Share of invalid KOL followers in China 2022, by tier level

Published by
Lai Lin Thomala,
Jun 12, 2024
In 2022, the share of invalid followers of tier-1 KOLs (aka key opinion leaders) in China slightly reduced by 3.5 percent points to approximately 43.9 percent. Overall, the invalid influencer follower share of other tiers were higher than 50 percent.

Share of invalid followers of key opinion leaders (KOLs) in China in 2022, by influencer tier level

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Release date

May 2023

Region

China

Survey time period

2022

Number of respondents

77,000 advertising campaigns*

Special properties

Only followers on Weibo, Xiaohongshu, and Douyin were covered.

Supplementary notes

* Over 113,000 advertising campaigns from PC, Mobile, and NEW TV were monitored, covering more than 800 media and over 2,100 brands. Internet hard-broadcasting, offline media, website information, social platforms, KOLs, and more were taken into account.

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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