Gender distribution of top-tier influencer followers in China 2021, by app

Published by
Lai Lin Thomala,
Jun 23, 2023
The social commerce app Xiaohongshu (RED) has been popular for its beauty related content among Chinese consumers. As of April 2021, about 76.5 percent of RED's active users following the top-tier KOLs (Key Opinion Leaders) were females. A third of such followers aged between 19 and 24 years.

Gender share of active users following top key opinion leaders (KOLs) in China as of April 2021, by social media

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Release date

June 2021

Region

China

Survey time period

January to April 2021

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.

Top KOLs refer to influencers who ranked top 5 percent on the platform in terms of number of active users.

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