The Hong Kong Influencer Marketing Insights
and Trends 2024
Influencer Marketing Trend in Hong Kong's Advertising Landscape
In Hong Kong's advertising and marketing industry, influencer marketing has become a popular trend. Many brands are investing in celebrity or influencer partnerships to promote their products. According to Marketing Interactive, Hongkongers are receptive to consuming content created by influencers as long as it is entertaining.
Hong Kongers' Receptiveness to Influencer-Produced Content
A survey conducted by VS Media in June 2021, involving 309 Hong Kong residents aged between 18 and 45, revealed that 78% of respondents had no issues with influencer-produced content as long as it was entertaining. Additionally, 73% of respondents trusted influencers' recommendations and reviews. The survey also indicated that 77% of respondents trusted influencers' product and service recommendations more than those from celebrities, highlighting the credibility of influencers.
Instagram Dominance Among Influencers in Hong Kong
According to a report by AnyMind group, Instagram is the most widely used social media platform among influencers in Hong Kong, with a share of 53.77%. It is followed by Facebook (24.58%) and YouTube (20.72%). Twitter has less than 1% of influencers engaging with the audience. Instagram is particularly popular among nano-influencers (1,000 to 10,000 followers) and micro-influencers (10,000 to 50,000 followers) due to its ability to cater to those starting out and help them grow their influence. While some nano-influencers also utilize Facebook to curate content, only a few micro-influencers use it.
How Much It Costs for Top Influencers for Brand Advertising in Hong Kong?
With numerous influencers and key opinion leaders (KOLs) available, it may be challenging to determine which ones are the most costly for brands to advertise their products on influencer's social media platforms. AdmanGo's latest survey has identified the top five KOLs with the highest Instagram-branded content ad spend.
The Rise of MIRROR in Hong Kong's Instagram Engagement
According to the 2023 Hong Kong Artists Instagram Popularity Ranking, as of December 26, 2023, members of the MIRROR group occupy 6 out of the top 10 positions in terms of Instagram engagement. The highest-ranked members are Anson Lo and Edan Lui, who have posted approximately 130 and 140 posts respectively, receiving around 9.61 million and 7.99 million interactions, including likes and comments. Other members on the list include Ian Chan, Keung To, Anson Kong, and Jeremy Li. Non-group members who made the list include Jeffrey Ng, Hins Cheung, Terrance Lam, and Tyson Yoshi, all of whom have garnered over a million interactions.
Top Female Artists and Singers KOL in Hong Kong's Instagram Scene
In terms of female artists, Elva Ni and Charlene Choi (Ah Sa) have the highest engagement, reaching 2.5 million interactions. Other actresses with high engagement include Roxanne Tong, Ali Lee Kai Sum, and Kelly Cheung Hei Man. Among singers, Ivy from the girl group COLLAR and Kay Tse are among those with high engagement. Additionally, YouTuber and singer Kayan9896 and radio host Wong Ching Yi (Ah Jeng) ranked fifth and tenth respectively.