2025 social media trends shaping Hong Kong’s digital marketing

As we bid farewell to 2024 and step into 2025, social media continues to evolve at an astonishing pace, reshaping the way we communicate, consume, and create on a daily basis.

Hong Kong's social media penetration rate is among the highest globally, with approximately 6.46 million active users, representing 86.2% of the total population. Among adults aged 18 and above, this figure rises to an impressive 89.1%, according to DataReportal's Global Digital Insights.

These statistics highlight the critical role social media plays in daily life and business interactions in Hong Kong.

Despite the limited number of mainstream platforms in this small but dynamic market, Hong Kong’s fusion of Eastern and Western cultures, combined with its drive for digital innovation, adds unexpected layers of depth and vitality.

In the face of evolving global and local landscapes, this is not merely a technological revolution—it is a profound rethinking of "connection" and "expression."

Looking ahead to 2025, the social media trends influencing us are more complex than ever. From algorithmic advancements and the rise of short-form videos to the penetration of AI and the geopolitical forces shaping platform regulations, these factors are fundamentally reshaping the market landscape.

Let’s dive into these ten major trends to uncover actionable insights and opportunities.

Trend 1: Social media segmentation and platform dynamics in Hong Kong

To better understand Hong Kong’s social media landscape, I recently conducted a survey among over a hundred local users via Facebook, Instagram, and Threads. The findings highlight the unique strengths of each platform while also shedding light on the challenges brands face in navigating this dynamic market.

The survey results show that Instagram, Threads, and Facebook each hold distinct advantages. Instagram remains a dominant force due to its diverse content formats and seamless mobile experience. LinkedIn retains its status as the go-to platform for professionals, offering a unique value proposition for business-related content. Meanwhile, Facebook still enjoys habitual viewership but has seen its influence gradually diminish as audiences migrate to other platforms. Threads, despite its promising instant-communication features, has yet to solidify its position in the market.

Interestingly, Xiaohongshu (Little Red Book) received polarised feedback. While it is recognised for its strengths in shopping and travel content, many respondents labeled it as having "Zero Interest." This suggests that its content strategy or platform functions may not yet fully align with Hong Kong users' expectations.

Visual content reigns supreme, with photos, text, and Stories being the most frequently shared formats. The survey also reveals that 39% of respondents spend more time on social media than anticipated, with 18% exceeding six hours of daily usage. This underscores the deep integration of social media into everyday life and the growing reliance on these platforms for entertainment and information.

As audience segmentation becomes increasingly pronounced, brands must tailor their strategies based on platform-specific characteristics and user preferences. For example, Instagram’s diverse publishing tools make it ideal for mass-market campaigns, while LinkedIn and Threads offer untapped opportunities for professional networking and real-time engagement.

When targeting cross-border consumers, local brands leveraging Xiaohongshu must reassess their approach. Rather than solely catering to mainland tastes, emphasising content that resonates with local Hong Kongers could increase favorability, especially among cross-border travelers. A balanced "locals also love it" strategy may enhance brand perception in Hong Kong and beyond.

Trend 2: Algorithms reshape the future of content creation

The evolution from a "fan-oriented" to an "interest-oriented" model is transforming the rules of content creation. Algorithms are becoming increasingly adept at prioritising content based on users' personal preferences, accelerating content segmentation, and redefining how brands and creators engage with their audiences. This shift presents both challenges and opportunities.

Interest-driven algorithms have disrupted the traditional belief that "fans equal traffic." Instead, brands now need to produce content that resonates deeply with niche audiences. Creating engaging, educational, and highly relevant material is key to capturing the attention of specific markets. For example, casual, magazine-style content may no longer be effective. To stay competitive, brands should adopt a more targeted approach, akin to a TV network’s programming strategy, by establishing dedicated channels for distinct topics. A beauty brand, for instance, could create separate channels for makeup tutorials, skincare products, and the latest beauty trends, ensuring content is professional and relevant to its core audience.

This pivot towards interest-driven content requires consistency and focus. However, it also brings new challenges. In pursuing “algorithm-friendly” content, some brands and creators tend to overemphasise specific topics, leading to homogeneity and user fatigue. Flooded feeds of repetitive content often alienate audiences and dilute the brand’s unique value proposition.

To overcome these algorithmic hurdles, brands must embrace data-driven content strategies. Social listening tools can provide real-time insights into audience preferences, enabling marketers to adjust their content direction flexibly. Additionally, personalisation remains crucial—tailoring content for different audience segments enhances engagement and ensures broader reach.

As algorithms continue to shape user experiences, brands that can find the right balance between creativity, consistency, and adaptability will thrive. By leveraging data insights and maintaining a strong focus on audience relevance, they can turn algorithmic challenges into opportunities for growth and deeper connections with their target markets.

Trend 3: Short videos reign, content remains king

Short videos have become an essential pillar of content marketing, capturing the diminishing attention spans of modern consumers. Research highlights that short-form videos receive 2.5 times more engagement than long-form videos, with videos under 90 seconds retaining 50% of viewers until the end. (Source: Firework)

Their concise, visually engaging nature makes them highly effective in delivering quick and memorable messages.

Brands are increasingly prioritising short videos in their advertising strategies. Data indicates that 66% of video advertisements are now trimmed to 30 seconds or less, capitalising on the format's efficiency in capturing consumer attention. (Source: Colormatics)

The meteoric rise of platforms such as TikTok, YouTube Shorts, and Instagram Reels has further entrenched short videos as a dominant force in digital consumption. With many users dedicating over an hour daily to short video content, these platforms present an unparalleled opportunity for brands to reach diverse audiences at scale. (Source: Lifewire)

However, short videos are more than just vehicles for quick information delivery—they are instruments of authenticity and emotional resonance. Today’s consumers are drawn to content that feels genuine and relatable. High-budget productions or celebrity endorsements are no longer prerequisites for success. Instead, brands can achieve significant impact by collaborating with micro-influencers or KOCs (Key Opinion Consumers). These creators, combined with the insights provided by social listening tools, help brands identify trending topics and craft personalised content that fosters deeper engagement and drives organic sharing.

In addition, short videos that incorporate storytelling and limited-time promotions can drive immediate consumer action. By creating a sense of urgency through countdowns or exclusive offers, brands can amplify both interaction and conversion rates. It is projected that by 2025, 82% of global internet traffic will consist of video content, emphasising the growing commercial potential of this medium. (Source: Lifewire)

For brands navigating the fiercely competitive social media landscape, mastering short video content is no longer optional—it is essential. Authenticity, creativity, and personalisation will be the keys to success. By crafting compelling, relatable short videos, brands can captivate audiences and cultivate lasting loyalty. Ultimately, short videos not only blend technology and creativity but also serve as a powerful reflection of a brand’s values and identity.

Trend 4: Threads: A new era of dialogue-driven social interaction

Threads, launched by Meta in 2023, has quickly established itself as a unique player in the social media ecosystem, focusing on instant text communication. This "no-pressure social" platform caters to a younger audience, particularly post-90s and post-00s users, and has attracted brands and content creators eager to experiment with new formats. Threads' evolving nature, which leans toward the characteristics of a discussion forum, distinguishes it from its initially perceived rival, X (formerly Twitter). With highly engaged users actively participating in debates and discussions, Threads has become a dynamic platform where hot topics can go viral in minutes, recreating the "flooding" phenomenon of trending content.

Threads presents a promising new content battleground for brands aiming to unlock the secret sauce of driving social media traffic. Unlike other platforms that rely heavily on polished visual storytelling, Threads emphasises raw, real-time dialogue. Brands that succeed here will need to embrace a more conversational and spontaneous tone. This is not the space for rigidly curated campaigns or overly polished imagery. Instead, brands must dive headfirst into conversations, use humor, and foster genuine connections with users. The emphasis lies on active participation rather than passive promotion, and the challenge is to strike a balance between maintaining a brand’s voice and resonating authentically with its audience.

Threads’ current user demographic values unfiltered, impromptu interactions, which means brands must recalibrate their content strategies to adapt to this fast-paced environment. Simply put, Threads is a platform where the polished facade of traditional advertising gives way to a more human, approachable communication style. Here, brands have an opportunity to connect on a personal level, sharing behind-the-scenes insights, responding in real-time to trends, and even participating in light-hearted banter.

The topic of monetisation has sparked heated debates among Threads users, with many wondering when advertisements will be introduced. According to Meta, advertising on Threads will roll out for testing in early 2025. However, during Meta’s Q3 2024 earnings call, Chief Financial Officer Susan Li tempered expectations, stating, “We do not expect Threads to have a significant impact on revenue in 2025.” She highlighted that the company’s primary focus is still on enhancing user experience and rolling out features that resonate with the community. Adam Mosseri, head of Instagram and Threads, echoed this sentiment, emphasising that while advertising revenue is important, the long-term sustainability of the platform and the value it provides to users remain top priorities.

Currently, Threads is piloting a “sponsored post” feature, laying the groundwork for future advertising models. For marketers, this opens up an exciting avenue to explore text-driven campaigns that resonate with Threads' distinct conversational culture. 2025 will undoubtedly be a pivotal year for Threads as it navigates its commercialisation journey, offering brands a prime opportunity to innovate their marketing strategies on this emerging platform.

Ultimately, Threads represents a shift in how social interactions unfold online. Brands that lean into its text-first, dialogue-driven ethos while staying attuned to user preferences will benefit greatly. In this new era of social engagement, authenticity, and adaptability will be the keys to unlocking Threads’ full potential.

Trend 5: Xiaohongshu economy: A new driver for Hong Kong tourism and brand marketing

As China's most influential social platform, Xiaohongshu has evolved into a crucial tool for mainland tourists planning their trips. With the revival of independent travelers and an influx of mainland professionals working in Hong Kong, Xiaohongshu's impact on the city’s tourism and local brands is growing rapidly. The platform has become a vital bridge, fostering cross-border connections and offering new opportunities for the region's marketing landscape.

Recent data underscores its rising prominence: as of April 2023, Xiaohongshu’s daily active users in Hong Kong surged by 50%, reaching 1.13 million. Capitalising on this momentum, the Hong Kong Tourism Board (HKTB) has integrated Xiaohongshu into its marketing strategy, promoting cultural in-depth tours and targeting experience-driven travelers. The platform's vibrant ecosystem of user-generated content provides tourists with authentic insights into local attractions, encouraging more personalised and immersive travel experiences.

However, while Xiaohongshu has significantly boosted visibility for Hong Kong destinations and businesses, merchants have raised concerns about the limited economic conversion of the “check-in culture.” Tourists often visit photogenic spots solely for social media posts without contributing much to local spending. For Hong Kong to unlock the full potential of this traffic, the HKTB must focus on transforming tourist interest from “coming for check-ins” to “staying for meaningful experiences.” By enhancing the depth and value of experiences offered, the city can convert fleeting traffic into sustained economic benefits.

Adding to its growth trajectory, Xiaohongshu plans to establish a dedicated Hong Kong office in Q4 2024, assembling a 20-member team to bolster its operations in the North Asian market. This move signals the platform's commitment to deepening its influence in the region, paving the way for more localised content and partnerships tailored to the Hong Kong market.

Beyond mainland China, Southeast Asian Chinese communities represent another promising growth area for Xiaohongshu. In Malaysia, for example, the platform boasts over 2.5 million users, making it the third-largest market after mainland China and Taiwan. As a favored destination for Southeast Asian Chinese travelers, Hong Kong stands to benefit from leveraging Xiaohongshu to attract these high-spending tourists. Through engaging storytelling and showcasing local culture, creative products, and unique business narratives, Hong Kong can naturally extend its reach to a broader international audience.

Xiaohongshu’s evolution in Hong Kong marks a pivotal moment for the city’s tourism and marketing strategies. No longer just a tool for connecting mainland tourists with local merchants, the platform is poised to serve as a crucial channel for reaching Southeast Asian Chinese communities. By embracing the platform’s full potential, Hong Kong tourism and local brands could harness a new wave of growth and innovation in cross-border marketing. With its expanding functionality and international reach, Xiaohongshu may well become the cornerstone of a fresh marketing revolution for the city.

Trend 6: Trump’s return to the White House – shifting global dynamics in Social Media

The return of Donald Trump to the White House in 2025 injects significant uncertainty into the future of global social media. As a city where Eastern and Western digital cultures converge, Hong Kong is poised to experience the ripple effects of these global shifts.

During Trump’s previous presidency, he attempted to force the acquisition of TikTok by U.S. companies, citing data privacy and national security concerns. In this new term, the Biden administration's regulatory groundwork has left TikTok in an even more precarious position. Recent reports suggest that further restrictions may escalate in early 2025, with a complete U.S. ban still on the table. Should this happen, it will cast a shadow over TikTok’s global expansion, severely disrupting its international business and creating significant ripple effects across the social media industry. Meta and Google, armed with their own short video products, are poised to reap the rewards should TikTok lose its U.S. market foothold.

In Hong Kong, TikTok previously exited due to geopolitical pressures, leaving Douyin to fill the void. However, Douyin’s influence in Hong Kong remains limited, lacking the same level of international resonance. Nevertheless, the short video revolution spearheaded by TikTok has left a permanent mark on the social media ecosystem. Platforms such as Instagram (Reels) and YouTube (Shorts) continue to ride the wave, with short-form video storytelling techniques dominating global content trends.

Meanwhile, under Elon Musk’s leadership, X (formerly Twitter) is pursuing a markedly different trajectory. Musk has been steering the platform towards incorporating cryptocurrency payment functions, aiming to transform X into a decentralised financial hub. Bitcoin’s resurgence has solidified X as the go-to social platform for the global cryptocurrency community.

For Hong Kong content creators and brands, these developments present unique opportunities to connect with international audiences and tap into cross-border marketing. The evolving crypto landscape also provides fertile ground for innovation. However, Hong Kong’s regulatory stance on cryptocurrencies remains ambiguous, which means businesses must carefully navigate the delicate balance between creativity and compliance.

As we move forward, Hong Kong brands must adopt a multi-platform strategy to avoid over-reliance on any single channel. Whether it’s navigating TikTok’s uncertain future, leveraging the growth of short-form video, or exploring opportunities in decentralised finance, brands that remain adaptable will thrive. Success in this dynamic digital landscape lies in responding swiftly to change while crafting content that resonates with a global audience.

Trend 7: Social eCommerce evolution – from "click" to "immersion"

By 2025, social eCommerce has evolved far beyond a simple “click-to-purchase” model. It now embraces an immersive, interactive process that fosters deeper connections between brands and consumers, fundamentally transforming shopping behaviors.

According to a report by payment platform Adyen, 75% of Hong Kong consumers shop through social media, conducting an average of seven transactions per month, with each transaction amounting to HKD 4,154.75. This underscores how the seamless integration of content and commerce has become a critical driver in influencing consumer decision-making.

In Hong Kong, platforms such as Instagram, Facebook, and WeChat dominate the social e-commerce landscape, offering a one-stop experience from product discovery to payment. HKTVmall’s live shopping model serves as a standout success story, with its limited-time offers and real-time interactions significantly boosting conversion rates.

Technological innovations are also fueling the shift towards immersive shopping. For instance, Cartier’s AR try-on feature allows customers to visualise how jewelry pieces would look before purchasing, thereby enhancing their confidence in buying. Similarly, the collaboration between Hong Kong startup Awethentic Studio and TUMI showcases how 3D scanning technology can create virtual avatars, injecting fun and personalisation into the shopping journey.

On a global scale, the rise of smart glasses is accelerating the adoption of AR and AI in e-commerce. Devices such as Meta’s Orion and Apple’s second-generation Vision Pro are pushing AR applications beyond gaming into retail, education, and healthcare, unlocking enormous market potential.

Despite lagging behind some neighboring regions in live shopping and AR adoption, Hong Kong has significant room for growth in these areas. The key for brands lies in integrating immersive technologies into their long-term marketing strategies. By fostering deeper customer connections through interactive experiences, brands can transform short-term transactional gains into lasting brand loyalty and value.

Trend 8: KOS – pioneers of a new marketing model

Following the rise of KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers), a new influencer category is rapidly gaining traction—KOS (Key Opinion Sellers). These individuals are reshaping brand promotion by combining professional sales acumen with creative content delivery.

KOS are social media influencers equipped with deep product knowledge and the ability to convert their expertise into engaging social content. They seamlessly integrate storytelling with strategic selling, creating a direct impact on consumer purchasing decisions. Their dual role as both educators and sales professionals allows them to deliver credible, high-impact marketing messages.

The emergence of KOS is a response to shifting marketing dynamics. While KOLs dominated the early days of influencer marketing, their high costs and diminishing returns have pushed brands to explore more cost-effective options such as KOCs. However, KOCs, though authentic and relatable, often lack the professional edge required to consistently meet a brand’s messaging needs. KOS bridge this gap by blending KOL-like professionalism with KOC-style authenticity, offering a powerful alternative for brands seeking deeper consumer engagement.

KOS(s) excel in building focused, high-value relationships with their audience. By offering professional advice tailored to product features, they foster trust and credibility, which are critical to driving conversions. Additionally, KOS(s) can leverage their influence to encourage both online purchases and offline store visits, making them instrumental in omnichannel marketing strategies. Integrating online promotion and offline experiences creates more prosperous, more impactful customer journeys, significantly improving sales conversion rates.

A notable trend is the cultivation of in-house KOS(s). Brands increasingly train their employees to act as social media representatives, blending their professional expertise with content creation skills. These internal KOS(s) can engage directly with consumers, address customer inquiries in real time, and deliver tailored services that enhance satisfaction and foster loyalty. This approach not only strengthens the brand’s human touch but also reduces reliance on external influencers, cutting marketing costs without sacrificing quality.

As digital transformation accelerates, the KOS model is poised to become a cornerstone of marketing strategies. By integrating KOS into their promotional frameworks, brands can foster deeper consumer relationships through professional, personalised, and authentic content. This not only reduces the cost of marketing but also enhances market competitiveness, allowing brands to stand out in an increasingly crowded digital landscape.

In conclusion, the rise of KOS is more than just a new marketing trend; it is a strategic evolution that allows brands to redefine their relationship with consumers. Through a blend of expertise, authenticity, and creativity, KOS(s) are unlocking new avenues for growth and setting the stage for the next era of influencer-driven marketing.

Trend 9: AI-generated content – reshaping social media marketing

AI (Artificial Intelligence) is revolutionising social media marketing at an unprecedented speed, redefining how brands create and distribute content. The recent launch of OpenAI’s SORA, an intelligent video creation tool, marks a new era in which high-quality short videos can be produced quickly and efficiently from simple text prompts. This technology gives marketers a powerful creative boost, offering new ways to engage audiences.

According to Hootsuite, 83% of marketers agree that AI has significantly improved content production efficiency. AI tools can rapidly generate ad copy, short videos, and social media posts while offering data-driven insights to help brands fine-tune their content strategies for various audience segments. This combination of speed and precision is reshaping how marketers approach content creation.

Despite its advantages, AI content generation has its pitfalls. Without human aesthetic judgment, AI-generated content risks becoming overly formulaic, repetitive, or lacking in authenticity. Critics have pointed out these shortcomings, such as the overly polished, "plastic" feel in some campaigns. For example, this year, Coca-Cola's AI-driven Christmas advertisement faced backlash for being too reliant on technology, losing the brand’s signature warmth and human touch. This highlights the need for a balance between technological efficiency and emotional resonance.

To overcome these challenges, a hybrid creation process that combines human creativity with AI capabilities is crucial. Humans should define the core messaging and artistic direction, allowing AI to execute the technical aspects of content generation. Final adjustments and refinements by human editors ensure that the resulting content aligns with the brand’s voice, maintains authenticity, and evokes genuine emotional connections with the audience.

AI’s applications extend far beyond content production. By analysing large datasets, AI can deliver precise, personalised recommendations, helping brands connect with their target audiences more effectively. However, these advancements come with challenges of their own. Data privacy concerns and algorithmic biases must be addressed to maintain consumer trust. Brands need to prioritise transparency and compliance in their AI strategies to ensure long-term success.

AI is not just a tool for efficiency—it opens the door to new creative possibilities. The key lies in finding harmony between technological innovation and human emotion. Brands leveraging AI to enhance, rather than replace, their creative processes will be better positioned to resonate with audiences in an increasingly competitive digital landscape. Technology and creativity are not opposites but complementary forces, and those who master this balance will lead the next wave of social media marketing.

In the end, while AI enhances efficiency, it’s the human touch that ensures content resonates. Balancing innovation with authenticity will define the future of marketing success.

Trend 10: Fediverse – a decentralised social media frontier

For many Hong Kong users, the concept of the Fediverse (Federated Universe) might seem distant and niche. However, marketers should not underestimate its potential to reshape brand strategies.

The Fediverse refers to an interconnected ecosystem of decentralised social platforms, such as Mastodon and PixelFed, which operate through distributed servers. This unique structure gives users greater control over their data while offering enhanced privacy protection—qualities that appeal to audiences increasingly wary of centralised platforms.

The core appeal of the Fediverse lies in its independence from corporate control. Unlike traditional social platforms, it is free from intrusive ads and algorithmic manipulation. This opens a rare opportunity for brands to engage audiences in a more direct, authentic, and transparent manner. For users who prioritise privacy and digital autonomy, the Fediverse provides an attractive alternative, and for brands, it offers new ways to establish meaningful connections.

Meta-owned Threads further disrupted the landscape in December 2024, announcing enhanced integration with the Fediverse. Now, Threads users can follow accounts from the Fediverse and view their posts and profiles seamlessly. This interoperability between centralised platforms and decentralised networks provides marketers with an expanded operational toolkit.

In this ad-free and algorithm-free environment, brands need to shift their focus toward delivering genuinely valuable, high-quality content that resonates with niche communities. The Fediverse rewards active participation over passive broadcasting, meaning brands must engage in authentic conversations within relevant communities to build credibility and influence.

Despite its potential, the Fediverse presents unique challenges. Its decentralised and fragmented nature can complicate monitoring and content management. Furthermore, its relatively small user base means that brands must carefully evaluate whether the potential engagement justifies the investment.

As the digital ecosystem evolves, the Fediverse will likely grow in size and influence. For marketers, staying ahead of this trend requires adaptability and a willingness to experiment. Those who can effectively navigate this decentralised frontier may uncover untapped opportunities, building lasting relationships with audiences who value privacy and authenticity.

Final words: Technology is just a means, human connection is the core

As we look at the social media landscape of 2025, it remains as dynamic and unpredictable as ever. Each technological breakthrough and every platform shift creates both challenges and opportunities for brands. However, the key to navigating these turbulent waters lies not in chasing fleeting trends, but in being attuned to the rhythm of the market and adapting strategies with agility and precision.

In this era of rapid digital transformation, the role of social listening tools has become indispensable. These tools allow brands to understand their audiences better, aligning content strategies with real human needs and emotions. Yet, technology alone is not enough. The real power of a brand lies in its ability to weave emotion and storytelling into its marketing efforts, building authentic connections that resonate deeply with consumers.

Ultimately, technology is merely a means, but human connection is the essence. Brands that stay rooted in this principle will not only navigate the ever-changing tides but also carve out a place in the hearts of their audiences. In a world increasingly driven by data and algorithms, emotional intelligence and genuine engagement will set brands apart and create lasting value.

The writer is Rudi Leung, director and founder at Hungry Digital.