Naver Blog Captures MZ Generation with 300 Million Contents... Record High

It has been revealed that the content generated on Naver Blog this year reached 300 million pieces, marking the highest record ever.

On the 9th, Naver released various accumulated data through the '2021 Blog Report.' This year, the number of newly created content increased by more than 50% compared to the previous year, recording the highest figure since Naver began providing blog services.

The number of new blog users also increased significantly. Approximately 2 million new blogs were created this year. Currently, the total number of Naver blogs reaches 30 million. A Naver official explained, "If simply converted by population, this corresponds to 58% of South Korea's population (51.82 million)."

In particular, the increase in MZ generation (Millennials + Generation Z) users is notable. According to Naver, about 70% of all blog users belong to the MZ generation. Users in their teens and twenties accounted for 44% of the total. Naver analyzed that various events held this year influenced the activation of MZ generation users. The '#TodayDiary Challenge' in May, where users recorded their day on the blog, attracted many participants. It was an event inspired by the phenomenon of teenagers and people in their twenties recording and sharing their daily lives through text, photos, and videos.

The resurgence of Naver Blog’s popularity is also closely related to the increased demand for text due to COVID-19. As outings and gatherings decreased, text-centered blog activities gained popularity over social networking services (SNS) that mainly featured photos and videos capturing on-site experiences.

According to the report, the most mentioned topics this year were 'restaurants,' 'daily life,' and 'economy' in that order. The company explained that it was unusual for the economy theme to enter the rankings. This is interpreted as reflecting the high interest of the 20s and 30s generation in financial management and investment. Topics such as 'Clubhouse,' 'Dogecoin,' 'MBTI,' and 'Squid Game' were also widely covered.

Naver also disclosed various user interest data extracted from blogs. It visualized frequently mentioned keywords by topic from blogs created by each age group ranging from teenagers to people in their 40s. For example, teenage females prefer food-related items like 'Malatang, Tteokbokki,' while males of the same age group show high interest in 'chicken, meat, ramen.' Men in their 30s and 40s showed strong interest in 'financial management, investment.' This year, a service providing blog styles based on individual users' blog activities was also added.

Kim Boyeon, Naver Blog leader, said, "Since last year, we have steadily strengthened the blog reward program targeting influencers and introduced blog markets, which has activated blogs mainly among people in their teens and twenties," adding, "We will support the 10s and 20s generation to lead trends on blogs and expect diverse usability."