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.

What is Social Media Marketing?

     Social media has become a shared space for all of us, transcending the boundaries of our daily lives and breaking free from physical constraints. However, when we view the individuals within this social media as potential consumers, social media becomes a means to secure more marketing targets than any other channel. Social Media Marketing was born from this perspective.

    Chapter 1 of the textbook introduces the development process of social media and subsequently discusses the effectiveness and pros and cons of social media marketing. From a brand's perspective, social media is a marketing tool aimed at increasing brand awareness among social media users and thereby boosting profits. After reading this part, Duolingo came to mind as a good example of this. Duolingo has been conducting aggressive social media marketing focused on short-form content through its mascot ‘Duo’. The primary limitation of language learning application is user attrition. To address this problem, Duolingo has been consistently marketing on social media using Duo to encourage and remind users to continue learning.

Image Source: Duolingo Blog (left) (right)

    In addition, what I learned for the first time was about the metrics used to gauge the success of social media marketing. Although I am currently at ONU as an exchange student, I had never taken any marketing-related courses at my home university, so I had no knowledge of the criteria used to assess marketing success.

    However, after reading this chapter, I realize I actually want to measure these metrics myself. I do have an Instagram account where I upload my vlogs, but the metrics presented in the textbook seem too numerous, and I'm not quite sure how I can measure them. I had only reviewed the visitor statistics provided by Instagram, but it didn't really help increase my follower count. (Impressions, engagement through video, etc.)

    Furthermore, after reviewing social media marketing metrics, I also became curious about how to use this feedback to make marketing more successful. Besides the Instagram account mentioned earlier, I also worked on video production activities to increase brand awareness for a nonprofit organization while I was in my home university's marketing club. However, it was disappointing that the planning, filming, and editing time spent on the videos didn't yield high view counts or meaningful results. So, I want to learn how to leverage these metrics to drive successful marketing.

My Favorite Korean Dishes in Ohio!

     Hi, everyone! Before I start posting, I'll briefly introduce myself. My name is Hyeonah, but since most people find it difficult to pronounce, you can just call me Hannah. I'm an exchange student for this semester, and I'm from South Korea!

    I usually enjoy American food, but sometimes when I eat in the Dining Hall, I find myself craving something new. So I started cooking new dishes with 2 other Korean friends who live in the apartment, and today I'm going to write about the best Korean dishes that we made.

Korean Instant Noodles & Samgyeopsal (Korean Grilled Pork Belly) & Gochujang Jjigae (Spicy Red Chili Paste Stew)

 

    These dishes were the best Korean food I ever ate in Ohio. The photo on the left shows me and my Korean friends cooking. Actually I'm really bad at cooking, but a friend who came with me as an exchange student from my home university is a great cook. He cooked almost all of these dishes. Thanks to him, eating these dishes made me feel like I was back home!

    In the photo on the right, you can see Korean spicy noodles, Samgyeopsal (pork belly) in the middle, and Gochujang Jjigae (stew) at the bottom. As you already know, cooking instant noodles is very simple -- just add the noodles and soup to boiling water and wait 3 minutes. As a Korean, here's a tip: use slightly less water than the original recipe. This will help you enjoy Korean instant noodles that aren't too bland!

    Most of the other dishes, excluding the pork belly, were spicy. (acutally most Korean food tends to be spicy) This spicy flavor typically originates from a sauce called Gochujang. It is made from chili peppers, giving it a bright red color and spicy smell and taste.

    Among these dishes, the Gochujang Jji-gae is a stew made primarily with this Gochujang. Its recipe is as follows:

1. Cut the pork into bite-sized pieces and stir-fry in a pan.
2. Chop onion, potato, and green onion into bite-sized pieces, then stir-fry them together with the pork.
3. Add 1 tablespoon of minced garlic, 2 tablespoons of Gochujang, and soy sauce. Stir well.
4. Transfer everything into a pot, add water, and bring to a boil.
5. Once the water starts boiling, add zucchini and mushroom.
6. Season with 1 tablespoon of fish sauce to taste.

    I liked Gochujang Jjigae the best! I didn't eat stews much even in Korea, but this dish (my friend cooked for me) tasted just like my grandmother used to make. And at that time, We were with a friend from Madagascar and one from Spain, I was so happy that they enjoyed this too!