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Influencer Marketing in Korea : Things You Must Know

AJ Marketing - Influencer Marketing in Korea : Things You Must Know

Hey there, have you heard about the power of influencer marketing in South Korea? It's all the rage these days, and for good reason! With a huge and engaged online community, influencer marketing is a great way to reach your target audience and boost your brand awareness.

Influencer marketing involves working with key leaders, or influencers, to promote a brand's message to a larger audience. These influencers can be celebrities or individuals with a large, engaged following. Brands partner with influencers because their endorsements carry weight with their followers and can be more effective at reaching a target audience than traditional advertising. In addition, influencer marketing can be cost-effective, as it does not require expensive advertising slots or billboards, and it can help build long-term brand loyalty.

In South Korea, social media influencers often use platforms such as Instagram, TikTok, and YouTube to share their personal lives, promote products, and collaborate with brands. Instagram is particularly popular among content creators who like to create aesthetically-pleasing images, while TikTok is often used by younger social media stars who create short-form video content. YouTube, on the other hand, is frequently utilized by influencers to share video content and vlogs .

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Influencer Marketing Advantages in Korea

AJ Marketing - Influencer Marketing in Korea : Things You Must Know - Types of Social Media Accounts Followed in South Korea 2024

Did you know that in South Korea, influencers are some of the most popular people on social media? In fact, they come in third place after actors and brands, beating out even memes and musicians! So if you want to get your brand noticed in this market, partnering with the right influencers could be a game-changer.

More than 20.9% of the entire South Korea social media population tend to hit the "follow" or "subscribe" button on influencer profiles in order to keep themselves updated with these creators' lives. Due to their large following, influencer marketing brings several benefits for brands in the latter's campaigns.

One benefit is the ability to reach a large, targeted audience. Korean influencers have a strong presence on social media and can effectively promote a brand to their followers.

Working with Korean influencers can also help a brand appear more authentic and relatable to Korean consumers. Korean culture places a strong emphasis on relationships and trust, and partnering with a trusted influencer can help a brand establish a connection with its target audience.

Influencer marketing in South Korea is also cost-effective, as influencers typically charge lower fees compared to celebrities. This is especially true for micro- and nano-influencers, who may be open to negotiating lower fees in exchange for the opportunity to work with a brand.

There are a few things to consider when partnering with Korean influencers. One is to ensure that the influencer is a good fit for the brand and its target audience. It is also important to clearly communicate the campaign's goals and expectations to the influencer to ensure a successful partnership. Lastly, it is important to be transparent about any sponsored content and to follow Korean advertising regulations.

Why Influencer Marketing is so Effective?

Wondering why influencer marketing is all the rage in South Korea? Well, there are a few reasons!

Social media penetration. One of the main factors is the high social media penetration rate in the country, with nearly all adults using social media on a daily basis. This gives brands a large potential audience to reach when partnering with influencers who have a strong presence on social media.

Authenticity. People in South Korea tend to trust recommendations from social media influencers more than traditional forms of advertising. Take a look at the video above showing how influencer marketing can be used in the beauty industry. In the YouTube content by popular beauty influencer Risabae, she recommends her favorite makeup fixing sprays and setting powders, which her followers give heavy weight to. In the comments, her audience thanked her for the valuable recommendations and several viewers have also purchased the products she used.

Engagement. Micro-influencers, or those with a small but engaged social media following, are particularly effective in South Korea. These influencers are often perceived as more authentic and relatable than celebrities or mega-influencers with millions of followers, which helps brands build trust with their target consumers.

Marketing trend. Collaborations between brands and influencers are also common in South Korea, with many brands actively seeking out these relationships to gain exposure and credibility. These collaborations can be mutually beneficial for both parties, as brands can introduce their products or services to an influencer's existing audience, and influencers can grow their following and increase their income.

How to Make Influencer Marketing Campaign in Korea?

When it comes to launching an influencer marketing campaign in South Korea, there are a few key factors to keep in mind.

  1. First, identify your target audience and select influencers who align well with your brand and have a following among that audience.

  2. Second, setting clear goals for the campaign will help you measure its success and adjust your strategy as needed.

  3. Third, creating compelling and visually-appealing content is crucial in capturing the attention of your target audience, as is working with influencers who can create high-quality content that resonates with their followers.

  4. Finally, promoting the campaign through your own channels and encouraging influencers to do the same can generate buzz and increase awareness of your brand.

Working with an influencer marketing agency or utilizing influencer marketing platforms may also be helpful in streamlining the process.


In conclusion, influencer marketing in South Korea can be an effective way for brands to reach a targeted audience and promote their products or services. It is important to carefully select the right influencer, set clear goals for the campaign, and create compelling content in order to achieve success.

The high social media penetration rate in South Korea and the authenticity and relatability of micro-influencers make influencer marketing particularly effective in the country. Additionally, collaborations between brands and influencers are common in South Korea, which can be beneficial for both parties. It is also important to follow Korean advertising regulations and be transparent about sponsored content in order to ensure a successful campaign.

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