Metropolis makes use of short-form content material and Reels concentrating on younger era
By Jung Da-hyun
The primary web page of Seoul’s official Instagram account / Courtesy of Seoul Metropolitan Authorities
The Seoul Metropolitan Authorities introduced, Sunday, that its official Instagram account had surpassed 454,000 followers as of October, making it the most-followed among the many profiles of prime 10 international cities.
Seoul outpaced the followers of different highly-ranked cities in Japan’s Mori Memorial Basis’s “Complete Competitiveness Analysis of World Cities,” together with London, New York, Tokyo and Paris.
After launching in June 2014, the account gained over 100,000 subscribers in 2017 and reached 450,000 in September this 12 months.
The Seoul Metropolitan Authorities attributes the steep development to the elevated use of short-form content material and Reels optimized for Instagram. These types of content material permit customers to get pleasure from video clips of lower than 60 seconds that present data or spotlight scenes of an extended recording.
From January to October this 12 months, the town posted 94 Reels, doubling from 2022. As of October this 12 months, the full variety of Reels views on the town’s official account tripled in comparison with a 12 months in the past, reaching 11.27 million.
Among the many most-viewed Reels are movies of N Seoul Tower adorned with purple lights forward of the BTS Festa in June and the inaugural Han River Drone Mild Present occasion.
A screenshot from Reels of the N Seoul Tower embellished with purple lights forward of the BTS tenth anniversary Festa / Courtesy of Seoul Metropolitan Authorities
Reels with the best variety of views embody a video of N Seoul Tower embellished with purple lights forward of Okay-pop boy group BTS’s tenth anniversary Festa in June and pictures of the inaugural Han River Drone Mild Present.
Using varied filming strategies, together with drones, can also be turning into standard amongst followers. A video filmed utilizing a drone that captures the evening panorama of Gyeongbok Palace in Jongno District, Seoul, has garnered appreciable consideration, showcasing Seoul’s surroundings.
Along with selling Seoul’s surroundings by varied contents, the town encourages residents’ participation in environmental campaigns.
One such marketing campaign, selecting up trash alongside the banks of the Han River, geared toward elevating consciousness of waste points and selling recycling, achieved a report participation of seven,000 individuals throughout the fall of 2022 and spring of this 12 months, coinciding with the elevated variety of guests to Han River Park following the easing of COVID-19 restrictions.
The account additionally serves as an data hub for residents, providing content material that gives the newest data, together with the Local weather Card, an infinite public transportation move set to be launched subsequent 12 months.
For this 12 months’s Chuseok vacation, the town shared varied cultural occasions and advisable locations to go to in Seoul.
A staff of Era Z members, who’re well-versed in social media, constructed a system to create and put up content material. The staff makes use of photographs and movies reflecting the newest traits, successfully combining curiosity and data, in line with the Seoul Metropolitan Authorities.
Choi Gained-seok, director of public relations on the Seoul Metropolitan Authorities, emphasised the significance of concentrating on the younger generations who search data on Instagram, together with actions and eating choices.
“The purpose is to not solely present useful municipal data, but in addition to create a communication area the place individuals can uncover Seoul’s Instagram account as their major supply of knowledge,” Choi mentioned.
