Among the major online platforms for influencer marketing in China, Xiaohongshu witnessed the highest active follower growth in March 2024. The social commerce site reported a 19 percent increase in the active internet users consuming content posted by key opinion leaders (KOLs) on the platform. In comparison, short video app Kuaishou was the only one to see a decline in KOL follower size.
Growth rate of active users of key opinion leaders (KOLs) in China in March 2024, by platform
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Year-on-year growth rate
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QuestMobile. (May 7, 2024). Growth rate of active users of key opinion leaders (KOLs) in China in March 2024, by platform [Graph]. In Statista. Retrieved August 25, 2024, from https://www.statista.com/statistics/1473418/china-active-influencer-follower-growth-rate-by-platform/
QuestMobile. "Growth rate of active users of key opinion leaders (KOLs) in China in March 2024, by platform." Chart. May 7, 2024. Statista. Accessed August 25, 2024. https://www.statista.com/statistics/1473418/china-active-influencer-follower-growth-rate-by-platform/
QuestMobile. (2024). Growth rate of active users of key opinion leaders (KOLs) in China in March 2024, by platform. Statista. Statista Inc.. Accessed: August 25, 2024. https://www.statista.com/statistics/1473418/china-active-influencer-follower-growth-rate-by-platform/
QuestMobile. "Growth Rate of Active Users of Key Opinion Leaders (Kols) in China in March 2024, by Platform." Statista, Statista Inc., 7 May 2024, https://www.statista.com/statistics/1473418/china-active-influencer-follower-growth-rate-by-platform/
QuestMobile, Growth rate of active users of key opinion leaders (KOLs) in China in March 2024, by platform Statista, https://www.statista.com/statistics/1473418/china-active-influencer-follower-growth-rate-by-platform/ (last visited August 25, 2024)
Growth rate of active users of key opinion leaders (KOLs) in China in March 2024, by platform [Graph], QuestMobile, May 7, 2024. [Online]. Available: https://www.statista.com/statistics/1473418/china-active-influencer-follower-growth-rate-by-platform/