Weibo, Douyin, Kuaishou, Xiaohongshu KOL fans analysis report

1. Among the TOP-10,000 accounts on the four major platforms, Weibo has the highest overall fan base, with 100% of the accounts having over a million fans, and 61% of the accounts on Douyin have between 1 million and 10 million fans.

2. The fan user groups of each platform have certain differences. Users of Douyin and Kuaishou love entertainment and funny content the most, and love to like interesting content. Weibo fans have a wide coverage, while Xiaohongshu fans pay more attention to beauty and fashion.

3. The gender ratio of fans of Weibo and Kuaishou is relatively balanced, while Douyin has slightly more female users; the users of Douyin and Kuaishou are younger; in terms of geographical distribution, Weibo's fans are more evenly distributed, Douyin has more fans in first- and second-tier cities, while Kuaishou is more down-to-earth.

4. When measuring the value of a KOL, the focus is on the value of its fans. The more loyal fans and active fans a KOL has, the better the commercial conversion effect will be. For KOLs who mainly sell products through e-commerce, the main focus is on the number and quality of consumer fans.