Short-form videos on platforms like TikTok and Instagram Reels have revolutionized how brands connect with audiences globally, including in South Korea, a hub for digital engagement and cultural trends. To succeed, brands must focus on authenticity, cultural relevance, and engaging storytelling while leveraging local influencers and viral challenges.
Create Engaging, Culturally Relevant Content
Brands can effectively harness the power of short-form content on platforms like TikTok and Instagram Reels in South Korea by focusing on creating engaging, culturally relevant content. A key strategy is to use data-driven insights to craft content that resonates with the demographic, especially Gen Z and Millennials, who dominate these platforms. For example, leveraging TikTok’s diverse ad formats, such as branded hashtag challenges or full-screen video ads, can create viral moments that boost brand visibility and engagement.
Successful campaigns often incorporate user-generated content, encouraging participation and community engagement. In the context of South Korea, where social media usage is high, brands can tap into popular local trends and collaborate with Korean content creators to amplify authenticity and reach. I’ve seen brands achieve substantial growth by aligning their content strategies with platform-specific features and audience preferences, ensuring that they are not only present but actively engaging with the community in meaningful ways.
Moreover, integrating educational content can position a brand as a leader in its industry. Given the data showing that consumers engage with multiple pieces of content before purchase, brands can create a series of informative short videos that educate users about their products or services. This approach not only drives engagement but also builds trust and credibility, key factors in converting awareness to sales, especially in competitive markets like South Korea.
Bill Murphy, Founder & Chief Marketing Strategist, Colony Spark
Join Trends That Resonate Locally
Short-form content works best when it feels real and connects with the local culture. In South Korea, brands can succeed by joining trends that people care about or adding small touches that resonate with local values. From my experience, content that feels natural and relatable always outperforms polished ads. Working with creators who understand the audience has been key-it’s not just about being seen, but being trusted.
Dinesh Agarwal, Founder, CEO, RecurPost
Collaborate With Local Influencers
Brands can effectively engage South Korean audiences by creating culturally relevant short-form content on platforms like TikTok and Instagram Reels. Collaborating with local influencers and K-pop idols can amplify reach, as their endorsements resonate deeply with Korean consumers. For instance, Innisfree’s partnership with Yoona from Girls’ Generation significantly boosted brand visibility. Additionally, participating in trending challenges and using popular hashtags can enhance content discoverability. This approach aligns the brand with current cultural trends, fostering a sense of community and relevance among users. By integrating these strategies, brands can authentically connect with the South Korean market.
Brenton Thomas, Founder, Twibi
Embrace Authenticity and Storytelling
To tap into the growing popularity of short-form content on platforms like TikTok (Douyin) and Instagram Reels in South Korea, brands should embrace authenticity, storytelling, and customer-centricity. Prioritize creating videos that entertain, educate, or inspire, moving away from direct selling. Use platform-specific trends, challenges, and formats to connect with audiences.
Entrusting employees as brand ambassadors adds a personal touch. For instance, sharing behind-the-scenes clips or day-in-the-life stories humanizes the brand, promoting relatability and trust. Collaborating with micro-influencers who have engaged followings can further boost reach.
Feedback-driven content strategies are essential. For example, like Botshot’s approach of adapting content based on user input, brands can tailor short-form videos to address audience interests. By leveraging tools like ShoutOut Social, brands can create authentic, impactful content to thrive in South Korea’s competitive social media landscape.
Gurpreet Kaur, Content Head, BOTSHOT
Focus on Authenticity and Concise Storytelling
To reach your audience on short-form platforms like TikTok and Instagram Reels, brands need to focus on authenticity, cultural relevance, and concise storytelling. Videos under 15 seconds grab attention, humor, emotion, and local trends drive engagement. Collaborate with local creators and influencers who know South Korean culture. Use trending challenges, meme-style format, and educational snippets to increase shareability. Subtitles and local language content for users who watch with sound off. Partner with Creator Marketplace, mobile-first, and authenticity over corporate messaging will make stronger connections. Relevance, entertainment, and appeal will be key to success in this digital world.
Jorge Argota, Legal Marketing, Jorge Argota
Entertain or Educate Your Audience
The biggest thing brands need to understand is that short-form content platforms are for Entertainment or Edutainment. If people aren’t fascinated, laughing, or learning, they aren’t going to pay attention to your content.
Heavily focused Sales Content on TikTok or Reels is quickly seen by users in the U.S. and beyond as terrible content and, in the long run, could negatively impact how the younger generation sees your brand as they become purchasers. Give people what they want – short, snackable, bite-sized content that is focused on entertaining them, turning them into Fans before you try and turn them into Customers.
Will Wright, Lead SEO Strategist, Direct Online Marketing
Capture Attention With Relatable Content
Tapping into the popularity of short-form content on platforms like TikTok and Instagram Reels involves creating content that captures attention and feels relatable. It’s important for brands to focus on content that reflects current trends and engages viewers with storytelling that resonates. Short-form videos thrive on creativity and authenticity, so making content that feels fresh and entertaining can help build a connection with the audience.
Partnering with individuals who already have an established following on these platforms can also help, as they often understand what works best. Content that is light, engaging, or emotionally appealing does well in this space. Staying aware of what users enjoy and adapting to those preferences ensures that the content remains relevant. The key is to focus on making content that feels natural and appealing, while also being quick and impactful, which aligns with the fast-paced nature of short-form platforms.
Marcus Crutcher, President and Co-Founder, Marketing Hatchery
Understand Local Culture and Trends
Tapping into the popularity of short-form content in South Korea on platforms like TikTok and Instagram Reels comes down to understanding the local culture and trends. South Korean audiences can be engaged with viral content, especially when it’s creative, fun, or part of a trending challenge.
To stand out, brands should consider creating videos that tie into current trends or popular music while keeping things local through language, references to K-pop, or K-drama moments.
Katarina Mirković Arsić, Content Marketing Manager, Recharge Health
Capitalize on Quality Content Creation
I think the best way to capitalize on this is to get in on it. Right now, platforms like TikTok still encourage and reward new creators who put out quality content, so it could be a great investment for the brand.
However, it’s important to think about what your goals are. For example, if your target audience is not on TikTok or Instagram, it doesn’t make sense to put resources towards those areas of marketing. If you do decide it’s worth it, it’s important to think about what type of content will do best with your audience. Most people don’t like being sold to, so you’ll have to find a creative spin that allows your content to reach the people you want to see it. You can do this through trial and error, planning, and general strategy.
Olivia Chiavegato, Founder, CMO, Head Writer, The Vitallist