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Growth rate of active users of key opinion leaders (KOLs) 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.

Xiaohongshu is better known in English as RedNote despite its official name has been changed to rednote. 

Citation formats

Growth rate of influencer followers in China 2024, by platform

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

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 ** 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.

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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
Access all statistics starting from $2,388 USD yearly *

* For commercial use only

Basic Account

For single users
$0 USD
Always free
Access limited to Free Statistics. Premium Statistics are not included.
  • Free Statistics
Based on your interests

Starter Account

For single users
$199 USD
per month, billed annually 1
Buy now
  • Free Statistics
  • Premium Statistics

  • The statistic on this page is a Premium Statistic and is included in this account.

Professional Account

For teams of up to 99 users
Talk to sales for pricing
Contact us
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  • Market ÌÇÐÄÆƽâ°æ

1 All prices do not include sales tax. The account requires an annual contract and will renew after one year to the regular list price.

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