Story Marketing: Important Elements To Learn from These Top Korean Dramas in 2022
Whether you are a K-drama fan or just someone that observes the craze around the many shows on Netflix, it is no surprise that Korean dramas have gained more attention worldwide.
With so many well-made Korean dramas that have come out on Netflix, some may wonder if it would be possible to create even more compelling shows in the future.
Similarly, when creating compelling content for your business, it can feel difficult to think of creative and new ideas to engage with your audiences to highlight your brand’s edge.
We are here to break down how these two K-dramas in 2022 were able to consistently stay on the top 10 Most Watched list on Netflix and share the important elements marketers should take note of to create compelling content for the rest of the year.
#1 CONTENT PLANNING: GETTING INSPIRED TO CREATE (BUSINESS PROPOSAL)
Business Proposal is one of the most-watched and loved K-dramas in 2022. From the plot, the chemistry of the characters, and the dialogue, the show hooked viewers worldwide for all 12 episodes.
What people may not know is that this show was actually adapted from and inspired by a Webtoon by the same name. The Korean Drama adaptation of Business Proposal ranked 2nd most popular TV show on Netflix worldwide as of April 2022.
Business Proposal and Webtoon Side-by-side Comparison
Sometimes the best ideas can come from existing stories, movies, or other kinds of content. That is not to say you should go out and copy ideas from another source, but you can draw inspiration from other content materials to make something your own.
Don’t forget to credit the original creators when incorporating their ideas into your materials!
PRO TIP: If you feel stuck in your content plan to create new and eye-catching content, sometimes you can gain inspiration from your favorite shows, books, favorite influencers, writers, etc. It also helps to understand trends for the year and how you can show your edge when incorporating these into your marketing materials.
#2 PHOTO AND VIDEO PRODUCTION: CAPTURING THE NOSTALGIA (TWENTY-FIVE TWENTY ONE)
Twenty-Five Twenty-One was another K-drama hit for 2022, which was able to capture the nostalgia of what life was like in the 90s and early 2000s.
The show was able to hook various audiences to watch all 16 episodes week on week by including props, costumes, and set designs that perfectly encapsulated the trending Y2K aesthetic and the essence of the time period.
It is important to understand current trends when conceptualizing your strategy for your content productions in order to set the mood and keep the audience engaged and anticipating more compelling content.
However, when you’re on a budget, it may seem like a challenge to effectively convey your message with limited resources. Remember that you do not need the most expensive materials or talents to create a compelling story.
List what are the important elements that must be included in your shoot and are non-negotiable to make your video or photo stay in line with your brand’s goal.
PRO TIP: When shooting a photo or video production within a specific budget, it is important to understand what is essential in making your ideas come to life and reaching your overall goal.
#3 INFLUENCER MARKETING: HIRING THE RIGHT TALENTS (TWENTY-FIVE TWENTY ONE)
When telling a story, you want to make sure you get the most fitting people to convey your message clearly. In the show Twenty-Five Twenty-One, the story features the main character, Na Hee Do, from her teenage years, up until she is a young adult (from ages 18 to 21).
It was important for the casting director to hire someone who could effectively portray the growth of this character from these different ages.
They were able to find the perfect actress: 31-year-old actor, Kim Tae-Ri, who won a Baeksang award (kind of like the Oscars of Korea) for her outstanding performance in this show.
Just like in video productions and working with influencers, it is important to hire the right talents to communicate the message of your story effectively and authentically.
If you are not sure which influencers are the best ones to partner with for your business, start by listing your brand values, your audience, and your budget. Choose to work with influencers who can engage with your audience.
PRO TIP: You don’t need to hire the most popular influencers or celebrities with millions of followers. Several Nano to Micro-influencers can actually be more effective compared to Mega-influencers or Celebrities, depending on your campaign goals.
#4 CAPTIONS AND COPYWRITING: PROVIDING AN EASY TO FOLLOW STORY OR DIALOGUE (BUSINESS PROPOSAL)
Unless you are fluent in Korean, you will likely need to use subtitles while watching K-dramas. Watching any show with subtitles means that scriptwriters must create a dialogue that will keep not only Korean audiences but also foreign audiences, hooked on the screen.
In Business Proposal, they understood that their script and tone needed to be light and witty to attract and sustain the audience’s attention in this genre.
If a show's dialogue and script are too fast-paced or include too many technicalities, you may lose your audience. Similarly, if the dialogue and delivery are too slow, you will likely lose your audience as well for not being able to engage them enough through the storytelling.
The same thing applies when writing copy and captions for your posts. Try to keep your captions and in-art copies as clear and concise as possible to ensure your audience can follow through with your brand’s message. Make sure to also follow a posting schedule and share your content on appropriate social platforms to market your content enough.
PRO TIP: Check your social media account insights to view the best posting times for your audience and the demographics. From there, make sure to research your audience’s interests to understand how to best communicate with them.
NEXT STEPS
Need help creating compelling stories for your brand through Photo or Video Production, Influencer Marketing, or Social Media Marketing? Near Creative can help you plan it out!
Check out our marketing services and past projects we’ve done here.