Did you know that the 90% of the South Korean population own a smartphone? The technological advancements in Korean over the past few years have spurred a surge in social media engagement. With diverse platforms like Instagram, TikTok, YouTube, Naver Band. It raises the question: What roles do these platforms play for individuals?
Koreans’ Image of Social Media Platforms
The four most popular social media platforms in South Korea are Youtube, Instagram, Tiktok, and Naver band. Youtube has the most at an average of 5 visits per day and Naver Band having the least with 1.6. Overall, Instagram and TikTok have a similar portrayal for consumers. As platforms that provide a mix of popular, most recent, and engaging content. Whereas Youtube and Naver Band usage is very niche.
Instagram and TikTok are recognized for their ability to popularize distinctive and current trends. Though YouTube is acknowledged as a platform ideal for accessing up-to-date information. Naver Band positions itself as a platform where users similar to oneself are abundant. It is considered a safe and secure platform with excellent security, fostering a sense of trust in the information provided.
Koreans’ Purpose of Use for each Social Media Platform
Out of 400 respondents, over 60% claimed that Instagram and YouTube are platforms suitable for passing the time, portraying a popular, fast, and global image. TikTok shared the same results however many associated it with being addictive and suited specifically for leisure. Additionally, 52% of participants viewed content from TikTok to have a higher degree of individualism than compared to Instagram at 37.5% and Youtube at 29%. Whereas, approximately half of the users identified Naver Band as an ideal platform for documenting and sharing their daily thoughts. Many of them highlighted that it offers an easier means of discovering individuals who share similarities with them resulting in Naver Band to have more niche communities.
The study asked participants to describe the four social media platforms according to 16 characteristics. Below is a graph grouping the characteristics into 4 distinct categories.
In conclusion, Korea’s growing interest in global content presents a promising opportunity for international companies to promote their products and services. A detailed understanding of each social media platform in Korea’s digitalized society is essential to comprehend the motivations guiding typical Korean users’ decisions. Marketers and content creators should optimize their strategies by aligning with these platforms to maximize potential for success.
To get more information about the South Korean market and digital marketing strategies, find us at Waterbe Corp.