HK actress Grace Chan on why owning the feed matters for influencers

In a digital world overflowing with filters, curated perfection, and fleeting trends, standing out as a social media influencer has become more challenging - and more rewarding - than ever. Audiences are no longer just scrolling for aesthetics; they're searching for authenticity, connection, and creators who are unapologetically real. 

According to Accenture Life Trends 2025, 59.9% of people are questioning the authenticity of online content more than before. Of that 59.9%, three quarters (76.9%) indicate they’re more intentional about their use of social media instead of doom scrolling. 

It’s not entirely wrong for influencers to chase reach or awareness on social media, but the bigger picture is about how they create lasting content online and retain audiences on the platforms, said Grace Chan, Hong Kong actress, host and a digital creator, at MARKETING-INTERACTIVE's Content 360 Hong Kong.  

“It's not about only going for reels or whatever that is trending, because that dies out, but it's who you are as a content creator that creates that long, lasting faithfulness with your audience, and with your family, with their family and friends and anyone else who wants to share their content as well,” she said. 

As a mom of three, actress, host and a digital creator, Chan tends to take inspiration from her everyday life, such as her three children, a typical workday as a host, as well as her experience working with various brands.

Meanwhile, she also creates branded content with selected brands. Taking her recent collaboration with Proven Probiotics as an example, Chan highlights the importance of sleeping well with the product in the campaign, which has been amplified through outdoor media such as MTR stations. 

As influencers grow and diversify their partnerships, the lines between loyalty and overexposure can blur. Chan said when people draw too much attention to an influencer, it can sometimes get quite negative. “I've heard people say, I’ve seen too much of Grace. I've had enough. And it stings a little bit, but it also makes me motivated to do better, so that it can convince you why I am, where I am, or the presence that I feel.” 

Knowing your own identity as a content creator

Another challenge of working with brands as an influencer is accepting the fact that one cannot work with every single brand, she said. “I remember there was a time when I became a mother[...] I felt like just because I'm a mother it doesn't mean I can't do high fashion, and I tried to reach out (to those brands) as well, but I got rejected.”  

“But it's okay, because if that person is not you, it could go to someone who's more suitable, then maybe you are suitable for what brands come and reach and approach you as well, because they see that their brands and you aligned to see the value, and they hope that using your image or your lifestyle also helps reach their audiences,” Chan added. 

For those who wish to start out as a content creator, Chan said that knowing your own identity is key. “I have a group of friends who are younger than me, but they are truly digital content creators, and why I say that is because they're very self-aware and focused. “We have a friend who does the whole thing about ADHD, because he has it and he wants to spread awareness about it. So he uses different scenarios and acting to downplay the stigma that ADHD might have for this community.” 

Beyond social media, Chan also took her online presence offline to launch her new chocolate business - Dulce Vida, in partnership with Fafa, the founder of Miss Marble Bakery. Apart from highlighting her love for sweet treats, the new launch also reflects her values as a mother who balances family life with her career.  

Describing being a content creator as an exciting but also a lonely job, Chan wishes to connect with the community physically. “You're trying to allow people to understand your background, and you're forced to almost go to these social settings where you can really help people understand what you're doing and why you love what you're doing. And with chocolate, it came very easy, because I love sweets too, and I really trust my brand.” 

Related articles:

Interview: HK actress Grace Chan on how to create content that lasts
Blurred lines between fact and fiction in the search for authenticity