When do K-beauty brands need English channels? It is not when inquiries from overseas start pouring in, but when they realize they have nothing to show when someone searches for their brand abroad. This was the case for the scalp care brand that Mrs. Lauren partnered with.<\/p>\n\n\n\n
This brand is a place where scalp care experts provide direct consultations and treatments. While the expertise was sufficient, the channels to showcase that professionalism were not well-organized. Their YouTube, Instagram, and KakaoTalk channels operated independently, and there was no content in English. Consequently, anyone looking for scalp care while staying in Korea had no way of knowing about this brand even if they searched online.<\/p>\n\n\n\n
English Channel<\/a>Before launching, the first thing we did was to unify the Korean channels into a single flow. We divided the roles so that YouTube covers expert scalp care advice, Instagram divides the content into short videos and cards, and the KakaoTalk channel serves as a consultation hub. This is because if the same story is scattered across different channels with different tones, the same confusion will be repeated even when we launch overseas channels.<\/p>\n\n\n\n If the source to be translated is not organized, the English channel will not be organized either.<\/p>\n\n\n\n The English channel was not created by simply transcribing Korean content. What people overseas are curious about regarding scalp care may differ from what Koreans ask. Therefore, while based on the same experts, we organized separate Korean and English content using a sequence and expressions that are easy for English-speaking viewers to understand. We also included interviews with care experts working abroad to demonstrate that this brand's care methods resonate outside of Korea.<\/p>\n\n\n\n Even the same expertise is only conveyed when rephrased in the listener's language.<\/p>\n\n\n\n If someone who becomes interested after watching a video has no next action, the channel stops on the shelf. That is why global reservation<\/a> By joining the platform, we created a way for people overseas who watched our videos to book treatments tailored to their schedules in Korea. As content and bookings flowed seamlessly, the channel evolved from an introduction window into a conduit leading to consultations and reservations.<\/p>\n\n\n\n There must be the following action at the end of the channel.<\/p>\n\n\n\n Brands that offer direct consultations by experts benefit more from building content that demonstrates their expertise than from increasing advertising costs. Once created, expert advice can be reused multiple times in both Korean and English, and over time, it serves as a proxy for the brand in search results and recommendations. Brands that launch an English channel early gain the opportunity to be discovered first by people searching for Korea from overseas.<\/p>\n\n\n\n If you are a brand focused on international customers, check two things first. First, verify whether your current Korean channels are conveying a single message. Second, personally check what appears when your brand name is searched in English overseas. If nothing appears, it is time to start an English channel.<\/p>\n\n\n\n Mrs. Lorraine designs the entire workflow, from organizing Korean channels to building English channels and booking, all within a single team. If you are curious about how your brand connects with the world, search for 'Mrs. Lorraine' on KakaoTalk. Please request a consultation.<\/a>.<\/p>","protected":false},"excerpt":{"rendered":" We have summarized the process of a scalp care brand, which previously operated only a Korean channel, launching English YouTube and Instagram channels as well as a global booking platform. We introduce the starting point of a K-beauty brand's English channels.<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[19],"class_list":["post-959","post","type-post","status-publish","format-standard","hentry","category-client-stories","tag-19"],"_links":{"self":[{"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/posts\/959","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/comments?post=959"}],"version-history":[{"count":1,"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/posts\/959\/revisions"}],"predecessor-version":[{"id":960,"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/posts\/959\/revisions\/960"}],"wp:attachment":[{"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/media?parent=959"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/categories?post=959"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mrslorraine.com\/en\/wp-json\/wp\/v2\/tags?post=959"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Second, I created it using the original English text, not a translation.<\/h2>\n\n\n\n
Third, we connected the viewing area to the reservation area.<\/h2>\n\n\n\n
Who benefits from this structure?<\/h2>\n\n\n\n
Then what should be done?<\/h2>\n\n\n\n