How should Hong Kong SMEs respond when social media algorithms change, short-form video dominates attention and generative AI accelerates content production?
On 26 January 2024, 黃啟亮博士, Founder of Social Stand Limited, delivered the HKTDC Digital Academy webinar “2024 Social Media New Landscape: AI Toolkit — Will Short Videos Remain Popular?” The Cantonese online session attracted more than 3,000 registrations, reflecting strong demand among Hong Kong businesses for practical guidance on 社交媒體營銷 and AI-assisted content creation.
What changed in social media marketing in 2024?
The webinar examined how updates across Facebook, Instagram and Threads were changing organic reach and content decisions. Dr Wong encouraged marketers to watch newly launched platform features and the strategic signals shared by technology leaders. New formats often receive temporary distribution advantages while platforms test adoption, creating opportunities for brands prepared to experiment early.
However, chasing every platform feature is not a strategy. Businesses still need to understand their audience, define a clear brand position and connect individual posts to commercial objectives. Algorithms determine distribution, but relevance and trust determine whether audiences pay attention.
Short video versus text and image content
Short-form video remained a powerful discovery format in 2024, but the session challenged the idea that every business should abandon text and image content. The appropriate format depends on the message, customer journey, production resources and the action a brand wants audiences to take.
- Short videos can introduce ideas quickly, demonstrate products and build familiarity.
- Text and image posts can explain detailed information, support search visibility and help audiences compare options.
- Longer educational content can establish expertise and answer the questions buyers ask before making a decision.
The practical lesson for SMEs is to build a content system rather than depend on a single format. One well-researched idea can become a short video, carousel, article, email and sales-enablement asset when each version is adapted to its channel.
Using generative AI without producing generic content
Generative AI can support research, brainstorming, drafting and content repurposing. Yet faster production does not automatically improve marketing. If the source idea is weak or the brand perspective is unclear, AI simply creates more undifferentiated material.
Dr Wong compared advertising to using a microphone: promotion amplifies what is already there. If the underlying content is unhelpful, increasing reach can amplify the weakness rather than solve it. Strong AI-assisted marketing therefore begins with customer insight, credible expertise and a useful story.
Practical takeaways for Hong Kong SMEs
- Track algorithm and product changes, but test them against business objectives.
- Choose content formats according to audience needs rather than trends alone.
- Use AI to accelerate research and production while retaining human judgement.
- Develop reusable content themes that demonstrate expertise over time.
- Measure enquiries, qualified conversations and business outcomes—not only views or likes.
Digital marketing and AI training in Hong Kong
Dr Bernie Wong delivers practical AI and digital marketing training, corporate training programmes and customised workshops for companies, universities, public organisations and NGOs in Hong Kong and across Asia. Programmes can cover AI for marketers, social media strategy, content marketing, brand storytelling and digital transformation.
聯絡黃啟亮博士 to discuss a keynote, executive briefing or tailored team workshop.
Event information
- Date: 26 January 2024
- Time: 3:00–4:00 pm
- Format: Online webinar
- Language: Cantonese
- Organiser: HKTDC Digital Academy
- Registrations: More than 3,000
常見問題
What did Dr Bernie Wong cover in the HKTDC webinar?
The session covered Facebook and Instagram algorithm changes, emerging online marketing directions, AI-assisted content creation, the continuing value of content marketing, and how businesses should choose between short video and text-image formats.
Can AI replace a social media marketing strategy?
No. AI can accelerate research, drafting and repurposing, but businesses still need human judgement, customer insight, brand positioning and clear commercial objectives.
References: HKTDC Digital Academy event information and HKTDC NewsBites webinar recap.
