![]() MMORPGs have also shown lower ability to attract users through social media as gameplay is complex and more difficult to convey through South Korean social media channels such as KakaoTalk. Racing games such as the PC-to-mobile port KartRider Rush+ has hit new user highs, likely due to young users’ predilection for these more casual titles. Outside of MMORPGs, however, there is a huge demand for Puzzle, Casual and Racing games. It should be of no surprise these users also typically spend the most time and money in-app. Massively multiplayer online role-playing games or MMORPGs have typically taken up a huge market share of the Korean mobile gaming market and games such as Lineage 2 and Lineage 2M have dominated the space. They are great tools to build brand awareness, direct traffic, and ultimately, drive conversions for your app or product. Native, Banner, and Video are operated on CPC, CPM, and CPA deals and provide several audience targeting options based on demographic data, behavior, and interest to reach highly relevant audiences. KakaoStory and KakaoTalk both offer a Display Ads solution for brands. How can KakaoTalk help developers with user acquisition? International brands that aim to reach the South Korean market have also worked to gain a sizable following on KakaoStory. Local beauty brands in particular have found success with the app, as they make up 75% of the Plus Friend beauty category. This is a strategy most commonly used by beauty brands, and most of them average around 400K followers, which is nearly 4x the followers of their Facebook pages. Many brands that are successful in the South Korean market leverage this function to publish updates to their page or advertise through direct SMS to their followers, including coupons, product/app information, product launches, online/offline events, and even raffles. PlusFriend is the company’s official brand page on KakaoTalk. KakaoStory is heavily integrated with KakaoTalk users can import their contacts from KakaoTalk into KakaoStory and when users add a cover photo to their KakaoStory profile it automatically appears on their KakaoTalk profile. To put that in perspective, KakaoStory gained 3 million users just 2 days after its launch in 2012. How have growth marketers been utilizing KakaoTalk?Īs part of its social takeover, Kakao has developed KakaoStory, a social media app with more active Korean users than Facebook and Instagram. Targeting through demographics, activities, interests, lookalike audiences, followers (plus their friends), customer files, and categories are all available. The KakaoTalk advertising formats are very reminiscent of other social platforms and by partnering with the right agency, the learning curve can be minimal. To help accelerate this, Kakao for Business was launched and includes a number of digital marketing products. Reaching the Korean audience has been of growing importance to Western advertisers looking to grow in Eastern markets. It’s easy to see how these messaging apps can become behemoths in the industry and because communication is so essential to our everyday life, it has the opportunity to expand its reach and offer users new functionality it would otherwise find elsewhere. As these apps became more entrenched in daily life, they began to involve features for finance, eCommerce, music, and payment features similar to that of Venmo or Cashapp. ![]() Similar to WeChat, KakaoTalk started as a purely messaging app. The trend of ‘superapps’ in Asia continues to grow. That equates to 52 million MAU as of June 2020 and continues to show strong user growth and innovative advertising methods for growth marketers to capitalize on. Similar to its much-touted Chinese equivalent, WeChat, KakaoTalk has a stronghold on the messaging market, with up to 96% of the market share. No app personifies this Korean-first trend than KakaoTalk. Excluding YouTube, Instagram, and Facebook, which have global popularity, it is interesting to note that most other apps are Korean-developed. In other words, South Korean users are almost completely reliant on mobile for communications, eCommerce, social media, and gaming. In addition to this, 96.3% of all mobile Internet users in Korea use instant messenger apps such as the ubiquitous app, KakaoTalk. For context, 91% of the country’s population aged 3 years and older are Internet users, with 94.9% of them using their smartphones to connect to the Internet. In fact, Korea can be seen as something of an outlier in the APAC region based on the sheer breadth of use and unique apps provided to the local users. Asian countries have long held the title as a truly mobile-first region and Korea is no exception.
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