Janice has held a strong background in art and marketing before transitioning into digital media, serving as the Social Media Manager for Prestige Hong Kong and Lifestyle Asia Hong Kong. Her passion, strong experience, team spirit, and her knack for spotlighting talents for events and creating content that reaches millions are all part of what makes her thrive in Hong Kong’s fast-paced content landscape.
Can you tell us a bit about your background and your experience in social media?
I used to work in an art gallery [in Hong Kong], but left because it wasn’t doing well during COVID. I got recruited to a publication which was a stepping stone for me because when I was working there the digital team was quite small so I was solely in charge of managing social media. It was quite challenging in the beginning, but I had experience [doing marketing at the art gallery beforehand], so it was manageable yet very different. We had to be on top of everything, from breaking news, live events, and interviews to scheduling posts a week in advance and daily posts.
After a year, I took a little break and was recruited by BurdaLuxury Hong Kong – the team size at Prestige and LSA is definitely bigger, but we all really work together as a team to make magic happen. I saw a quote that stands out for me: “Let this moment remind us that challenges are not the end, but a chance to rebuild and gather one for more love and hope.”
What’s your favourite kind of content to create or post?
My favourite content would be spotlighting new talents. Every year, when we do Prestige’s 40 under 40 or Women of Power, I really enjoy pitching talents from Hong Kong because they’re always so many people that’s yet to be discovered. Sometimes they have trouble putting themselves in the spotlight and are still waiting for that one day to come, so it’s also our job to bring them into the light.
Which post are you most proud of creating?
I made some posts on Prestige Hong Kong that went viral and my boss was talking about it for a month. I was reading a lot about Jellycats and Labubus – plush toys are such a big trend. I happened to stumble upon this toy art designed by a Taiwanese designer and saw that not a lot of people know about the brand so I decided to write about it on Prestige Hong Kong. The posts went crazy and were all organic as well. It’s still gaining traction and it’s been two months, which gave us a lot of exposure, reach and shares.
How would you describe your approach to creating content for events vs. normal articles?
For events we try to increase the exposure within the circle as well – in Hong Kong there are so many rising stars and talents out there that are yet to be discovered. I would ask friends for suggestions, or even people who attended the events to seek from within the circle as an approach to sources. As for normal articles, I look for news casually on social media to see potential stories I can share – like the plush toy story that went viral, it was a very normal read online for me.
What would you say are the challenges you faced in this social media role?
I think when there are times where nothing is happening: no events, no breaking news, my Instagram looks very empty – I feel very naked because I’m so used to posting 4-5 posts a day and suddenly I have nothing to post. It feels like the world has paused.
What are the key differences in how you manage the Prestige Hong Kong and Lifestyle Asia Hong Kong platforms?
For LSA, we don’t have print so we operate digitally – everyone can participate in filming our IPS, events, and even our postings. It’s very casual, young, and flexible, so the freedom is definitely bigger and we can definitely test the waters more compared to Prestige Hong Kong, which has quite strong branding.
How do you tailor social media strategies for the luxury audience in Hong Kong?
I don’t have a specific strategy, but I always keep an eye on my competitors. I’m more focused on Chinese Media because I can’t keep it only towards one single English channel, so focusing entirely on Hong Kong whether they’re big or small gives me a bigger view. I also use google trends and Feedly as tools to track the volumes or topics.
Describe the work dynamic among your team?
We’re young, lively, creative, and hardworking. Our team spirit is very strong and I can 100% testify to this. Everyone is very synchronised and we’re quite transparent with each other, if we have an issue, we say it directly. Everyone works with energy and enthusiasm, which makes work filled with vibrance and passion. We work very well together, and I know at times, some teams feel exclusive, but for us, we are one team.
Your advice for anyone interested in joining the social media team?
You have to be quite on top of things, while staying energised, motivated and solution-focused, especially when things can go wrong. Your approach should be responsive and coordinated – being organised is very important as a social media manager, you’re pretty much the middle person and work with everyone, not just on your own.
Who were your biggest influences growing up?
Honestly this job made me really appreciate Mint [Regional Head of Social Media, BurdaLuxury]. She’s efficient, very in touch with everyone and knows me quite well. As for other influential figures, I’d say LizzieDaily, who’s a full-time YouTuber. I’ve been watching her since I was in university and I really admire her. She built her own empire and moved to Seoul all on her own – to me, she’s the definition of a hustler. From moving houses and taking care of her kids to managing her own business, she stretches 24 hours into 48 hours, fitting everything in her schedule so efficiently. I’ve never met her in real life but I’d love to one day.. She’s a girlboss!
Why BurdaLuxury?
In comparison to other media, BurdaLuxury is a big company, but the Hong Kong office is a small but mighty team. It makes space for creatives to go beyond and it’s a place where I can fully execute my strengths.
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Note: The information in this article is accurate as of the date of publication.
