Growth rate of influencer followers in China 2024, by platform

Published by
Lai Lin Thomala,
May 9, 2025

Among the major online platforms for influencer marketing in China, Xiaohongshu witnessed the highest active follower growth in March 2024. The social commerce site reported a ** percent increase in the active internet users consuming content posted by key opinion leaders (KOLs) on the platform. In comparison, short video app Kuaishou was the only one to see a decline in KOL follower size.

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Growth rate of active users of key opinion leaders (KOLs) in China in March 2024, by platform

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Release date

May 2024

Region

China

Survey time period

March 2024

Special properties

among active internet users

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.

Xiaohongshu is better known in English as RedNote despite its official name has been changed to rednote. 

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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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