China: invalid influencer follower share 2022

In 2022, the average share of valid KOL (aka key opinion leader) followers in China slightly reduced by 1.6 percent points to approximately 53.2 percent. The proportions of fake follower accounts and invalid social media interactions detected from nano and micro influencers (or key opinion consumers) were higher compared to those from macro influencers.

Distribution of invalid followers of key opinion leaders (KOLs) on an average in China in 2022

Characteristic	Follower share
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Release date

May 2023

More information

Region

China

Survey time period

2022

Number of respondents

77,000 advertising campaigns*

Special properties

Only followers on Weibo, Xiaohongshu, and Douyin were covered.

Supplementary notes

* Over 113,000 advertising campaigns from PC, Mobile, and NEW TV were monitored, covering more than 800 media and over 2,100 brands. Internet hard-broadcasting, offline media, website information, social platforms, KOLs, and more were taken into account.

Invalid followers refer to fake accounts which are created to boost marketing effects or social influence and their activities do not reflect an actual viewpoint and action in the reality.

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