Active userbase of influencers in China 2022, by platform

Published by
Lai Lin Thomala,
Aug 30, 2023
As of May 2022, the KOLs (Key Opinion Leaders) on Douyin - TikTok's Chinese sister app - attracted around 604 million active users in China. Its local rival Kuaishou was another active platform for influencer marketing, with 323 million active users following content created by KOLs.

Number of active users attracted by key opinion leaders (KOLs) in China as of May 2022, by platform (in millions)

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Release date

July 2022

Region

China

Survey time period

May 2022

Supplementary notes

KOLs (aka key opinion leaders) are more commonly used to refer to influencer marketing practitioners in China.

Active users refer to those who browsed or followed the content published by targeted KOLs on the platform during the survey period.

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