Korean YouTube campaigns are evolving fast, and brands are getting smarter about how they connect with viewers. From storytelling that spans multiple seasons to humour that lands, marketers are tapping into what really works in Korea’s digital culture. In 2025, success in video advertising means blending creativity, tech, and authenticity across every frame.
Creating Multi-Series Campaigns in Korea
A multi-series campaign is a marketing strategy where a brand creates a series of connected video episodes or story arcs, often released over time, to build a deeper narrative and maintain ongoing engagement with the audience. Instead of one-off ads, the campaign unfolds like a mini TV show or drama, with recurring characters, evolving storylines, or themed content across different “seasons” or phases. This approach is especially effective in markets like Korea, where audiences value storytelling and character-driven content.
The concept of multi-series campaigns is gaining traction in the fast-paced Korean ad market, where successful ideas spread quickly but their impact can also grow steadily over time. Many brands are leveraging platforms like YouTube not just for instant reach but to extend the lifecycle of their campaigns and plan for the medium to long term. Companies such as Job Korea and Here are evolving their campaigns into multi-season stories, building brand universes that will develop over time.
For example, Job Korea recently launched its first-ever integrated brand campaign in collaboration with rising star Byun Woo-seok. Known for his relatable rise to stardom, Byun embodies the persistence and growth that reflect Job Korea’s mission, making him the ideal face for a campaign designed to resonate well beyond its initial release.
Why This Is a Smart Strategy:
- Authentic Brand Alignment: Byun Woo-seok’s personal journey of growth through perseverance mirrors Job Korea’s message of supporting long-term career development.
- Strong Appeal to MZ Generation: His popularity among younger audiences boosts engagement and trust in both Job Korea and Albamon.·
- Multi-Channel Storytelling: The campaign rollout (from teaser to series) builds momentum and allows for sustained brand visibility across platforms.
Utilizing Humor in Korean Video Advertising
Alongside the trend mentioned before, humor has emerged as one of the most effective tactics in the Korean advertising industry and is highly valued by local viewers for its ability to reduce consumer resistance and draw attention to the message. We help brands maximize this impact by optimizing humorous content for Korean social media platforms and audiences. Many of the Korean YouTube campaigns that reached the finals of major awards successfully incorporated different humorous codes to connect with audiences.For instance, Doojim and HD Hyundai Infracore were finalists of the Korean Works Awards, and they both incorporated humor into their content. According to Adweek statistics, the impact of humor is clear. In 2023, the number of award entries tagged with humor increased by 48% compared to 2022. This aligns with the current global trend, which recognizes comedy as a powerful creative tool for platforms like YouTube.
Why This Is a Smart Strategy:
- It lowers consumer resistance by making ads feel more like entertainment than sales pitches.
- People remember funny ads better, which helps with long-term brand recognition.
- In Korea’s competitive market, humor isn’t just a creative tool; It’s a smart business strategy.
- Humor grabs attention quickly, which is essential in the fast-scrolling digital space
Mixing Long and Short Video Formats
YouTube is widely used in South Korea; Koreans highly value this platform for its rapid trend circulation and long-term content performance. This observation aligns with InterAd’s article ‘Influencer Marketing on YouTube’ (https://www.interad.com/en/insights/youtube-marketing-korea)
Unlike other social media platforms, YouTube enjoys strong consumer acceptance for both short and long-form videos. Successful campaigns often combine these formats using multiple short clips to drive quick conversions. Another key to success is involving consumers who actively collaborate with Korean Youtubers, making content creation more interactive and authentic. The table below shows that the older generations in Korea also use YouTube for news.
Why This Is a Smart Strategy:
- YouTube is hugely popular in South Korea and is highly valued for its ability to spread trends quickly and maintain long-term content engagement.
- Successful campaigns often use a mix of multiple short clips to drive fast conversions while also providing longer content to build deeper connections.
- Another important factor is consumer participation: Korean viewers often collaborate with YouTubers, creating interactive and authentic content. Interestingly, older generations in Korea also use YouTube as a trusted source for news, expanding the platform’s reach beyond just entertainment.
Building Strong Partnerships with Korean and Foreign Creators
According to the Goldman Sachs survey, the creator economy will grow at an annual rate of 10 to 20%, reaching $5 trillion by 2027. The influence of informational videos in the commerce market is growing as more consumers obtain product information through creators and influencers before making a purchase decision. As a recent example, various Korean food brands such as Buldak ramen are rising to the mouths of overseas influencers, creating a new trend among their viewers and the Western community.Partnering with creators can significantly expand reach, boost credibility, and increase audience engagement. However, effective collaborations require ensuring that the creator’s follower base aligns with the brand’s target audience and that both share compatible values. Respecting the creator’s creativity and granting them the freedom to produce authentic content is essential for a successful influencer campaign.
Why This Is a Smart Strategy:
- Informational videos from creators and influencers are becoming a major source of product information for consumers before they make purchase decisions.
- Successful collaborations depend on matching the creator’s follower base with the brand’s target audience and ensuring shared values.
- It’s important to respect the creator’s creativity and allow them freedom to make authentic content for the campaign to succeed.
Leveraging AI to Shape the Future of YouTube Advertising
AI is transforming how brands and creators are engaging with audiences, especially on platforms like YouTube. From automated campaign management to generating personalized video content, AI is making advertising more efficient and emotionally resonant. Korean creators and influencers are also leveraging generative AI tools for video production and tailoring content for niche audiences. As seen in this year’s Cannes Lion, where 12% of entries involved AI, the creative use of this technology is gaining global recognition. YouTube is a rapidly evolving digital platform. AI isn’t just a backend tool; it’s becoming a core part of storytelling and brand recognition.
Why This Is a Smart Strategy:
- AI is changing how brands and creators engage audiences on YouTube.
- It automates campaigns and creates personalized videos, boosting efficiency and emotional impact.
- Korean creators use AI tools to produce and tailor content for niche groups.
- At Cannes Lions, 12% of entries involved AI, highlighting its growing creative role.
- YouTube is evolving fast; AI is now key to storytelling and brand recognition.
Conclusion
In 2025, the most successful Korean YouTube campaigns are those that blend creativity, cultural insight, technology, and authenticity. From storytelling across series to smart use of humor, influencers, and AI, each strategy works better when tailored to the Korean digital audience. Brands that adapt and innovate will build stronger, longer-lasting connections.Ready to bring your campaign to life in Korea? Contact InterAd to start building a YouTube strategy that works.
