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KOL impression number of a one-million-yuan Chinese social media campaign 2018

Published by Lai Lin Thomala, Sep 23, 2019
With an investment of one million yuan in 2018, Weibo was the cheapest social network in China to achieve the highest amount of Key Opinion Leader (KOL) impressions of 55 million. KOL is the specific term for influencers in China. Although WeChat influencer campaigns had cost around one yuan per view, it could still bring a higher return to brands than using other cheaper social networks.

Number of impressions from an influencer campaign for an investment of one million yuan in China in 2018, by channel (in millions)

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Sources

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Release date

February 2019

Region

China

Survey time period

2018

Supplementary notes

Note: 1 yuan equals approximately 0.14 U.S. dollars and 0.13 euros (as of August 2019).

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