Influencer ad impact level on buying decisions on WeChat, China H1 2019, by category

WeChat's influencer (KOL) campaigns generated the highest returns for the beauty brands in China. Around 38 percent of surveyed WeChat users decided to buy certain beauty products recommended by KOLs in the first half of 2019. Clothing was the second successful category with 33 percent of respondents admitting making a purchasing decision, followed by food and beverage, furniture, and travel product categories. WeChat is the most popular app in China with around one billion monthly active users in 2019. Its unique e-commerce design has become ideal for companies to boost sales.

Share of WeChat users who purchased products following influencer recommendations in China in 1st half 2019, by product category

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Release date

August 2019



Survey time period

H1 2019

Number of respondents

2,000 respondents

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