As of May 2022, the KOLs (Key Opinion Leaders) on Douyin - TikTok's Chinese sister app - attracted around *** million active users in China. Its local rival Kuaishou was another active platform for influencer marketing, with *** million active users following content created by KOLs.
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QuestMobile. (July 5, 2022). Number of active users attracted by key opinion leaders (KOLs) in China as of May 2022, by platform (in millions) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1245357/china-active-userbase-of-top-tier-influencers-by-platform/
QuestMobile. "Number of active users attracted by key opinion leaders (KOLs) in China as of May 2022, by platform (in millions)." Chart. July 5, 2022. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1245357/china-active-userbase-of-top-tier-influencers-by-platform/
QuestMobile. (2022). Number of active users attracted by key opinion leaders (KOLs) in China as of May 2022, by platform (in millions). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1245357/china-active-userbase-of-top-tier-influencers-by-platform/
QuestMobile. "Number of Active Users Attracted by Key Opinion Leaders (Kols) in China as of May 2022, by Platform (in Millions)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 5 Jul 2022, /statistics/1245357/china-active-userbase-of-top-tier-influencers-by-platform/
QuestMobile, Number of active users attracted by key opinion leaders (KOLs) in China as of May 2022, by platform (in millions) ÌÇÐÄÆƽâ°æ, /statistics/1245357/china-active-userbase-of-top-tier-influencers-by-platform/ (last visited July 26, 2026)
Number of active users attracted by key opinion leaders (KOLs) in China as of May 2022, by platform (in millions) [Graph], QuestMobile, July 5, 2022. [Online]. Available: /statistics/1245357/china-active-userbase-of-top-tier-influencers-by-platform/
