Chinese brand spending distribution on WeChat KOL campaigns 2018-2019
WeChat is the most popular app in China with over one billion monthly active users in 2018. The app even released the 'mini-programs', an e-commerce section, to favor influencer marketing. Its highly integrated digital ecosystem has become ideal for the brands to boost sales despite the expensive cost.
For the WeChat KOL campaigns of more than 100 thousand yuan, business brands spent 58 percent of the total KOL investment in China between the first quarter of 2018 and 2019. Influencers are often called as Key Opinion Leaders (KOL) in China.