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Naver gives influencers power

Idea is to connect users and advertisers to main trendsetters
Oct 09,2019
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Naver users can find influencers behind specific content thanks to the company’s new function. [NAVER]
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Naver CEO Han Seong-sook speaks at Naver Connect 2020 held in Gangnam, southern Seoul, on Tuesday. It is an annual event held to discuss the portal giant’s planned direction to help content creators as a platform. [NAVER]
Naver’s goals next year include boosting functions for influencers while going global.

Korea’s largest internet portal said on Tuesday that it will add a function that allows users to search for specific influencers. Naver hopes to increase connections between influencers and web crawlers and also with advertisers, offering them higher profits.

“The recent trend shows people have a stronger desire to find the content that matches their tastes,” said Naver CEO Han Seong-sook at a press event in Gangnam, southern Seoul, on Tuesday. Han met with the press following Naver Connect 2020, which discussed the IT company’s future plans.

“Influencers open channels on numerous platforms to communicate with people,” Han said. “We believe Naver’s role is to help users find good information from the right channels operated by the influencers.”

After some changes, Naver users will be able to locate influencers that put up posts with certain key words. Before, users could only see texts, not who wrote a post. The added function will make it easier for users to access influencer’s main pages and subscribe to them. Ads can be shown on an influencer’s main page.

Naver announced a beta service for two categories - travel and beauty - with 200 key words such as “trip to London” or “eyeliner.”

Naver also plans to appeal to global users and repeat the success of its webtoons in other fields.

As a platform, Naver will become a good “stepping-stone” for content creators to spread their content internationally, according to Han.

“Naver has always highlighted connecting people with others,” she said. “Naver Webtoon has grown to become the top platform in 100 countries, including Korea, Japan and the United States. It has enabled artists to debut globally without having to make an official debut.”

BY JIN MIN-JI [jin.minji@joongang.co.kr]