{"id":5280,"date":"2024-01-26T15:00:00","date_gmt":"2024-01-26T07:00:00","guid":{"rendered":"https:\/\/berniewong.net\/?p=5280"},"modified":"2026-09-29T16:21:40","modified_gmt":"2026-09-29T08:21:40","slug":"2024-social-media-trends-ai-smes-hktdc-digital-academy","status":"publish","type":"post","link":"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/","title":{"rendered":"2024 Social Media Trends and AI for SMEs: HKTDC Digital Academy Webinar"},"content":{"rendered":"<p class=\"wp-block-paragraph\">How should Hong Kong SMEs respond when social media algorithms change, short-form video dominates attention and generative AI accelerates content production?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On 26 January 2024, <a href=\"https:\/\/berniewong.net\/zh-hk\/about\/\">\u9ec3\u555f\u4eae\u535a\u58eb<\/a>, Founder of Social Stand Limited, delivered the HKTDC Digital Academy webinar <strong>\u201c2024 Social Media New Landscape: AI Toolkit \u2014 Will Short Videos Remain Popular?\u201d<\/strong> The Cantonese online session attracted more than 3,000 registrations, reflecting strong demand among Hong Kong businesses for practical guidance on <a href=\"https:\/\/berniewong.net\/zh-hk\/services\/\">\u793e\u4ea4\u5a92\u9ad4\u71df\u92b7<\/a> and AI-assisted content creation.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"480\" src=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/HKTDC-Digital-Academy-2024-Social-Media-Webinar.png\" alt=\"HKTDC Digital Academy webinar on 2024 social media trends, content marketing and AI\" class=\"wp-image-5282\" srcset=\"https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/HKTDC-Digital-Academy-2024-Social-Media-Webinar.png 1024w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/HKTDC-Digital-Academy-2024-Social-Media-Webinar-300x141.png 300w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/HKTDC-Digital-Academy-2024-Social-Media-Webinar-768x360.png 768w, https:\/\/berniewong.net\/wp-content\/uploads\/2026\/09\/HKTDC-Digital-Academy-2024-Social-Media-Webinar-18x8.png 18w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/#What_changed_in_social_media_marketing_in_2024\" >What changed in social media marketing in 2024?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/#Short_video_versus_text_and_image_content\" >Short video versus text and image content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/#Using_generative_AI_without_producing_generic_content\" >Using generative AI without producing generic content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/#Practical_takeaways_for_Hong_Kong_SMEs\" >Practical takeaways for Hong Kong SMEs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/#Digital_marketing_and_AI_training_in_Hong_Kong\" >Digital marketing and AI training in Hong Kong<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/#Event_information\" >Event information<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/#Frequently_asked_questions\" >\u5e38\u898b\u554f\u984c<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/#What_did_Dr_Bernie_Wong_cover_in_the_HKTDC_webinar\" >What did Dr Bernie Wong cover in the HKTDC webinar?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/berniewong.net\/zh-hk\/2024-social-media-trends-ai-smes-hktdc-digital-academy\/#Can_AI_replace_a_social_media_marketing_strategy\" >Can AI replace a social media marketing strategy?<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_changed_in_social_media_marketing_in_2024\"><\/span>What changed in social media marketing in 2024?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Short_video_versus_text_and_image_content\"><\/span>Short video versus text and image content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Short videos<\/strong> can introduce ideas quickly, demonstrate products and build familiarity.<\/li><li><strong>Text and image posts<\/strong> can explain detailed information, support search visibility and help audiences compare options.<\/li><li><strong>Longer educational content<\/strong> can establish expertise and answer the questions buyers ask before making a decision.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Using_generative_AI_without_producing_generic_content\"><\/span>Using generative AI without producing generic content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Practical_takeaways_for_Hong_Kong_SMEs\"><\/span>Practical takeaways for Hong Kong SMEs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li>Track algorithm and product changes, but test them against business objectives.<\/li><li>Choose content formats according to audience needs rather than trends alone.<\/li><li>Use AI to accelerate research and production while retaining human judgement.<\/li><li>Develop reusable content themes that demonstrate expertise over time.<\/li><li>Measure enquiries, qualified conversations and business outcomes\u2014not only views or likes.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Digital_marketing_and_AI_training_in_Hong_Kong\"><\/span>Digital marketing and AI training in Hong Kong<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dr Bernie Wong delivers practical <a href=\"https:\/\/berniewong.net\/zh-hk\/ai-digital-marketing-training\/\">AI and digital marketing training<\/a>, <a href=\"https:\/\/berniewong.net\/zh-hk\/corporate-training\/\">corporate training programmes<\/a> 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/berniewong.net\/zh-hk\/contact\/\">\u806f\u7d61\u9ec3\u555f\u4eae\u535a\u58eb<\/a> to discuss a keynote, executive briefing or tailored team workshop.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Event_information\"><\/span>Event information<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Date:<\/strong> 26 January 2024<\/li><li><strong>Time:<\/strong> 3:00\u20134:00 pm<\/li><li><strong>Format:<\/strong> Online webinar<\/li><li><strong>Language:<\/strong> Cantonese<\/li><li><strong>Organiser:<\/strong> HKTDC Digital Academy<\/li><li><strong>Registrations:<\/strong> More than 3,000<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>\u5e38\u898b\u554f\u984c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_did_Dr_Bernie_Wong_cover_in_the_HKTDC_webinar\"><\/span>What did Dr Bernie Wong cover in the HKTDC webinar?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Can_AI_replace_a_social_media_marketing_strategy\"><\/span>Can AI replace a social media marketing strategy?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No. AI can accelerate research, drafting and repurposing, but businesses still need human judgement, customer insight, brand positioning and clear commercial objectives.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>References: HKTDC Digital Academy event information and HKTDC NewsBites webinar recap.<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Dr Bernie Wong shared practical 2024 social media, content marketing and generative AI strategies with more than 3,000 registrants at an HKTDC Digital Academy webinar.<\/p>","protected":false},"author":1,"featured_media":5281,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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