Chinese brand spending distribution on WeChat KOL campaigns 2018-2019, by industry

Published by
Lai Lin Thomala,
Feb 7, 2024
Internet companies in China spent around 20 percent of their total KOL investments on the WeChat KOL campaigns, slightly higher than fast moving consumer goods brands between the first quarter of 2018 and 2019. WeChat is the most popular app in China with over one billion monthly active users in 2018. Its unique e-commerce design has become ideal for the brands to boost sales.

Share of amount spent by brands on WeChat key opinion leader (KOL) campaigns in China from 1st quarter 2018 to 1st quarter 2019, by industry

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Release date

August 2019

Region

China

Survey time period

Q1 2018 to Q1 2019

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