In South Korea’s highly connected digital landscape, KakaoTalk and Naver stand out as indispensable tools for communication, information, and commerce. As such, brands and businesses that effectively leverage these platforms can create lasting impressions on users.
In this article, seven industry experts share strategies for boosting engagement and loyalty—from personalizing content and tapping into cultural nuances, to offering inclusive details and fostering a sense of community through interactive experiences. Whether you’re sending tailored messages on KakaoTalk or creating shareable, localized content on Naver, building meaningful relationships with your audience lies at the heart of driving long-term loyalty.
Personalized Interactions and Timely Communication
In my experience, increasing user engagement and loyalty on platforms like KakaoTalk and Naver requires a combination of personalized interactions, timely communication, and consistent value. These platforms are highly integrated into daily life in South Korea, so building a genuine connection with users is key to maintaining their attention and trust.
For KakaoTalk, one effective strategy I’ve used is leveraging KakaoTalk’s Open Chat and Plus Friend features. For a client in the beauty industry, we created an exclusive group where users could chat with a brand representative, get personalized product recommendations, and receive special promotions. By offering real-time customer support and building a community within the chat, we fostered a sense of belonging and exclusivity. This approach not only increased engagement but also built a loyal customer base, as users felt valued and more connected to the brand.
On Naver, content plays a huge role in driving user engagement. One strategy that worked for me was to create highly engaging, niche content specifically tailored to the interests of our target audience. For example, we ran a campaign for a lifestyle brand where we published expert advice articles, how-to guides, and product reviews on Naver Blogs. We also optimized these posts with keywords that were relevant to trending topics. The key was to ensure the content was not only valuable but also shareable. By creating content that users could easily pass along to their friends, we saw a marked increase in engagement and organic reach.
Additionally, integrating interactive features like polls, quizzes, or user-generated content on both platforms keeps users actively involved. For instance, running a product poll on KakaoTalk or inviting users to submit their own experiences with the brand on Naver creates opportunities for users to participate, share, and feel a stronger connection to the brand.
The most important takeaway is that building genuine relationships and providing continuous value is essential. Whether through personalized communication on KakaoTalk or engaging content on Naver, fostering loyalty on these platforms requires constant interaction and a focus on long-term engagement rather than quick wins.
Georgi Petrov, CMO, AIG MARKETER
Custom Content Resonates with Local Audiences
In my experience as a digital marketing expert at 12AM Agency, increasing user engagement and loyalty on platforms like KakaoTalk and Naver involves a blend of personalization and strategic content distribution. From our work with law firms, I’ve found that creating custom content that resonates with the audience’s personal interests and cultural context is key. For instance, using data-driven insights, we tailor content to local nuances and user preferences which significantly boosts engagement.
Additionally, I’ve implemented a strategy of leveraging native advertising to blend content seamlessly with the platform’s organic experience. On Naver, this means understanding the platform’s emphasis on quality content and integrating it with SEO strategies, much like we do with Google. The same concept applied to our mobile app development showcases the importance of creating a seamless user experience, which increases interaction and retention.
Lastly, interactive elements such as quizzes, polls, or live Q&A sessions can deepen users’ connections to the platform and brand. For example, during the development of a law firm’s content strategy, including interactive Q&A boosted engagement as users found personalized responses more valuable. This fosters a sense of community and belonging, enhancing loyalty and long-term engagement.
Robert Portillo, CEO, and Founder, 12 Adaptive Marketing
Deep Understanding of Cultural Nuances
Increasing user engagement and loyalty on platforms like KakaoTalk and Naver requires a deep understanding of the cultural and behavioral nuances of South Korean consumers. These platforms thrive on personal connections, convenience, and localized experiences, so strategies that emphasize these aspects tend to perform best.
For KakaoTalk, personalization is key. Businesses can leverage KakaoTalk Channels to create direct, tailored communication with users. Sending personalized offers, exclusive promotions, or event updates via the platform’s messaging feature keeps users engaged. Additionally, utilizing KakaoTalk’s emoticons and branded stickers, which are highly popular in South Korea, can create a fun and memorable brand presence. Offering users branded emoticons for free in exchange for joining a campaign or subscribing to a channel can increase loyalty by embedding the brand into users’ daily communication.
On Naver, content-driven strategies are highly effective. Creating Naver Blogs with authentic, in-depth reviews and relatable storytelling fosters trust. South Korean users often rely on Naver Blogs for detailed information before making purchasing decisions. Blogs that integrate SEO-friendly keywords and visuals, while offering actionable value, tend to rank higher on Naver’s search engine, boosting visibility and engagement. Collaborating with credible Naver influencers who align with your brand values can also amplify reach and create a sense of authenticity
Community engagement is another crucial strategy for both platforms. For example, on KakaoTalk, hosting interactive events like quizzes, surveys, or exclusive group chats can make users feel more connected to the brand. On Naver, participating actively in Naver Cafes, community forums organized around specific interests, helps brands build relationships with niche audiences.
Localization is a game-changer. Offering content and campaigns in Korean, aligning messaging with cultural moments (like Chuseok or Seollal), and tailoring promotions to resonate with local preferences ensure relevance. Consistent and meaningful interaction with users, combined with culturally resonant strategies, creates lasting engagement and loyalty on these platforms.
Darryl Stevens, CEO, Digitech Web Design
Provide Personalized Content and Experiences
To increase user engagement and loyalty on platforms like KakaoTalk and Naver, one of the most effective strategies is to provide personalized content and experiences. For example, sending tailored recommendations or exclusive offers based on user interests or past activity can make them feel valued and more likely to engage regularly.
Another strategy is creating interactive content such as polls, quizzes, or live chats that encourage users to participate. On KakaoTalk, using chatbots or creating engaging groups can also help keep the conversation going. Regularly updating content and offering loyalty rewards, like points or discounts for active users, can also build long-term loyalty by making users feel rewarded for their engagement.
Adnan Jiwani, Assistant Manager Digital Marketing, Ivacy VPN
Engaging Content with User Interests
Whether it’s about KakaoTalk to Naver, both have gained massive user influence in the South Korean market. One is a dominant messaging platform, and the other one is everything at once, from a Naver search engine to a Naver blog platform. These are some effective strategies for effective user engagement and loyalty. Content is like a soul to any creation. You can apply a strategy of making your content most engaging while taking care of user interests, pain points, and preferences. Reviews and feedback are something that makes your users express what they feel about your brand. So utilize both these platforms for that. Reminding customers that you exist to help them out, integrate the push notification strategy. Promote new features, products or many others. Everyone likes attention, and when it is on platforms like KakaoTalk and Naver, then it can impact the most important aspect of loyalty. To apply this strategy you can collect individual data and interact accordingly.
Fahad Khan, Digital Marketing Manager, Ubuy Nigeria
Build Personalized Interactive Experiences
To increase user engagement and loyalty on platforms like KakaoTalk and Naver, it’s essential to build personalized, interactive experiences while overcoming language barriers. Focus on gamification, such as badges and rewards, to encourage repeat usage, while ensuring that content is localized to meet the linguistic and cultural preferences of your target audience. Leverage data analytics to deliver tailored content, and integrate multi-language support tools to ensure smooth communication for all users. Collaborate with local influencers and brands to create exclusive, relatable content, and introduce interactive features like group chats, polls, and live streams that foster community engagement. Lastly, employ bilingual moderators and AI-powered translation tools to eliminate language barriers, making users feel connected and supported across various languages.
Dylan Young, Marketing Specialist, CareMax