The South China Morning Post’s #852stories was born out of a challenge many legacy newsrooms face: how do you attract younger audiences to your brand? This video-led series, produced by a team of young reporters, is our answer.

Through the #852stories series, we explore trending topics with a focus on relevance and relatability for our target audience. The content blends entertaining visuals with factual reporting, delving into subjects like the popularity of claw machines, the enduring tradition of Hong Kong-style milk tea, and the rise of budget-friendly “two-dish rice” shops.

Every week, my colleagues and I from the Hong Kong news and video teams sit down to brainstorm and develop our story output for the weeks ahead. This collaborative approach allows us to hone in on the best angles and decipher which ideas would best support the series’ multimedia format.

Experiential storytelling

Rather than just reporting on the trends, the series aims to immerse viewers through experiential storytelling techniques. We not only tell the story, but also experience it ourselves, fostering a sense of community by connecting with the core values and experiences of young Hongkongers.

Recent highlights from stories I’ve personally worked on include learning how to play Mahjong — the traditional tile-based Chinese table game — from a third-generation parlour owner who hopes to polish up image of “smoky dens associated with gangs” to draw players of all age and experience levels, as well as joining a Hongkonger for a training session before he tackled a weeklong ultramarathon challenge.

Beyond lighthearted fare, we also tackle some of the biggest events shaping our city. Our stories have touched on Hong Kong’s struggling retail scene, the rise of mainland brands challenging local competitors, and the transportation “cold war” between the city’s traditional taxi fleet and Uber.

The ultimate aim is to build a dedicated audience who feel engaged and rooted in our city. The name itself directly references Hong Kong’s area code, 852, reinforcing this local connection.

Finding a following

The results of this initiative have been significant.

The most successful video in the series, the exploration of the rise of two-dish rice shops, garnered 430,000 views on YouTube, with a third of the audience falling within the 25-34 age group. A Christmas-themed video on a local “Santa Run” also achieved hundreds of thousands of views on Facebook. At the same time, the piece on elderly fitness enthusiasts became the most-watched video ever on SCMP.com.

Reader feedback and demographic analysis confirm a notable increase in engagement from younger audiences. Featured individuals and viewers alike have praised the series for its authentic portrayal of Hong Kong’s diverse life. The video content is repurposed into text and print formats, maximising audience reach across SCMP’s platforms.

High interaction rates on Instagram posts further demonstrate the series’ popularity and effectiveness. #852stories consistently ranks among the top three e-mail click-through rate performers, often exceeding 50%, indicating strong audience interest.

Moving forward, SCMP intends to expand #852stories into a community platform for discussions and idea sharing, further strengthening its connection with our young audience.

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