Influencer ad impact level on buying decisions on WeChat, China H1 2019, by category
WeChat is the most popular app in China with around one billion monthly active users in 2019. Its unique e-commerce design has become ideal for companies to boost sales.
WeChat's influencer (KOL) campaigns generated the highest returns for the beauty brands in China. Around 38 percent of surveyed WeChat users decided to buy certain beauty products recommended by KOLs in the first half of 2019. Clothing was the second successful category with 33 percent of respondents admitting making a purchasing decision, followed by food and beverage, furniture, and travel product categories.