K-pop and Korean beauty videos are the most likely images that grace the senses when one thinks or hears about Korean video content.
Did you know BTS, the South Korean K-pop boy band amassed over 101.1 billion views with its ‘Dynamite’? These views were generated within 24 hours of the song’s release! The reach that BTS had, and continues to have, among the general public is one of the greatest reasons of its enduring success.
The popularity of videos on Korean beauty, referred to as K-beauty, techniques, is well-known. A recent survey shows that K-beauty products are popular in countries outside Korea too. Popularity among general public has been a driver for the success of K-beauty too.
What are the video marketing lessons that businesses can learn from the gigantic success of Korean music and beauty? What can marketers do for such sustained marketing success?
Be Crazy about Quality Social Media Content
K-pop stars have a powerful presence on social media platforms such as Facebook, YouTube Twitter and Instagram. K-pop stars are not shy of using social media. They use it the right way, to create a connection with their fans. Videos of K-pop acts garner millions of views and trend big time within hours of release.
These bands maintain their dedicated channels and pages on social media to be closer to their fans. In addition, they are regulars on relevant external forums such as Reddit, Allkpop and others.
So, how does this strategy translate into powerful marketing for your business?
Maintain dedicated social media channels to generate brand authenticity
Create posts relevant to your expertise, and engaging for your audience
Develop engaging content consistently not with an intent to sell, but to add value to your customers’ lives
Add value with your expertise on other social media channels in addition to your own
Interact with audiences on other channels. Share posts that capture your attention and can have an impact when shared. Take the time to like or comment on posts that left an impact on you
Creating Buzz Generates Talk
Teaser content in the form of short videos can help create hype around your product or service. If you are introducing a new product line, rebranding a product, or including a new feature, video content can help create awareness around the launch.
This is similar to marketing strategies employed by K-pop artistes. Months before their new release, performers gear up for the event with teaser videos. These videos fuel curiosity and excitement among fans. In addition, such videos are captured by media houses, which amplifies the reach and talk.
Reveal the Human-ness of your Brand
Korean videos, specifically K-beauty and K-pop videos, are an extremely popular genre of videos because they are relatable. The approachability attribute of these videos is a main factor behind their fast and wide reach.
K-pop videos, for example, are never far from their fans’ minds. They do not approach their fans only to promote or sell their albums. They shoe genuine interest in their mutual interactions too. They keep audiences engaged with interesting behind-the-scenes videos, travel trivia, dance rehearsals, and onsite scenes from their latest videos.
These videos make a difference to the viewers’ lives by giving them a reason to be excited and feel exclusive. The popstars share a part of their lives with their fans, which makes them relatable. Such deep engagement also strengthens the bond between fans and the band, cultivating a loyal community.
K-beauty are totally engaging given their applicability to an entire family. There is a beauty tip or product for men, women and even children.
K-beauty videos are designed to be fun and colorful while being educative, which increases their value for audiences. In addition, the focus of these videos is on keeping one’s skin healthy with reliable care, and not on selling the products.
So, how can you delight your customers and differentiate yourself with this strategy?
Become more approachable by showing you are vulnerable. Use videos to show that your brand and employees too, have their good and bad days at work
Amuse and entertain audiences with snippet videos of your employees at work
Take your customers on a journey into the development of your products. Tell them about the pains and gains of your people as they bring out a product/ service
Spread the good word about the difference you were able to bring in your customers’ lives
Build a Culture around your Brand
Familiar with ampoule, pack or essence? Well, these are terms of the world of K-beauty. K-beauty videos have penetrated so deeply that audiences have adopted the language of this culture and made it their own.
Fans of K-pop too, have their own language built from the culture of K-pop music. Some examples are unni, maknae and stan.
Building a culture around your brand is key to encouraging audiences to embrace your brand. A sense of belonging engenders unshakeable loyalty.
Your brand’s inherent values, style and vision, must be integral to your video production, content strategies, and entire video marketing, for cultivating a embracive culture.
Identify your Brand Influencers and Cultivate Positive Relationships
ARMY is a hardcore fanbase of the K-pop band BTS. Members of the ARMY are well-known for showing their undying love for their favorite band in unique ways. For example, in 2021, the ARMY purchased entire advertising slots for a Korean TV show that was to host the BTS. The ARMY wanted to ensure that the broadcast continued without interruptions.
BTS’ ARMY formed in 2014 and grew substantially in millions within a short time. The ARMY is known for being active online, and showcasing its dedication with content such as user-generated videos.
This extraordinary connection that BTS was able to establish with its fanbase was revealed to the world in 2017. The band captured the Billboard Music Award in the Top Social Artist category, replacing artists such as Justin Bieber. The band has retained the title ever since.
BTS’ ARMY proves the power of an extremely loyal fanbase. The band too, reciprocates, by developing a genuine relationship. They make diehard fans a part of their lives, inviting them to their concerts, and appreciating their fanhood by shouting out their names during concerts. BTS also makes diehard fans a part of its milestone celebrations.
So, how do you empower your brand with such influential presence?
Monitor your social media communities and their members. Identify potential influencers
Develop positive relationships with influencers by investing in efforts to engage them, and listen to their feedback and comments
Interact with influencers not with an intent to promote or sell, but to develop a true rapport. Understand their needs and look for ways to add value to their lives
Make them feel valued with special gestures. Giving influencers unique recognition symbols that proclaim your association, and inviting them to participate in your brand celebrations, are some examples
Conclusion
Video is expected to outperform search format of advertising in future. Only companies that employ video marketing in the best ways can position themselves for successful milestones.
Marketing is an ever-evolving domain and strategies too need to evolve simultaneously. Being up-to-date with peak-performing video marketing strategies such as that of Korean videos can bestow your business with well-deserved success.
