China: penetration rate of top influencers by platform 2021

As of April 2021, the top-tier influencers on the Chinese short video app Douyin attracted around 525 million active users in China, representing a penetration rate of 98 percent. Short-form video platform Kuaishou and social commerce app Xiaohongshu (RED) were other popular social media for influencer marketing in China.

Penetration rate of top-tier key opinion leaders (KOLs) in China as of April 2021, by platform

Characteristic	Penetration rate
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Release date

June 2021

More information

Region

China

Survey time period

January to April 2021

Supplementary notes

KOLs (aka key opinion leaders) are more commonly used to refer to influencer marketing practitioners in China.

Active users refer to those who browsed or followed the content published by targeted KOLs on the platform during the statistical period.

Top KOLs refer to influencers who ranked top 5 percent on the platform in terms of number of active users.

Penetration rate was calculated as number of active users attracted by top KOLs divided by de-duplicated users of all KOLs.

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