South Korea's Top 5 Social Media Platforms in 2025 — And How to Leverage Them for Marketing Success

"Which social media platforms gain the most attention in South Korea?"

"Are there any differences compared to Japan's popular platforms?"

Social media is essential for expanding your business overseas. In present-day South Korea, more and more people are using social media not only for private communication but also as a reliable key source of information. As a result, social media platforms have become an indispensable tool in the daily lives of South Korean citizens.

In this article, we'll introduce the most popular social media platforms in South Korea that are effective for online business growth. Hence, if you're considering online/social media marketing in South Korea, this guide will provide useful insights.

Also, if you're aiming to increase brand awareness in South Korea, we highly recommend checking out our article 3 Proven Marketing Strategies to Expand Your Reach and Build Brand Awareness in South Korea (Backed by Data), where we break down strategies and key points to keep in mind.

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Overview of South Korea's Social Media and Internet Trends

Let's take a closer look at the current state of social media in South Korea, including usage trends and generational preferences.

We'll cover the country's digital infrastructure, overall social media penetration, and platform usage by age groups — insights that will be useful for shaping your Korean SNS marketing strategy.

A Global Leader in Digital Infrastructure

As a widely recognised digital powerhouse, South Korea is home to a highly connected and tech-savvy population. The country was among the first in the world to roll out high-speed internet infrastructure and remains at the forefront of connectivity.

For example, South Korea launched its 5G services as early as April 2018 — well ahead of Japan, which introduced 5G in March 2020.

According to global digital trend tracker DataReportal, the social media penetration rate in South Korea was an impressive 92% in 2023. On average, Korean users actively use about 4.5 different social media platforms, indicating a highly diverse and media-literate user base.

Social Media Usage by Age Group

Below is a breakdown of social media usage by age group in South Korea, based on data from 2021:

Reference: INFO CUBIC

As of 2021, Instagram had already established itself as the most popular social media platform in South Korea, followed by Facebook and BAND rounding out the top three.

Instagram was particularly popular among younger users aged 10–39, while BAND showed stronger usage among individuals aged 30 and above.

Top 5 Most Popular Social Media Platforms in South Korea

Let's start by introducing the top five most popular social media platforms in South Korea, presented in ranking format.

The following ranking is based on the "Social Media Usage by Generation report released by the Korea Information Society Development Institute (KISDI), as featured by KOREA WAVE on May 29, 2024.

Reference: KOREA WAVE

Based on the survey results, approximately half of the South Korean respondents reportedly using Instagram, making it the most widely used social media platform among those surveyed.

Facebook ranked second, with a usage rate of 28.6% as of 2021. However, recent data suggests that nearly half of its user base has since shifted to Instagram.

In contrast, social media usage trends in Japan present a different picture, as outlined below.

Reference: Ministry of Internal Affairs and Communications

While Instagram dominates in South Korea, user activity in Japan is more concentrated on the messaging app LINE and the video-sharing platform YouTube.

It's important to note that social media usage trends differ significantly between Japan and South Korea, and marketing strategies should be adjusted accordingly.

In the following section, we will take a closer look at the top fice social media platforms gaining traction in South Korea, along with the consistently popular KakaoTalk.

Instagram

Instagram is a photo-sharing application that launched in 2010. Unlike text-based platforms, it centers around visual content — such as photos and videos — and supports anonymous account creation. On top of that, Instagram also offers seamless integration with other social media platforms like Facebook.

With over 1 billion monthly active users (MAU), Instagram has become one of the most widely used social media apps not only in South Korea but worldwide.

In South Korea, the number of Instagram users is estimated to be 1.6 times higher than in Japan, and recent trends show growing adoption among users in their 40s and older.

If you're considering using Instagram to attract Korea inbound travelers, be sure to check out our related article below, whch introduces the top 10 Korean-language hashtags popular among Korean visitors to Japan, along with localized hashtags for all 47 prefectures in Korean.

Instagram Marketing with Korean Hashtags: How to Attract Korean Visitors Through Social Media

Facebook

Launched in 2004, Facebook remains one of the world's largest social networking platforms. Its defining feature is the requirement for real-name registration, which, combined with robust privacy settings, sets it apart from other social media platforms.

However, Facebook usage has declined by 35% between 2019 and 2024. This drop is largely attributed to the departure of its core user base — the so-called MZ generation (Millennials and Gen Z).

In contrast, older generations such as Gen X and Baby Boomers continue to use Facebook at relatively steady rates.

In Japan, Facebook's user penetration stands at around 33%, with the majority of users aged 30 and above.

Reference: KOREA WAVE

BAND

BAND is a closed-group social networking platform launched in 2012, designed to facilitate communication among specific members. In 2018, it was acquired by NAVER, South Korea's leading internet company.

Originally developed for college student communities, BAND has since evolved into a community-based app favored primarily by users in their 30s and older. It is especially popular among small groups, including families, hobby clubs, and local associations.

Besides, BAND is also used as a business communication tool, offering multilingual support in seven languages, including Korean, English, and Japanese.

While Japan's popular messaging app LINE is typically used for private one-on-one or personal contact, BAND is better suited for communication within small, closed groups.

The platform has been available in Japan since 2013.

KakaoStory

KakaoStory is a photo-sharing social media platform launched in 2012 by Kakao, the company behind South Korea's leading mobile messaging app KakaoTalk.

The platform is integrated with KakaoTalk and is primarily used for sharing photos and visual content.

While KakaoStory shares some similarities with Facebook in terms of functionality, its focus on image-based posts makes it more comparable to Instagram.

With its user-friendly interface, allowing for quick post creation, edits, and deletions, as well as built-in photo editing tools, KakaoStory has steadily gained popularity — particularly among KakaoTalk users looking for a more visual platform.

Twitter (X)

X — formerly Twitter — is a microblogging platform originally launched in 2006 and widely known as Twitter until its re-branding in 2022 following its acquisition by entrepreneur Elon Musk.

Thanks to its simplicity — allowing users to post short messages of up to 140 characters along with images and videos — Twitter grew into one of the world's most popular social media platforms.

Although X is technically not a social networking service (SNS) by definition, it is commonly categorised as one due to its scale, with over 300 million registered users and a reported 2 billion monthly active users as of recent estimates.

X remains extremely popular in Japan, with 46% of social media users actively engaging on the platform — on par with Instagram.

However, in South Korea, X has not achieved the same level as other platforms like Instagram or KakaoTalk. Previously, it was believed that the platform's "soliloquy-style" posting format didn't align with Korean social behavior. Still, in recent years, X has begun to show gradual user growth, indicating a niche but stable demand in the market.

KakaoTalk

KakaoTalk is a messenger app developed by the South Korean tech company Kakao, which also operates KakaoStory, introduced earlier in this article.

While its core functions are similar to LINE, KakaoTalk holds a unique position in South Korea as the most widely used and culturally integrated messaging platform — often referred to as the "national SNS."

Released prior to LINE, KakaoTalk quickly gained widespread popularity in the Korean market.

Key features include the ability to see how many users have not yet read a message — as opposed to showing only "read" indicators — and a rich library of Korean character stickers that align well with local tastes. These culturally tailored functions are a major reason behind its dominance in South Korea.

Although it is a Korean-born app, KakaoTalk is also widely used in Japan.

Its integration with services such as taxi-hailing, intercity bus, and rail information makes it particularly useful for citizens and travelers in South Korea, further boosting its appeal domestically and internationally.

Key Strategies for Successful Social Media Marketing in South Korea

To succeed in online/social media marketing in South Korea, it's essential to keep the following three points in mind:

When implementing marketing strategies, conducting thorough market research should be the first priority.

It is essential to gain a deep understanding of the behaviours and preferences of social media users in South Korea in order to accurately define your target persona.

Additionally, marketers should explore creative ways to spark interest among a wider audience segment.

Understanding the Behaviour of Korean Social Media and Internet Users

Below are some key trends and characteristics of social media and internet users in South Korea:

High Internet Penetration Across All Generations

South Korea has a significantly higher internet penetration rate compared to Japan. People across all age group, including those in their 50s and above, are proficient in using smartphones and digital platforms.

This means that digital marketing strategies targeting older demographics — often overlooked in Japan — can be highly effective in South Korea.

Strong Preference for Video Content

Thanks to the country's advanced telecommunications infrastructure, South Koreans are heavy consumers of video content. Short and long-form videos are especially popular across platforms.

Moreover, many users in Korea utilize Youtube as a primary search engine, similar to how people use Google in other regions.

For insights into top video platforms in Korea, kindly refer to this article for more:

Top 5 Video Streaming Platforms in South Korea for Marketers: Understanding the Korean OTT Market

Manage Your Company Account With Popular Korean Social Media Platforms

To succeed in Korean web marketing, it’s essential to leverage the country’s most popular social media platforms. Establishing and actively managing official brand accounts on Instagram, Facebook, and other local favorites is a fundamental step.

Given that SNS usage spans all generations in Korea, brands can reach both younger and older consumers effectively. Of course, it is also strategic to match the right platform to the target persona’s age group for more focused engagement.

Collaborating with Korean Influencers

Influencer marketing is just as effective in Korea as it is in Japan.

A unique feature of the Korean market is the cultural habit of bulk buying and sharing products among friends or family, which has translated into a popular e-commerce model called “collaborative purchasing with influencers.”

By working with Korean influencers, brands can expect to:

• Expand their customer reach via influencer-driven channels

• Enhance trust and product visibility in a culturally relevant way

• Drive sales through community-based purchasing behavior

  
  

Frequently Asked Questions (FAQs)

Here are some of the most commonly asked questions regarding digital marketing and business expansion in South Korea:

• What are the latest digital marketing trends in South Korea?

• Which search engines are most widely used in South Korea?

• What should I know before starting a business in South Korea?

• What are the key characteristics of successful Japanese companies operating in South Korea?

  
  

What are the latest digital marketing trends in South Korea?

To stay updated on the evolving landscape of Korean digital marketing, please refer to this article:

South Korea Digital Marketing Trends 2024: Data-Driven Strategies for Business Success

Which search engines are most widely used in South Korea?

NAVER and Google dominate the Korean search engine market. For a detailed comparison and tips on how to leverage these platforms effectively, check out:

NAVER vs Google: Top 4 Search Engines in South Korea and How to Maximize Local SEO

What should I know before starting a business in South Korea?

If you’re planning to expand your business to South Korea, it’s crucial to understand the local market environment, consumer behavior, and regulatory landscape. For a strategic overview:

Winning in South Korea's Digital Market: Expert B2B Marketing Advice and Key Insights

What are the key characteristics of successful Japanese companies operating in South Korea?

Learn from proven cases of Japanese companies that have successfully entered and thrived in the Korean market:

Why Japanese Companies Succeed in South Korea: 2024 Market Entry Strategies and Competitive Advantages

Conclusion

In South Korea, people of all ages are highly proficient in using the internet and social media, making SNS-based marketing particularly effective.

Identifying the right platform that aligns with your product or service is the first step toward crafting strategies that resonate with your target audience.

Furthermore, as a digital leader, South Korea is constantly evolving with new marketing trends emerging rapidly. Staying updated with the latest information and trends is essential.

We encourage you to make use of the popular SNS platforms and marketing insights introduced in this article to enhance your promotional efforts.