Naver Corp. is expanding its creator recruitment drive for its short-form video platform Clips, highlighting the company’s struggle to compete with global social media giants in its home market.
The South Korean internet firm plans to bring in 500 content creators in the first half of 2025, following its July campaign that attracted 2,500 creators. The company is offering 7 billion won ($5.4 million) in incentives to lure talent to its platform.
The recruitment push comes as Naver attempts to challenge the dominance of TikTok and YouTube in the short-form video space. Through its Clips platform, which integrates with Naver TV, the company distributes AI-curated content across its home feed, topic feed, and integrated search features.
While Naver maintains a strong presence in South Korea’s internet services market, its video platform has struggled to gain the same traction as its international rivals. The latest creator recruitment drive, running from December through early January, signals the company’s defensive strategy to retain domestic market share in the face of growing competition from global platforms.
The push marks Naver’s second major creator recruitment effort in less than a year, suggesting increased urgency in building its content ecosystem.
