#Explainit: Which social platforms should HK brands advertise on?

With the rapid digitalisation in recent years, it is getting increasingly common for marketers to leverage appropriate social media platforms to maximise exposure and customer engagement.

In Hong Kong, social media usage continues to trend upward in 2024. According to the latest Global Digital Report 2024 by Meltwater, Hong Kong has an 86.2% social media penetration rate, recording an average of 1 hour and 51 minutes a day on various social media platforms.

Among the most used social media platforms, Facebook ranks high and is routinely used by 76.9% of the online population. By engaging 4.5 million people per month through ads, the platform reaches 60% of Hong Kong’s population and 62.8% of all adults online.

Meanwhile, the target audience that YouTube potentially reaches for advertisements is 6.46 million individuals, 86.2% of the population and 90.1% of all internet users aged 18 and above. For marketers seeking to reach a diverse audience, YouTube is an excellent platform due to its large user base and usage in Hong Kong.

Additionally, a report from Omnicom Media Group (OMG) on Hong Kong's video content viewing landscape found that social media platforms account for a growing share of video viewing time in Hong Kong. Notably, Instagram's total viewing time has reached parity with Facebook's, and more mature consumers are now viewing videos on Instagram as well.

The top platforms for video viewing in mid June were YouTube (10.8 hours), TVB (8.9 hours), Instagram (7.9 hours), and Facebook (7.8 hours).

Regarding the viewership of each platform, Netflix and Disney+ see significant increases of viewership in the first quarter. Meanwhile, Douyin, XiaoHongShu and bilibili appeal to distinct groups of audiences, said the report.

Staying up to date with the latest social media trends is crucial for marketers to make the most of digital marketing in Hong Kong. That’s why MARKETING-INTERACTIVE recently spoke to industry experts on which social media platforms Hong Kong brands should advertise on.

Check out what they had to say.

Click on each picture to watch a video!

1. Ken Cheung, co-founder and digital director, KREW DIGITAL

2. Vin Ng, director, Spread-it

3. Florence Kong, founder and managing director, We Glow Hong Kong

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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