Instagram vs. Facebook: Where Should We Focus Social Media Marketing in South Korea?

    In social media marketing, the most important first step is identifying where your target audience spends time and choosing the right platform. In South Korea, Facebook and Instagram — both Meta platforms — have long dominated the market. Although they share a powerful advertising system, the two differ sharply in user demographics and content consumption habits. As mentioned in an earlier post, maximizing marketing efficiency requires a precise understanding of each platform’s characteristics. This article looks specifically at Facebook and Instagram marketing in my home country, South Korea. 

    Facebook’s organic reach dropped sharply after its 2018 Facebook Zero policy. In practical terms, it is now extremely difficult for brand or business pages to appear in users’ feeds without paid promotion. Today, Facebook’s strength lies in paid advertising with precise targeting and data-driven conversions. Under Facebook’s massive name recognition, marketers can tap vast user data and custom targeting to find prospects and drive purchases.

    Instagram, by contrast, excels at visual content and younger audiences. Its mix of feed posts, Stories and Reels is optimized for building a stylish brand image and prompting quick reactions. In South Korea, Instagram is the preferred platform for consumers in their 20s and 30s — the primary spending demographic — making it essential for any brand targeting that age group. Instagram’s reach also stands out in influencer marketing and trend diffusion.

    Because South Koreans in their 20s and 30s overwhelmingly favor Instagram (myself included), brands focused on younger customers may wonder who still prioritizes Facebook marketing. In my view, for campaigns aimed at the 20-30 age bracket, Facebook should no longer be the top priority. Its data are still powerful, but marketing budgets belong where audiences actually engage. South Koreans in this demographic now spend most of their everyday communication and content-consumption time on Instagram. Facebook has largely become a place to maintain old accounts or find old friends. Given its limited organic reach, pouring significant ad spend into a platform that younger users have left is inefficient.

    Instead, I recommend focusing social media marketing on Instagram. The platform’s core is Reels — short, high-engagement videos. Through Reels, brands can showcase trendy aesthetics and product appeal in seconds, leading to viral exposure and stronger brand awareness. Facebook’s longer, more complex feed content no longer suits the fast consumption habits of younger audiences. To win South Korea’s 20-30 demographic, brands should channel their energy into Instagram’s quick, visually driven formats.

From Uno No Mercy to Yutnori: Our International Board Game Night

    How did you spend your weekend? Last Saturday, Sept. 20, I had a very special evening with friends. Two friends from Ohio, one friend from Taiwan and another Korean friend joined me at Honors House for a Board Game Night. It was my first time playing board games with friends from so many different countries, so I was excited even before we started. 

 

    We began with a board game called Uno No Mercy. I’ve played plenty of regular Uno, but this was my first time trying this version. Uno No Mercy has a variety of draw cards, and if you end up with more than 25 cards you’re eliminated. It also adds new rules like stacking, swapping and passing. It took me a while to get used to them, and I came in last, but the game was still a lot of fun.

    Next we played some traditional Korean board games. My Korean friend and I had brought Yutnori and Gonggi from Korea. Have you ever heard of Yutnori? The game uses four wooden sticks called yut that are rounded on one side and flat on the other. In simple terms, they act like dice. You throw the sticks, move your pieces according to the result and score a point by bringing all your pieces back to the starting point.

Basic rules of Yutnori

• One flat side is Do, two is Gae, three is Geol, four is Yut and zero is Mo.

• You move your pieces according to the number of flat sides, but mo lets you move five spaces.

• You get an extra throw if you roll Yut or Mo or if your piece lands on a square already occupied by an opponent’s piece, which sends their piece back to the start.

    Our friends listened carefully as we explained the rules and asked lots of questions, which we were happy to answer. Even though none of them except the two of us had ever played before, our international friends turned out to be surprisingly good at it.

    We ended the night with Clue, a mystery-based board game. It’s popular in Korea, so my board-game-loving friends play it almost every day. I had only played it once back home, so even though I tried hard I didn’t fully understand what was happening. Still, the process of solving the mystery was so entertaining that we ended up playing Clue for nearly three hours.

    Playing different board games with friends from several countries gave me more than just fun. It was also a chance to share our cultures and gaming styles. I hope to host more board game nights like this, learn new games and create even more special memories with my friends. 

My Reflection for Better Social Media Marketing

    Social media has become more than just a communication tool; it's a key driver of business growth. No longer a simple advertising channel, it now serves as a crucial point of contact where companies can connect directly with potential customers and vividly convey their brand value. However, a vague social media marketing approach is unlikely to produce the desired results. A detailed plan is essential for success.

    Chapter 3 presents a step-by-step guide to effective social media marketing. First, clearly define your target persona — the specific audience you want to reach. The more detailed you are with this, including information like age, gender, race, income and hobbies, the better equipped you will be to create effective marketing content. Once you have defined your persona, the next step is to choose the right platform. For example, marketing a massage chair for people in their 50s and 60s would be ineffective on a platform like Pinterest. Next, you should set specific, measurable goals using the SMART framework. Finally, it's crucial to establish your company's unique brand voice. This ensures a consistent identity across all social media channels, which can help clearly embed your brand in the minds of potential customers.

    I was a member of a marketing club at my home university, Hanyang University. In that club, I handled YouTube marketing for Tenthroom, a nonprofit organization. Tenthroom uses donations to provide housing and economic or social education for young adults who have aged out of orphanages in Korea. Our marketing goal was to raise awareness of the organization and increase donations. Despite high content views, we fell short of our donation target, which was disappointing. After reading Chapter 3, I realized there were several areas where we could have improved.

    The biggest issue was the lack of clear goals. Our team jumped into marketing with only a vague idea of "raising awareness and collecting donations." Because we had no specific, measurable objectives — such as "gain X subscribers" or "raise X million won in donations" — we focused solely on creating and uploading content. As a result, we failed to conduct mid-campaign reviews or gather feedback, and ultimately did not achieve our fundraising goal despite strong exposure.

    Another shortcoming was the absence of a consistent brand voice. While we tried to differentiate ourselves by producing podcast content featuring the stories of Tenthroom’s beneficiaries, we did not establish a clear, unified voice for the organization itself. Viewers could easily perceive Tenthroom simply as a podcast channel, rather than understanding its identity and mission. This experience taught me the importance of setting a distinct brand voice and building a consistent identity.

    This project showed me that social media marketing is more than just creating content. It must be built on clear objectives and a coherent brand identity. In any future marketing project, I will make those two factors my top priorities. I now understand that successful social media marketing begins with strategic planning and an authentic brand voice.

Finding School Spirit at an ONU Football Game

    Hello, everyone! Do you enjoy watching football? Until last Saturday, I had never seen an American football game and barely knew the basic rules. Still, I went with friends to Dial-Roberson Stadium for my first live game. The matchup featured Ohio Northern University’s football team against Heidelberg University. Even though it was my first time, I enjoyed it a lot — maybe some of you reading this were there, too.

    The day before the game, my friends and I agreed to wear ONU-related clothing. Although I don’t own many ONU shirts, I chose my favorite black T-shirt. Before heading to the stadium, we met at the Honors House for face painting. I used orange paint — ONU’s signature color — to draw a bear paw on my left cheek. My friends dotted their cheeks and foreheads with paint, making them look like Christmas lights. I had never put this much effort into a school event, so I was both excited and curious.

    Dial-Roberson Stadium was crowded with fans. I hadn’t realized how popular American football was because, in Korea, it’s rare to see a game; soccer is much more widely followed. Seeing so many people — especially ONU students — cheering made me understand the sport’s popularity. I also found myself comparing soccer and American football. At first I wondered about the large rosters, the frequent substitutions and the heavy protective gear. But as the game went on, I realized football is played far more aggressively than soccer.

 

    Because I didn’t know the rules (and still don’t fully), I focused more on the crowd’s energy than on the game itself. What impressed me most was the fans’ passion. The ONU students behind me chanted players’ names and shouted in unison, creating a sense of community. During halftime, dozens of students in the marching band performed lively routines and great music. This unified spirit helped me, as an exchange student, feel part of ONU, too.

    At my home university, Hanyang University, our basketball and soccer teams are strong but don’t have a marching band or student-led events to encourage attendance. That contrast made ONU’s culture feel unfamiliar but even more appealing. This first football experience left such a strong impression on me that I’m already looking forward to attending the next game and cheering for ONU again.

Why Personal Branding on LinkedIn Matters and How It Differs in Korea

    In today's competitive job market, personal branding has become more important than ever. Creating your own unique identity can help you stand out from the crowd and attract opportunities. This is where professional networking platforms like LinkedIn come in, offering a space to build and showcase your career story. It's a key tool for connecting with others and highlighting your professional skills and experiences.

    In the U.S., LinkedIn is widely used as an essential part of career management. Professionals and students alike actively maintain their profiles, making sure to include a professional headshot and a detailed summary of their experiences. They often use specific keywords to highlight their skills and post articles, comments or thoughts to establish themselves as experts in their field. It's not just a resume; it's a dynamic portfolio that helps them network, get discovered by recruiters, and find new opportunities. Many people use it to share their achievements, celebrate promotions, and even get endorsements from colleagues, all of which build a strong professional reputation.

    On the other hand, LinkedIn usage in Korea is not as widespread. While it is popular among those seeking jobs at global companies or in the IT industry, many people don't use it regularly for networking or personal branding. In Korea, we are more accustomed to using company-specific resume and cover letter forms when applying for jobs. This traditional approach means we often focus on filling out pre-determined templates rather than building a personal brand on a public platform. The concept of creating a public-facing career profile is still new, and many Koreans feel that their professional lives should remain separate from their personal social media presence, which is a key difference from the U.S. approach.

    I personally haven't used LinkedIn much, but after learning about the concept of personal branding, I think it's a valuable platform to explore. Building a profile is a great way to think about how you want to present yourself professionally. Even if it's not a common practice in Korea yet, creating a LinkedIn account could be a good first step toward understanding the importance of showcasing your skills and experience to the world.

Cooking Korean Dishes and Watching Korea vs. the U.S. Soccer Game

    What’s your favorite sport? Most ONU students I’ve met are into volleyball, football and disc golf. Personally, I don’t really have a sport I regularly play. In Korea, middle and high school PE classes are usually only about an hour a week, so I never got much exposure to various sports. To be honest, I’m also not good at them. (Embarrassingly, my volleyball skills test in high school earned me a C.)

    But there is one sport I love to watch: soccer. I enjoy sports with relatively simple rules, and like many Koreans I follow soccer partly because of Son Heung-min, a famous Korean player. Last Saturday, with that interest in mind, I watched a friendly match between South Korea and the United States with my friends. It was held in New Jersey ahead of the 2026 FIFA World Cup.

    Before kickoff, I cooked food for two Korean friends, one American friend, one Chinese friend and one Taiwanese friend. In the photo, from left to right, you’ll see Gamjajeon, Tteokbokki and Bibimmyeon. Gamjajeon is a potato pancake: crispy on the outside and soft inside. Tteokbokki — known in English as spicy rice cakes — is my absolute favorite Korean dish. I’m seriously addicted; I eat it at least once a week. Bibimmyeon is a sweet-and-spicy Korean instant noodle. First, cook the noodles. Drain and rinse them in cold water, then mix with sauce. Don’t they all look delicious?

    Eating homemade Korean food while watching soccer was a thrill. In the first half, the U.S. team pressed hard, forcing South Korea to add more defenders. In the middle of the tension, Son Heung-min scored first. My American friend Natalie was disappointed but admitted it was a great play. Then Lee Dong-kyung added another goal to end the half. In the second half, Korean goalkeeper Jo Hyeon-woo kept blocking U.S. shots. Natalie was both frustrated and impressed. The match ended 2-0 for South Korea, and we all had a great time.

    Cheering for Korea over Korean food in the U.S. felt a little awkward but exciting. Because Korea is ranked lower than the U.S. in FIFA standings, I honestly didn’t expect such a result. But once I started watching and cheering passionately, the unexpected win felt even sweeter. I hope your weekend was just as enjoyable as mine.

How Blogs, Vlogs, Podcasts and Webinars Drive Marketing Success

     Following Chapter 1, this post focuses on Chapter 12. The chapter introduces blogs, vlogs, podcasts and webinars, and explains how each can be used as a marketing tool.

    Among them, blogs stand out as a valuable strategy not only in the United States but also in Korea. Blog marketing has two major strengths: it encourages word-of-mouth promotion and helps content appear higher in search rankings. However, blogs are less efficient in some ways, since writing takes time and consistent updates are required to stay relevant. A vlog is essentially a blog in video form. Under YouTube’s dominance, sharing daily life or specialized information through video has become a trend. The accessibility of mobile editing apps also makes video production easier for anyone. Podcasts are audio programs distributed through mobile platforms. Because they have few limitations on format or topic, listeners can choose shows that fit their specific interests. Before reading this chapter, I did not fully understand the marketing potential of podcasts, since Korea’s podcast market is relatively small. But I learned that brands or products mentioned frequently in podcasts tend to become more recognizable to consumers, which I found interesting. Finally, webinars offer one of the most direct ways to connect with potential consumers. They allow for real-time Q&A and are entirely online, which saves both time and cost.

    So why are these four platforms considered effective in social media marketing? And how are they different from other channels? In my view, their common strength lies in the humanization of brands.

    Unlike direct or short-form advertising, blogs, vlogs, podcasts and webinars rarely present themselves as mere marketing tools. If content is too obviously promotional, audiences immediately recognize it as advertising, which can lead to negative perceptions of both the platform and the product. Instead, these four formats allow for a more natural exposure through what I would call the human voice. By human voice, I mean the creator’s personal narrative—why they bought a product, how it changed their experience, and what it means in their daily life. This approach is far more effective than simple ads because it encourages potential consumers to reflect on why they might also need the product. As a result, audiences listen more closely to the creator’s words and are more likely to consider a purchase if they believe the product could be useful for them.

    From my own perspective as a regular consumer of blogs, vlogs and podcasts, I find that consistent exposure builds trust. Over time, I tend to receive the creator’s messages more favorably, simply because I value their voice. This is precisely why social media marketing on these platforms often succeeds—it feels less like persuasion and more like a genuine recommendation.

The No.1 Drink You Have to Try at Starbucks Near Campus!

    Have you ever tried matcha in your life? Around the world, there are many foods with matcha: matcha cake, matcha chocolate, matcha ice cream. But if you are reading this, you probably either love matcha or don’t care for it at all. That is because matcha is one of those flavors people tend to either adore or dislike. Until I came to the United States, I was one of the people who disliked it. Even when I once tried a bite of my Korean friend’s matcha ice cream, I couldn’t understand why people liked it. It wasn't sweet at all, just bitter.

    That opinion changed on Aug. 22, when I visited the Starbucks near campus with international friends. Since it was my first time at Starbucks in U.S., I felt a little nervous. At the time, I was just getting used to speaking English all day with everyone I met, and even now small talk feels difficult for me. After rehearsing in my head what to say, I started to think about what drink I should order. As I was in a new environment, I decided to try something new — a matcha latte. I had heard a few months earlier about a TikTok trend in the U.S. where people would order a matcha latte and spill it on the floor. (Of course, I did not spill mine.)

    After a short small talk with the barista, I successfully ordered my drink. She spoke so fast that I can't catch every word, but I was still glad to have had a brief conversation with someone outside of school. One small but funny detail: I was so nervous that I forgot I could pay with my student ID card there, and I ended up paying with cash. Even so, I felt proud of myself for ordering in English without a problem.

  

    The matcha latte I received turned out to be much better than I expected. Until then, every matcha treat I had tried tasted overwhelmingly bitter, but the Starbucks near campus offered something different. In one sentence: It was creamy, slightly bitter, yet gently sweet.

    Normally, when I go to Starbucks, I either get an iced Americano to fight off drowsiness or a caramel macchiato when I need something sweet. But sometimes I had no good choice when I had already had too much coffee and didn’t want something overly sugary. Now, the matcha latte has become that perfect in-between option. Its smooth texture, subtle sweetness and refreshing taste make it especially appealing. If you have ever found yourself in a similar situation, I think you might enjoy it too. In addition, I went back to Starbucks yesterday just to get another one!

    One last note: For me, who usually avoids risks and prefers familiar routines, ordering a matcha latte required more courage than it might seem. I worried that trying something new might leave me less satisfied than sticking with what I already liked. Deciding to spend a semester in the U.S. instead of staying in Korea was also not an easy choice for me. But the matcha latte shattered that hesitation. It reminded me that trying something new sometimes can be worthwhile, and those experiences may even lead me down an entirely new path.