Distribution of influencers on selected social media platforms in China in October 2025, by follower size

Influencers with various follower counts were distributed rather differently across social media platforms in China. In October 2025, first-tier key opinion leaders (KOLs), those with over ********** followers, accounted for about ** percent of influencer accounts on Weibo. The microblogging platform had the lowest share of micro-influencers among the five platforms. On the other hand, key opinion consumers (KOCs) and micro-influencers with up to ******* followers accounted for over ** percent of influencer accounts on Xiaohongshu.