Popular topics covered by Weibo influencers in China 2022

Published by
Lai Lin Thomala,
Jun 13, 2024
Weibo, China's largest microblogging platform, had over 490 million monthly active users as of June 2022. The app has become one of the important influencer marketing channels for fashion brands. In June 2022, about 5.4 percent of the key opinion leaders (KOLs) on Weibo specialized in fashion and style content.

Share of key opinion leaders (KOLs) on Weibo in China in June 2022, by vertical

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Release date

July 2022

Region

China

Survey time period

June 2022

Supplementary notes

KOL (aka key opinion leader) is more commonly used to refer to an influencer marketing practitioner in China.

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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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