Influencer distribution in China 2022, by tier level

Published by
Lai Lin Thomala,
Jun 13, 2024
As of 2022, mega KOLs (key opinion leaders) accounted for merely 0.3 percent of all social media influencers in China. In comparison, tier-5 KOLs, or KOCs (key opinion customers) made up almost four-fifths of all KOLs.

Distribution of social media influencers in China in 2022, by tier level

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Release date

January 2023

Region

China

Survey time period

2022

Special properties

based on data collected from WeChat, Weibo, Douyin, Kuaishou, Bilibili, and RED

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Overview

5

Advertisers

6

Marketing platforms

6

Influencers

7

Consumers

6

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Topics

Influencer/KOL marketing in ChinaSocial media in ChinaE-Commerce in ChinaLuxury marketing in ChinaShopping behavior in China
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