As we bid farewell to 2024 and step into 2025, social media continues to evolve at an astonishing pace, reshaping how we communicate, consume, and create daily.
Hong Kong boasts one of the highest social media penetration rates globally, with approximately 6.46 million active users, accounting for 86.2% of its total population. According to DataReportal’s Global Digital Insights report, among adults aged 18 and above, this figure rises to 89.1%.
These statistics highlight the critical role social media plays in both daily life and business interactions in Hong Kong.
Although Hong Kong is a relatively small but vibrant market with a limited number of mainstream platforms, the fusion of Eastern and Western cultures combined with a strong drive for digital innovation adds unexpected depth and vitality.
Facing ever-changing global and local dynamics, this is not merely a technological revolution but a profound reflection on “connection” and “expression.”
Looking ahead to 2025, the social media trends influencing us are more complex than ever. From advanced algorithms and the rise of short videos to the penetration of artificial intelligence and geopolitics shaping platform regulations, these factors are fundamentally reshaping the market landscape.
Let’s explore the top ten trends to uncover actionable insights and opportunities.
Trend One: Social Media Segmentation and Platform Dynamics in Hong Kong
To better understand Hong Kong’s social media landscape, I recently conducted a survey of over 100 local users on Facebook, Instagram, and Threads. The results highlighted each platform’s unique strengths and revealed challenges brands face in this dynamic market.
The survey showed that Instagram, Threads, and Facebook each have their advantages. Instagram maintains dominance with its rich content formats and smooth mobile experience. LinkedIn remains the go-to platform for professionals, offering unique value for business-related content. Facebook, although still generating steady views, is gradually losing influence as audiences shift to other platforms. Threads, despite promising instant messaging features, has yet to solidify its market position.
Interestingly, feedback on Xiaohongshu (Little Red Book) was mixed. While praised for its strengths in shopping and travel content, many respondents expressed disinterest, suggesting its content strategy or platform features might not fully meet Hong Kong users’ expectations.
Visual content dominates, with photos, text, and stories being the most frequently shared formats. The survey also revealed that 39% of respondents spend more time on social media than expected, with 18% using it more than six hours daily. This highlights the deep integration of social media into everyday life and growing dependence on these platforms for entertainment and information.
With audience segmentation becoming more pronounced, brands must tailor strategies according to platform characteristics and user preferences. For instance, Instagram’s rich publishing tools make it ideal for mass marketing campaigns, while LinkedIn and Threads offer untapped potential for professional networking and real-time interaction.
When targeting cross-border consumers, local brands leveraging Xiaohongshu should rethink their approach. Instead of solely catering to Mainland Chinese tastes, emphasizing content that resonates with Hong Kong locals can enhance brand favorability, especially among cross-border tourists. A balanced “liked by locals too” strategy might boost brand recognition both within Hong Kong and globally.
Trend Two: Algorithms Reshaping the Future of Content Creation
The shift from a “follower-driven” to an “interest-driven” model is changing the rules of content creation. Algorithms are increasingly adept at prioritizing content based on personal user preferences, accelerating content segmentation and redefining brand and creator interactions with audiences. This shift presents both challenges and opportunities.
Interest-driven algorithms overturn the traditional notion that “followers equal traffic.” Brands now need to create content that deeply resonates with niche audiences. Producing engaging, educational, and highly relevant content is key to attracting specific market attention. For example, casual magazine-style content may no longer be effective. To stay competitive, brands should adopt a more targeted approach, akin to television networks’ programming strategies, creating dedicated channels for different themes. A beauty brand, for instance, could create separate channels for makeup tutorials, skincare products, and the latest trends, ensuring content is professional and relevant to core audiences.
This focus on interest-driven content demands consistency and concentration. However, it also brings new challenges. In pursuit of “algorithm-friendly” content, some brands and creators overemphasize particular topics, causing content homogenization and audience fatigue. The constant push of repetitive content can alienate users and weaken a brand’s unique value proposition.
To overcome algorithm hurdles, brands must adopt data-driven content strategies. Social listening tools provide real-time insights into audience preferences, allowing marketers to flexibly adjust content directions. Personalization remains vital—customized content for different audience segments can boost engagement and broaden reach.
As algorithms continuously shape user experiences, brands that balance creativity, consistency, and adaptability will thrive. Leveraging data insights while focusing on audience relevance allows them to transform algorithm challenges into growth opportunities and build deeper connections with target markets.
Trend Three: The Rise of Short Videos and Content as King
Short videos have become a critical pillar of content marketing, capturing modern consumers’ increasingly shorter attention spans. Studies show that engagement with short videos is 2.5 times higher than with long videos, and 50% of viewers watch videos under 90 seconds to completion. (Source: Firework)
Their concise, visually engaging nature makes them highly effective for delivering quick, memorable messages.
Brands are increasingly integrating short videos into advertising strategies. Data indicates that 66% of video ads are now compressed to 30 seconds or less, maximizing the format’s ability to capture consumer attention. (Source: Colormatics)
Rapid growth of platforms like TikTok, YouTube Shorts, and Instagram Reels further cements short video’s dominant position in digital consumption. Many users spend over an hour daily watching short video content, offering brands unprecedented opportunities to reach diverse audiences at scale. (Source: Lifewire)
However, short videos are more than just quick information carriers—they also convey authenticity and emotional resonance. Today’s consumers are drawn to genuine, relatable, and easy-to-understand content. High-budget productions or celebrity endorsements are no longer prerequisites for success. Instead, brands can partner with micro-influencers or KOCs (Key Opinion Consumers) who, combined with insights from social listening, help identify trending topics and create personalized content that fosters deeper engagement and natural sharing.
Additionally, short videos that incorporate storytelling and time-limited promotions can instantly trigger consumer purchase intent. Countdown timers or exclusive offers create urgency, boosting interaction and conversion rates. By 2025, video content is expected to account for 82% of global internet traffic, underscoring its growing commercial potential. (Source: Lifewire)
For brands striving to succeed in the competitive social media landscape, mastering short video content is no longer optional but essential. Authenticity, creativity, and personalization will be the keys to success. By producing compelling and engaging short videos, brands can attract audiences and build lasting loyalty. Ultimately, short videos fuse technology and creativity while powerfully expressing brand values and identity.
Trend Four: Threads – The New Era of Conversation-Driven Social Media
Launched by Meta in 2023, Threads quickly became a distinctive player in the social media ecosystem, focusing on instant text communication. This “low-pressure social” platform appeals mainly to younger audiences, especially Millennials and Gen Z, and attracts brands and creators eager to experiment with new formats. Threads’ evolving features lean more toward forum-like interactions, setting it apart from its initial perception as a competitor to X (formerly Twitter). With highly active users engaging in debates and discussions, Threads has become a vibrant platform where trending topics can spread within minutes, recreating the “viral” phenomenon.
Threads offers brands seeking social media traffic secrets an exciting new content battlefield. Unlike other platforms heavily reliant on polished visual narratives, Threads emphasizes raw, real-time conversations. Success here requires brands to adopt a more conversational and spontaneous tone. Threads is not suited for carefully curated campaigns or overly produced images. Instead, brands must fully engage in dialogue, use humor, and build genuine connections with users. The platform prioritizes active participation over passive promotion, posing the challenge of balancing brand voice with authentic audience resonance.
The current user base values unfiltered, impromptu interactions, meaning brands must adjust content strategies to fit this fast-paced environment. Simply put, Threads replaces the glamorous veneer of traditional ads with more human, approachable communication. Brands have the chance to connect personally, share behind-the-scenes insights, respond to trends in real time, and even engage in light-hearted banter.
Monetization on Threads has sparked heated discussions, with many speculating about ad rollouts. Meta plans to test ads on Threads in early 2025. However, in Meta’s Q3 2024 earnings call, CFO Susan Li lowered expectations, stating, “We do not expect Threads to significantly impact revenue in 2025.” She emphasized the company’s focus remains on enhancing user experience and launching features that resonate with the community. Instagram and Threads head Adam Mosseri echoed this view, noting that while ad revenue is important, the platform’s long-term sustainability and user value are paramount.
Currently, Threads is piloting a “Sponsored Posts” feature, laying the groundwork for future ad models. For marketers, this opens exciting avenues to explore text-driven campaigns that resonate with Threads’ unique conversational culture. The year 2025 will be a crucial one in Threads’ commercialization, offering brands prime opportunities to innovate marketing strategies on this emerging platform.
Ultimately, Threads represents a transformation in online social interaction. Brands that embrace its text-first, conversation-driven ethos while aligning with user preferences will reap significant rewards. Authenticity and adaptability will be key to unlocking Threads’ full potential in this new social era.
Trend Five: Xiaohongshu Economy – A New Force for Hong Kong Tourism and Brand Marketing
As one of China’s most influential social platforms, Xiaohongshu (Little Red Book) has become a crucial tool for Mainland tourists planning trips. With the resumption of cross-border travel post-pandemic, Xiaohongshu’s influence on Hong Kong’s tourism and consumer market is stronger than ever.
Many Hong Kong local brands have used Xiaohongshu to attract Mainland visitors through luxury goods, fashion, food, and beauty product promotions. However, a growing number of locals voice concerns that Xiaohongshu content overly caters to Mainland tastes, lacking authentic local flavor and insight.
This imbalance risks alienating local consumers and weakening brand loyalty among Hong Kong residents. To address this, brands should incorporate more “Hong Kong-centric” content alongside traditional Mainland-targeted posts. Showcasing unique local culture, hidden gems, and authentic experiences can engage both tourists and locals, fostering a more inclusive community.
Moreover, Hong Kong brands should leverage Xiaohongshu’s short video and live streaming functions to better showcase products and services, bridging online and offline experiences. Authentic user-generated content is key to building trust and credibility.
Understanding Xiaohongshu’s dual role as both a shopping guide and social community platform helps brands tailor strategies effectively. By balancing Mainland appeal with local identity, Xiaohongshu can be a powerful marketing channel supporting Hong Kong’s tourism recovery and brand growth.
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