A 5-minute video vs. 5 1-minute short clips – which works better to achieve online marketing success? How can SMEs interpret YouTube trends to uncover effective video production insights? What groundbreaking changes will occur in the world of short video marketing by 2025? How can AI help you turn 1 video into 5 engaging pieces of content?
The November Digital Academy webinar featured Alan Ng, Senior Account Manager of Google Customer Solutions responsible for YouTube client operations, and content marketing expert Samson Fong, a founding member of companies like Xiaomi, DJI, Eatigo, and Zenyum, and Partner at Inspect Element. They delved into the trends of short video marketing in 2025, preparing the audiences with several tips for videomaking.
Tips on Running Your YouTube Channel
Alan pointed out that knowing your YouTube audiences’ purposes is crucial when starting your own YouTube channel. When setting your YouTube content, businesses can refer to this “Help, Hub, Hero” framework:
- Help – answering the audiences’ specific questions, e.g. practical tips on fitting furniture or tidying up the room
- Hub – targeting the audiences’ interests and hobbies, e.g. celebrity news, trending sports etc.
- Hero – annual events or remarkable campaigns, e.g. key marketing events, for brand exposure
When planning video topics, Google Trends is an useful tool to look for trending search keywords and compare them against one another. For example, if you are running a dessert shop, you can type in search queries as “cake”, “dessert”, “sweet treat” to compare the keywords’ popularity, and subsequently determine your video theme.
Attract Audiences with Appealing Video Presentation
For the exact video content, Samson believed the presentation format is key. He suggested a few effective content design strategies for different industries:
- Induction-based Content
The most basic yet effective way is to raise a question or pain point first, then propose a solution. This can draw target audiences’ attention and resonance for a business solution program.
Example: “You are losing out to your competitors if your company has lots of accumulated business enquiries unattended!” - Everyday Demonstration
For daily utilities or services, a demo can help the audiences better understand the practical usage of the products.
Example: Teeth-brushing scene for selling oral hygiene products; Real matching case sharing for dating app. etc. - Demystification
Especially useful for intangible services and the professional service sector. By listing out customers’ concerns and resolving them one by one, the video can help rebuild audiences’ confidence.
Example: Entire flow of a clinical visit to showcase the exact operations, environment, doctor’s qualifications etc.
Watch the Webinar Recording Now (In Cantonese Only):
For more digital marketing insights, please register at the Digital Academy website to view!
About the Speakers
Alan Ng / Senior Account Manager, Google Customer Solutions
Alan Ng is a digital marketing expert with 10+ years of experience in tech and retail industries. As a Senior Account Manager of Google, Alan plays a pivotal role in identifying market opportunities and growing HK SMBs.
Alan worked in Shanghai and Hangzhou for more than 6 years. He started as a Management Trainee at Lane Crawford, then he was assigned to Shanghai for business expansion. Afterwards, he joined Alibaba Tmall division, responsible for bringing international brands to China. His previous roles not only gained him great insights in China digital landscapes, but also demonstrated his success in business development and clienteling.
Samson Fong / Partner, Inspect Element
As a seasoned marketing professional with over 10 years of hands-on experience, Samson supported a handful of startups across Asia grow from the ground up to achieve breakthrough success. Working closely with founders as an early stage member at companies like Xiaomi, DJI, Eatigo, and Zenyum, Samson marketed them from launch through hyper growth phases and achieved business sustainability.
As a partner at Inspect Element, one of the first Venture Builders in Hong Kong, Samson leverages his diverse experiences to guide high-potential startups of various sectors with their go-to-market plans. Samson also shares his field experiences at universities and conferences and serves as a guest lecturer.
About the Moderator
Bernie Wong / Founder, Social Stand Limited
Dr Bernie Wong is a creative digital and social media marketing professional. He has worked with such Fortune 500 brands as Marks & Spencer, GAP, Adidas, and Disney, serving as the Founder of Social Stand Limited and helping clients tell their stories, engage with their audiences and unleash the power of their brands. He is also a radio programme presenter, newspaper columnist and lecturer in academic institutes.
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