HK spends over HK$20m on social media advertising for Brand HK, Weibo sees highest growth

The Hong Kong government has spent over HK$20 million on social media advertising for Brand Hong Kong. Across different social platforms, its Facebook page has garnered the most followers of 128,315 at the end of 2022 whereas its Weibo page has the most impressive follower growth over the past few years.

According to the official written statement from director of information services Fletch Chan to lawmakers, all social media platforms Brand Hong Kong has operated on have recorded growth over the past three years, while its Weibo account saw the highest growth (+721%), followed by WeChat (+132%) and LinkedIn (+127%) from 2020 to 2022. 

Meanwhile, Brand Hong Kong's Facebook page has garnered the most followers of 128,315 among all other platforms at the end of 2022, however it has the lowest growth rate (+15%). Most followers came from the age group of 25 to 34 (45%), followed by 35 to 44 (26%) and 18 to 24 (14%). In terms of geographical distribution of its followers, 13% of them are from Indonesia, followed by Hong Kong (10%), Thailand (8%) and Vietnam (8%).

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While on Instagram, 40% of Brand Hong Kong's followers came from the age group of 25 to 34, while 29% came from age group of 35 to 44. Most followers came from Hong Kong (29%), followed by 12% from Indonesia, 5% and 5% from China and the U.S..

In terms of the expenses in telling Hong Kong's good stories, Chan said that the budget for 2023-24 is HK$182.4 million. The government will expand its multimedia promotional channels and network in this year to further showcase Hong Kong's strengths to the world. It will also invite business leaders, politicians, media professionals and influential people to visit Hong Kong. Furthermore, the government will sponsor international conferences held in Hong Kong. He added that the financial secretary Paul Chan has allocated HK$50 million to support related work.

Back in March, the government invited quotations for a service contract for digital media promotion of Brand Hong Kong internationally and in Mainland respectively, which would last for 12 months commencing on 1 July 2023 and expiring on 30 June 2024.

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