[Asia Economy Reporter Hwang Yoon-joo] The Korea International Trade Association announced on the 14th that it held a 'Live Special Lecture on Influencer Marketing Strategies That Work in the Untact Era' through its YouTube channel.
As online-centered consumption trends have become commonplace recently and the influence of social networking service (SNS) influencers has surged, the Trade Association organized this special lecture to help Korean export companies establish marketing strategies utilizing them. The event, conducted via YouTube Live, received enthusiastic responses, with 1,100 pre-registrants and over 800 concurrent viewers.
Lee Ra-kyung, CEO of Able Lab, stated, "Influencer marketing is a process of sharing consumption experiences and forming empathy through content, ultimately turning consumers into fans," adding, "While actively utilizing influencers, special care is needed to ensure that the main party building relationships with customers is the company or brand, not the influencer or marketing agency."
Kim Jung-eun, team leader of Gongpaliter, a global review platform, said, "Analyzing follower engagement rates based on Instagram 'likes' and 'comments' showed that posts using user-generated content (UGC) had high engagement rates," suggesting, "Extract key keywords from consumer reviews and try content marketing using them."
Lee Hye-ran, CEO of iQwa and a first-generation Wanghong (Chinese SNS influencer), explained, "Recently, product reviews by 'Key Opinion Consumers' have had a significant impact on Chinese consumers' purchasing decisions," recommending, "For targeting the Chinese market, we strongly advise utilizing Korean Wanghong who have a high understanding of Korean products and Chinese culture and communicate smoothly."
The video of this YouTube Live special lecture can be viewed again on the Trade Association's YouTube channel.
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