KB Kookmin Card Achieves 1 Million Subscribers on YouTube Channel, First in Card Industry

Differentiation of Digital Content Combining Popularity and Public Interest

[Asia Economy Reporter Ki Ha-young] KB Kookmin Card has become the first in the card industry to reach 1 million subscribers on its YouTube channel.

On the 3rd, KB Kookmin Card announced that on October 12th, it recorded 1,008,504 subscribers on its official YouTube channel and received the Gold Play Button trophy awarded by YouTube to channels with over 1 million subscribers.

The reasons behind this achievement include strengthened human and material support, collaboration with professional companies and famous creators, and digital content combining public interest and topicality.

Launched in January 2012, the KB Kookmin Card YouTube channel stagnated with around 10,000 subscribers until 2018 and did not function actively as a communication channel with customers. However, starting in 2019, it began to actively use YouTube as a main channel for communication with customers, including the MZ generation (Millennials + Generation Z), through social networking services (SNS), showing concentrated growth in a short period.

First, the company expanded its workforce responsible for the channel and strengthened human and material support by establishing a collaborative relationship with Sandbox Network, a professional YouTube production company. Additionally, it differentiated its content through various new attempts such as ▲ digital content optimized for social networking services ▲ storytelling content including the card industry’s first interactive web drama ▲ unique content created in collaboration with famous creators like Ddoti and Gyupsikwang and KB Kookmin Card’s in-house creators ▲ highly public-interest content such as youth economic and financial education videos including financial fraud prevention produced with the national character Pengsoo.

Utilizing the official YouTube channel for live commerce broadcasts, online live streaming of the Rap Beat Festival, and releasing music videos co-produced with top domestic singers on the channel, among other digital channel-specialized activities, also contributed to the rapid increase in subscribers.

As a result of these efforts, the number of subscribers grew dramatically to 300,000 in 2019, a 1,940% increase compared to 15,000 subscribers at the end of 2018. Last year, the growth continued with 602,000 subscribers at the end of 2020, a 96% increase compared to the previous year. Along with the increase in subscribers, customer interest in YouTube content also rose, surpassing 100 million annual views last year.

A KB Kookmin Card official stated, "Based on content optimized for the interests and characteristics of YouTube users, we plan to strengthen ESG (Environmental, Social, and Governance) related content, a major social issue, and further activate communication with customers through social networking services."

This content was produced with the assistance of AI translation services.