In 2022, about 40 percent of KOL (aka key opinion leader) interactions in China were reported to be invalid. KOLs focusing on food and beverages topics were the worst with 45 percent of invalid interactions.
Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by topic focus
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.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
199IT. (May 10, 2023). Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by topic focus [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/1399925/china-share-of-invalid-interactions-with-influencers-by-topic-focus/
199IT. "Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by topic focus." Chart. May 10, 2023. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/1399925/china-share-of-invalid-interactions-with-influencers-by-topic-focus/
199IT. (2023). Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by topic focus. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/1399925/china-share-of-invalid-interactions-with-influencers-by-topic-focus/
199IT. "Share of Invalid Interactions with Key Opinion Leaders (Kols) in China in 2022, by Topic Focus." Statista, Statista Inc., 10 May 2023, https://www.statista.com/statistics/1399925/china-share-of-invalid-interactions-with-influencers-by-topic-focus/
199IT, Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by topic focus Statista, https://www.statista.com/statistics/1399925/china-share-of-invalid-interactions-with-influencers-by-topic-focus/ (last visited December 22, 2024)
Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by topic focus [Graph], 199IT, May 10, 2023. [Online]. Available: https://www.statista.com/statistics/1399925/china-share-of-invalid-interactions-with-influencers-by-topic-focus/
