As Hong Kong's advertising market continued to innovate through the second half of 2024, several large-scale campaigns successfully captured the public's attention. Looking ahead to 2025, the evolution of creative advertising is set to boost brand market share further. Here are 4 key trends and examples to help you gain a competitive edge in the new year!

1. AI-Enhanced Precision Advertising

Thanks to AI technology, paid advertising strategies are expected to evolve significantly in 2025. AI enables precise audience targeting by automatically translating user behavior data and preference insights into actionable ad guidelines, saving the time traditionally spent on A/B testing. For example, Meta has started testing AI-generated ads through its AI Sandbox, offering advertisers various creative options to optimize ad effectiveness. This technology allows brands to allocate budgets more flexibly, enhancing competitive advantage.

2. Short-Form Video Dominates

Short-form video ads will continue to be a key driver of engagement across platforms like TikTok, Instagram Reels, and YouTube Shorts in 2025. Brands have to convey core messages and evoke emotional resonance in just a few seconds, incorporating creative visuals or entertaining narratives. According to Australian video production company Vidico, spending on short-form video ads will reach approximately $100 billion in 2024, underscoring its growing trend. This approach lets brands connect with consumers quickly, boosting exposure and encouraging user interaction.

3. More Down-To-Earth and Relatable Brand Identity

Consumers increasingly favor brands with real, relatable stories, as emotionally resonant content proves more impactful in advertising. For instance, the food delivery platform Deliveroo recently featured the actor couple Terrance Lau and Cecilia Choi in several videos capturing everyday moments, highlighting the platform's daily discount campaign. The relatable, lighthearted approach received positive feedback, enhancing Deliveroo's brand image and strengthening its emotional connection with consumers.

4. Seamless Social Commerce Experience

As social platforms are expected to continue to roll out integrated shopping features in 2025, brands can leverage social commerce to achieve both sales and marketing goals. For example, Instagram offers various shopping features, allowing brands to add product catalogs to their Bio section, add product tags in Posts, or include sticker links in Stories. This seamless shopping experience not only boosts conversion rates but also reinforces brand competitiveness.

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