In Hong Kong, over 4.6 million people, that is 66% of the population actively logging into social media on a daily basis. More than 300 hours of video upload to Youtube every 60 seconds and more than 4.75 billion pieces of content on Facebook every 24 hours. The chances of breaking through the clutter to reach a wider audience seem almost nonexistent.
How do social media users respond to branded contents?
What are the tricks in cutting through the clutter? First thing first, it is essential to understand how social media users respond to branded contents. People usually respond to things that are relevant to them, interest to them or necessary for them at that moment.
Who is the target? What is happening right now in the local community? Where they are most likely to be socially? The content must be tailored to the context and adapting to suit local taste.
Another way to understand user feedback of a branded post or a sponsored ad can be based on emoji reaction, which offer more feedback on what consumers think of an ad and it is easier to do statistical report. Emoji reactions help better understand what is working and what might not be resonating, so that enable brands to connect with consumers in more meaningful ways.
The Importance of Localized Branded Content on Social Media
Brands using the same tactics or platforms to engage local social media users elsewhere in APAC will not work in Hong Kong due to difference in culture and market needs.
Instead of talking in formal language, brand that uses colloquial language to communicate its campaign objective is a sure-fire way of injecting personality and it is much easier to engage local target audience. By adding a conversational and personalised tone could create extra human touch and connection with followers, and also help delivering a distinct personality for brands.
Apart from language, leverage current trends and hot topics in the community can create buzz and hooks on social media. More local and relevant content is found to be 3-5 times more engaging than globalized content. Social feeds with these elements could stir up emotion of the viewers and is likely to drive sharing or even go viral.