Interview: HK actress Grace Chan on how to create content that lasts

Social media has undergone a seismic evolution over the past decade. What began as platforms for connection and self-expression have transformed into curated highlight reels and algorithm-driven marketplaces. And most of the time, creators and entrepreneurs face the constant tension between curating content that performs and cultivating a presence that truly resonates. 

With over 808k followers on Instagram, Hong Kong actress and digital content creator Grace Chan is known for her out-of-the-box ideas and how she translates that into content that resonates and inspires others. Instead of purely chasing algorithms and tracking engagement rates, she focuses on creating content with lasting influence. 

In a conversation with MARKETING-INTERACTIVE, Chan said even since she created her own Instagram account 13 years ago, she had seen so many phases of the platform. “But while that's changed, I as a person have also changed. And I think one of the things I always find myself as a social responsibility, is as a mother, if one day my children are looking at my platform and they see what I've done. Are they proud that this is what their mom has been working on and has been striving to do for so many years? [...] I want them to be able to see that and grow whether on social media or off social media, to be a person that I can recognise as well.” 

What fascinates Chan most about social media is that it serves as a platform that allows her to speak for herself. “When I first started in the entertainment industry, I realised a lot of things that were written about me or about my friends in the industry were untrue, but I think social media gave people a way to speak on their own behalf, not worded from another person's pen.” 

Positive culture on social media

From her experience navigating Hong Kong’s influencer culture, Chan said she wishes to foster a transparent and positive culture across the social media space. “Don't put yourself as a competitor against other people, you're only competing with yourself and focusing on how to improve yourself. Don't judge other people. Work on yourself and be proud of yourself, and when you recognise efforts from other influencers, comment and say ‘I love what you're doing’, ‘I wish we can collaborate’.” 

“Be appreciative. Understand that people are also putting the effort. If you see someone doing something good. It takes you one half a second to put a like on there and another second to comment and say, ‘I love this’. I feel like we need to understand the social media isn't about ‘how do I do better than other people?’ It's about ‘how do we work together?’; ‘Why do I create content and so that we can all consume together?” 

Apart from being a digital creator, host and actress, Chan has also turned her passion for desserts into a new business in partnership with Fafa, the founder of Miss Marble Bakery. By launching her own brand “Dulce Vida”, Chan aims to blend local flavours with a commitment to health-conscious, low-sugar recipes using high-quality ingredients. 

The Spanish phrase ‘Dulce Vida‘, meaning ‘Sweet Life’, highlights Chan’s love for sweet treats while reflecting her values as a mother who balances family life with her career. After trying out various desserts, Chan decided it was time to share her favourite flavours with her fans and the public.  

In fact, chocolate wasn't the first business brand she started during her time as a digital creator, Chan said, adding that her cotton facial pad business ended earlier due to the pandemic. “But I think with my experience, I would say that the pivotal moment was realising that it's okay for something not to go on forever, and to be able to say, let's close this file or close this page when the time is right, and then to move on to something.” 

“I think sometimes people hold on to things that don't work anymore, and when you hold on to something that doesn't work anymore, it drags you down, and it doesn't help you get to another better or even more open space for you, I think it works when you are okay to say change is acceptable, and I'm gonna see how I'm going to shift to that,” she added. 

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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