Influencer Marketing in Hong Kong 2025: Which Platform Works Best for Your Brand?

In 2025, influencer marketing has become a key strategy for Hong Kong brands to increase exposure, attract customers, and drive sales. However, each social platform differs in audience structure, content style, algorithm, and purchase journey.

The platforms most commonly used by Hong Kong brands include:

• Instagram

• Facebook

• Threads

• Xiaohongshu (RED / REDnote)

This article compares them across four dimensions: target audience, content characteristics, product fit, and marketing objectives.

1. Audience Comparison: Who Uses Each Platform and What Age Groups?

Instagram — Young, Visual, Lifestyle-Oriented

• Core audience: 18–35 years old

• Popular content: fashion, beauty, cafés, food, travel

• Audience prefers aesthetically pleasing images and Reels

• Best for building brand identity and engagement

Suitable products: beauty, fashion, specialty cafés, lifestyle brands

Facebook — Broad Reach, Strong Community Engagement

• Core audience: 25–55 years old

• Families and everyday consumers

• Ideal for promotions, F&B campaigns, and mall advertising

• Local consumption and community discussion remain strong

Suitable products: F&B, mass-market retail, family products, electronics, service-oriented businesses

Threads — Text-Driven, Highly Conversational

• Core audience: creators, professionals, brand managers

• Great for building brand personality and opinion sharing

• Conversion is still weaker, but excellent for tone and positioning

Suitable products: tech products, creative brands, content-driven offerings

Xiaohongshu (RED) — Mainland Tourists & Cross-Border Shoppers

• Core audience: 18–40 years old Mainland tourists and young female consumers

• Main platform for travel planning, product research, and shopping recommendations in Hong Kong

• Content is highly trusted; user reviews and “how-to” guides drive purchase decisions

Suitable products: beauty & skincare, jewellery, fashion retail, F&B, malls, lifestyle experiences, electronics

2. Product Fit Comparison: Which Products Perform Best on Each Platform?

Product Category	IG	FB	Threads	Xiaohongshu	YouTube	TikTok
Beauty & Skincare	⭐⭐⭐⭐	⭐⭐⭐	⭐⭐	⭐⭐⭐⭐⭐	⭐⭐⭐⭐	⭐⭐⭐⭐
Fashion & Retail	⭐⭐⭐⭐⭐	⭐⭐⭐	⭐⭐	⭐⭐⭐⭐	⭐⭐⭐	⭐⭐⭐⭐⭐
F&B / Restaurants	⭐⭐⭐⭐	⭐⭐⭐⭐⭐	⭐⭐	⭐⭐⭐⭐⭐	⭐⭐⭐	⭐⭐⭐⭐⭐
Electronics	⭐⭐⭐	⭐⭐⭐⭐	⭐⭐	⭐⭐⭐⭐	⭐⭐⭐⭐⭐	⭐⭐⭐
Jewellery & Watches	⭐⭐⭐	⭐⭐⭐⭐	⭐	⭐⭐⭐⭐⭐	⭐⭐⭐	⭐
Travel Experiences	⭐⭐⭐⭐	⭐⭐⭐	⭐⭐	⭐⭐⭐⭐⭐	⭐⭐⭐⭐	⭐⭐⭐⭐
Family & Local Services	⭐⭐⭐	⭐⭐⭐⭐⭐	⭐⭐	⭐⭐⭐	⭐⭐⭐	⭐⭐

3. Marketing Objective Comparison: Best Uses by Platform

Instagram: Brand Awareness & Image Building

• Ideal for new product launches, exposure, and atmosphere creation

• Less direct conversion-oriented

Facebook: Local Promotions & Strong Conversion

• Perfect for F&B deals, mall events, and reservation links

Threads: Build Brand Personality

• Engage with followers and establish community identity

Xiaohongshu: Drive Sales, Build Trust, Attract Tourists

Xiaohongshu is the only platform that completes the full loop:

Search → Save → Visit → Purchase

Most tourists research Hong Kong before traveling, checking Xiaohongshu for:

• Must-buy items in Hong Kong

• Recommended local food

• Travel itineraries and tips

This makes it highly effective for retail, F&B, jewellery, beauty, and mall promotions.

Conclusion: Each Platform Has Its Role, But Xiaohongshu Delivers Real Consumers

• Instagram: Makes your brand look visually appealing

• Facebook: Strongest for promotions and community conversions

• Threads: Enhances brand personality and voice

• YouTube: Builds deep trust

• TikTok: Maximizes reach and viral potential

• Xiaohongshu: Attracts tourists, drives search, and converts into real purchases

For Hong Kong local retailers, restaurants, malls, experience-based services, jewellery, and beauty brands, Xiaohongshu is no longer a “maybe” option. It’s a must-use channel, and the real question is when to start.

If you want a tailored influencer marketing plan covering IG, Facebook, Threads, and Xiaohongshu — designed to capture both Mainland and tourist markets — we’re here to help.

Email: info@captivatemkt.com

WeChat: nickcaptivate