For the WeChat KOL campaigns of more than 100 thousand yuan, business brands spent ** percent of the total KOL investment in China between the first quarter of 2018 and 2019. Influencers are often called as Key Opinion Leaders (KOL) in China. WeChat is the most popular app in China with over * monthly active users in 2018. The app even released the 'mini-programs', an e-commerce section, to favor influencer marketing. Its highly integrated digital ecosystem has become ideal for the brands to boost sales despite the expensive cost.
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WalktheChat. (August 4, 2019). Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 01, 2026, from /statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
WalktheChat. "Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019." Chart. August 4, 2019. ÌÇÐÄÆƽâ°æ. Accessed August 01, 2026. /statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
WalktheChat. (2019). Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 01, 2026. /statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
WalktheChat. "Share of Amount Spent by Brands on Wechat Key Opinion Leader (Kol) Campaigns in China from 1st Quarter 2018 to 1st Quarter 2019." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 4 Aug 2019, /statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
WalktheChat, Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019 ÌÇÐÄÆƽâ°æ, /statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/ (last visited August 01, 2026)
Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019 [Graph], WalktheChat, August 4, 2019. [Online]. Available: /statistics/1045119/china-brand-spending-wechat-key-opinion-leader-campaigns/
