According to the source, the marketing spending was based on a comprehensive analysis of various influencer content from photo posts to Instagram Reels and video posts. More than 5,000 domestic and international brands in Hong Kong from 22 different industries were monitored, and at least 30,000 influencers and content creators on Instagram and Facebook, were included in the analysis. As a reference to determine influencer fees, the source collected a list of rate cards from influencers with a balance of tier levels. Production costs or advertising expenses related to the campaigns were excluded, which means the calculation might differ from the actual cost, i.e. influencer quotation.
One Hong Kong dollar equals approximately 0.13 U.S. dollars and 0.12 euros (as of November 2024).
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Influencer marketing spending in Hong Kong Q2 2024, by industry
In the second quarter of 2024, the influencer (or KOL) marketing spending in Hong Kong amounted to *** million Hong Kong dollars. The beauty and fashion industries were the largest drivers in KOL marketing. Beauty and cosmetics brands spent **** million Hong Kong dollars in that quarter, registering a **** percent decline compared to the same period in the previous year.
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IAB Hong Kong, & Cloudbreakr. (July 30, 2024). Spending on influencer marketing on Instagram and Facebook in Hong Kong in 2nd quarter 2024, by industry (in million Hong Kong dollars) [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 30, 2026, from /statistics/1535365/hong-kong-influencer-marketing-spending-by-industry/
IAB Hong Kong, und Cloudbreakr. "Spending on influencer marketing on Instagram and Facebook in Hong Kong in 2nd quarter 2024, by industry (in million Hong Kong dollars)." Chart. July 30, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 30, 2026. /statistics/1535365/hong-kong-influencer-marketing-spending-by-industry/
IAB Hong Kong, Cloudbreakr. (2024). Spending on influencer marketing on Instagram and Facebook in Hong Kong in 2nd quarter 2024, by industry (in million Hong Kong dollars). ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 30, 2026. /statistics/1535365/hong-kong-influencer-marketing-spending-by-industry/
IAB Hong Kong, and Cloudbreakr. "Spending on Influencer Marketing on Instagram and Facebook in Hong Kong in 2nd Quarter 2024, by Industry (in Million Hong Kong Dollars)." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Jul 2024, /statistics/1535365/hong-kong-influencer-marketing-spending-by-industry/
IAB Hong Kong & Cloudbreakr, Spending on influencer marketing on Instagram and Facebook in Hong Kong in 2nd quarter 2024, by industry (in million Hong Kong dollars) ÌÇÐÄÆƽâ°æ, /statistics/1535365/hong-kong-influencer-marketing-spending-by-industry/ (last visited July 30, 2026)
Spending on influencer marketing on Instagram and Facebook in Hong Kong in 2nd quarter 2024, by industry (in million Hong Kong dollars) [Graph], IAB Hong Kong, & Cloudbreakr, July 30, 2024. [Online]. Available: /statistics/1535365/hong-kong-influencer-marketing-spending-by-industry/
