What's the secret recipe to driving authentic communications on social in 2025?

With the change in consumer behaviours, brands are emphasising more on the power of "less is more" as younger audiences nowadays celebrate self-care and tend to find small luxuries to brighten up days, according to We Are Social's new report titled "Think forward 2025: The liveable web".

With digital and in real life worlds alike beginning to overwhelm, audiences want brands to provide lighter online culture - a refuge from the emotional labour of the day-to-day. As such, online spaces have been reclaimed as a place for escape and release, said the report.

Social status used to be linked to how much money someone could spend. Now, though, a new wave of social users who value sustainability over splashing the cash are offering up a counter-narrative. Brands recognise this, and 66% of marketers have increased ethical or sustainability messaging in their social content in 2024 versus last year.

On the other hand, a Meta report said video content consumption will continue to rise and the creator economy in APAC will keep on growing. Meanwhile, the shift to messaging is one of the most profound shifts observed in APAC. This comes as consumers want to communicate with businesses in the same way they communicate with friends and family – via messaging.

Below, MARKETING-INTERACTIVE spoke with social media professionals in Hong Kong to find out what social media trends set to shake up the marketing scene in 2025.

Tim Hung, founder and CEO, Blossom Lane Communications

2024 was a challenging year, and 2025 looks to remain soft at best. Conversations with brands and peers reveal that the struggle to regain pre-COVID momentum persists. Marketing budgets, often regarded as an expense tied to revenue, are shrinking further – resulting in smaller projects, reduced ambitions, and a relentless pressure to achieve more with less.

Having shifted from client to agency, I’ve been reflecting on how we can tackle these challenges differently.

The best marketing stories often emerge in tough times when agencies and brands collaborate to transform marketing into a genuine business driver. This isn’t easy, but it calls for a mindset shift at every level of the organisation: rethinking our approach, creating value, and finding fresh ways to overcome obstacles.

As agencies, we need to go beyond the brief. Ask clients, “What’s keeping you up at night? What challenges can we help solve?” Is there data we have access to that can help them make smarter decisions? Can we collect customer insights more efficiently? Enable faster experimentation to uncover new growth paths?

As clients, it’s not just about demanding more efficiency. It’s about partnering with agencies to find effective solutions. Challenge them to share insights from other markets or explore unproven ideas with potential.

In 2025, let’s shift the conversation from “How can we cut another 5%?” to “We’ve found a new way forward”. Together, we can make marketing a true driver of growth, even in difficult times.

Ken Cheung, digital director, KREW

As we near the end of 2024, several key concerns and trends are emerging that could shape the industry's future.

First, the proliferation of AI in creative processes is narrowing the differentiation in visual arts among agencies and brands. As the cost of producing multiple creatives decreases, brands may struggle to stand out in a crowded marketplace. This calls for innovative strategies that go beyond visual appeal, focusing on unique storytelling and authentic engagement to capture consumer attention.

Second, the rise of scams and fraud in digital advertising remains a significant issue. Major platforms such as Meta need to enhance their efforts to combat fake accounts and pages, as their current responses are often slow and cumbersome. This inefficiency undermines consumer confidence in online advertising. A more proactive approach to account verification would help restore trust in digital marketing.

Finally, we must adapt to changing consumption trends post-pandemic. With many locals spending weekends in Mainland China, it’s crucial for the government to collaborate with the advertising industry to develop effective strategies to attract Mainland travellers back to Hong Kong.

By addressing these challenges and embracing new opportunities, we can ensure a vibrant future for the marketing industry.

Vin Ng, director, Spread-it

In 2024, many brands encountered significant challenges during the economic downturn and shifted their focus towards conversion optimisation to maximise the impact of their budgets. This strategic pivot was essential for sustaining growth and ensuring that every marketing dollar spent yielded measurable returns.

Looking ahead to 2025, I anticipate that a key trend will be the integration of artificial intelligence into marketing strategies, particularly within the martech sector. This shift is expected to be transformative, as AI equips marketers with the ability to analyse large data sets rapidly. This capability allows for more precise customer segmentation, targeting, and predictive analytics, ultimately enhancing overall campaign effectiveness.

In the area of influencer marketing, martech tools can analyse extensive data from social media platforms, blogs, and websites to evaluate influencer demographics and their audiences. By leveraging these insights, brands can identify influencers whose followers align closely with their target market. This targeted approach not only reduces wasted marketing spend, but also optimises influencer campaigns, ensuring that brands engage with audiences that are more likely to convert.

Moreover, martech solutions enable real-time tracking and measurement of an influencer’s campaign performance. Brands can assess critical metrics such as engagement, conversion rates, and return on investment, empowering them to select influencers who deliver tangible results.

This data-driven approach to influencer marketing not only enhances accountability, but also fosters more strategic partnerships, ultimately driving greater success in a competitive landscape. As brands continue to navigate economic challenges, the integration of AI and advanced martech solutions will be crucial in shaping effective marketing strategies.

Florence Kong, founder and managing director, We Glow HK

The biggest concern I hear from clients in 2024 is the overall decline in business and shifting consumption patterns over the past year. As a result, clients are compelled to reduce their marketing spend and seek tangible results from campaigns or promotions. They want to know whether these efforts can impact their brand, drive consideration, or induce purchases.

As creative and social media agencies, we must find cost-effective and impactful ways to deliver the desired outcomes. We need to be proactive, rethinking our approach to creativity, execution, and production. Additionally, we must be agile, quickly testing market reactions and optimising strategies to achieve success.

As we enter 2025, the marketing landscape in Hong Kong continues to transform, driven by technological advancements and evolving consumer expectations. This shift prompts brands to adopt more transparent communication strategies.

Authenticity in brand communication will be crucial, as consumers increasingly prefer genuine, relatable content over highly polished messages. Authentic messages tend to drive higher engagement and resonate more deeply with audiences, fostering stronger emotional connections through real stories and experiences.

To capitalise on these trends, brands should embrace imperfection, and emphasise authentic storytelling. Consistency in values and messaging is essential for building long-term trust, and actively engaging with feedback will ensure content resonates with audiences.

In terms of emerging platforms, Xiaohongshu is set to increase its influence on consumer behaviour in Hong Kong. Its features are deepening user engagement and expanding commerce capabilities, making it key for lifestyle content and shopping.

Moreover, experiential marketing will continue to take centre stage, with brands creating memorable experiences through sponsoring events, pop-up events and interactive installations, etc, to drive brand attention and consumer connection, stimulating foot traffic and engagement.

The industry must be prepared to offer creative solutions for clients and provide actionable strategies with smooth executions to meet expectations.

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