Compared to 2023, how will the spending on each of the following internet advertising categories change in your company?
KOL stands for key opinion leader.
The survey was conducted among middle and senior managers who were responsible for marketing or advertising campaigns in companies that launched such activities in 2024.
According to the source, 15 qualitative surveys, namely online in-depth interviews and offline interviews, were conducted between March and May 2024. However, the source did not specify whether the results were integrated into the quantitative survey results.
Citation formats
Expected changes on influencer marketing costs in China 2024, by campaign type
In China, key opinion leaders (KOLs) or influencers are commonly favored by advertisers for their ability to engage niche users, create authentic content, and drive consumer trust. A survey released in June 2024 revealed that ** percent of advertisers in China intended to increase their costs on KOL product seeding campaigns in 2024. In comparison, advertisers' interest in KOL sales-driven campaigns declined, with ** percent deciding to skip it in their marketing strategies.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Communication University of China, & TopMarketing, & NIA, & CTR MarketResearch. (June 7, 2024). Expected changes on influencer marketing spendings among advertisers in China in 2024, by campaign type [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/1550873/china-planned-influencer-marketing-budget-changes-by-campaign-type/
Communication University of China, und TopMarketing, und NIA, und CTR MarketResearch. "Expected changes on influencer marketing spendings among advertisers in China in 2024, by campaign type." Chart. June 7, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/1550873/china-planned-influencer-marketing-budget-changes-by-campaign-type/
Communication University of China, TopMarketing, NIA, CTR MarketResearch. (2024). Expected changes on influencer marketing spendings among advertisers in China in 2024, by campaign type. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/1550873/china-planned-influencer-marketing-budget-changes-by-campaign-type/
Communication University of China, and TopMarketing, and NIA, and CTR MarketResearch. "Expected Changes on Influencer Marketing Spendings among Advertisers in China in 2024, by Campaign Type." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 7 Jun 2024, /statistics/1550873/china-planned-influencer-marketing-budget-changes-by-campaign-type/
Communication University of China & TopMarketing & NIA & CTR MarketResearch, Expected changes on influencer marketing spendings among advertisers in China in 2024, by campaign type ÌÇÐÄÆƽâ°æ, /statistics/1550873/china-planned-influencer-marketing-budget-changes-by-campaign-type/ (last visited July 26, 2026)
Expected changes on influencer marketing spendings among advertisers in China in 2024, by campaign type [Graph], Communication University of China, & TopMarketing, & NIA, & CTR MarketResearch, June 7, 2024. [Online]. Available: /statistics/1550873/china-planned-influencer-marketing-budget-changes-by-campaign-type/
