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.
One yuan equals approximately 0.14 U.S. dollars and 0.13 euros (as of June 2023).
Citation formats
Share of invalid interactions with KOLs in China 2022, by tier level
In 2022, brands and advertisers in China could waste about ** billion yuan due to invalid KOL (aka key opinion leaders) marketing activities. Tier-3 KOLs, or micro influencers, were more likely to engage in traffic frauds. Over ** percent of the interactions from these KOLs were reported to be invalid in 2022.
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199IT. (May 10, 2023). Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
199IT. "Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level." Chart. May 10, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
199IT. (2023). Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
199IT. "Share of Invalid Interactions with Key Opinion Leaders (Kols) in China in 2022, by Influencer Tier Level." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 10 May 2023, /statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
199IT, Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level ÌÇÐÄÆƽâ°æ, /statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/ (last visited July 31, 2026)
Share of invalid interactions with key opinion leaders (KOLs) in China in 2022, by influencer tier level [Graph], 199IT, May 10, 2023. [Online]. Available: /statistics/1399918/china-share-of-invalid-interactions-with-influencers-by-influencer-tier-level/
