Penetration rate of influencers in China 2024, by platform

Published by
Lai Lin Thomala,
Jun 14, 2024
In March 2024, influencers on WeChat Official Account attracted 69 percent of the active internet users in China. TikTok's Chinese sister Douyin and micro-blogging site Weibo were other effective social media for influencer marketing in the country.

Penetration rate of key opinion leaders (KOLs) among active internet users in China in March 2024, by platform

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Release date

May 2024

Region

China

Survey time period

March 2024

Special properties

among active internet users

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 statistical period.

Penetration rate was calculated as number of active users attracted by KOLs divided by total active internet users.

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