X（Twitter）公司广告和营销市场前景及投资研究报告-培训课件外文版2024.5

COMPANIES

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PRODUCTSX(formerlyTwitter)advertisingandmarketingCHAPTER

01OverviewSocialmediaadvertisingspendingworldwidefrom2021to2028(inbillionU.S.dollars)Socialmediaadspendworldwide2021-2028300250200150262.62233.65207.87184.94164.54146.38130.24115.8710050020212022*2023*2024*2025*2026*2027*2028*3Description:In2021,globalsocialmediaadvertisingspendingstoodataround116billionU.S.dollars.Thesourceprojectedthatthisfigurewouldmorethandoubleandexceedanall-timehighof262billionby2028.ReadmoreNote(s):Worldwide;2021;*Forecast.TheSource(s):MillionInsights;estimateisbasedonvaluesin2028andthecompoundannualgrowthratefrom2021to2028of12.4percent,whichwereprovidedbythesource.Anexponentialdevelopmentofthemarketwas[...]

ReadmoreSocialmediaadvertisingspendingworldwidefrom2017to2026,bydevice(inbillionU.S.dollars)Socialmediaadspendingworldwide2017-2026,bydeviceDesktopMobile40035030025020015010050020172018201920202021202220232024202520264Description:In2021,theglobalsocialmediaadvertisingmarketwasvaluedat181.2billionU.S.dollars.Desktopaccountedforroughly35billionandmobileforapproximately146billion.By2026,thetotalvalueofthemarketisexpectedtoincreaseto358billionU.S.dollars.ReadmoreNote(s):WorldwideSource(s):DigitalMarketInsightsAdvertisingrevenuegeneratedbyselectedmediacompaniesworldwidein2022(inbillionU.S.dollars)Mediacompanies:adrevenues2022RevenueinbillionU.S.dollars60

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10002040120140160180200220GoogleMeta(formerlyFacebook)Paramount(formerlyViacomCBS)WarnerBros.DiscoveryTwitter*191.69113.6410.898.521.080.52TheNewYorkTimes5Description:Asof2022,Googlegenerated191.7billionU.S.dollarsinadvertisingrevenue,faraheadofothermediacompanies.Meta,formerlyFacebook,recordedanadvertisingrevenueof113.6billiondollars.TheNewYorkTimesregisteredanadrevenueofroughly520milliondollars.ReadmoreNote(s):Worldwide;2022Source(s):Varioussources(companyreports)Plannedchangesinspendingondigitalplatformsaccordingtomarketersworldwidein2023Changesinspendingondigitalplatformsbymarketersworldwide2023ShareofrespondentsIncreaseStaythesame60%Decrease0%20%40%76%80%100%4%6%4%11%120%TikTokYouTubeGoogle20%57%53%50%46%46%44%37%43%Twitch40%45%43%47%LinkedInInstagramAmazonWhatsAppSpotify9%11%9%37%37%50%52%12%11%FacebookTwitter23%19%47%53%30%28%6Description:Accordingtoasurveyamongmarketingprofessionalsworldwide,76percentofrespondentssaidtheywereplanningtoincreasetheirspendingonTikTokin2023.Under60percentofrespondentsalsostatedtheywereplanningtoincreasetheirspendingonYouTube,whileincreasedspendingonInstagramandAmazonwascitedbyarespective46and44percentofrespondents,respectively.

ReadmoreNote(s):Worldwide;asofJanuary2023;1,700respondentsSource(s):MarketingCharts;WARCMarketcapitalizationofthelargestU.S.internetcompaniesasofSeptember2023(inbillionU.S.dollars)MarketcapitalizationofthelargestU.S.internetcompanies2023ValueofmarketcapinbillionU.S.dollars02004006008001,0001,2001,4001,6001,8001,7382,000AlphabetAmazon1,404MetaPlatformsTencent777.53378.97Alibaba220.98173.61130.61NetflixPinduoduoServiceNowBookingHoldingsMeituan115.92110.8397.077Description:AsofSeptember2023,Alphabet'smarketcapitalizationwasmorethan1.7trillionU.S.dollars,makingitthemostvaluableU.S.-basedinternetcompanybymarketcapitalization.Second-rankedAmazonhadamarketcapitalizationofover1.4trillionU.S.dollars.SocialnetworkingcompanyMetaPlatforms(néeFacebookInc.)rankedthird.Facebookistheleadingsocialnetworkworldwideandhassuccessfullytakenadvantageoftheincreasinglymobileonlineenvironment.ReadmoreNote(s):UnitedStates;September2023Source(s):CompaniesMarketCAdvertisingrevenueofX(formerlyTwitter)worldwidefrom2017to2027(inbillionU.S.dollars)X(formerlyTwitter)advertisingrevenueworldwide2017-20275.04.54.03.54.734.513.313.213.142.992.992.843.02.52.01.51.00.50.02.72.622.11201720182019202020212022*2023*2024*2025*2026*2027*8Description:In2022,X(formerlyTwitter)generated4.73billionU.S.dollarsinadvertisingrevenue.Thisfigureisexpectedtodropto2.7billionU.S.dollarsby2027.Thesocialplatformisresponsibleforroughlyonepercentoftheglobaladrevenue.

ReadmoreNote(s):Worldwide;2017to2022;*Estimate.ReadmoreSource(s):ChangeinnetadvertisingrevenuegeneratedbyTwitterworldwidefrom2019to2023Twitternetadvertisingrevenuegrowthworldwide2019-202350%40%30%20%41.3%14.9%7.4%10%0%-10%-20%-30%-40%-7.2%2022-27.9%2023*2019202020219Description:Twitter'sglobaladvertisingrevenuewasforecasttodecreasebynearly28percentin2023.AftertheacquisitionofTwitterbyElonMuskonOctober27,2022,andMusk'sannouncementthattheplatformshouldbecomean"unbiasedmiddleground"fordiscussion,theplatformsawasharpincreaseinhatespeechandracistcontent.Some877thousandusersdeactivatedtheiraccountsonlyinthefirstweekafterMusk'sacquisition.Thisledadvertiserstoturnawayfromtheplatform,fearingfor[...]

ReadmoreNote(s):Worldwide;March2023;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceNetadvertisingrevenuegeneratedbyTwitterworldwidefrom2019to2023(inbillionU.S.dollars)Twitternetadvertisingrevenueworldwide2019-20235.04.54.03.54.464.143.152.982.943.02.52.01.51.00.50.020192020202120222023*10Description:Twitter'sadbusinessisexpectedtoshrinkin2023,withglobaladrevenuesfallingto2.98billiondollars,accordingtothesource'sforecast.DuringthefirstweekaftertheacquisitionofTwitterbyElonMuskonOctober27,2022,theplatformsawanexodusofusers-some877thousandaccountsweredeactivated.Thatyear,Twittergenerated4.14billionU.S.dollarsinadvertisingrevenueworldwide.

ReadmoreNote(s):Worldwide;March2023;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceCHAPTER

02MarketingusageLeadingsocialmediaplatformsusedbymarketersworldwideasofJanuary2023Socialmediaplatformsusedbymarketersworldwide2023100%89%90%80%70%60%50%40%30%20%10%0%80%64%54%44%26%FacebookInstagramLinkedInYouTubeTwitterTikTok12Description:AsofJanuary2023,Facebookwasthemostcommonlyusedsocialmediaplatformamongmarketersworldwide.Accordingtoaglobalsurvey,89percentofrespondingsocialmediamarketersusedthenetworktopromotetheirbusiness,whileanother80percentdidsoviaInstagram.ReadmoreNote(s):Worldwide;January2023;2,133respondentsSource(s):Frankwatching;SocialMediaExaminerLeadingsocialmediaplatformsusedbyB2BandB2CmarketersworldwideasofJanuary2022Socialmediaplatformsusedbymarketersworldwide2022,bytargetgroupB2B84%B2C100%94%90%80%70%60%50%40%30%20%10%0%84%82%74%57%55%55%49%43%28%22%FacebookLinkedInInstagramYouTubeTwitterTikTok13Description:Inearly2023,asurveywasconductedonsocialmediaplatformsusagebybusiness-to-businessandbusiness-to-customermarketersworldwide.Duringthesurvey,84percentofrespondingB2Band54percentofB2CrespondingsocialmediamarketersstatedtheyusedLinkedIntomarkettheirbusinesses.ReadmoreNote(s):Worldwide;January2023;2,100marketersSource(s):SocialMediaExaminerPlannedchangesinuseofselectedsocialmediaformarketingpurposesworldwideasofJanuary2023Futureuseofsocialmediaamongmarketersworldwide2023,byplatformIncreaseStaythesameDecreaseNoplanstoutilize100%90%80%70%60%50%40%30%20%10%0%FacebookInstagramYoutubeLinkedInTwitterTikTok14Description:Duringaglobal2023survey,66percentofrespondingmarketersstatedtheywouldincreasetheirusageofInstagraminthenearfuture;43percentsaidtheywouldincreasetheusageofTikTokadvertising,butasmanyas45percentwerenotplanningtousethemobilevideosharingappformarketingpurposes.ReadmoreNote(s):Worldwide;January2023;2,133marketersSource(s):SocialMediaExaminerLeadingbenefitsofusingsocialmediaformarketingpurposesworldwideasofJanuary2023Benefitsofsocialmediamarketingworldwide2023100%90%80%70%60%50%40%30%20%10%0%86%76%64%56%55%IncreasedexposureIncreasedtrafficGeneratedleadsDevelopedloyalfansImprovedsales15Description:Increasedexposureisthemostcommonlycitedadvantageofusingsocialmediaformarketingpurposesamongglobalindustryprofessionals.Thisisunsurprisinggiventhehugeappealofhavingbillionsofactiveusersasapotentialadvertisingaudience.Improvedtraffic,leadgenerationandgrowingfanloyaltyarefurtherreasonswhymarketersseevalueinemployingsocialnetworksintheircampaigns.Facebook,InstagramandLinkedInarethetopthreemostusedsocialplatforms[...]

ReadmoreNote(s):Worldwide;January2022;2,133respondents;55%oftheparticipantsliveintheUS,5%intheUK,5%inCanada,4%inIndiaand3%inAustralia.For43%ofmarketerssurveyed,socialmediaistheirprimaryresponsibility.And63%ofmarketersworkinB2C,37%inB2B.Source(s):Frankwatching;SocialMediaExaminerAveragenumberofweeklybrandpostsonX(formerlyTwitter)in2022,byverticalAverageweeklyX/Twitterbrandposts2022,byverticalNumberofbrandtweetsperweek30

400102050607080MediaSportsteamsNonprofitsHighered70.247.19.87.9Tech&softwareFinancialservicesTotalInfluencersRetailFood&beverageAlcohol5.54.33.913.42.41.91.81.8TravelHomedecorFashionHealth&beauty1.10.90.916Description:In2022,leadingmediabrandsposted70.2timesperweekonX(formerlyknownasTwitter),wellabovethemedianacrossallexaminedindustries.Bycomparison,fashionbrandsonX/Twittergeneratedanaverageof0.9tweetsonaweeklybasis.Retailbrandstweetedtwotimesperweekonaverage,whilstinfluencerspublishedpostsaround3.4timesperweek.ReadmoreNote(s):Worldwide;January2022Source(s):RivalIQLengthoftimebrandsusedTwitterformarketingpurposesworldwideasofJuly2022UsageofTwitterformarketingpurposesworldwide2022WedonotuseTwitterforbusinesspurposes4.2%Lessthanoneyear8.3%Morethanfiveyears20.8%Betweenoneandthreeyears39.6%Betweenthreeandfiveyears27.1%17Description:Duringaglobal2022survey,roughlyfourpercentofrespondingmarketersstatedtheydidnotuseTwitterforbusinesspurposes.Amongtheremaining96percentthatdidusetheplatform,thelargestshare-approximately40percent-hadbeenusingitbetweenoneandthreeyears.ReadmoreNote(s):Worldwide;asofJuly2022;48respondents;amongin-houseB2BandB2Cmarketers,aswellasagenciesSource(s):DataboxShareofmarketerswhoadvertisedvs.didnotadvertiseonTwitterworldwideasofMay2022ShareofmarketersfamiliarwithTwitteradvertisingworldwide2022WehaveneveradvertisedonTwitter12.3%WeareadvertisingonTwitter42.1%WeusedtoadvertiseonTwitter45.6%18Description:Duringaglobal2022survey,roughly12percentofrespondingmarketersstatedtheyhadneveradvertisedonTwitter.Amongtheremaining88percentwhohadexperiencewithTwitteradvertising,42percentwereadvertisingonTwitteratthetimeofthesurvey,and46percentsaidtheyusedtobutwerenotactiveadvertisersatthattime.ReadmoreNote(s):Worldwide;asofMay2022;57respondents;amongin-houseB2BandB2Cmarketers,aswellasagenciesSource(s):DataboxCHAPTER

03EngagementratesAverageengagementrateperpostsonselectedsocialmediaplatformsin2020and2022Socialmediapostengagement2020-20222020202120227%5.96%6%5%4%3%2%1%0%5.11%4.25%0.9%0.83%0.6%0.2%0.13%0.15%0.06%0.05%0.05%TikTokInstagramFacebookX/Twitter20Description:AccordingtoaglobalreportconductedbetweenJanuary2020andDecember2022,TikTokhadthehighestengagementrateperpostwhencomparedtoInstagram,Facebook,andX(formerlyknownasTwitter).Overall,TikTok'saverageengagementrateperpostwas4.25percentin2022.Instagram'sengagementratestoodat0.6percentin2022,andFacebook'sstoodat0.15percent.

ReadmoreNote(s):Worldwide;January2020toDecember2022;Facebook,Instagram,Twitter,andTikTokposts,includingcomments,reactions,andsharesSource(s):SocialinsiderAverageengagementrateperpostonX(formerlyTwitter)in2022,byverticalX/Twitter:averagepostengagement2022,byverticalAverageengagementrateperpost2022

20210.1%0.0%Artsandcrafts0.0%0.0%0.1%0.1%0.1%0.1%0.2%0.2%0.1%0.07%0.09%0.09%JewelryBeveragesFmcg-foodHome-livingFashion0.16%0.08%0.08%0.08%0.11%0.07%0.07%0.05%0.06%0.06%Auto0.07%0.05%0.05%Beauty0.04%0.04%Travel0.03%0.03%MediahouseMagazines/JournalsAirlines0.02%0.02%0.01%21Description:In2022,tweetsaboutartsandcraftsonthepopularmicro-bloggingplatformX(formerlyknownasTwitter)hadthehighestuserengagementrate,withanaverageof0.1percentfortheexaminedperiod.Additionally,postsaboutAirlineshasthelowestengagementrate,atjust0.01percent.TheaverageengagementrateforpostsonTwitteracrossallindustrieswas0.05percent.

ReadmoreNote(s):Worldwide;January2021toDecember2022;likes,comments,sharesonX/TwiterpostsSource(s):SocialinsiderAverageengagementratewithbrandpostsonTwitterin2022,byverticalTwitterbrandpostengagement2022,byvertical0.1%0.08%0.1%0.1%0.1%0.1%0.0%0.0%0.0%0.0%0.0%0.06%0.05%0.05%0.04%0.04%0.04%0.04%0.04%0.03%0.02%0.02%0.02%0.02%0.01%22Description:In2022,theaverageengagementrateforsportsteams'postsonTwitterwas0.08percent,thehighestengagementrateofallselectedindustries.Overall,mediabrandpostsachieveda0.01percentengagementrate,thelowestofallselectedindustries.Moreover,theaverageengagementrateofbrandpostsonTwitterwas0.4percent.BrandspostingonFacebookachievedanengagementrateof0.09percent.

ReadmoreNote(s):Worldwide;2022Source(s):RivalIQYearonyearchangeinadengagementonTwitterfrom3rdquarter2014to2ndquarter2022Twitteradengagementgrowth2014-2022250%200%150%100%50%0%-50%Q3

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'2223Description:Inthesecondquarterof2022,Twitter'sadengagementgrewbysevenpercentcomparedtothecorrespondingquarterofthepreviousyear.In2021,Twitter'sadrevenuestoodat4.5billionU.S.dollars.

ReadmoreNote(s):Worldwide;Q32014toQ22022Source(s):TwitterYearonyearchangeincostperengagement(CPE)onTwitterfrom1stquarter2020to2ndquarter2022Twittercostperengagementgrowth2010-202250%40%30%20%10%0%42%39%33%19%10%-3%-5%-10%-9%-20%-30%-19%-25%Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'2224Description:Inthefirstquarterof2022,Twitter'scostperadengagementgrewby10percentcomparedtothecorrespondingquarterofthepreviousyear.In2021,Twitter'sadrevenuestoodat4.5billionU.S.dollars.

ReadmoreNote(s):Worldwide;Q12020toQ12022Source(s):TwitterNumberofusersengagingdailywithTwitterandThreadsmobileappsworldwideinJuly2023Twittervs.Threads:mobileappdailyengagement2023120105.81008060402012.80TwitterThreads25Description:AsofJuly21,2023,Twitter-nowrebrandedintoX-countedapproximately106millionuserswhointeractedwiththeappdailyonAndroid.Incomparison,Meta'slatestproductThreadscountedaround13millionusersengagingwiththeapponadailybasis.ReadmoreNote(s):Worldwide;July21,2023;AndroidonlySource(s):Axios;SimilarWebCHAPTER

04CompetitorsDigitaladvertisingrevenuesofmajorinternetcompaniesworldwidein2023and2027(inbillionU.S.dollars)Digitaladvertisingrevenueformajorinternetcompanies2023-2027RevenueinbillionU.S.dollars2027

2023150050100200250300350400340.18GoogleFacebookAmazonTikTok250.26127.27118.9670.8244.3553.9518.0416.71Tencent13.1816.33MicrosoftSearch&NewsAdvertising12.5411.51BaiduJD.comApple11.5116.2510.9913.736.5110.35LinkedInSnapchatTwitterPinterestSpotify5.918.85.362.73.315.133.272.241.7727Description:In2023,theforecastforFacebookdigitaladvertisingrevenuessawtheMetacompanygenerating119billionU.S.dollarsbytheendofthefiscalyear.TikTokwasprojectedtoseeitsonlineadvertisingrevenueshit18billionU.S.dollars.Bycomparison,LinkedInadvertisingrevenueswereforecastedtoreachapproximatelyathirdofthatamountfor2023.ReadmoreNote(s):Worldwide;August2023;forecastSource(s):VarioussourcesChangeinadvertisingrevenueofselectedsocialmediaplatformsworldwidein2023Growthofsocialmediaadrevenueworldwide2023,byplatform60%50%40%30%20%10%0%55%17%16%15%7%5%-10%-20%-30%-40%-30%TikTokPinterestSnapchatLinkedInTencentFacebookX(Twitter)28Description:AdvertisingrevenuegeneratedbyTikTokwasexpectedtoincreaseby55percentin2023.Thatwouldmakeitthefastest-growingsocialmediaplatformamongthesevenmarketleaderspresentedinthedataset.AsofAugust2023,X's(Twitter's)adrevenuewasexpectedtoshrinkby30percentinthatcalendaryear.ReadmoreNote(s):Worldwide;August2023;forecastSource(s):MostpopularwebsitesworldwideinApril2023,basedonshareofvisitsLeadingwebsitesworldwide2023,basedonvisitshareShareofvisits0%2%4%6%8%10%12%14%16%18%20%18.12%13.59%3.72%1.53%1.2%29Description:InApril2023,Gwastheleadingwebsiteworldwide.Thesearchplatformaccountedfornearly18.12percentofdesktopwebtrafficworldwide,aheadofsecond-rankedYouTwith13.59percent.

ReadmoreNote(s):Worldwide;April2023;desktoponlySource(s):SimilarWebMostpopularsocialnetworksworldwideasofJuly2023,rankedbynumberofmonthlyactiveusers(inmillions)Globalsocialnetworksrankedbynumberofusers2023NumberofactiveusersinmillionsFacebookYouTube2,9892,527WhatsApp*Instagram2,0002,000WeChatTikTok1,3191,0811,038FacebookMessengerSnapchat750730700654597593564Douyin**TelegramKuaishouQQSinaWeiboX/TwitterPinterest46530Description:MarketleaderFacebookwasthefirstsocialnetworktosurpassonebillionregisteredaccountsandcurrentlysitsatmorethan2.9billionmonthlyactiveusers.MetaPlatformsownsfourofthebiggestsocialmediaplatforms,allwithoveronebillionmonthlyactiveuserseach:Facebook(coreplatform),WhatsApp,FacebookMessenger,andInstagram.Inthesecondquarterof2023,Facebookreportedover3.8billionmonthlycoreFamilyproductusers.

ReadmoreNote(s):Worldwide;July2023;socialnetworksandmessenger/chatapp/voipincluded;figuresforTikTokdoesnotincludeDouyin;*Platformshavenotpublishedupdateduserfiguresinthepast12months,figuresmaybeoutofdateandless[...]

ReadmoreSource(s):DataReportal;Meltwater;WeAreSocialComparisonoffeaturesbetweensocialmediaplatformsThreadsandTwitterasofJuly2023ThreadsandTwittercomparison2023ThreadsTwitterOwnerMarkZuckerbergElonMuskPostlengthLinks500characters280characters*YesYesPhotosYesYesVideo5minutes2minutes20seconds*VerificationDeleteYes(viaInstagram)No*YesNo*YesYesYesYesNoNoNoNoEditDirectmessagingTrendingstoriesHashtags31Description:On5thJuly2023,MetaPlatformsreleasedThreads,atext-focusedsocialmediaplatform.JoiningMeta'sFamilyofApps,Threadsfocusesonreal-timeconversations,givingusersasimilarexperiencetoTwitter.Threadsoffersusers500charactersperpost,incomparisontoTwitter's280characters.However,forTwitterBluesubscribers,postscanbesubstantiallylonger.Threadsuserscanalsotakeadvantageoflongervideoposts,andfreeverificationthroughtheirInstagramaccounts.

ReadmoreNote(s):Worldwide;July2023;*Thepaid-forTwitterBlueserviceoffersverification,editing,andlonger,postsandvideos,andsomeorganizationsarealsoverified

ReadmoreSource(s):BBC;MetaPlatforms;TwitterCHAPTER

05AudienceNumberofTwitterusersworldwidefrom2018to2027(inmillions)Twitterusersworldwide2018-2027500457.63449.54440.245040035030025020015010050429.09415.3397.24377.24347.51313.47303.040201820192020202120222023202420252026202733Description:TheglobalnumberofTwitterusersinwasforecasttocontinuouslyincreasebetween2024and2027byintotal42.3millionusers(+10.19percent).Aftertheninthconsecutiveincreasingyear,theTwitteruserbaseisestimatedtoreach457.63millionusersandthereforeanewpeakin2027.Notably,thenumberofTwitterusersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Worldwide;2018to2027;allvaluesareestimatesSource(s):X(formerlyTwitter)accountswiththemostfollowersworldwideasofAugust2023(inmillions)X(formerlyTwitter)accountswiththemostfollowersworldwide2023Numberoffollowersinmillions60

8002040100120140140.55160@Elonmusk@barackobama@justinbieber@Cristiano132.6112.73108.59@rihanna108.36107.96@katyperry@taylorswift13@narendramodi@ladygaga92.888.7784.5378.87@youtube34Description:AsofAugust2023,X(formerlyTwitter)CEOElonMuskwasthemostfollowedpersonontheplatform,withlittleover140millionfollowers.Additionally,formerU.S.PresidentBarackObamaamassed132millionfollowersonthemicro-bloggingservice.InApril2023,MuskchangedTwitter'slegalnametoXCorp.ReadmoreNote(s):Worldwide;August2023Source(s):SocialtrackerAnnualTwitterusergrowthrateworldwidefrom2015to2024Twitter:annualusergrowthrateworldwide2015-202412%10.3%10%7.8%8%6%6.2%4.3%4%3.4%4%2.9%1.7%2%0%-2%-4%-6%-3.9%-5.1%20152016*2017*2018*20192020202120222023**2024**35Description:ADecember2022studyrevealedthattheuserbaseofTwitterisprojectedtodeclineintheupcomingtwoyears.Thus,in2023thesocialnetworkwillseeadecreaseofnearlyfourpercent,whichin2024willreachdowntofivepercentnegativegrowthofmonthlyactiveusers.ReadmoreNote(s):Worldwide;2015to2022;InternetuserswhoaccesstheirTwitteraccountviaanydeviceatleastoncepermonth.;*Forecastasof2017.**ForecastasofDecember2022.Datawastakenfrom