Naver announced on the 26th that it has completely revamped its business platform 'Brand Connect,' which supports partnerships between creators and campaign companies.
The new Brand Connect has added various features necessary for creator partnerships. The range of creators eligible to join Brand Connect has been significantly expanded from Naver Influencers to external creators such as YouTubers and Instagrammers. Going forward, Naver plans to expand creators and campaign companies within Brand Connect and discover various partnership models where creators and campaign companies can create synergy.
Currently, about 11,000 Naver Influencers and over 2,300 Smart Stores, Brand Stores, and advertising agencies are using Brand Connect as campaign companies. Over the past 2 years and 4 months, there have been a cumulative 20,000 partnerships and cumulative partnership revenue of 10.3 billion KRW. More than 2,200 Smart Stores (including Brand Stores) are using Brand Connect, accounting for 42% of Brand Connect's partnership revenue.
Naver provides improved features in the new Brand Connect. It introduced 'Space,' a place where creators and campaign companies can manage all their partnership activities. Multiple teams and brands within a single campaign company can create Spaces, and several managers can be designated as Space Managers to efficiently manage partnership tasks. In the second quarter, a payment and settlement system will also be introduced so that complex partnership cost payments and revenue settlements can be handled within Brand Connect.
The new Brand Connect allows not only Naver Influencers but also creators active on Naver Blog, Instagram, and YouTube to join. For Naver Bloggers, they must have at least 1,000 neighbors and more than 10,000 visits in the previous month, and for Instagram and YouTube, creators can open a Creator Space if they have more than 10,000 subscribers (followers).
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