Average distribution of valid and invalid KOL followers in China 2023

In 2023, the average share of valid KOL (aka key opinion leader) followers in China slightly increased by 1.4 percent points to approximately 54.7 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.

截至2023年，我国有效意见领袖（简称KOL，亦称关键意见领袖）的粉丝平均占比略有上升，增幅约为1.4个百分点，达到约54.7%。相较于宏观意见领袖，从纳米级和微级意见领袖（或称关键意见消费者）处检测到的虚假粉丝账户及无效社交媒体互动的比例更高。