Share of invalid interactions with KOLs in China 2022, by tier level
In 2022, brands and advertisers in China could waste about 25 billion yuan due to invalid KOL (aka key opinion leaders) marketing activities. Tier-3 KOLs, or micro influencers, were more likely to engage in traffic frauds. Over 47 percent of the interactions from these KOLs were reported to be invalid in 2022.