Share of micro influencers on major social media in China 2023

Published by
Lai Lin Thomala,
Mar 15, 2024

In 2023, Instagram-liked site Xiaohongshu had the highest share of micro influencers - 92 percent - compared to other platforms. Key opinion customers (KOCs) also take a significant share on the short video apps Kuaishou and Douyin.

Share of key opinion consumers (KOCs) on selected social media platforms in China in 2023

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Release date

June 2023

Region

China

Survey time period

2023

Special properties

KOC refers to influencers with less than 500 thousand followers

Supplementary notes

*Due to different settings on Xiaohongshu and Bilibili, the fanbase size of KOCs is sized down to below 100,000. For Bilibili, the counting of KOCs was based on the creator system on the platform and only included those on the third to fifth creator level.

Based on data collected from Weibo, Douyin, Kuaishou, Bilibili, Xiaohongshu, and Zhihu.

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Influencers

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