LGU+ Targets MZ Customers with Daily Record SNS 'Better'

LG Uplus announced on the 14th that it has launched ‘Better,’ a daily record platform for MZ generation customers.

Since last year, LG Uplus has been operating lifestyle platforms such as the subscription service ‘U-Dok’ to innovate customer experiences. The newly introduced Better is a social network service (SNS) with the concept of ‘a space for records that create a better me.’ It aims to revolutionize the daily experiences of MZ generation customers by allowing them to feel their improvement through the habit of casually recording their daily lives.

Members of the LG Uplus Life Squad team who planned and developed the Better service are introducing Better.
[Photo by LG Uplus]

Users can create ‘boards’ (personal collections of records by topic) on themes such as daily life, exercise, hobbies, and restaurants, then upload photos and texts about their daily lives. This means they will have their own archive (record repository) organized by topic. Unlike other blogs that consist of long texts, Better is optimized for recording light texts within 1,000 characters along with photos, enabling users to easily leave records in just one minute.

In particular, unlike existing SNS that only share daily life, Better offers a D-day function when users set a completion date upon creating a board. Through this, users can set their own goals and practice a planned daily life, known as ‘Gotsaengsalgi’ (a newly coined term combining ‘God’ and ‘saeng’ meaning life, referring to living daily life with specific goals to achieve), thereby improving their quality of life.

Additionally, Better includes features such as ‘private setting’ for users who want to keep their records as personal diaries, ‘tag search’ to peek into other users’ records, ‘social sharing’ to easily share their records on other SNS platforms like Instagram and KakaoTalk, and other common SNS functions such as ‘like,’ ‘comment,’ and ‘follow’ to communicate with other users.

Prior to the service launch, LG Uplus conducted a pilot operation for one month in March, during which Better accumulated over 1,000 boards and more than 2,500 posts. In an internal survey, 72% of users responded that ‘consistent daily recording helps me become a better version of myself,’ and 92% said they ‘plan to continue using Better regularly.’ One user said, “Better continuously reminds me of the goals I set, instilling a sense of challenge,” adding, “After achieving a challenge, it creates a virtuous cycle that motivates me to take on the next challenge.”

LG Uplus plans to increase users’ platform dwell time and collect customer behavior data, using this as a basis to enhance the service and further increase dwell time in a virtuous cycle. To this end, various reward and marketing systems will be sequentially prepared for Better users in the future. This service is available to all users regardless of carrier by downloading the Better app from the Google Play Store or Apple App Store.

Meanwhile, to commemorate the launch of Better, a ‘One-Minute Record’ event will be held until July 30. This is a customer participation event where users create new boards or record their daily lives at least once a week for four weeks on existing boards with the mandatory tag (#OneMinuteRecord). Customers who complete the mission will be entered into a draw to win prizes including Apple Watch SE (5 winners), Balmuda The Pot (10 winners), and Starbucks dessert sets (35 winners).

Kim Ju-young, Life Squad PM (Product Manager), said, “The launch of Better is significant as it is the first lifestyle platform release following the announcement of the four major platform strategies in the U+ 3.0 era,” adding, “We will provide a positive user experience that allows users to feel themselves improving through the habit of consistently recording their daily lives, and continuously enhance satisfaction through service advancement.”

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