What is Kurly?
Users are able to order food via the website or the app and receive it the following morning. Kurly is one of the most popular e-commerce apps in the Korean market.
How does Kurly implement User-Generated Content?
User-generated content (UGC) refers to any form of content, such as videos, blogs, posts, reviews, and images, created by users rather than brands or professional creators. It is popular among younger Korean generations today because it involves authentic and relatable content.
Additionally, UGC enables greater interaction and community building on social media platforms. The ability to influence trends and share personal experiences with a wide audience also drives its appeal among the younger generation.
Kurly created “Kurly Log”, a social community within its app where users share content based on their purchases, like recipes and reviews. There are features seen on typical social platforms, such as likes, comments, and adding tagged products into your own cart.
Kurly has a “Kurly Log Creator” program which incentivizes users to upload content regularly and engage with other users’ posts. Using this creator program to urge users to create their own UGC, Kurly is following the UGC trend to capture younger people in a unique way.
What benefits does Kurly see?
With this social community, Kurly is able to improve brand loyalty, increase product purchases, and expand audiences. The content on the app is sharable to others, and viewers can easily make purchases after watching videos uploaded to Kurly. This cultivates more traffic, user engagement, app visits, and ultimately more sales and users for Kurly.