In South Korea, social networking services (SNS) are more than just communication tools; they play a crucial role in business, marketing, and personal branding. With a highly developed mobile environment, competition among SNS platforms is fierce, and preferences vary depending on age groups.
As of 2025, the most popular SNS platforms in South Korea are KakaoTalk, Instagram, YouTube, TikTok, and Facebook. This article will analyze the features of each platform, their primary user demographics, and how they are being utilized.
1. KakaoTalk – The Essential Messenger of South Korea
① KakaoTalk: The National Messenger
KakaoTalk is the most widely used messaging app in South Korea. It is installed on almost every smartphone in the country, with over 45 million monthly active users (MAU) as of 2025. Given that South Korea’s population is around 52 million, this indicates an incredibly high adoption rate, showing how essential KakaoTalk is in daily life.
② More Than Just a Messenger
KakaoTalk has evolved into a comprehensive platform that offers various services beyond simple messaging:
- KakaoPay: Enables money transfers and mobile payments
- KakaoTalk Gift: Allows users to send mobile gift coupons
- KakaoTalk Open Chat: Provides chatrooms for anonymous discussions on various topics
- KakaoTalk Business: Supports advertisements and marketing tools for businesses and influencers
Due to its diverse functionalities, KakaoTalk is essential for both personal communication and business purposes. Many online stores and brands use it for customer service and promotions.
③ User Demographics of KakaoTalk
- Teens & 20s: Group chats, open chat discussions, and casual conversations
- 30s–50s: Work-related chats, family communication, and financial transactions
- 60+: Keeping in touch with family, reading news, and receiving notifications
2. Instagram – The Go-To SNS for Gen Z and Millennials
① Image & Video-Centric SNS
Instagram is one of the most popular SNS platforms among teenagers and people in their 20s and 30s in South Korea. It focuses on visual storytelling, making it particularly popular in industries like fashion, beauty, food, and travel.
② Key Features of Instagram
- Stories: Short-lived (24-hour) video and photo updates
- Reels: Short-form video content similar to TikTok
- Instagram Shopping: A feature that allows brands and small businesses to sell products directly on Instagram
③ Instagram’s Role in Business & Marketing
Instagram has become a crucial marketing and branding platform:
- Fashion & beauty brands: Partner with influencers for promotions
- Small business owners: Sell products through Instagram Shopping
- Cafés & restaurants: Use aesthetic photos and hashtags to attract customers
3. YouTube – The Most Used Video Platform in Korea
① The Dominance of Video Content
YouTube is the most widely used video platform in South Korea, attracting users across all age groups. As of 2025, YouTube has over 43 million active users, meaning nearly the entire population engages with the platform.
② Popular Types of Content
- VLOGs: Daily life and travel videos
- Mukbang (Eating Broadcasts): Food reviews and eating shows
- ASMR: Relaxing sound-based content
- Educational & Lecture Videos: Online courses and self-improvement content
③ The Rise of YouTube Shorts
With the growing popularity of short-form content, YouTube introduced YouTube Shorts, a feature designed to compete with TikTok.
4. TikTok – The King of Short-Form Videos
① The Favorite Platform for Gen Z
TikTok is a short-form video platform that is especially popular among teenagers and young adults in South Korea. It features 15–60 second videos, often showcasing dancing, lip-syncing, and viral challenges.
② Popular TikTok Trends
- Dance Challenges: Users create and follow trending dance moves
- Lip-Sync & Comedy Skits: Humorous and entertaining content
- Fashion & Beauty Reviews: Quick product demonstrations and styling tips
5. Facebook – Declining Popularity but Still Relevant
① A Platform for Older Users & Businesses
Once the most dominant SNS in South Korea, Facebook’s popularity has declined among younger users, while its core audience now consists of users in their 40s and above. However, it remains relevant for businesses, marketing, and online communities.
② Key Features of Facebook
- Facebook Groups: Spaces for users with shared interests
- Marketplace: A feature for buying and selling second-hand goods
- Business Pages: Essential for corporate and brand marketing
Summary
As of 2025, the most popular SNS platforms in South Korea are KakaoTalk, Instagram, YouTube, TikTok, and Facebook.
| SNS Platform | Main User Demographic | Key Features |
|---|---|---|
| KakaoTalk | All age groups | Messaging, payment, shopping, open chat |
| 10s–30s | Image & video sharing, brand marketing | |
| YouTube | All age groups | Video content, YouTube Shorts |
| TikTok | 10s–20s | Short-form videos, viral challenges |
| 40s+ | Business & community groups |
While SNS trends constantly evolve, choosing the right platform based on your goals and target audience is essential. Which SNS do you use the most? 😊