Mainland ex-pats in HK respond best to culturally relevant digital ads

The best platforms for these ads include Douyin and WeChat.

Brands should reassess their marketing strategies to prioritise digital campaigns and cultural relevance among Mainland Chinese ex-pats in Hong Kong for product effectiveness, EternityX said in a report.

The marketing platform said collaborations with key opinion leaders and trusted digital figures from the Mainland significantly influence the expats’ purchasing decisions, especially among younger expats.

Chinese social media platforms remain influential amongst expats, with younger expats (aged 25-34) more responsive to influencer and video-based marketing on platforms like Douyin, whilst older professionals prefer informative content on WeChat.

Meanwhile, high-income expats are inclined towards celebrity endorsements and luxury brand partnerships.

The report also cited that digital advertisements such as social media feeds, in-app banners, and short-form video content have the highest engagement rates among expats.