Inquivix HQ
1-903, 18 Eonju-ro 146-gil,
Gangnam-gu, Seoul, Korea
06057
Social media marketing in South Korea is essential for any business either operating there or planning to enter the market. The South Korean social media landscape is unique and different from other markets, with a few dominant platforms.
In this day and age, social media is one of the most powerful tools a business can use to reach new customers and promote its products or services. And when it comes to social media marketing, no country is quite as engaged as South Korea.
South Korea has a unique social media landscape that businesses should be aware of when marketing their products and services. This guide will give you an overview of the most popular social media platforms in South Korea and how to use them effectively. So, whether you’re looking to enter the South Korean market or just want to learn more about what’s going on there, keep reading!
Why Do You Need Social Media Marketing in Korea?
With over 90% of the population active on social media, Korea is a hotbed for social media marketing opportunities. Not only are Koreans some of the most active social media users in the world, but they are also at the forefront of social media evolution. New platforms and features are being developed and adopted at lightning speed in Korea, so it’s important to have a presence on the domestic social media landscape if you want to stay ahead of the curve.
The Landscape of Social Media in Korea
Korea has the highest rate of active social media users in the world, with 90% of the population using social media platforms like Facebook, Instagram, Twitter, and KakaoTalk. Of those users, many are active on multiple platforms. The most popular platforms vary by age group, but KakaoTalk, Naver, and Instagram are used across all age groups.
Koreans are not only some of the most active social media users in the world, but they are also at the forefront of social media evolution. New platforms and features are being developed and adopted at lightning speed in Korea. For example, KakaoTalk introduced a new feature that allows users to make in-app purchases without having to leave the app. Naver LINE debuted a live streaming feature that lets users broadcast themselves live to their followers.
Why You Need Social Media Marketing in Korea
If you want to stay ahead of the curve and reach your target market in Korea, you need to have a presence on the domestic social media landscape. Many Koreans say they are more likely to buy from a brand that they follow on social media. There is a chance of losing the social media following of a brand because the users were unhappy with its content. So not only do you need to be on social media in Korea, but you need to be active and engaging on those platforms if you want to win over Korean consumers.
A presence on domestic social media platforms will not only give you access to millions of potential customers, but it will also help you stay ahead of the competition. Here are some reasons why you need social media marketing in South Korea.
Reason #1: South Korea Has a Highly Engaged Social Media Audience
As we mentioned earlier, South Korea has some of the most engaged social media users in the world. They are active on local and global social media platforms alike. Not only do they have high rates of adoption for major platforms like Facebook, YouTube, and Instagram, but they also spend a significant amount of time on these platforms. The average South Korean spends several hours per day on social media, which is more than any other country in the world.
This high level of engagement presents a unique opportunity for businesses and brands that are looking to reach a new audience. By marketing to South Korea, you can tap into a highly engaged user base that is spending a significant amount of time on social media each day.
Reason #2: The Majority of South Koreans Are Younger
Another reason to consider marketing to South Korea is that the majority of the population is under 50 years old. A considerable amount of them is below 30 years of age, which makes them a prime target for many businesses and brands. This is because young people are typically more open to trying new products and services than older age groups. They’re also more likely to be early adopters of new technology trends. So if you’re looking to reach a young and tech-savvy audience, then South Korea should definitely be on your radar.
Reason #3: The Purchasing Power of South Koreans Is Growing Rapidly
In recent years, the purchasing power of South Koreans has been growing rapidly thanks to factors like economic stability and rising incomes. This makes them an increasingly attractive target for businesses and brands all over the world.
Overview of Social Media Usage in South Korea
It’s no secret that social media has taken over the world. In 2019, it was estimated that there were over 3.5 billion social media users worldwide, and that number is only going to continue to grow. But which country has the highest social media usage? That would be South Korea, where an astounding 91.2% of the population uses social media each month. Let’s take a closer look at the social media landscape in South Korea and what makes it so unique.
Number of Social Media Users: 46.81 Million
The first thing to note about social media usage in South Korea is the sheer number of people using it. Out of a population of 51.47 million, 46.81 million people are active social media users. To put that into perspective, that means that nearly 9 out of 10 people in South Korea are on social media. That’s an incredibly high penetration rate, and it’s one of the main reasons why South Korea has such a vibrant and active online community.
Average Time Spent on Social Media: 1 Hour 13 Minutes
Another impressive statistic about social media usage in South Korea is the average amount of time spent on social media each day. According to studies, the average South Korean spends 1 hour and 13 minutes on social media platforms every day. That’s the equivalent of more than 8 hours per week or 24 hours per month!
Percentage of Social Media Users: 91.2% of the Population (Female: 50.1%, Male: 49.9%)
When we break down social media usage by gender, we see that there is a slight split between male and female users. 91.2% of the population uses social media, with 50.1% being female and 49.9% being male.
Average Number of Social Media Platforms Used Each Month: 5
Finally, another interesting statistic about social media usage in South Korea is the average number of platforms used each month. While most people stick to just one or two platforms, the average South Korean uses 5 different social media networks each month! This is likely due to the fact that there are so many different platforms available in South Korea, from well-known international networks like Facebook and Twitter to local networks like KakaoTalk and Naver Cafe.
As you can see, South Koreans have a very active presence on social media. They use an average of 5 different platforms each month and spend nearly 1 hour and 15 minutes on social media every day! So why are they so active? One possible explanation is that mobile devices are incredibly popular in South Korea. in fact, 97% of households have at least one smartphone! With such widespread access to mobile devices, it’s no wonder that social media usage is so high in this country.
Most Used Social Media Platforms in South Korea
South Korea is one of the most technologically advanced countries in the world, and its citizens are avid users of social media. Even though they cannot be considered social media, KakaoTalk and YouTube are two of the most popular platforms used by South Koreans. KakaoTalk is by far the most popular messaging platform in the country, with over 90% of South Koreans using it to stay in touch with family and friends. YouTube is also hugely popular, as it provides a convenient way to watch videos on a variety of topics.
When it comes to social media, Instagram and Facebook are used by many people to share photos and news with their friends and followers. KakaoStory, a platform similar to Snapchat, is also widely used, particularly by younger users. Twitter and Facebook Messenger are also popular social media platforms in South Korea. TikTok, a video-sharing app that has become increasingly popular in recent years, is also used by a significant number of South Koreans. LINE, another messaging app, is also quite popular in the country.
It is important to note that not all social media platforms are created equal. Some, like YouTube and TikTok, are better suited for visual content, while others, like KakaoTalk and Facebook, lend themselves more to text-based communication. As such, businesses need to carefully select the social media platform that best aligns with their goals and objectives. By doing so, they can maximize the number of potential customers they reach and boost their bottom line.
In South Korea, the average person spends 39.9 hours per month on YouTube, 11 hours on KakaoTalk, and 16.9 hours on TikTok. Facebook is somewhat less popular, with users spending an average of 7.8 hours per month on the site. For businesses, this popularity presents a unique opportunity to reach a large number of potential customers with targeted advertising. By creating engaging content that resonates with users, businesses can build brand awareness and drive sales.
South Korean Audience Overview
Since South Korea has over 90% of social media penetration, businesses have a unique opportunity to reach a large audience. Let’s take a look at the potential audience that a business can reach through some of the most popular social media platforms.
South Korea has a Facebook audience of 27 million out of which 40.5% are female and 59.5% are male. 52% of the South Korean population is active on the platform. This makes Facebook an ideal platform for businesses targeting youth and adults.
YouTube
YouTube is the most popular app in South Korea with an audience of 46.4 million which is 90% of the total population. This makes YouTube one of the best platforms for social media marketing with video content.
Instagram has over 22 million users which amounts to 43% of the total population. It’s popular among young adults and the youth.
TikTok
TikTok is another great platform for social media marketing with a user base of 4.89 million. It’s more popular among females with 57% of the total TikTok users being female and 43% being male.
LinkedIn has a comparatively lower reach but it cannot be excluded from social media marketing campaigns. It has a reach of over 3 million users who are professionals. For businesses offering products or services targeted at such an audience, LinkedIn is a great platform for marketing.
Twitter has a reach of 7.2 million users making it another option for social media marketing in South Korea. It is 14% of the total population and is more popular among young adults.
This is an overview of the reach of global social media platforms in the Korean Market. But they are not the only social media available and popular in the country.
Uniquely Korean Social Media with Marketing Opportunities
With over 90% of the population using social media in Korea, it’s no surprise that there are a number of unique platforms that have been developed to meet the needs of this tech-savvy population. While many of these platforms may be unfamiliar to those outside of Korea, they offer a wealth of marketing opportunities for businesses looking to reach this engaged audience. We’ll take a look at four of the most popular social media platforms in Korea: KakaoTalk, KakaoStory, Naver Band, and Naver Cafe.
KakaoTalk
KakaoTalk is a mobile messaging app that has been hugely popular in Korea since its launch in 2010. The platform now has over 50 million monthly active users and is used for a variety of purposes beyond just messaging, including games, e-commerce, and even hailing taxis. Even though KakaoTalk is not a typical social media but a messaging service, it cannot be excluded from social media marketing. Businesses can reach KakaoTalk’s large user base by creating official accounts and sending promotional messages to users (much like how businesses can use email marketing to reach their customer base). Given its large number of users, it is highly effective in digital advertising. Official accounts can also be used to provide customer service and support.
More on KakaoTalk:
KakaoStory
KakaoStory is a photo-sharing app that is closely integrated with KakaoTalk. Users can link their KakaoStory account with their KakaoTalk account to easily share photos with friends and family members. KakaoStory offers a number of features that businesses can take advantage of for marketing purposes, including official account branding, promotional campaigns, and sponsored filters.
Naver Band
Naver Band is a social media platform that is similar to Facebook groups. Groups on Naver Band can be either public or private, and group members can post updates, as well as share photos, videos, and articles. Businesses can create official Naver Band groups for product promotion and marketing purposes.
Read more about Naver Band here.
Naver Cafe
Naver Cafe is a mobile social networking service that is similar to Twitter or Tumblr. Users can create blogs or forums on a wide range of topics and share content with other users through tags and mentions. Much like Twitter or Tumblr, Naver Cafe also offers promotional opportunities for businesses to carry out forum marketing through hashtags and paid ads. In addition, businesses can create official Naver Cafes where they can share company updates, product information, and exclusive content with fans and followers.
Korea is home to a wide array of social media platforms that offer unique marketing opportunities for businesses looking to reach this engaged audience. From messaging apps like KakaoTalk to social networking services like Naver Cafe, there’s sure to be a platform that’s perfect for your business needs.
What Is the Biggest Challenge in Social Media Marketing in Korea?
As anyone who has attempted to do business in Korea can attest, the language barrier can be a significant challenge. Although most Koreans have a basic understanding of English, they often lack the confidence to use it in a business setting. At the same time, the Korean language is very different from English, making it difficult for marketers to communicate with their target audience. As a result, many companies find it difficult to effectively communicate with their Korean counterparts.
This is especially true when it comes to social media marketing. Due to the nature of the platform, social media marketing requires a high level of engagement and interaction. Companies need to be able to quickly respond to comments and questions from potential customers. However, this can be difficult to do when there is a language barrier. Even with the help of translation software, it can be challenging to keep up with the fast-paced world of social media. For companies looking to do business in Korea, overcoming the language barrier is essential for success.
Let Us Help You Get Started on Social Media Marketing in South Korea
South Korea is a social media powerhouse that offers unique opportunities for businesses to market their products and services. If you’re looking to expand into the Asian market, or are interested in targeting South Koreans specifically, social media should be one of your primary marketing channels.
Inquivix is a digital marketing agency specializing in the South Korean market and has years of experience in dealing with the various aspects of the social media management of this unique digital landscape. Contact us today and let our team help you get started with social media marketing in South Korea!
FAQs
Why Is Social Media Called SNS in South Korea?
In Korea, social media is commonly referred to as SNS, which stands for “social networking service.” While this may seem like a straightforward translation, the term SNS actually has a specific meaning in the Korean context. In Korea, social media is used primarily for connecting with friends and family, sharing news and information, and staying up-to-date on current affairs. As a result, the term SNS has come to be associated with platforms that are used primarily for personal communication and interaction. Given the different usage patterns of social media in Korea and the West, it’s not surprising that the term SNS has become so prevalent in Korean culture.
Why Is Engagement a Goal of Brands Using Social Media Marketing?
Engagement is a goal of social media marketing for several reasons. First, engagement helps to build relationships between brands and consumers. When consumers feel connected to a brand, they are more likely to become loyal customers. Additionally, engaged consumers are more likely to share positive reviews and recommendations with their friends and followers, which can lead to increased sales. Finally, social media marketing is an effective way to create buzz and build brand awareness. When consumers are actively engaged with a brand’s social media content, they are more likely to remember the brand when they are making purchasing decisions. For these reasons, engagement is a key goal of social media marketing.