Study: Avenues brands can take to effectively target Hong Kong Gen Z

Gen Zs in Hong Kong spend a fair chunk of their time on social media. In a recent report conducted by OMD Hong Kong, which studied 304 Hongkongers aged between 13 and 24, it was said that this group of people are the most digitally connected group in human history and is highly influenced by the experiences in their youth.

As such, brands who could tailor their content for this group had a better chance of ensuring growth in the future. 

When it comes to social media, 95% of this group are on numerous platforms. Instagram came out as the platform of choice, while Facebook remained more or less status quo. Their use of social media is largely to be entertained by looking at photos, videos and stories. They also use social media to share moments in their lives, find out latest trends, follow aspirational figures or people or interest, as well as keep up-to-date. 

Video content was the type of content that they most enjoyed. The study suggested that youngesters value platforms that feature short, high-impact videos. Brands can also consider utilising vertical short-form formats which are optimised for mobile devices, while creating user generated content campaigns in a fun way. 

When it comes to video consumption, the respondents spent four hours a day on video platforms with YouTube being the first choice for many. They looked for entertainment, educational content, news as well as latest information. Female respondents were more likely to consume videos on a mobile device, while male respondents preferred using tablets for a more cinematic experience.

As Hong Kong is now offering 5G services which offer high-quality real-time video delivery, brands can consider using YouTubers for a two-way communication with activities such as YouTube live. Brands are also advised to explore YouTube Shorts, a new short-form video experience allowing content creators to shoot short yet catchy videos via their smartphone.

Here are some other emerging areas advertisers can connect with Gen Zs on:

Music
Hong Kong youngsters also spent about 1.3 hours a day to listen to music. Although YouTube was the dominating platform, the study highlighted that platforms such as JOOX had a strong market position and was seen to be innovating its platform for the next generation. 

Music platforms are advised to add new services for more interactive experiences such as live music shows. They can also leverage 5G services as it can help offer better quality music. User generated content campaign such as fan Karaoke and dancing campaign can help brands build social awareness too. 

Gaming
Gaming is another area that brands can leverage. With 91% of youngsters using a mobile device to play games, mobile devices have greatly surpassed console gaming. According to the survey, male respondents spent two to three hours a day on gaming, while females were not too far behind too as they spent two hours a day.For brands, as only one on-stream ad is played at a time, marketers can have the full attention of their audience. Users are now more informed and expect to receive advertising in exchange for something of value such as in-game prizes or free streaming, the ads appear less intrusive, and they are more likely to accept them.  

They can also consider eSports sponsoring opportunities, key gaming KOLs and YouTubers and align with them during broadcast.

Instant Messaging

Lastly, 93% of respondents used WhatsApp as first-choice instant messaging platform. WhatsApp dominated the market despite the perceived threats of the introduction of Signal, WeChat, and Telegram.As cookies are expected to come to an end in 2023, the importance of first party data will only grow and messaging platforms with strong personal data signals can help brands collect first-party data and further reengage potential audiences through retargeting and lookalike campaigns.

Brands can also consider using instant messaging to communicate with youngsters with personal communication such as chatbot to collect first party data, which can help brands launch more dynamic messaging to youngsters with greater relevancy.