In the second quarter of 2024, Dyson allocated 77 percent of its influencer spending on macro influencers who have 100,000 to one million followers in the Hong Kong market. Sony was the only brand in the ten largest advertisers when it came influencer marketing that made a good use of nano influencers. Bowers & Wilkins, on the other hand, relied heavily on top-tier influencers.
Distribution of influencer spending of leading electronics and appliances brands in Hong Kong in 2nd quarter 2024, by influencer tier
Figures of micro and nano influencer tiers have been combined for better understanding.
According to the source, influencers are classified into four tiers according to the number of followers as follows:
Top influencers: above 1 million followers;
Macro influencers: 100,000 to 1 million followers;
Mid-tier influencers: 30,000 to 100,000 followers;
Micro-influencers: 10,000 to 30,000 followers;
Nano influencers: 1,000 to 10,000 followers.
According to the source, the marketing spending was based on a comprehensive analysis of various influencer content from photo posts to Instagram Reels and video posts.
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Cloudbreakr, & IAB Hong Kong. (July 30, 2024). Distribution of influencer spending of leading electronics and appliances brands in Hong Kong in 2nd quarter 2024, by influencer tier [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1536921/hong-kong-electronics-and-appliances-brands-influencer-spending-distribution-by-influencer-tier/
Cloudbreakr, und IAB Hong Kong. "Distribution of influencer spending of leading electronics and appliances brands in Hong Kong in 2nd quarter 2024, by influencer tier." Chart. July 30, 2024. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1536921/hong-kong-electronics-and-appliances-brands-influencer-spending-distribution-by-influencer-tier/
Cloudbreakr, IAB Hong Kong. (2024). Distribution of influencer spending of leading electronics and appliances brands in Hong Kong in 2nd quarter 2024, by influencer tier. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1536921/hong-kong-electronics-and-appliances-brands-influencer-spending-distribution-by-influencer-tier/
Cloudbreakr, and IAB Hong Kong. "Distribution of Influencer Spending of Leading Electronics and Appliances Brands in Hong Kong in 2nd Quarter 2024, by Influencer Tier." Statista, Statista Inc., 30 Jul 2024, https://www.statista.com/statistics/1536921/hong-kong-electronics-and-appliances-brands-influencer-spending-distribution-by-influencer-tier/
Cloudbreakr & IAB Hong Kong, Distribution of influencer spending of leading electronics and appliances brands in Hong Kong in 2nd quarter 2024, by influencer tier Statista, https://www.statista.com/statistics/1536921/hong-kong-electronics-and-appliances-brands-influencer-spending-distribution-by-influencer-tier/ (last visited December 22, 2024)
Distribution of influencer spending of leading electronics and appliances brands in Hong Kong in 2nd quarter 2024, by influencer tier [Graph], Cloudbreakr, & IAB Hong Kong, July 30, 2024. [Online]. Available: https://www.statista.com/statistics/1536921/hong-kong-electronics-and-appliances-brands-influencer-spending-distribution-by-influencer-tier/
