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The Impact of Korean Social Media on Brand Awareness: Exploring Influence and Engagement

The Impact of Social Media on Brand Awareness in South Korea WaterBe Marketing

Hey there, digital enthusiasts! Today, let's embark on a journey into the dynamic world of advertising in South Korea. The landscape has seen a remarkable shift, with mobile internet searches taking the lead over their PC counterparts. Let’s explore the nuances of this transformation and its implications!

Rise of Mobile Usage in South Korea vs Worldwide

In today's Korean social media society, mobile devices are stealing the show. The data reveals a significant surge in mobile engagement, overshadowing the increments in PC usage. In South Korea, the compound annual growth rate (CAGR) for mobile ad expenditures in the past 5 years has increased by 13.8%, while PCs have witnessed a decrease of -8.2%. 

By 2023, the advertisement distribution in South Korea was 83% for mobile devices and 17% for PCs. However, in 2023, the rest of the world still has spends almost half of their digital ad spending on PC advertisements. The rise of mobile devices in advertising is a tidal wave that cannot be ignored, especially in this digital age.

Increase in Korean Social Media Influencers and Content Creators

Along with the rise of mobile advertisements, there has been a growth of online content, and consequently influencers. In the realm of Korean mobile devices, korean and international social media platforms are buzzing with activity. A whopping 61% of the average Korean's following count is made up of social media influencers, celebrities, brands, and similarly related interests. Out of all participants 75% claimed that they follow some kind of brand accounts, and the same percentage follow accounts of influencers or public figures. We are living in an age where we see more of strangers' feed than people we know!

Pie and Bar Chart of the Increase of Social Media Content Creation in South Korea

Within these platforms short-form content is stealing the spotlight, especially on platforms like TikTok or Instagram. The data shows almost everyone in one way or another contributes to the vast amount of content being produced everyday, with 67% consuming, 15% (around 3% more than the year before) actively creating, and 18% still warming up to short-form content. 

Increase Brand Awareness through Korean Social Media

So how exactly does people scrolling on their phones help businesses? For Korea in particular, it may be one of the only ways to reach people! 

The display ads category makes up a considerable share of the whole Korean online advertisement market. Just look at the stats! 77% of participants discovered new brands and products through platforms such as Instagram, TikTok, Kakao Story, YouTube, or Facebook in the last three months. 

Infographics of Social Media's Effectiveness for Brand Awareness in South Korea

The purchase influence is real, with 48% expressing a desire to buy after encountering a Korean social media ad. For those who had their interest peaked, about half of the participants said they tend to buy the product after coming into contact with an ad on social media. When it comes to sponsored content on their feed, only 29.1% of participants were against it, while the rest either showed interest in the brand or enjoyed the content for pure amusement. Thus, about 70% of Korean users consume brand’s sponsored content without opposition on social media platforms. 

Sure, not everyone may be on board with the Korean social media frenzy. Some argue that it might lead to information overload or intrusive ads. However, the numbers speak for themselves – the majority are not just receptive but actively engaged.

So, how can businesses ride this digital wave effectively?

First off, embrace the mobile shift in advertising, invest strategically in influencers, and curate content that resonates with the diverse preferences of the Korean audience, especially within this era of short-form content. Engage with your audience authentically and consider the power of sponsored content without overwhelming your audience.

As we conclude our digital escapade through Korea's advertising landscape, it's evident that the rise of mobile devices, social media, and influencers is reshaping the way brands connect with their audience. It's not just about selling a product; it's about creating an experience that resonates in the vast digital universe. So, gear up, adapt, and ride the wave of change!

To get more information about Korean social media trends and digital advertising opinions, as well as the broader South Korean market and effective digital marketing strategies, find us at


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