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市場調查報告書
商品編碼
1880488
城市網紅網路市場預測至2032年:按網紅類型、城市層級、平台、服務產品、應用和區域分類的全球分析City-Based Influencer Networks Market Forecasts to 2032 - Global Analysis By Influencer Type (Nano Influencers, Macro Influencers, Micro Influencers and Mid-Tier Influencers), City Tier, Platform, Service Offering, Application and By Geography |
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根據 Stratistics MRC 的研究,預計到 2025 年,全球都市網紅網路市場價值將達到 97 億美元,到 2032 年將達到 662 億美元,預測期內複合年成長率將達到 31.5%。
城市影響力網路是由專注於特定都市地區的創作者組成的在地化社群,致力於塑造當地的潮流、偏好和對話。它們匯集了了解城市文化、街區和日常生活節奏的微型和大型影響力人物,使品牌能夠以真實且精準的方式觸及目標受眾。這些網路融合了傳統的社區影響力與現代數位傳播手段,幫助企業推廣本地活動、生活方式產品、服務以及以城市為中心的宣傳活動。秉持著口碑傳播依然重要的理念,這些由社交平臺驅動的網路為品牌賦予了接地氣、貼近街頭的親切感,同時也讓創作者得以展現其所在城市的特色和精神。
超當地語系化互動
在超當地語系化互動是推動城市網紅網路市場發展的關鍵因素。品牌越來越傾向於透過與了解特定城市文化、街區和生活方式的網紅合作,與受眾建立真實的聯繫。這些網紅發布的內容能夠引起當地社區的共鳴,從而建立信任和品牌忠誠度。透過專注於以城市為中心的宣傳活動,企業可以提高轉換率,並加強與消費者的關係。這種紮根於城市的方式能夠確保行銷策略與城市受眾保持相關性、影響力,並產生深刻的共鳴。
整合挑戰
在城市網紅網路市場,整合挑戰是阻礙因素。協調跨不同網紅、平台和城市的宣傳活動需要先進的工具和無縫整合,而許多品牌都難以實現這一點。分散的生態系統和網紅營運模式的差異往往會導致效率低下、訊息不一致以及管理成本增加。缺乏高效率的整合,跨多個城市市場擴展宣傳活動將變得複雜。這項障礙限制了中小企業採用此模式,也凸顯了建構一個能夠簡化網紅合作流程的強大平台的必要性。
擁抱城市多樣性與潮流
城市多元化和潮流的快速湧現為都市網紅網路帶來了巨大的機會。城市是文化創新、生活方式變革和消費實驗的中心,也是網主導宣傳活動的理想之地。網紅能夠捕捉並放大這些潮流,幫助品牌在瞬息萬變的都會市場中保持活力和敏捷性。從時尚、美食到娛樂和在地活動,都市網紅講述的真實故事能夠引起不同人群的共鳴。這種多樣性使品牌能夠有效地客製化宣傳活動,並開拓新的成長機會。
高昂的宣傳活動成本
高昂的宣傳活動成本仍然是城市網紅行銷市場的一大挑戰。與跨城市的網紅合作通常需要大量的預算,尤其是與擁有龐大粉絲群的超級網紅合作時。中小企業難以負擔這些宣傳活動費用,這可能會限制它們與知名品牌的競爭力。此外,如果管理不當,網紅內容的過剩也會降低投資回報率率(ROI)。在成本效益和可靠性之間取得平衡至關重要,而不斷上漲的成本可能會減緩市場普及速度,並限制成本敏感地區的市場成長。
新冠疫情對城市網紅網路市場產生了複雜的影響。疫情初期,封鎖措施擾亂了在地活動和宣傳活動,減少了以城市為中心的推廣機會。然而,隨著消費者轉向社交平臺尋求社群聯繫和娛樂,數位互動量激增。網紅們也順應疫情情勢,開始推廣線上活動、本地商家和生活風格類內容。這種轉變加速了人們對城市網路的依賴,並凸顯了其韌性和適應力。
預計在預測期內,Instagram細分市場將佔據最大佔有率。
預計在預測期內,Instagram 將繼續佔據最大的市場佔有率。作為一個以視覺內容主導的平台,Instagram 讓網紅能夠分享城市生活、在地潮流和品牌合作,並獲得極高的互動率。 Stories、Reels 和地理標記等功能為基於位置的宣傳活動提供了強大支持,使其成為以城市為中心的行銷首選管道。隨著從微型網紅到大型網紅的廣泛採用,Instagram 將繼續保持其作為真實故事講述領先平台的地位,並在預測期內鞏固其市場佔有率主導。
預計內容創作領域在預測期內將達到最高的複合年成長率。
在預測期內,內容創作領域預計將保持最高的成長率,這主要得益於市場對高品質本地內容的持續需求,因為越來越多的品牌希望在競爭激烈的城市市場中脫穎而出。網紅們正日益加大對專業級內容製作的投入,包括影片、攝影以及專為都市區受眾量身定做的創造性故事講述。這種對引人入勝的內容的關注能夠提升用戶互動、提高轉換率並強化品牌形象。隨著內容逐漸成為網紅行銷的基石,這一領域正快速成長。
預計亞太地區將在預測期內佔據最大的市場佔有率,這主要得益於中國、印度和日本等國家快速的都市化、可支配收入的成長以及數字普及率的提高,這些因素共同推動了對本地化網紅宣傳活動的需求。多元的文化背景和強大的社群媒體滲透率使得城市網紅網路能夠有效地提升受眾參與。品牌正擴大與網紅合作,向城市消費者推廣生活風格產品、活動和服務,這使得亞太地區成為重要的區域貢獻者。
在預測期內,北美預計將實現最高的複合年成長率,這主要得益於其區域優勢,例如先進的數位基礎設施、高社交媒體使用率以及對網紅行銷策略的廣泛應用。紐約、洛杉磯和芝加哥等都市區是引領潮流的中心,網紅們推動文化對話。品牌正在利用城市網路實現在超當地語系化互動和可衡量的投資報酬率。隨著對可靠、數據驅動型宣傳活動的需求不斷成長,北美有望引領成長動能。
According to Stratistics MRC, the Global City-Based Influencer Networks Market is accounted for $9.7 billion in 2025 and is expected to reach $66.2 billion by 2032 growing at a CAGR of 31.5% during the forecast period. City-based influencer networks are localized communities of creators who focus on shaping trends, tastes, and conversations within a specific urban area. They bring together micro- and macro-influencers who understand the city's culture, neighborhoods, and daily rhythms, allowing brands to reach audiences with authenticity and precision. These networks blend old-world community influence with modern digital reach, helping businesses promote local events, lifestyle products, services, and city-centric campaigns. Rooted in the belief that word-of-mouth still carries power, yet carried forward by social platforms, they give brands a grounded, street-level pulse while enabling creators to celebrate the identity and spirit of their own cities.
Hyper-local engagement
Hyper-local engagement is a primary driver of the city-based influencer networks market. Brands increasingly seek authentic connections with audiences by leveraging influencers who understand the cultural nuances, neighborhoods, and lifestyles of specific cities. These influencers provide relatable content that resonates with local communities, enhancing trust and brand loyalty. By focusing on city-centric campaigns, businesses achieve higher conversion rates and stronger consumer relationships. This grassroots approach ensures marketing strategies remain relevant, impactful, and deeply aligned with urban audiences.
Integration challenges
Integration challenges act as a restraint in the city-based influencer networks market. Coordinating campaigns across diverse influencers, platforms, and cities requires advanced tools and seamless collaboration, which many brands struggle to achieve. Fragmented ecosystems and varying influencer practices often lead to inefficiencies, inconsistent messaging, and higher management costs. Without streamlined integration, scaling campaigns across multiple urban markets becomes complex. This barrier limits adoption for smaller businesses and highlights the need for robust platforms that simplify influencer collaboration.
Urban diversity and trend adoption
Urban diversity and rapid trend adoption present significant opportunities for city-based influencer networks. Cities are hubs of cultural innovation, lifestyle shifts, and consumer experimentation, making them fertile ground for influencer-driven campaigns. Influencers capture and amplify these trends, helping brands stay relevant and agile in dynamic urban markets. From fashion and food to entertainment and local events, city influencers provide authentic storytelling that resonates with diverse demographics. This diversity ensures brands can tailor campaigns effectively, unlocking new growth opportunities.
High campaign costs
High campaign costs remain a threat to the city-based influencer networks market. Partnering with multiple influencers across different cities often requires substantial budgets, particularly when engaging macro-influencers with large followings. Smaller businesses may struggle to afford such campaigns, limiting their ability to compete with larger brands. Additionally, oversaturation of influencer content can reduce ROI if not managed strategically. Balancing authenticity with affordability is critical, as escalating costs risk slowing adoption and restricting market growth in cost-sensitive regions.
The Covid-19 pandemic had mixed effects on the city-based influencer networks market. Lockdowns initially disrupted local events and campaigns, reducing opportunities for city-focused promotions. However, digital engagement surged as consumers turned to social platforms for community connection and entertainment. Influencers adapted by promoting virtual events, local businesses, and lifestyle content tailored to pandemic realities. This shift accelerated reliance on city-based networks, highlighting their resilience and adaptability.
The instagram segment is expected to be the largest during the forecast period
The instagram segment is expected to account for the largest market share during the forecast period as a visually driven platform instagram enables influencers to showcase city life, local trends, and brand collaborations with high engagement. Its features such as Stories, Reels, and geo-tagging enhance localized campaigns, making it the preferred channel for city-centric marketing. With strong adoption among both micro- and macro-influencers, Instagram remains the dominant platform for authentic storytelling, ensuring its leadership in market share during the forecast period.
The content production segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the content production segment is predicted to witness the highest growth rate due to demand for high-quality, localized content continues to rise as brands seek to differentiate themselves in competitive urban markets. Influencers are increasingly investing in professional-grade production, including video shoots, photography, and creative storytelling tailored to city audiences. This emphasis on compelling content enhances engagement, drives conversions, and strengthens brand identity. As content becomes the cornerstone of influencer marketing, this segment grows rapidly.
During the forecast period, the Asia Pacific region is expected to hold the largest market share, due to rapid urbanization, rising disposable incomes, and expanding digital penetration across countries such as China, India, and Japan fuel demand for localized influencer campaigns. Diverse cultural landscapes and strong social media adoption make city-based networks highly effective in engaging audiences. Brands increasingly collaborate with influencers to promote lifestyle products, events, and services tailored to urban consumers, positioning Asia Pacific as the leading regional contributor.
Over the forecast period, the North America region is anticipated to exhibit the highest CAGR, owing to region benefits from advanced digital infrastructure, high social media usage, and strong adoption of influencer marketing strategies. Urban centers such as New York, Los Angeles, and Chicago serve as trendsetting hubs where influencers drive cultural conversations. Brands leverage city-based networks to achieve hyper-local engagement and measurable ROI. With rising demand for authentic, data-driven campaigns, North America is set to lead in growth momentum.
Key players in the market
Some of the key players in City-Based Influencer Networks Market include AspireIQ, HypeAuditor, Captiv8, Brandwatch, Upfluence, Socialbakers, Influencity, JuliusWorks, Klear, CreatorIQ, Tagger Media, IZEA Worldwide, GRIN, Traackr, and Mavrck.
In October 2025, Aspire has deepened its Meta partnership by launching an AI-powered Instagram Discovery tool, built using Instagram's first-party creator marketplace API. This innovation lets brands find creators fast and smart using conversational AI, advanced filters, lookalike recommendations, and richer performance metrics.
In August 2025, Brandwatch has teamed up with Trajaan to fuse rich search-intent data with social insights, giving brands a fuller view of consumer behavior. This integration lets organizations track questions people are asking, spot micro-trends early, and act with more predictive precision across search engines, e-commerce, social platforms, and GenAI.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.