela ngokwezifiso futhi akhulume esidlangalaleni ngokuthi akuthanda kangakanani okuqukethwe kwakhe. Lo mkhiqizo usanda kumemezela ukusebenzisana kwabo, ngemuva kokuthi abalandeli bakhe benxuse inkampani ukuthi ikwenze kube semthethweni.
Njengoba u-Bob Sherwin, i-Staples 'CMO, etshela i-New York Times, "[Kube] kuhle kakhulu ukubuka okuqukethwe kuka-Kaeden kuzwakala kabanzi kangaka ... Umdlalo: I-Staples Baddie iyisikhumbuzo esinamandla sokuthi abasebenzi bangaba nethonya, futhi. Abadali bezisebenzi banethonya emiphakathini abayingxenye yayo ku-inthanethi, futhi bangaba yingxenye ebalulekile yohlelo lwakho lokumela abasebenzi. Nakuba amabhrendi kungafanele athathe isinyathelo sokuvala isithunzi kokuqukethwe kwabadali bezisebenzi, kufanele anikeze abasebenzi babo isikhala sokuziveza ngokwemvelo, njengoba kwenza u-Staples ku-Oblivion. Lapho izisebenzi zinikezwa inkululeko yokudala kanye nemvume yokwakha uhlobo lwazo lomuntu siqu, ziletha ulwazi oluhlukahlukene, ubuntu nobungcweti kokuqukethwe komkhiqizo wakho. I-Midi Health x @JustBeingMelani: Nyusa okuqukethwe kwakho okunamandla I-Midi Health iyinhlangano ye-telehealth ehlinzeka ngokunakekelwa okukhethekile kwabesifazane abaphakathi nokuphila-isahluko umkhakha wezokwelapha obungakaze uphathwe ngokunakekela noma ukucabangela. Njengosiphazamisi endaweni yokunakekelwa kwezempilo, uhlobo luthathe indlela yedijithali yokwandisa ukuqwashisa, okubandakanya ukubambisana nabadali. Ubambiswano lwabo oluphumelele kakhulu kuze kube manje lunoMelani Sanders, owaziwa ku-inthanethi ngokuthi @JustBeingMelani.
Umbhali kanye nomgqugquzeli uzichaza “njengomsunguli we-Do Not Care Club™,” ekhuthaza abesifazane abasesikhathini sokunqamuka kokuya esikhathini, ukuya esikhathini kanye ne-postmenopause ukuthi bazinikeze umusa owengeziwe. Waze wabhala incwadi enegama elifanayo. Eposini lakhe eliphezulu le-Midi Health, u-Melani ulandela ifomethi yakhe evamile yokuthunyelwe, ebala zonke izinto abesifazane abaku-Do Not Care Club™ abangenandaba nazo. Inguqulo exhasiwe yokuthunyelwe iqongelele ukusebenzelana okungaphezu kuka-150,000 kuze kube manje, futhi yindlela esithole ngayo okuthunyelwe ekuqaleni kwalo nyaka. Ividiyo isebenze kahle kakhulu kunokuqukethwe okuphezulu komkhiqizo ku-Instagram ngamashumi ezinkulungwane. Ngokumaketha kwe-Spriut Influencer, izinga lokuzibandakanya kwabathunyelwe kwaba ngu-3.2% (ngaphezulu kunesilinganiso sokubandakanya kukaMelani esingu-2.1%) kanyeinani lemidiya elizuziwe lalicishe libe ngu-$362,000. Le mpumelelo iza ngesikhathi lapho abangaphezu kwekota yabasebenzisi bezenhlalo befuna ngenkuthalo iseluleko sezempilo kanye nokuzithuthukisa kwezenhlalo, ngokwe-Q3 2025 Sprout Pulse Survey. Umdlalo: Njengoba ama-algorithms ethu eba yi-niche eyengeziwe, kubalulekile ukwakha ubambiswano lwabathonya besikhathi eside nalabo asebevele benokwethembeka ekhoneni le-inthanethi lezithameli zakho. Abagqugquzeli bomthombo ngokucwaninga izihloko abakhuluma ngazo—hhayi nje izici ezifana nosayizi wezilaleli noma indawo. Futhi lapho okuthunyelwe komgqugquzeli kusebenza kahle, beka imali eyengeziwe ekhokhelwayo ngemuva kwakho (ngemvume yomgqugquzeli, kunjalo). Umlingo wenzeka lapho izikhangiso ezikhokhelwayo zizizwa ziphilayo. I-DoorDash x Rob Rausch: Thepha kusiko le-inthanethi nama-fandoms U-Rob Rausch uyingcweti yenyoka, inkanyezi engokoqobo kanye nomgqugquzeli osafufusa. Ngemuva kokuthola udumo ezinhlelweni ze-Love Island ne-Traitors, u-Rausch uthole izipesheli zamadili emikhiqizo ehlukahlukene. I-DoorDash yayiphakathi kwabokuqala ukunqamula ubudlelwano, ithatha indlela engajwayelekile. Abasebenzisi babeke amazwana ngokungakholwa ukuthi i-akhawunti esemthethweni ye-DoorDash ithumela lokhu okuqukethwe. Akudingeki ukuthi kusho, uhlobo lubeka phambili ukuzuza umusa ngaphezu kokuphusha isevisi yabo.
Leli qhinga liholwa nguZaria Parvez, iNhloko Yezenhlalakahle. Utshele i-Wall Street Journal isihlakaniphi senhlalo-ngqangi ngemuva kwakho: “[Umhlaba] wokukhangisa wendabuko uzobeka ividiyo yeqhawe kuqala, bese konke kuba okwengeziwe uma kwenzeka. Kodwa indlela iqembu lethu elisebenza ngayo ukuthi laba bantu bayaziwa njengabasesidlangalaleni futhi lokho abalandeli abakujabulelayo uma ubanikeza into abayiqondayo ngeqanda le-Easter lens, kodwa futhi okuqukethwe kwayo okusha, kusho ukuthini okusha? Noma isithombe esisha esingenahembe Sihlala sakha ngezingcezu zokuqukethwe eziyisithupha kuya kweziyisikhombisa Lokho, kimina, kubaluleke kakhulu kunamalungelo empahla ewumugqa, ngokwesibonelo.
Indlela engaqondile isebenze kahle kakhulu kulobu budlelwano. Ngokusho kwe-Sprout Influencer Marketing, ividiyo ephezulu evela emkhankasweni yenza izinga lokuzibandakanya elingu-18% ku-TikTok—ukuphakanyiswa kokuzibandakanya okungu-50x. Umdlalo: Ezomphakathi zishintshe indlela esidla ngayo i-TV, futhi ngenxa yalokho, ipayipi le-reality-to-influencer lisungulwe kahle. Emabhrendi agxile ekwakheni ukuhambisana kwamasiko, kubalulekile ukuba yingxenye yezingxoxo eziyinkohliso ezenzeka emphakathini. Uma usebenzisana nalaba bagqugquzeli, dala izikhathi ze-inthanethi, hhayi ezentengiso ezikhazinyulisiwe. I-KFC x @TurnUpTwinsTV: Dala ngokuhlanganyela ubuwena bomkhiqizo wakho I-TurnUp Twins, uMinnie kanye noMattie, bangabadali boqobo be-jingle yohlobo lomkhiqizo—ikusasa eliqhakazile ekwakheni i-Crumbl Cookie jingle engatshelwanga emuva ngo-2024, ividiyo enokubukwa okuyizigidi ezingu-80+ kuze kube manje ku-TikTok. Odade baboleke intokozo yabo ethelelanayo, ukuvumelana kanye nezinhlamvu zezinhlamvu ezimtoti ekuhlanganyeleni kwakamuva kwe-KFC ukwethulwa kabusha kohlobo lwenkukhu yokudla okusheshayo i-Twister Wrap. Ividiyo ithole ukubandakanyeka okungaphezulu kuka-15,000 ku-TikTok naku-Instagram. Ngokusho kwe-Sprout Influencer Marketing, ividiyo iphinde yathola izinga lokuzibandakanya elingu-4% uma ithunyelwe ku-akhawunti yomkhiqizo—izinga eliphezulu kakhulu kunesilinganiso sokubandakanya esimaphakathi semikhiqizo efanayo (0.25%).
Isitayela sevidiyo ye-TurnUp Twins sinephunga elifanayo lama-jingles ezinsukwini zokuqala zokumaketha. I-nostalgia idlala kahle ku-KFC, njengoba i-Twister Wrap yayiyintandokazi yama-90s. Ingoma isivele ihlotshaniswa ne-KFC. Esigabeni sokuphawula ku-TikTok, abasebenzisi babhale ukuthi “Isonte! Isonte!” futhi ancenge ukuthi ingoma iguqulwe ibe yintengiso. Umdlalo: Izinkampani zokudla okusheshayo, njengeningi, zonke ziyaqhudelana ukuze zinakwe uma kukhulunywa ngokukhishwayo. Esikhundleni sokudala izikhathi ze-flash-in-the-pan, sebenzisa ukumaketha kwe-influencer ukugubha izigigaba ezinkulu futhi wakhe endabeni yomkhiqizo wakho okhona. Abadali bendawo be-Strava x bendawo: Bamba imicimbi ye-IRL Phakathi ne-LA Marathon yango-2026, uhlelo lokusebenza lokulandela umsebenzi i-Strava libambe iphaneli yesimemo kuphela. Umcimbi obusondelene uqale ngomgijimo we-shakeout wamamayela amabili olandelwa ukudla kwasekuseni, ubuhanjelwe abasubathi, abadali nabasunguli bamakilabhu. Iphaneli ngokwalo ibiholwa abadali bendawo, okuhlanganisa noDanielle Burnett, umsunguli weklabhu yokugijima ehlanganisa usayizi omkhulu Amantombazane Agijimayo; UMaya Leppard, umdali we-Bad at Running, iklabhu ebonakalayo yabagijimi abasha; U-Mariah Dyson, umsubathi we-Nike nomsunguli we-GirlGangCrazy run club egxile kwabesifazane; kanye no-Marvin Garcia, umsunguli welinye lamakilabhu agijimayo amakhulu e-LA, i-Good Vibes Track Club.
Umcimbi ubungowakamuva ochungechungeni lwezigelekeqe kanye nokuhlangana uhlobo lomkhiqizo olubiza ngokuthi “Kudos Collective,” okuhambisana nesici sokudumisa ku.uhlelo lokusebenza olukuvumela ukuthi ujabule kwabanye abasubathi. Umkhiqizo uyazi ukuthi umphakathi uyisizathu esiphezulu esenza abantu basebenzise inkundla yabo, yingakho bebeka phambili imicimbi egxile emphakathini kunoxhaso oluwubukhazikhazi nemikhankaso. Njengoba uMelanie Jarrett, uMqondisi wezokuBambisana eStrava, etshela uGlossy, "Sikhetha ngokukhethekile ukungaxhasi ngokuqondile imijaho [ukuze siqhubeke nokuba] i-brand and platform agnostic. Ingxenye yalokho okwenza [imihlangano yethu] ibe yithikithi elishisayo [abagijimi abaningi abanethonya nabasunguli bamakilabhu] empeleni abakaze bahlale bonke ekamelweni elilodwa ndawonye, ngoba abanye [abambisene nalokhu, u-Nilulemon no-Lusole benza izinto nge-Hoka kunomlingo othile lapho ubona khona [abagijimi abanethonya] bebonana, bahlangana okokuqala futhi babelane ngemikhuba engcono kakhulu yokuthi ngamunye wabo ukhulisa kanjani imiphakathi egijimayo emadolobheni angakubo.” Umdlalo: Ngokuvumelana ne-State of Influencer Marketing Report, u-80% wabathengi bazimisele kakhulu ukuthenga kumabhrendi abambisene nabathonya ngaphezu kokuqukethwe kwenkundla yezokuxhumana. Thatha isiqephu esivela ku-Strava futhi wakhe umcimbi wakho womphakathi (noma uchungechunge lomcimbi) ogxile ekuxhumaneni okunenjongo, hhayi nje ukuthanda nokuzibandakanya. Hlakulela umphakathi oholwa abadali Lokho kuphetha lesi sitolimende se-PPR. Hlala ubukele i-edishini yethu elandelayo, futhi okwamanje, khumbula lezi zinyathelo ezibalulekile:
Okuthathwayo kombiko wokusebenza kokuthunyelwe
Abadali bangempela bavame ukudlula imikhankaso ephucuziwe. Esikhundleni sokuqondisa kakhulu, abathengisi kufanele basekele abagqugquzeli ngaphandle kokuhlubula ubuntu obubenza baphumelele. Ukwethembeka phakathi kwemiphakathi ye-niche kubaluleke ngaphezu kokufinyelela. Abakhangisi kufanele babeke phambili ukuqondana kwesihloko nokwethembeka kwezithameli kunesibalo sabalandeli, futhi bakhulise okuqukethwe komdali osebenza kahle kakhulu ngosekelo olukhokhelwayo ukuze banwebe ukufinyelela kwakho. Ukuhambisana kwamasiko kuvela ekubambeni iqhaza engxoxweni. Kunokuba baphathe ubambiswano lwabadali njengezikhangiso ezivamile, abakhangisi kufanele bagxile ekukhiqizeni okuqukethwe okuzwakala kungokwemvelo ezinkundleni zokuxhumana futhi banwebe indaba kokuthunyelwe okuningi, amafomethi namahlaya angaphakathi. I-Influencer marketing isebenza kahle kakhulu uma idlulela ngale kokuphakelayo. Imikhiqizo ebandakanya abagqugquzeli kokwenzeka emhlabeni wangempela, imicimbi noma ukuqaliswa komphakathi kungajulisa ubudlelwano nezithameli futhi kugqugquzele ukwethembeka okuqinile.
Funda ngokulandelayo: Ngena kumhlahlandlela wethu owephula amathrendi aphezulu achaza ikusasa lokumaketha kwabanamandla. Futhi uma ubona okuthunyelwe komphakathi noma umkhankaso ofanele ukugqanyiswa, maka ku-@sproutsocial futhi usebenzise i-#PostPerformanceReport ukuze umqondo wakho ufakwe esihlokweni esizayo. Okuthunyelwe Uhlelo olukhethekile lwe-PPR: Imikhankaso yokumaketha yabathonya engcono kakhulu yango-2026 (kuze kube manje) ivele kuqala ku-Sprout Social.
