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(Seoul=Yonhap Infomax) Young Sook Yoon, Kyu Sun Lee – Naver Corp., South Korea's largest internet company, has filed a trademark application for 'Feed Coin' as part of efforts to bolster its short-form content ecosystem and drive user engagement through reward-based marketing.
According to the Korea Intellectual Property Rights Information Service (KIPRIS) under the Korean Intellectual Property Office, Naver submitted the 'Feed Coin' trademark application on November 20.
Despite the inclusion of 'coin' in the name, the trademark is not intended for blockchain-based coin issuance.
Instead, 'Feed Coin' will serve as a reward mechanism to incentivize users to access Naver's main 'Home Feed' and its short-form video platform 'Clip,' encouraging longer user sessions on these screens.
A Naver spokesperson explained, "This is part of a campaign that provides rewards to users who watch Home Feed or Clip within the Naver app. Users accumulate coins by watching for a certain number of seconds, which can then be converted into Naver Pay points."
The campaign is scheduled to run from today through the end of the year.
Naver introduced a 'feed-based reward' model on November 17 to stimulate its creator ecosystem, following the launch of a 'Clip Ad Incentive Program' in August.
Both initiatives are designed as promotional rewards for content creators. By offering additional incentives to creators and introducing a point system for users, Naver aims to increase time spent on Home Feed and Clip.
Platform operators such as Naver and Kakao have long sought to boost user activity within their ecosystems. Extended user engagement leads to higher content views, increased traffic, and ultimately greater advertising revenue. Longer sessions also raise the likelihood of purchases and payments for related products.
"We decided to provide rewards to both creators and users to foster a virtuous cycle within the feed," the Naver spokesperson said, adding, "The campaign launched this morning."
"We expect users will consume a wider variety of content from creators active on Naver," the spokesperson added.
ysyoon@yna.co.kr
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