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Penetration rate of key opinion leaders (KOLs) among active internet users in China in March 2024, by platform

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Source

Release date

May 2024

Region

China

Survey time period

March 2024

Special properties

among active internet users

Supplementary notes

KOLs (aka key opinion leaders) are more commonly used to refer to influencer marketing practitioners in China.

Active users refer to those who browsed or followed the content published by targeted KOLs on the platform during the statistical period.

Penetration rate was calculated as number of active users attracted by KOLs divided by total active internet users.

Citation formats

Penetration rate of influencers in China 2024, by platform

Published by ÌÇÐÄÆƽâ°æ Research Department, May 9, 2025

In March 2024, influencers on WeChat Official Account attracted ** percent of the active internet users in China. TikTok's Chinese sister Douyin and micro-blogging site Weibo were other effective social media for influencer marketing in the country.

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Overview

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Influencers

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Topics

Influencer/KOL marketing in ChinaSocial media in ChinaLuxury marketing in ChinaSocial media marketing in ChinaAdvertising in China
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* For commercial use only

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For single users
$0 USD
Always free
Access limited to Free Statistics. Premium Statistics are not included.
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For single users
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per month, billed annually 1
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  • Premium Statistics

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