Análise do mercado de influenciadores: Estatísticas e tendências do setor

Still planning influencer strategy without seeing the market?

Without market research, campaign planning is based on what you already know, without a view of what's happening in the market. That usually means:

Budgets based on limited data

You know what you want to spend, but you don't know what competitors are spending on creators or what a realistic budget looks like in your category.

Scrolling through competitor feeds

You spend hours checking tagged posts and creator profiles, then still wonder who you missed.

Benchmarks that are out of date

Last year's engagement and reach benchmarks may no longer match what's happening in your category today.

Entering a new market blindly

You don't know which brands lead the category, which creators they work with, or who already has an audience there.

HypeAuditor’s influencer marketing platform gives you a comprehensive view of your influencer market, from the brands leading your category to the creators they work with, the content they publish, and the money they spend.

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THE BASICS

What is influencer market analysis?

Influencer market analysis is the research into how brands in a category use creators. It shows which brands are active, which creators they work with, how much reach and engagement their campaigns generate, and what those campaigns likely cost. It also examines brand mentions to identify the creators involved and how their content performs.

Teams use this data to set budgets and benchmarks, plan entry into new markets, brief creators, and track their share of voice against competitors over time. Doing it manually can mean weeks of collecting posts and piecing together competitor activity. With HypeAuditor, the analysis takes less than an hour, with the results available in the same platform as your influencer discovery, analytics, and campaign management tools.

READ THE MARKET

A toolkit for researching competitors, creators, and campaigns

Different market questions call for different types of analysis. HypeAuditor covers the full range of research needs, with tools to investigate each one and see how they connect within your market.

Monitor de mídia

Live feeds of the hashtags, keywords and brand mentions you choose to follow.

Análise de menções

Sponsored and likely sponsored posts that mention a brand, with reach and EMV.

Insights dos concorrentes

A share of voice dashboard for dozens of accounts, updated at least weekly.

Análise de concorrentes

Creators, content, reach and estimated spend for any brand's campaigns.

Comparação de concorrentes

Several brands side by side on creators, reach and engagement.

Sobreposição de público

Shared and unique followers across creators on the same platform.

Principais e tendências

Top trending, top quality and most mentioned accounts, plus ER benchmarks by country and niche.

Relatórios personalizados

Reports built to your requirements, with historical data. No API needed.

All these tools use the same creator database, so the creators you see in competitor analysis are also available to vet and contact. You can move from researching a competitor to exploring the creators they work with without starting your research again.

MAP THE MARKET

Find the leaders and rising players in your market

Pick a niche and a country to see the accounts growing fastest, the creators with the highest-quality audiences, and the brands getting mentioned most by influencers. Check the rankings over the last 30, 90, or 180 days to see who's growing fastest and what changes in your market.

MONITOR YOUR POSITION

Track your brand’s share of the creator conversation

Share of voice shows how much of your category's creator activity belongs to you and how much goes to each rival. Track it over time to see whether your position is changing after a campaign, then review the posts, videos, and mentions that contributed to the change.

KEEP TABS ON A RIVAL

Get inside a competitor's influencer campaigns

Create a report from a brand's mentions, campaign hashtags, or selected posts. See which creators are involved, what the campaign likely cost, and which sponsored or likely sponsored posts drove the most engagement. Use it to study a competitor's influencer strategy, analyze viral campaigns, or keep an eye on what other brands are doing.

SET YOUR BENCHMARKS

Set realistic targets for creator performance

Compare your engagement rates with industry averages for your country, industry, and audience size. Use these figures to plan campaign targets and assess creator performance against relevant market standards.

PLAN YOUR REACH

Trace where your creators share the same audience

Compare several creators to see how much of their audience they share and how much unique reach each one can add. Low overlap means less repetition between creators, while high overlap can help reinforce your message with the same audience. You can also compare brand accounts to see which potential partners reach people similar to your own audience.

CUSTOM REPORTS

Custom reports for the data your specific research needs

Have a market question that the standard tools don't answer? Tell us what you need, and our team will create a report with the data relevant to your research. That could mean comparing creator tiers across countries, getting a list of YouTube channels with contact details, or finding TikTok creators that meet specific performance criteria.

Specific to your research

Choose the markets, platforms, creator data, and metrics you need.

Dados históricos

Include historical data to compare markets and creator tiers over time.

No API required

Get the finished report as a file your team can open and share.

Delivered directly by our team

We handle the data collection and report preparation for you.

Request a custom report

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THE WORKFLOW

How to use HypeAuditor's competitor & market research tools

HypeAuditor offers different tools for different market research needs, but the workflow stays familiar. Three steps are usually all it takes:

Choose brands or a market

Start with one brand, a set of competitors, or a niche and country you want to understand.

Set the scope

Pick the platform, time period and market, and add any hashtags or keywords you want to follow.

Get results and act

See the brands, creators, content and spend in your market in less than an hour.

Then act on it without leaving HypeAuditor

The creators you find in your competitor research are available throughout the same platform, from discovery to campaign management.

Find similar creators

Explore 227.4M+ accounts to find creators similar to those in your competitor analysis.

Explore creator discovery

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Vet the creators

Review audience quality, fake followers, and estimated prices for creators you find in your research.

Analyze creators

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Reach out

Email creators from your research and track replies from the same account.

Manage outreach

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Run and measure

Track your campaign, then rerun the analysis to see how your share of voice has changed.

Track campaigns

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POR QUE HYPEAUDITOR

Weeks of manual research, done in under an hour

The data is public, but getting a useful view of a market means collecting it from many places, checking it, and piecing it together. Here’s what that process looks like with HypeAuditor compared with manual research.

Research area	With HypeAuditor	Manual research
Creators partnering with competitors	Full creator lists for any brand	Find creators one post at a time
Competitor budgets	Estimated budget, CPE and EMV	Estimate from individual posts
Leading brands in your category	Ranked automatically by reach, engagement, and creator count	Compare brands using data from different sources
Share of voice	Track mentions and reach over time	Calculate it yourself
Best-performing content	Top posts by format and creator size	Scroll through competitor feeds

CUSTOMER STORIES

What they say about HypeAuditor Market Analysis

Brands, retailers, and researchers use HypeAuditor to compare themselves with competitors and plan their next creator campaigns.

Sports organizations have no shortage of data. What they need is intelligence. HypeAuditor helps us understand not just who has the largest audience, but which organizations are building the strongest and most influential digital communities.

Clay Owen

Professor of Practice, University of South Carolina

FOREO influencer market analysis case study with HypeAuditor

HypeAuditor has helped us make influencer marketing significantly more data-driven, scalable and market-specific across our global campaigns.

Marta Panera

Global Marketing Director, FOREO

MSI influencer market analysis case study with HypeAuditor

It's great to have HypeAuditor to gain more specific metrics and information to make decisions.

Chang Ying Hsieh

Marketing Section Manager, MarTech & Social Media, MSI

WHO IT'S FOR

Who is HypeAuditor Market Analysis for?

Brand marketers

You need to set budgets and campaign targets based on what competitors are actually doing in your category.

Agências

You need a solid view of a prospective client's market and competitors before your first meeting.

Research and insights

You study markets, track emerging brands and creators, and turn audience data into useful recommendations.

Strategy and leadership

You assess new markets and keep track of competitors, opportunities, and potential threats before they affect your business.

DATA SOURCE & PRIVACY

How HypeAuditor collects market data

Public content only

We collect public information such as profiles, bios, locations, sponsored posts, and other content on Instagram, YouTube, and TikTok. Private data, including DMs and account Insights, is never collected.

Data going back to 2018

HypeAuditor has collected creator data since February 2018 and now covers 227.4M+ accounts. This history lets you track how markets and creator tiers have changed over time.

Regular data updates

Creator reports refresh about once a week, with more frequent updates for very active creators. Market dashboards refresh at least weekly, while some data updates daily.

Post-level spend estimates

For each creator who mentions a competitor, we estimate the value of their post and add those estimates to calculate the brand's total spend. The model uses market prices, country, follower count, engagement rate, and audience quality.

GDPR and CCPA compliant

HypeAuditor processes data in line with GDPR and CCPA and stores it on servers in Germany. Creators can request data removal, and we delete their data within 72 hours.

Read the full data methodology

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Questions about market analysis for influencer marketing

What's the difference between influencer market analysis and competitor analysis?

Influencer market analysis looks at the wider category. It covers which brands are active, who leads, which creators they work with, and what trends are emerging. Competitor analysis focuses on one brand, showing the creators, content, and estimated spend in its campaigns. HypeAuditor offers both, so you can study a market or zoom in on a specific competitor.

What is share of voice in influencer marketing?

Share of voice is the share of creator activity in your category that belongs to your brand, based on mentions and reach. Track it over time to see how your brand compares with competitors.

Which tool should I start with?

Start with the part of the market you want to study. If you want to compare your brand with competitors, Competitor Comparison gives you a side-by-side view. If you're looking for top or trending creators, Tops & Trends highlights the accounts gaining attention in your category. Competitor Insights and Mention Analytics help you track your share of voice and brand mentions, while Competitor Analysis takes you deeper into one rival's campaigns. When you're planning a creator lineup, Audience Overlap shows how much their audiences have in common.

Which platforms does Market Analysis cover?

Market Analysis covers Instagram, YouTube, and TikTok, with platform coverage varying by tool. Mention Analytics works with Instagram and TikTok. Competitor Insights and Competitor Comparison are available on Instagram, while Competitor Analysis tool and Audience Overlap work with Instagram and YouTube.

How long does it take to get results?

Most reports are ready in less than an hour. Audience Overlap reports can take up to two hours. We'll email you when your report is ready.

Can I see how much competitors spend on influencers?

Yes. HypeAuditor estimates what a brand spent on its creator partnerships from the likely price of each post, and shows how efficient that spend was through CPE and EMV.

How many brands can I track at once?

It depends on the competitor research tools you’re using. Mention Analytics and Competitor Analysis focus on one brand at a time. Competitor Comparison supports up to five brands, while Competitor Insights supports up to seven. Audience Overlap can include up to 99 creators.

What if I need data the tools don't show?

Our team can create a custom report for research needs that aren’t covered by the standard competitor intelligence tools. Custom reports are available as an additional service and can include specific markets, platforms, metrics, or historical data based on your brief.

How much does Market Analysis cost?

Market Analysis is included in HypeAuditor’s paid Pro plans and above. We also offer custom plans for teams that need a specific set of features, including Market Analysis. Book a demo and our team will help you choose the plan that fits your needs.

The influencer market analysis tool for competitive insights