Changwon Special City, Explosive Growth in New Media Municipal Promotion Draws Attention
On the 19th, the release of 'New PD Daegwansechal Safe City Changwon Edition' Sparks Enthusiastic Citizen Response
Rapid 200% Growth in One Year with Unique Content and Communication Strategy
[Asia Economy Yeongnam Reporting Headquarters, Reporter Song Jong-gu] Recently, as local governments nationwide have been rolling up their sleeves to promote municipal administration through social media, the explosive growth of Changwon Special City stands out.
Changwon Special City in Gyeongnam is leading social media municipal promotion, having ranked first nationwide in the basic local government category at the 15th Korea Communication Awards Internet Communication Awards last month.
The official YouTube channel ‘Chucheon Changwon’ has captivated citizen subscribers with unique content such as ‘New PD’s Daegwan Temple Visit,’ ‘Municipal News Short Stories,’ ‘One Hit Three Points Policy Focus,’ and ‘Young Farmers,’ resulting in a significant increase in subscribers from just 7,300 last year to over 21,000.
In July, the Changwon Special City card news featuring the ‘Daesan-myeon Zelkova Tree,’ which appeared in the ENA drama ‘Extraordinary Attorney Woo’ and sparked a nationwide syndrome, continued to deliver various municipal news, with major SNS platforms like Instagram and Facebook, as well as local community participants, exceeding 270,000.
Looking at the age distribution of subscribers by media, Instagram users in their 20s to 30s account for 42%, while Facebook and blogs have over 39% of users in their 30s to 40s.
Notably, the YouTube channel ‘Chucheon Changwon’ has a high proportion of middle-aged and older subscribers, with 60% of the total subscribers being in their 40s to 50s, contrary to expectations.
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A city official stated, “Considering that YouTube allows viewing videos without linking to a personal account, unlike other SNS, we actively operated middle-aged tailored content such as ‘Changwon, a City That Supports the Breadwinner’ and ‘Municipal News Short Stories,’ which led to these results.”
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