SD Dojavi
OSMRTNICE
PRETPLATA
PREMIUM
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Iako su društvene mreže i online prostor fizički lišeni mogućnosti prodora koronavirusa, karantena je učinila svoje. Influenceri su izgubili ozbiljan novac dok je ostatak svijeta dane provodio u izolaciji.

Najnovije istraživanje digitalne agencije Attain otkriva kako je postotak i veći nego što se mislilo, a da je u protekla dva mjeseca ostvareno smanjenje od čak 33%.

Analizirali su zaradu 500 influencera, od "sitnih riba" do najpoznatijih celebrityja. Ukupno je 66% njih za vrijeme pandemije objavljivalo znatno manje plaćenih oglasa od kojih većina i zarađuje. U odnosu na prošlu godinu, ovaj je period za mnoge bio poguban što se tiče posla.

Preko 10% influencera ostalo je bez ikakvih prihoda. Kako je to moguće?

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Ovo istraživanje moglo bi rasvijetliti situaciju sa zaradom na društvenim mrežama uopće. Naime, iako je savršeno jasno da influenceri zarađuju uz pomoć svojih objava, mnogima ni danas nije jasno kako to, u stvari, čine.

Ključnu ulogu, dakako, igraju - reklame. Plaćeni oglasi. U situaciji s koronavirusom, oglašivači su se povukli - dok se velik dio svijeta našao pred novim ekonomskim izazovima, mnogi su ostali bez posla ili im je smanjena plaća, jasno je da potrošači nisu u naponu snage i ako troše, to čine u najmanjoj mogućoj količini.

Kad ljudi nemaju novca za trošenje, ni oglašivači neće plaćati ogromne cifre kako bi ih na to potaknuli, znajući unaprijed da to nije moguće. A u tom "lancu", jedna karika je ostala podjednako kratkih rukava - influenceri, koji od reklama uvelike zarađuju.

I ne samo to, neki su se influenceri našli pred još jednim izazovom, piše Evening Standard. Mnogi, naime, nisu bili u stanju proizvoditi svoj uobičajen sadržaj za vrijeme karantene - primjerice, oni koji se bave putovanjima. A ti isti su još uvijek u nebranom grožđu, budući da se svijet u "novu normalu" vraća polako. I bez pretjerane želje za desetosatnim letovima.

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No upravo su profili specijalizirani za putovanja bilježili najveću posjetu proteklog mjeseca. Fotografije "influencera putnika" imale su ogroman utjecaj na ljude zatvorene u kućama, kad je čak i daleko planiranje putovanja otvaralo mogućnosti i davalo nadu u neke bolje dane.

Koliko je točno koronavirus koštao influencere?

Od ožujka do svibnja 2020. ispitani su influenceri gubili oko 2,934 funte tjedno (oko 24,846 kuna), u usporedbi s istim periodom 2019. godine. Drugim riječima, mnogi nisu zarađivali ni trećinu onoga što su potencijalno mogli.

Kao primjer možemo uzeti i Kendall Jenner koja u periodu karantene nije objavljivala sponzorirani sadržaj. Dakle, ukupno je izgubila oko 2 milijuna funti potencijalne zarade, prema istraživanju koje je obuhvatilo od najsitnijih influencera do Kardashianki.

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Prema njihovom izračunu, svaki novi pratitelj vrijedi oko 0,00313 funte. Profili s 300,000 pratitelja i više mogu, u skladu s tim, naplatiti sadržaj za oglas 1,000 funti. Oni s milijunima "followera", prema istom izračunu, penju se do cifre od milijun funti za plaćeni sadržaj u svojim objavama.

To ipak ostavlja nadu za sve influencere koji su se tijekom karantene našli u problemima. Ako im je za vrijeme izolacije porasla količina pratitelja, u budućnosti bi mogla narasti i cifra koju će oglašivači morati osigurati ukoliko žele reklamu na njihovim profilima.

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Iako su društvene mreže i online prostor fizički lišeni mogućnosti prodora koronavirusa, karantena je učinila svoje. Influenceri su izgubili ozbiljan novac dok je ostatak svijeta dane provodio u izolaciji.

Najnovije istraživanje digitalne agencije Attain otkriva kako je postotak i veći nego što se mislilo, a da je u protekla dva mjeseca ostvareno smanjenje od čak 33%.

Analizirali su zaradu 500 influencera, od "sitnih riba" do najpoznatijih celebrityja. Ukupno je 66% njih za vrijeme pandemije objavljivalo znatno manje plaćenih oglasa od kojih većina i zarađuje. U odnosu na prošlu godinu, ovaj je period za mnoge bio poguban što se tiče posla.

Preko 10% influencera ostalo je bez ikakvih prihoda. Kako je to moguće?

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Ovo istraživanje moglo bi rasvijetliti situaciju sa zaradom na društvenim mrežama uopće. Naime, iako je savršeno jasno da influenceri zarađuju uz pomoć svojih objava, mnogima ni danas nije jasno kako to, u stvari, čine.

Ključnu ulogu, dakako, igraju - reklame. Plaćeni oglasi. U situaciji s koronavirusom, oglašivači su se povukli - dok se velik dio svijeta našao pred novim ekonomskim izazovima, mnogi su ostali bez posla ili im je smanjena plaća, jasno je da potrošači nisu u naponu snage i ako troše, to čine u najmanjoj mogućoj količini.

Kad ljudi nemaju novca za trošenje, ni oglašivači neće plaćati ogromne cifre kako bi ih na to potaknuli, znajući unaprijed da to nije moguće. A u tom "lancu", jedna karika je ostala podjednako kratkih rukava - influenceri, koji od reklama uvelike zarađuju.

I ne samo to, neki su se influenceri našli pred još jednim izazovom, piše Evening Standard. Mnogi, naime, nisu bili u stanju proizvoditi svoj uobičajen sadržaj za vrijeme karantene - primjerice, oni koji se bave putovanjima. A ti isti su još uvijek u nebranom grožđu, budući da se svijet u "novu normalu" vraća polako. I bez pretjerane želje za desetosatnim letovima.

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No upravo su profili specijalizirani za putovanja bilježili najveću posjetu proteklog mjeseca. Fotografije "influencera putnika" imale su ogroman utjecaj na ljude zatvorene u kućama, kad je čak i daleko planiranje putovanja otvaralo mogućnosti i davalo nadu u neke bolje dane.

Koliko je točno koronavirus koštao influencere?

Od ožujka do svibnja 2020. ispitani su influenceri gubili oko 2,934 funte tjedno (oko 24,846 kuna), u usporedbi s istim periodom 2019. godine. Drugim riječima, mnogi nisu zarađivali ni trećinu onoga što su potencijalno mogli.

Kao primjer možemo uzeti i Kendall Jenner koja u periodu karantene nije objavljivala sponzorirani sadržaj. Dakle, ukupno je izgubila oko 2 milijuna funti potencijalne zarade, prema istraživanju koje je obuhvatilo od najsitnijih influencera do Kardashianki.

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Prema njihovom izračunu, svaki novi pratitelj vrijedi oko 0,00313 funte. Profili s 300,000 pratitelja i više mogu, u skladu s tim, naplatiti sadržaj za oglas 1,000 funti. Oni s milijunima "followera", prema istom izračunu, penju se do cifre od milijun funti za plaćeni sadržaj u svojim objavama.

To ipak ostavlja nadu za sve influencere koji su se tijekom karantene našli u problemima. Ako im je za vrijeme izolacije porasla količina pratitelja, u budućnosti bi mogla narasti i cifra koju će oglašivači morati osigurati ukoliko žele reklamu na njihovim profilima.

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Alberto Pizzoli/AFP Alberto Pizzoli/AFP
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Društvena mrežaBez prihoda

Karantena je učinila svoje, influenceri su izgubili ozbiljan novac: istraživanje pokazalo kolika je cifra ‘minusa‘ i tko je najviše u gubitku

Piše J. V.
23. svibnja 2020. - 11:33
13714496
PREMIUM
Alberto Pizzoli/AFP

Iako su društvene mreže i online prostor fizički lišeni mogućnosti prodora koronavirusa, karantena je učinila svoje. Influenceri su izgubili ozbiljan novac dok je ostatak svijeta dane provodio u izolaciji.

Najnovije istraživanje digitalne agencije Attain otkriva kako je postotak i veći nego što se mislilo, a da je u protekla dva mjeseca ostvareno smanjenje od čak 33%.

Analizirali su zaradu 500 influencera, od "sitnih riba" do najpoznatijih celebrityja. Ukupno je 66% njih za vrijeme pandemije objavljivalo znatno manje plaćenih oglasa od kojih većina i zarađuje. U odnosu na prošlu godinu, ovaj je period za mnoge bio poguban što se tiče posla.

Preko 10% influencera ostalo je bez ikakvih prihoda. Kako je to moguće?

A post shared by Angelica Blick (@angelicablick) on...

#INFLUENCERI#KORONAVIRUS#KENDALL JENNER
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11. svibanj 2024 15:05