Instagram DM Automation Marketing Solution
Revenue Increase · Musinsa Curator Revenue Up 85%
Marketing Performance Reports Available
Generative AI Integration Being Tested
Considering Expansion Overseas Including Japan
Lee Jin-soo, CEO of NHN Data, recently introduced ‘Social Biz’, a marketing solution equipped with Instagram Direct Message (DM) automation features, at a press conference held at NHN Data’s headquarters. “Social Biz is a tool necessary for the growth of Instagram marketing,” said Lee.
Launched in January this year, NHN Data’s Social Biz is a marketing solution with automated Instagram DM functionalities. It supports real-time messaging to customer inquiries, improving brand credibility. It automatically responds to queries made via posts or DMs and sends messages of gratitude or discount coupons if a user tags a brand account in their stories. It can send a list of recommended products and promotional offers using ‘carousel messages’, showing multiple images in a sequence. This reduces the burden on staff who would otherwise have to individually send DMs for marketing purposes. Lee emphasized that more than 98% of users continue to utilize Social Biz.
NHN Data noted that their clients are experiencing increased sales. A notable example is Musinsa, whose fashion curator witnessed an 85% increase in total transaction volume compared to the period before using Social Biz. The click-through rate (CTR) for DMs sent was 69%. For the shopping platform Croquet, sales of products featured using Social Biz increased by about 800% compared to products not using it. Millie’s Library gained about 100 new subscribers with a cost of around 9,000 won. Yoon Sung-min, head of the Social Biz business unit, stated, “We are improving the customer journey through automation.”
As an official partner of Meta, NHN Data can quickly respond to policy changes. Social Biz was developed in collaboration with Meta. Kim Min-seob, director of Data Tech Operations and Development, explained that they quickly guide clients to prevent their accounts from being affected by algorithm changes.
NHN Data also provides DM marketing performance reports, allowing users to see at a glance what questions are most frequently asked and which products or events customers are most curious about. Business managers can measure metrics to manage message strategies and optimize marketing operations. Lee mentioned, “We are also considering providing insights based on data analysis.”
NHN Data plans to continue advancing Social Biz. They are testing AI technology to create content automatically. Lee expects, “In about two years, Social Biz’s revenue will exceed the existing total solution revenue, and it will establish a unique position as a growth solution.”
NHN Data intends to extend the services of ‘Social Biz’ to other social network services (SNS) and expand not just domestically but in overseas markets as well. Lee noted, “NHN Data always focuses on global markets, and we will consider expansion from regions where the NHN Group has a presence, such as Japan.”