Top 5 HK KOLs with the highest Instagram branded content ad spend

In the digital era, influencers play a crucial role in shaping consumer behaviour and influencing brand perception. Their impact is felt across various platforms, where they connect with audiences and drive trends.

According to Partipost's latest report titled "2024 Influencer marketing insights: Key metrics and industry trends", influencer marketing continues to gain traction, with 67% of marketers indicating that they are increasing their investment in this area this year globally. Among the marketers who are increasing their investment in influencer marketing, 23% have allocated nearly half of their total budget to it.

In Hong Kong, a vibrant centre of creativity and commerce, consumers increasingly depend on influencers for a variety of needs. According to a YouGov study, nearly two-fifths (38%) of Hong Kong consumers view health influencers as reliable sources of information on health and wellness, in contrast to just one-sixth (16%) of consumers globally.

Some influencers in Hong Kong have emerged as leaders in creating branded content. Focusing on areas such as fashion, health, and lifestyle, these influencers not only engage their audiences but also drive significant revenue for brands, establishing themselves as key figures in the influencer marketing landscape.

With the abundance of influencers and KOLs available, brands may wonder which ones command the highest advertising costs for promoting their products on social media. In response, admanGo's recent survey has identified the top five KOLs with the highest ad spend on Instagram for branded content.

1. Grace Chan

Hong Kong artist Grace Chan is the top Instagram KOL with the highest branded content ad spend, according to the report. With over 784K followers on Instagram, Chan's branded content posts have garnered thousands of likes and comments, such as her recent collaboration with OLAY Hong Kong on a new skincare product. 

In July, Chan partnered with AXA Hong Kong to launch the “One step ahead” campaign, emphasising the importance of taking a more proactive stance when it comes to consumers' health.

According to AXA, Chan embodies the mindset of staying one step ahead. While building a family and welcoming three children in just four years, she also ventured into the realm of social media at the same time, showcasing her ability to always be steps ahead to manage her life, career and health.

The campaign included a video featuring Chan as the focal point. She highlighted how Hongkongers often stay ahead in various aspects of their lives, but may neglect to apply the same proactive mindset to their health.

Furthermore, the artist has been featured in Instagram branded content for various global brands, such as Cathay Pacific, L'Oréal, HSBC, CLARINS, and IKEA Hong Kong. 

2. Elva Ni 

The Instagram KOL that ranked second on the list is local actress Elva Ni, who has over 840k followers on her Instagram. As a yoga instructor, beauty lover and a mother of two, Ni is always seen sharing her collaboration with beauty brands and reviews on certain beauty products. 

In October, Ni partnered with Estée Lauder to promote women's health by launching its 2024 breast cancer campaign, highlighting the message “Breast care is self-care.” The campaign encourages everyone to prioritise their health and reminds friends and family about the importance of regular breast checks.

As part of the campaign, Ni led 160 employees from Estée Lauder Hong Kong in a yoga session aimed at relaxation and promoting a healthy lifestyle. Her branded content post on Instagram has gathered over 8,800 likes. 

Ni has also collaborated with brands across different sectors, including Venchi, De Beers, Dior Beauty, Louis Vuitton, and Miu Miu, and Gucci.  

3. Hins Cheung

Local singer Hins Cheung is always known for surprising fans with his sense of humour and unique collaboration with brands. With over 1.2m followers on Instagram, the singer has garnered over 34,000 likes on his post regarding his recent collaboration with MTR Corporation. 

In August, Cheung and MTR joined forces to take Hongkongers on a nostalgic journey with an anniversary campaign. The campaign emphasises the parallel growth of the railway network and the community it has served over the years. 

It kicked off with the launch of a thematic TV commercial featuring Cheung, who reimagines Danny Chan’s (陳百強) classic song 幾分鐘的約會 against a backdrop of iconic movie scenes.

In addition to Samsung, the singer has partnered with brands such as Watsons Water, Royal Medic, and 1664 Brut. In collaboration with the beer brand, a lucky draw was launched, giving consumers the chance to win a special dining experience with him on a designated date.

4. Sammi Cheng 

Next in line is Hong Kong artist Sammi Cheng, who boasts over 950K followers on Instagram. Her branded content posts have garnered thousands of likes and comments, including her recent collaboration with Valentino for the latest Winter collection.

Furthermore, the artist was featured in PARKnSHOP's campaign video in November 2022, highlighting the brand's ready-to-eat meals to offer convenience to consumers. The video teaser on her Instagram has gathered nearly 2,000 likes. 

Previously in June 2022, Cheng also partnered with AXA Hong Kong to launch the brand's fully-fledged integrated campaign that uses data to target relevant audiences and their excuses, aiming to encourage consumers to rethink their health plans and promote its new medical product, AXA WiseGuard Pro Medical Insurance Plan.

Apart from campaign partnerships, the artist has appeared in various Instagram-branded content for brands such as Charlotte Tilbury, Bvlgari, and Ferragamo. 

5. Kelly Chen

A mother of two sons, Hong Kong singer and actress Kelly Chen ranked the fifth when it comes to the Instagram KOL with the highest branded content ad spend. 

Most recently, Chen collaborated with Standard Chartered Hong Kong and Prudential Hong Kong to launch a campaign named “Wealth Accumulation and Legacy Planning,” which emphasises the unique bonds between generations within a family.

As the campaign ambassador, Chen values her family and selflessly shares her love with her children, according to Standard Chartered Hong Kong. Her experiences and genuine affection make her an ideal representation of the campaign's core message, highlighting the enduring and unconditional love that binds every family together.

Chen also attended the Standard Chartered Hong Kong and Prudential event last month to celebrate their 25th anniversary collaboration, where she interacted with customers and shared her insights. Her branded post regarding the event has received over 3,000 likes.

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