Share of micro influencers on major social media in China 2024

Published by
Lai Lin Thomala,
May 5, 2025

In October 2024, Instagram-liked app Xiaohongshu had the highest share of micro influencers — ***percent — compared to other platforms. Key opinion customers (KOCs) also took a significant share on the video sharing site Bilibili.

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Share of key opinion consumers (KOCs) on selected social media platforms in China in October 2024

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Release date

December 2024

Region

China

Survey time period

October 2024

Special properties

among influencer accounts wirh at least 10,000 monthly active users

Supplementary notes

KOC refers to influencers with less than 500 thousand followers

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

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Overview

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Influencers

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Topics

Influencer/KOL marketing in ChinaSocial media in ChinaLuxury marketing in ChinaSocial media marketing in ChinaAdvertising in China
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