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.
Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level
Only followers on Weibo, Xiaohongshu, Douyin, Bilibili, and Zhihu 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.
One yuan equals approximately 0.14 U.S. dollars and 0.13 euros (as of June 2023).
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199IT. (May 10, 2023). Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
199IT. "Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level." Chart. May 10, 2023. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
199IT. (2023). Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
199IT. "Share of Invalid Interactions with Key Opinion Leaders (Kols) in China in 2022, by Influencer Tier Level." Statista, Statista Inc., 10 May 2023, https://www.statista.com/statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
199IT, Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level Statista, https://www.statista.com/statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/ (last visited December 22, 2024)
Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level [Graph], 199IT, May 10, 2023. [Online]. Available: https://www.statista.com/statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
