In 2023, the average share of valid KOL (aka key opinion leader) followers in China slightly increased by 1.4 percent points to approximately 54.7 percent. The proportions of fake follower accounts and invalid social media interactions detected from nano and micro influencers (or key opinion consumers) were higher compared to those from macro influencers.
Average distribution of invalid followers of key opinion leaders (KOLs) in China in 2023
six social media platforms covering Weibo, WeChat Official Accounts, WeChat Video Channel, Xiaohongshu, Douyin, and Kuaishou
Supplementary notes
Invalid followers refer to fake accounts which are created to boost marketing effects or social influence and their activities do not reflect an actual viewpoint and action in the reality.
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Website (gridsum.com), & China Advertising Association. (March 15, 2024). Average distribution of invalid followers of key opinion leaders (KOLs) in China in 2023 [Graph]. In Statista. Retrieved December 21, 2024, from https://www.statista.com/statistics/1307253/china-valid-and-invalid-key-opinion-leader-kol-follower-share/
Website (gridsum.com), und China Advertising Association. "Average distribution of invalid followers of key opinion leaders (KOLs) in China in 2023." Chart. March 15, 2024. Statista. Accessed December 21, 2024. https://www.statista.com/statistics/1307253/china-valid-and-invalid-key-opinion-leader-kol-follower-share/
Website (gridsum.com), China Advertising Association. (2024). Average distribution of invalid followers of key opinion leaders (KOLs) in China in 2023. Statista. Statista Inc.. Accessed: December 21, 2024. https://www.statista.com/statistics/1307253/china-valid-and-invalid-key-opinion-leader-kol-follower-share/
Website (gridsum.com), and China Advertising Association. "Average Distribution of Invalid Followers of Key Opinion Leaders (Kols) in China in 2023." Statista, Statista Inc., 15 Mar 2024, https://www.statista.com/statistics/1307253/china-valid-and-invalid-key-opinion-leader-kol-follower-share/
Website (gridsum.com) & China Advertising Association, Average distribution of invalid followers of key opinion leaders (KOLs) in China in 2023 Statista, https://www.statista.com/statistics/1307253/china-valid-and-invalid-key-opinion-leader-kol-follower-share/ (last visited December 21, 2024)
Average distribution of invalid followers of key opinion leaders (KOLs) in China in 2023 [Graph], Website (gridsum.com), & China Advertising Association, March 15, 2024. [Online]. Available: https://www.statista.com/statistics/1307253/china-valid-and-invalid-key-opinion-leader-kol-follower-share/
