How Threads is redefining the social media landscape in HK

Threads, once hailed as the "X Killer" (Twitter Killer) and known as "脆" (Cui) in Taiwan, has now become the fastest-growing social media platform worldwide. A year after its launch, as of August 2024, Threads has reached 190 million users globally.

While text-driven Twitter has historically received a lukewarm reception in the Chinese-speaking market, Threads has taken off in Hong Kong and Taiwan, successfully drawing in many active users, with Gen Z being particularly engaged. This has turned it into a new force in the social media landscape.

Interestingly, some Hong Kong users have started using Threads (primarily in Cantonese) as a substitute for local forums, with some even claiming that Threads' popularity is now comparable to that of LIHKG, a famous local forum.

Survey findings | A Threads-eye view of Hong Kong

Given the lack of any official statistics, I decided to conduct an online survey to better understand the current situation of Threads in Hong Kong. I collected responses from 212 participants, uncovering some fascinating insights.

Multiple daily Logins: 70.3% of users log in at least three times a day, indicating a high level of activity and engagement among Hong Kong users on Threads.

Frequent but brief: 31.1% of users spend an average of 15 to 30 minutes per session on Threads, making it just the right amount of time to catch up on entertainment and gossip during a subway ride.

Mobile first: An overwhelming 96.2% of users access Threads via smartphones, making it the ideal "time killer" companion anytime, anywhere.

Entertainment and gossip: 84.9% of users use Threads for entertainment, chatting, and gossip, while 65.6% use them to stay informed on trending topics and viral content.

Selective following: 44.3% of users follow fewer than 50 accounts, indicating that on Threads, content quality matters more than quantity.

Infrequent posting: 62.7% of users post content less than once a week, suggesting that content creators are in the minority, while users are more inclined to consume content. For brands, this means focusing on creating valuable content rather than posting frequently, like on X (Twitter).

Preference for personal accounts: 68.4% of users prefer following personal accounts over brands, as real-life stories often resonate more. This makes Threads an ideal platform for building a personal brand, which brands CEOs or executives should consider.

Small social circles: 42.9% of users have 0-50 followers, making Threads the perfect place for intimate, fireside chats.

Text posts take priority: 86.8% of users prefer text posts, showing that in certain situations, a few well-crafted sentences can be enough to move people and create a connection. @isaac.startup and @sparksine's pure text sharing are excellent examples, demonstrating that high-quality content can attract readers without the need for flashy or sensational elements.

Topics of interest to working professionals: Nearly 70% of respondents are full-time employees, with 64.6% showing interest in content related to workplace stories. This suggests that career tips, knowledge, and news could be potential key drivers of engagement. A successful example is @kevinshee, the founder and CEO of SC Storage, who shares business insights, often revealing industry secrets and sometimes even discussing his failures openly.

Moderate satisfaction with recommended content: 56.1% of users are satisfied with the content recommended by Threads' algorithm, but this also indicates room for improvement. However, algorithms are constantly changing and hard to predict. When advertising is eventually introduced, these recommendations will likely adjust accordingly.

Reflecting local culture: 51.4% of respondents agree that Threads currently reflects Hong Kong's local culture, but the fact that just over half of them agree suggests there's still room for improvement.

Brands entering Threads: Although Threads has not yet opened up to advertising, some brands, such as @deliveroo_hk, @mcdonaldshk, and @ikeahongkong, have already established official accounts and have become some of the most popular profiles, reaping the benefits of increased brand exposure.

Q&A tips for marketers

Marketers, have you "Threads" today?

After analysing user profiles, in addition to my observation, I've compiled the following Q&A for marketers:

When should brands enter Threads?

The time is now! Brands should seize the first-mover advantage and establish a presence on Threads early on, as organic reach is currently at its peak. Additionally, the 25-34 age group is relatively active on Threads, and this demographic is a crucial target for many brands.

What should brands prepare for after joining Threads?

Brands should get used to interactions on Threads, which may be more active than on other platforms. Users might be more outspoken, sometimes even with harsh or critical comments. Therefore, brands need to have a strong heart and not be discouraged by a few negative remarks. Also, don't spend too much time creating perfect content; instead, focus on experimenting, interacting, and engaging more. This will increase the chances of gaining visibility.

How to optimise content on Threads?

Ensure all content is mobile-friendly: keep the copy clear and readable, and make visual content easy to digest (preferably without leaving Threads).

What type of content should brands focus on?

Text content remains king. Writing concise, engaging copy that tells a brand story or provides valuable interactions will attract more traffic and keep users engaged.

How important is localising content?

Very important! While only 51.4% of users feel Threads' content reflects local culture, this indicates room for improvement. Moreover, most popular content tends to be closely related to local culture. Therefore, incorporating more elements that resonate with local audiences can help brands tap into higher engagement and brand loyalty.

What kind of persona should brands adopt on Threads?

Be a friendly neighbourhood brand. Use a relaxed, conversational tone, communicate from a first-person perspective, and stay current with trends. Share brand stories and engage with the community to enhance your brand's presence rather than just pushing promotions.

What's the key to success for personal accounts?

Focus on professional or work-related topics, share industry insights, career advice, or success stories, and offer nourishing content for the mind. This type of content resonates well with the audience. Of course, given human nature, people love watching from the sidelines, so you might choose to take a more controversial stance, sparking debates, discussions, or even arguments. Some personal accounts use this tactic to stand out, but it's a personal choice and not something I would personally encourage.

How can brands build stronger connections with their audience?

Brand accounts should become more like friends! No one enjoys talking to a rigid, robotic entity. So, loosen up and engage with your audience as a friend would—having casual chats and interactions is the secret to keeping people engaged with your account.

At the same time, don’t focus too much on the numbers for official brand accounts. Instead, recruit brand ambassadors or collaborate with influencers to share authentic stories and experiences that foster personal connections with your audience.

Take McDonald's McGriddles campaign as an example: @edanlui, a popular boy band Mirror member, shared a casual photo of a McGriddles and a playful message on his Threads account, gaining over 15.1K likes. It became the most popular McGriddles post on Threads—a kind of engagement you can't buy with money.

According to Social Power, a social media listening platform, Threads consistently ranks among the top three platforms for engagement, views + engagement, comments, and posts. Although it launched just over a year ago, Threads has demonstrated impressive traction on hot topics and viral trends.

Speaking of @edanlui, his recent post addressing his love life, though only 200 words, stirred significant public interest, sparking discussions and becoming a trending topic. This highlights how public figures making major announcements on Threads mark the dawn of a new social media era.

Conclusion

Early adoption of a new platform—Enjoy the benefits from "Threads" earlier

As an emerging social networking platform with advertising features yet to be launched, Threads still presents a degree of uncertainty for brands. However, as a platform for understanding current consumer habits, trending topics, and key engagement drivers, brands that establish a presence on Threads early can stay closely connected to their consumers and even engage in meaningful conversations, building brand influence ahead of the competition.

Additionally, the personal influence of brand ambassadors (including company employees) should not be underestimated. According to @kevinshee, the boss of @scstorage , he personally tested a promotional offer of 8 months of free rent (internal statistics show that 70% of users typically renew after the free trial). He distributed the offer on Threads using both his personal account and the company’s official account. Almost all offers were successfully claimed through his personal account, while none were picked up through the official account.

Based on current observations, Threads is poised to replace X (Twitter), especially outside English-speaking markets. The significant difference from X is that Threads users tend to be more localised in different regions, offering more substantial potential for individual market development. Social media platforms that are primarily text-based have rarely succeeded in Hong Kong, but Threads has broken the mould in just a few months, becoming a voice for many young local netizens.

If you want to understand the young generation before the parents join and before ads appear, your brand should "Threads" sooner rather than later.

This article was written by Rudi Leung, founder and director of Hungry Digital.