Age distribution of influencer followers in China 2020, by social media platform
When it comes to influencer marketing targetting young consumers, the short video app Kuaishou and the cross-border ecommerce app Red were the most popular social media platforms in China. On the other side, Tencent's WeChat - the most popular instant messenger in the country - had the highest proportion of old followers among all major social media platforms. The influencer followers aged above 40 years accounted for about 21.5 percent of WeChat's userbase, as of May 2020.