For the WeChat KOL campaigns of more than 100 thousand yuan, business brands spent 58 percent of the total KOL investment in China between the first quarter of 2018 and 2019. Influencers are often called as Key Opinion Leaders (KOL) in China. WeChat is the most popular app in China with over one billion monthly active users in 2018. The app even released the 'mini-programs', an e-commerce section, to favor influencer marketing. Its highly integrated digital ecosystem has become ideal for the brands to boost sales despite the expensive cost.
Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019
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WalktheChat. (August 4, 2019). Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019 [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
WalktheChat. "Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019." Chart. August 4, 2019. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
WalktheChat. (2019). Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
WalktheChat. "Share of Amount Spent by Brands on Wechat Key Opinion Leader (Kol) Campaigns in China from 1st Quarter 2018 to 1st Quarter 2019." Statista, Statista Inc., 4 Aug 2019, https://www.statista.com/statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
WalktheChat, Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019 Statista, https://www.statista.com/statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/ (last visited December 22, 2024)
Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019 [Graph], WalktheChat, August 4, 2019. [Online]. Available: https://www.statista.com/statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
