Yahoo Holds the Key to Trust and Reach

Marketers, Where's Your 'Where' Strategy?

In a time of hyper media fragmentation, the question of “where” quietly becomes the biggest challenge – Where do you deploy your quality content? Where will you share your promotional offers that would hit just the right segment? Where will your campaign have to be, so that it doesn’t become a neglected voice in all the noise?

The answer might be in following people’s trust – while people browse and consume a lot, they trust little – in a world of cheap thrills and eyeballs, commanding attention is no longer enough, commanding relevance and trust is the new holy grail.

It's precisely in this landscape where platforms like Yahoo retain considerable significance.Being the number 1 online platform in terms of reach in Hong Kong according to Comscore’s February 2024 data, Yahoo reaches a whopping 4.7 million users every month, with 91% of users associating the portal with trust, and 95% of them rating content as high quality. The industry agrees as much, with Yahoo Hong Kong being named Media of the Year at Sparks Awards for the past 3 years.

Yahoo's ability to cultivate trust in a world where trust is scarce may seem like a paradox, but it's a testament to our user-centric approach. We have put our users first and focused on five essential areas in Hong Kong to ensure we stay helpful and relevant!

1. News – Live and Trending

With the revolution of digital media, Yahoo news has evolved from a mere news aggregator to having a full fledged editorial team making quality and in depth news reports, and being one of the top 3 most trusted news outlets alongside traditional news publications. Being a digital platform, the way they present their news are driven by infographics and bite-size digestion of statistics, making it a top fit for the ultra-fast pace and ultra-short attention span. Throwing in interactive Yahoo Polls allow users to join in the conversation and have a pulse check on public opinion.

2. Finance – Cost of Living

Reframing the direction from being just news, the revamped financial section sees content as an empowering tool for action. A direct outcome is the content became more holistic and relevant, powered by insights from Yahoo search which makes it a search engine-editorial platform combo that is unique in the market.

3. Entertainment & Culture

The Yahoo “Lunch K XLIVE” is quietly becoming a major content and engagement tool with the periodic, in-house, mini-concert series creating more frequent yet more intimate occasions for celebrity and fan interaction.  Content around Movies, TV Drama, Celebrity interviews are well curated to interact with fans on a regular basis.

4. Health and Wellness

The COVID-19 pandemic made health and wellness a major concern and Yahoo assembled a professional cast of editorial partners to ensure information and opinions are well-informed and professionally vetted. For maximum relevance and timeliness, insights from search once again informs content creation so that articles and discussions are on-trend.

5. Best Shopping Guide

Hong Kongers love a good bargain. Hence on top of the regular coverage and recommendation on fashion, entertainment, gadgets and all sorts of shopping, Yahoo shares a confetti of great deals at their annual shopping festival, where special offers galore and sales conversions aplenty.  Combined with the YPoints rewards system, Yahoo Shopping has become one of the media commerce platforms that consumers highly engage with.

We started this blog with the question “where” – yet maybe the real question is “who” – who does your target segment trust, and more importantly, who can you trust to partner with to engage your target. The choices are aplenty, from influencers, to vloggers, to KOLs, and a media platform that has stood the test of time and is still constantly reinventing itself might just have a role to play as well.