How to run Influencer Campaigns on Naver

Executing Influencer Campaigns on Naver

Influencer marketing has been emerging as a powerful tool for brands to connect with their target audience and drive more engagement. This is also true in Korea, where influencers do have significant influences over consumer behaviors and decisions. Naver, a dominant search engine in Korea, offers unique opportunities for brands to leverage influencers effectively. In this article, we will explore the power of influencer campaigns on Naver and how to effectively leverage the influencers to carry out successful campaigns.

Power of influencer campaigns

Influencer campaigns allow brands a more direct window to contact with their target audience through trusted and relatable voices. By engaging in a partnership with influencers, brands can leverage the influencers’ followers networks, amplify the brand message, and drive authentic engagement. Influencers have the special abilities to create compelling contents that resonate with their audience(followers), which can give a hugely positive impact on increasing brand awareness, credibility, and conversions. With Naver’s extensive reach and diverse influencer ecosystem, brands can leverage the power of influencer marketing to achieve successful promotions.

Two Ways to Work with Influencers

Brand’s Official Channel

One approach to working with influencers on Naver is to bring them to appear on your brand’s official channel. This might include collaborating on sponsored contents or co-created campaigns. By featuring influencers on your brand’s official channel, you can leverage their expertise, credibility, and audience reach to enlarge your brand’s presence and resulting in deeper connections with your potential customers.

Leveraging Influencers’ Channels

Another strategy is to leverage influencers’ own channels to reach their existing follower base. This as well can include sponsored contents, affiliate marketings, or influencer takeovers, where influencers create and share the branded contents on their own channels. By tapping into influencers’ already-established audiences(followers), brands can expand their reach, drive more organic traffic, and result in authentic engagements.

Choosing the Right Influencers

Above all, selecting the right influencers is one of the most essential part for the success of your influencer campaign. On Naver, brands can utilize the influencer tab on Naver SERP to discover and evaluate potential influencers, who are both highly ranking and posting relevant contents to your brand’s items. When taking a look into the potential influencers, you might consider influencers’ profiles, follower demographics, engagement metrics, content categories, content flows, and past collaborations. Additionally, you can leverage Naver keyword challenges to identify trending topics and relevant influencers within their potential market range.

You can also visit the Naver Influencer Home to find out the ranking influencers on Naver platform.

In Naver Influencer Home, you can figure out which influences are popular from each category, and the top ranking posts and influencer score of each people. Categories that Naver Influencer Home provides includes trip, fashion, beauty, food, IT & tech, cars, living, childcare, health & well-being, game, animals & pet, exercise & leisure, sports, media, music, movie, concerts & exhibitions, books, economy & business, and language & education. You can figure out well-performing influencers according to each category and each subordinate sections. For example, if you want to collaborate with influencers of ‘movie’ category, you can figure out which influencers are popular in the field, and influencer lists based on different genres such as romance or horror.

In other cases, if you want to find out some influencers that post contents related to animals & pets, you can figure out relevant influencers based on different categories such as dogs, cats, or reptiles. You can also find out some influencers with expertise on the field, such as animal hospital blogs or influencers who are veterinarians. You can also identify the hot topics of each field.

By aligning with the influencers whose values, contents, tone, and audiences resonate with your brand, you can maximize the impact of your influencer campaign and achieve to gain more conversions on Naver.

Example of a Naver Influencer Campaign

Consider downloading and following the template below for successful execution of Influencer collaboration on Naver, the dominant search engine in South Korea.

Influencer Program Template (Naver)

1. Article Planning

Setting up the basic classifications for the articles and planning for your organic contents that the influencers will be writing is the very basic initial step of publishing contents with influencers.

On Columns B to E, you can list down the basic information about each articles including the quarter, product(or which item you are trying to promote), index numbers, and the titles.

On Columns F to L, the template helps you to easily sort the current status of each article. This part includes the status, status after publish- which will guide you to the next action after publishing, published week, and date records including assigned date, ETA for the 1st draft(to be received from the influencer), ETA for publishing, and the published date.

The actual contents of your articles goes into columns M to Y. Here, you should both decide to which influencer you would match the planned content for him/her to write and post and who the specific article’s target audience would be. Then you specifically plan your article to provide the guidelines to the influencers.

The planning would include choosing the topic category, planning the keywords, deciding the landing pages, searching for some references, and writing guidelines for the influencers to generate contents- in this part you are recommended to provide as detailed information as possible, to align the content flow, directions, and objectives with the influencers. When planning the keyword, you could consider the MSVs, so that you could exclude the keywords with particularly low MSVs, to ensure that the published contents will draw actual traffics.

The contents planning status can be recorded on columns Z, AA, and AB. Here, you can use these columns for double-checking purposes if you have more team members to participate in reviewing the details and flows of keywords and contents planning.

1. Article Reviewing

For high probability, the influencers might not know well enough about the brand or campaign objectives than you do, and that is why your contents will be better on track if you go through a strict reviewing process.

Columns AC to AN provides you the template for contents reviewing. You can go through an initial and secondary review- which would be better if done by each different reviewers- and decide the next action, which would be either publishing the content or revising it.

You can adjust the checklists shown on columns AE to AJs according to what your brand’s contents should contain or not contain.

1. Article Publishing

Once you are done reviewing the material, you will communicate once again with the influencer to adjust the publishing date and actually upload the content.

• After publishing, you can change the status on column F to ‘published’.

1. Checklists after Publishing

Publishing the content doesn’t mean everything is done because it is only the start of content optimization with influencers. Perhaps the more important part is monitoring the data and planning next actions.

• Columns AO to AR shows the checklists to check after publishing. You can put in the basic data here after the contents have been published.

• Columns AS to BD is provided to monitor more detailed data about the content, for further optimizations. Some of the data should be collected by each influencer such as channel demographics.

Conclusion

Executing influencer campaigns on Naver will provide remarkable opportunity for your brand to maximize your online presence, user engagement, and conversions. The power of influencers lies behind how you can leverage the trusted voice to introduce your brand’s value. By collaborating with right influencers and delicately planning the contents, you will be able to maximize the impact of the influencers to drive more brand awareness, credibility, and conversions.