Top 5 HK KOLs leading in Instagram branded content ad spend

In today’s dynamic landscape, influencers play a pivotal role in shaping consumer behaviour and impacting brand perceptions. Their reach extends across various platforms, including Instagram, YouTube, and Facebook, enabling them to engage audiences effectively and set prevailing trends.

As a result, over half of marketers across the Asia-Pacific region plan to increase their spending on online video, eCommerce, and influencer content in 2026, according to Kantar Media’s Reactions 2025 report. Notably, this trend has led to a significant focus on Instagram, which has emerged as the second most popular platform among marketers for branded content investment. By leveraging the power of influencers, brands aim to connect with consumers in more authentic and impactful ways, reflecting a strategic shift toward maximising digital engagement in their marketing efforts.

With a multitude of influencers and KOLs in the market, brands often ask which ones command the highest advertising costs for promoting their products on social media. To shed light on this, admanGo's latest survey reveals the top five KOLs with the highest ad spend on Instagram for branded content.

1. Grace Chan

Hong Kong artist Grace Chan is the top Instagram KOL with the highest branded content ad spend, according to the report. With over 834K followers on Instagram, Chan's branded content posts have garnered thousands of likes and comments, such as her recent collaboration with Standard Chartered Hong Kong has to highlight Cathay Mastercard’s unique travel privileges and miles-earning power.

In the campaign titled "Standard Chartered Cathay Mastercard: Team up miles up", Chan and another influencer Torres Pit were featured in a three-episode branded video series. Each of them captained a team of cardholders, transforming the campaign into a gamified, team-based referral experience.

Furthermore, the artist has been featured in Instagram branded content for various global brands, such as L’ORÉAL, Dettol, Cartier, Xiaomi, HSBC, CLARINS, and IKEA Hong Kong.

2. Elva Ni

The Instagram KOL that ranked second on the list is local actress Elva Ni, who has over 845k followers on her Instagram. As a yoga instructor, beauty lover and a mother of two, Ni is always seen sharing her collaboration with beauty brands and reviews on certain beauty products. 

In October, Tiffany & Co. partnered with Ni to unveil a series of visuals promoting its new Tiffany Lock collection. Under the theme "No rules. All welcome", this jewelry series emphasises self-expression in relationships while reimagining the brand’s classic padlock design to transcend traditional norms. Reflecting the independent and self-sufficient Ni, the collection embodies her ongoing pursuit of self-improvement across different roles.

Ni has also collaborated with brands across different sectors, including Gucci, Louis Vuitton, Holdbody, Miu Miu and Burberry.

3. Sammi Cheng

Next in line is Hong Kong artist Sammi Cheng, who has over one million followers on Instagram. Her branded content posts have received thousands of likes and comments, including her collaboration with AXA Hong Kong as a brand ambassador last October.

In the campaign promoting WealthAhead II, a savings insurance series aimed at modernising families' perceptions of wealth growth and legacy planning, Cheng utilised emotional storytelling to turn legacy planning from a distant goal into an actionable journey. By linking Cheng’s multi-generational appeal with a narrative about meaningful financial action, the campaign aimed to encourage families to secure their future with intention.

A companion social video feature expanded on the message of “Growing your wealth, witness the legacy,” showcasing Cheng’s reflections on saving and purpose. Her understated storytelling made financial planning relatable through everyday actions: starting early, planning for succession, and planning with purpose. This personal touch reinforced AXA’s commitment to making legacy planning approachable and human.

During the same month, DREYER’S tapped Cheng to unveil a sleek new look for its product lineup, including an upgraded "premium ice cream cup series" as part of the campaign. A 30-second video featuring Cheng was launched, showing her sitting on the DREYER’S express train and illustrating how the brand had been an all-time classic since 1923, providing a multi-sensory experience for customers with its premium ingredients.

Cheng, a superstar singer and actress, captivates audiences with her bold presence, soulful vocals, and electrifying dance moves. An irreplaceable pop icon in Hong Kong, she sets industry benchmarks and won the "favourite female singer award" for the fourth time last year, showcasing her enduring star power. DREYER'S shared Cheng's philosophy of distilling pure flavours into something extraordinary, reflecting her ability to redefine classics with each new endeavor.

Cheng has also collaborated with brands across different sectors, including Gucci, adidas and Balenciaga. 

4. Charmaine Sheh

Following that is Hong Kong actress Charmaine Sheh, who has over 1.5 million followers on Instagram. Known for her roles in TVB dramas, she recently starred in The Queen of News, a popular series in Hong Kong and the Greater Bay Area. Her performances resonate with audiences, reinforcing her presence in the entertainment industry.

Capitalising on the success of The Queen of News, HSBC extended its partnership with TVB, filming several scenes at the HSBC Main Building in Central. This collaboration, which began in early 2024, elevated Sheh, the lead character, into HSBC’s “Queen of Finance.” Through a four-part video series on TVB’s Scoop, Sheh simplified complex financial topics into relatable narratives.

To promote the partnership, HSBC hosted the premiere press conference for the drama at the HSBC Main Building. That evening, the bank held a premiere event, inviting over 80 HSBC Premier and HSBC Life customers to watch the first episode alongside the show's main cast, including Sheh. Highlights from the event were being shared on HSBC's Instagram and Xiaohongshu pages.

With an impressive following, Sheh's branded content posts have also attracted thousands of likes and comments, notably including her collaboration with Nongfu Spring in June last year. As the brand entered the Hong Kong market, Sheh was appointed as the ambassador for Oriental Leaf. Given the distinct marketing culture in Hong Kong, it's important to select an ambassador who is respected in both mainland China and Hong Kong. This representative should embody the sophistication and elegance that align with the tea’s image as a premium product. As part of the campaign, a TVC featuring Sheh was launched.

Sheh has also collaborated with brands across different sectors, including medicube, Bottega Veneta, and Miu Miu. 

5. Joey Yung

Hong Kong Cantopop singer and actress Joey Yung ranks fifth among Instagram KOLs in terms of branded content ad spend. With over 1.2 million followers on Instagram, she garners significant engagement on her branded content posts, including her partnership with Hong Kong heritage brand Wong To Yick Wood Lock Medicated Balm.

As the brand's first-ever ambassador, the collaboration between Wong To Yick and Yung is founded on shared values of perseverance and excellence. Yung, known for her exceptional dedication and resilience, embodies the brand’s spirit of 'growing stronger through challenges.

As the brand's first-ever ambassador, Yung has leveraged her widespread influence and positive public image to help redefine Wong To Yick's identity—breaking free from traditional Chinese medicine stereotypes and cultivating a more youthful, fashionable brand appeal.

On the marketing front, Wong To Yick launched a comprehensive promotional campaign, including high-end TV commercials that highlight the product's efficacy alongside Yung's star power, large-scale outdoor advertisements to amplify brand visibility, interactive social media initiatives to engage younger consumers, and strengthened retail partnerships to ensure optimal product availability and presentation.

In addition to Wong To Yick, another notable brand that has leveraged Yung's influence is McDonald's Hong Kong. She reunited with singer Hins Cheung as ambassadors for the "Shake & Dip" series to launch an animated video and theme song, Just for Fun, in celebration of the brand's 50th anniversary. In the music video, Yung and Cheung transformed into animated characters and return to the bustling streets of Hong Kong in 1975, the year McDonald's opened its first restaurant, depicting a timeless tale of friendship. The video features chibi-style animated versions of Yung and Cheung, with vibrant colours that blend realistic and cartoon styles, aiming to capture the lively and relaxed feel of the song.

Yung has also collaborated with brands across different sectors, including Hong Kong Disneyland, Broadway. BEA Bank, and CHAGEE. 

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Top 5 HK KOLs with the highest Instagram branded content ad spend
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