Discover why Kakao Brunch is a powerful content marketing channel for accommodations — and how its focus on quality writing can build trust with your audience.
06. Simple Social Media Marketing for Accommodations (3): Kakao Brunch
Writer: ONDA Marketing Manager Somora
Simple Social Media Marketing for Accommodations (3): Kakao Brunch
Hello, I'm Somora, ONDA's marketing manager. We're already at the June edition — halfway through the year. Summer's coming. The heat's building. For those of us desperate for a break, there's nothing more appealing than a cool getaway where you can actually relax. 🙂
Today, as peak summer season approaches, we're diving into the third channel in our social media series: Kakao Brunch — a platform that can help you promote your property in a whole new way.
What Is Kakao Brunch?
Kakao Brunch launched in June 2015 under the tagline "where writing becomes art." It's a content publishing platform built by Daum Kakao. Content publishing platform — sounds fancy, right? In plain terms: it's an environment optimized for turning your writing into beautiful, publishable content online. Brunch is designed to give writers the best possible canvas. What you write online or on mobile transforms into magazine-quality layouts with just a few clicks. And yes — some Brunch posts even get published as physical books.
Uniquely, Brunch has always been a closed platform. That means you can't just sign up and start posting. You have to apply, submit a writing sample, and get approved. Brunch also refuses to clutter posts with ads. The goal: a clean, ad-free space where quality writing can thrive. Four years in, that vision became reality.
ONDA's Kakao Brunch home screen (web — left / mobile — right)
Why Use Kakao Brunch for Marketing?
Okay, so Brunch is a great place to write. But what does that have to do with promoting your property? How does a content publishing platform tie into hospitality marketing? Let me explain why Brunch matters — and how it can work for you.
First, a quick detour into today's marketing landscape. You've probably heard terms like "content marketing" or "storytelling strategy" thrown around. These aren't buzzwords — they're foundational. Content marketing means creating valuable, interesting content that draws people to your brand organically. Not by shouting at them. By giving them something they actually want to read.
People are tired of ads. They want honest reviews. They want to understand what a place means. Take accommodations, for example. It used to be simple: people looked at photos and price tags. Now? They care about the philosophy behind a property. The vibe. The interiors. Real guest reviews. Some travelers even pick their destination because of a specific property or experience — not the other way around. Travel trends have shifted toward personalized, meaningful experiences. And your property selection criteria shifted with it.
So what if you could consistently publish content that makes people want to visit your property? What if reading your posts alone was enough to spark interest? That's the power of content marketing — and Brunch is the perfect stage for it.
Why Kakao Brunch Works
There are other platforms where you can share content — Naver Blog, Facebook, Instagram. But when it comes to writing, Brunch stands out for credibility and polish. Here's why Brunch marketing works so well.
1. Freedom to Write on Any Topic
On Brunch, you can write about virtually anything. Right now, personal essays and journal-style posts dominate the platform. But you'll also find expert insights, workplace tips, industry trends, hobby deep-dives, travel stories, book reviews, film critiques — you name it. For property owners, that flexibility is gold. Maybe you want to chronicle the process of opening your property. Or share reflections from daily operations. Or unpack the design philosophy behind your space. Brunch is perfect for all of it.
At ONDA, I've been itching to use Brunch for our brand storytelling, but haven't had the bandwidth yet. When we launch our next branding project, though, Brunch will be front and center — it's the ideal place to articulate our values, vision, and brand identity.
Another standout feature: Brunch's simple, elegant UI makes every post look like it belongs in a magazine. And the "Magazine" menu lets you group posts by theme. You can run multiple series without cluttering your main page — unlike Naver Blog, where everything gets mashed together. On Brunch, each theme gets its own clean showcase. You can even invite other writers to contribute to the same Magazine, so multiple voices can share perspectives on your property. That kind of layered storytelling helps guests really get what your place is about.
You can write about virtually anything on Brunch.
2. A Writing-First Editor
Brunch's editor is designed for ease. It strips away unnecessary bells and whistles and focuses on what matters: the writing itself. Naver Blog offers tons of features — which is great if you want flashy, highly styled posts. But for many users, especially those less tech-savvy, it's overwhelming.
Brunch takes the opposite approach: only the essentials. The editor toolbar runs vertically on the right side of the screen — fonts, dividers, quote blocks, and other text tools. That's it. The font is highly readable. The spacing is perfect. Everything is optimized for long-form content. Even if you're writing thousands of words, Brunch keeps it clean and easy to follow. No visual clutter. Just good writing.
And here's my favorite feature: built-in spell check. As someone who edits Magazine ON regularly, I'm constantly checking grammar and spelling. I usually write in Google Docs, then paste into an online checker — tedious, but necessary. Brunch does it natively. On desktop and mobile. It's a small thing that shows how deeply the team understands writers' needs.
Brunch's writing environment: simple, focused, effective
3. Mobile-First Publishing
I've emphasized mobile repeatedly in this series — and Brunch nailed it. The platform offers identical editing experiences on desktop and mobile. You can write, edit, and publish from your phone anytime, anywhere. Naver Blog has mobile editing too, but it's clunky. The interface is different. Features are hard to find. Brunch, on the other hand, was built from day one to work seamlessly across devices. PC and mobile editors have the same layout, the same image insertion flow, the same everything.
This is huge for property owners. You're not sitting at a desk all day. You're moving around. Sometimes you only have your phone. With Brunch, that's enough. You can write about your day at the property while lying in bed. Or jot down thoughts during a quiet afternoon. And on desktop, you can preview how your post looks on mobile before you hit publish. That kind of mobile optimization aligns perfectly with how people consume content today.
Brunch's mobile editor: optimized for on-the-go publishing
4. A Closed Platform Builds Trust
Earlier, I explained that Brunch is a closed platform — you have to apply to become a writer. Why does that matter? Because it filters out low-quality content. Compare that to open platforms like Naver Blog, Facebook, or Instagram, where anyone can post anything. Those platforms prioritize volume. More posts = more data = better search results. But that openness comes at a cost: the signal-to-noise ratio plummets.
Search Naver for almost anything, and you'll drown in sponsored posts, clickbait, and SEO spam. People know most blog reviews are ads. They read them anyway, but they don't trust them. Portals are trying to clean this up, but it's an uphill battle.
Brunch took a different path. By screening applicants and banning ads, the platform cultivated an ecosystem where quality matters. Posts on Brunch feel more credible. More thoughtful. When I'm looking for guest contributors to Magazine ON, I spend a lot of time on Brunch — because I know the writing will be solid. Many of our contributors were discovered there.
Anyone can register, but only approved writers can publish.
Now imagine your property's story — the design philosophy, the operational insights, the guest experiences — shared on Brunch. Readers won't see it as marketing. They'll see it as authentic. That credibility is invaluable. Whether you're trying to attract guests, recruit staff, find investors, or find partners, having well-written content on a trusted platform like Brunch can make all the difference.
You must apply and be approved as a writer to publish on Brunch.
Closing Thoughts
Kakao Brunch is a powerful tool — if you can write. For those who struggle with writing or don't have the time, it may feel daunting. And yes, Brunch has limitations. That's why I'm not recommending it as your primary marketing channel. Instead, today's post focused on what makes Brunch valuable — the why, not the how.
But if you enjoy writing, if you want a quiet, steady way to share your property's story, and if you have the bandwidth to maintain it, Brunch is an excellent addition to your marketing mix.
Next time, we'll explore Naver Cafe marketing. See you then. Thanks for reading.
[Series Index]
2019.01 What Is Social Media Marketing? 2019.02 Why Do Social Media Marketing and Success Strategies 2019.03 Understanding Social Media Marketing Channels 2019.04 Simple Social Media Marketing for Accommodations (1): Facebook 2019.05 Simple Social Media Marketing for Accommodations (2): Kakao Plus Friend 2019.06 Simple Social Media Marketing for Accommodations (3): Kakao Brunch 2019.07 Simple Social Media Marketing for Accommodations (4): Naver Cafe 2019.08 Simple Social Media Marketing for Accommodations (5): Naver Modu 2019.09 Simple Social Media Marketing for Accommodations (6): Naver Blog 2019.10 Simple Social Media Marketing for Accommodations (7): Instagram 2019.11 Simple Social Media Marketing for Accommodations (8): YouTube 2019.12 Other Marketing Tips: Naver Smart Place
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