In China, influencer marketing was thriving. Industry forecasts showed that the country’s influencer marketing, or KOL marketing, would total at 100 billion yuan in 2023 with 16.3 percent year-over-year growth.
How effective is KOL marketing in China?
KOLs, those who have a significant following on social media and are viewed as experts in their niches, can effectively impact their audience’s consumption decisions. Although a majority of Chinese consumers considered them to be rational shoppers, the same survey revealed that over two-thirds had been convinced by a KOL review or endorsement video. Most had purchased the fashion or cosmetics items promoted by influencers.
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chinabaogao.com. (April 15, 2023). Market size of KOL marketing in China from 2018 to 2022 with an estimate for 2023 (in billion yuan) [Graph]. In Statista. Retrieved October 31, 2024, from https://www.statista.com/statistics/1307443/china-key-opinion-leader-market-size/
chinabaogao.com. "Market size of KOL marketing in China from 2018 to 2022 with an estimate for 2023 (in billion yuan)." Chart. April 15, 2023. Statista. Accessed October 31, 2024. https://www.statista.com/statistics/1307443/china-key-opinion-leader-market-size/
chinabaogao.com. (2023). Market size of KOL marketing in China from 2018 to 2022 with an estimate for 2023 (in billion yuan). Statista. Statista Inc.. Accessed: October 31, 2024. https://www.statista.com/statistics/1307443/china-key-opinion-leader-market-size/
chinabaogao.com. "Market Size of Kol Marketing in China from 2018 to 2022 with An Estimate for 2023 (in Billion Yuan)." Statista, Statista Inc., 15 Apr 2023, https://www.statista.com/statistics/1307443/china-key-opinion-leader-market-size/
chinabaogao.com, Market size of KOL marketing in China from 2018 to 2022 with an estimate for 2023 (in billion yuan) Statista, https://www.statista.com/statistics/1307443/china-key-opinion-leader-market-size/ (last visited October 31, 2024)
Market size of KOL marketing in China from 2018 to 2022 with an estimate for 2023 (in billion yuan) [Graph], chinabaogao.com, April 15, 2023. [Online]. Available: https://www.statista.com/statistics/1307443/china-key-opinion-leader-market-size/