WeChat KOL marketing KPIs in China 2019

As of April 2019, the KOLs (influencers) with above 750 thousand followers on WeChat could gain an average click-through rate of ten percent from posts about a product. In general, KOL marketing campaigns generated a higher return for the beauty and clothing brands in the market.WeChat is the most popular app in China with over one billion monthly active users in 2018. Its unique e-commerce design has become ideal for companies to boost sales.

Key marketing performance indicators of a WeChat KOL (influencer) with 750 thousand followers in China as of April 2019

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Release date

April 2019



Survey time period

as of April 2019

Supplementary notes

*The original source displays the figure as between five to ten percent. The figure presented here is the median of the range.

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