Each of the biggest influencer community platforms, including Weibo, Douyin (TikTok's Chinese version), Kuaishou (Kwai's Chinese version), and Xiaohongshu, has its own characteristics and features, which also come from the differences in terms of KOL follower bases.
Top 10,000 KOLs by Total Followers
Weibo: after years of operation and user retention, all of the Top 10,000 KOL accounts have over one million followers, among which 91% have between 1 million and 10 million followers according to data from Top Kout.
TikTok: though it’s only been live for a bit over 3 years, KOLs on TikTok are acquiring new followers at a very fast rate, thanks to the platform’s algorithm. There are over 6,000 KOLs with over 1 million followers.
Kuaishou: KOLs need to build good relationships with their followers, and followers tend to interact with KOLs who have closer relationships with them. It takes time to acquire new followers so the growth rate is relatively steady.
59% of the total KOLs ...
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