Kakao says frequent influencers drive 80% of transaction value
Kakao's live influencer content team presented the figures at the Futuring 26 conference in Seoul, where high-frequency partners were 30% of the roster.
Kakao said influencers who collaborate four or more times a year accounted for 80% of total transaction value on its influencer commerce business, according to figures presented at the Futuring 26 social marketing conference in Seoul on October 28. The presentation was delivered by the leader of Kakao's live influencer content team at the event, held in Yeoksam, Gangnam-gu.
The company said that high-frequency influencers made up one in three partners while generating the bulk of sales. Their share of partners rose from 18% last year to 30% this year, and their share of transaction value expanded from 30% to 78% over the same period, techm.kr reported.
Kakao runs more than 1,000 sales events a year, and about 10% of them exceed 100 million won in transaction value.
In one case cited at the conference, influencers joined a beauty brand's regular promotional event and the average transaction value of the linked event came in at more than double its previous level.
From tests to a formal business
Kakao tested influencer commerce in 2021 and has been running the business formally since last year.
Quick answers
What did Kakao present at Futuring 26?
Its influencer commerce results and strategy, including that influencers collaborating four or more times a year generated 80% of total transaction value.
When and where was Futuring 26 held?
The social marketing conference took place in Yeoksam, Gangnam-gu, Seoul, on October 28.