Hashtags ― the symbols placed in front of keywords to facilitate social media searches ― take center stage on Pholar, a new, photo-sharing social media app launched by Korea’s largest Web portal, Naver.

Getting its name from a combination of the words “photo” and “popular,” Pholar aims to connect people with similar interests through photos and hashtags. 


A community based on common interests

The idea was to create an interactive online community that revolved around shared interests and hobbies, rather than established social relationships.

The project began when Naver marketers detected a recent shift in social media users’ objectives: SNS platforms were being seen more as a tool for personal satisfaction than networking.

In 2012, “keeping in touch with acquaintances and friends” was cited as the main reason behind social media use by 76.2 percent of those surveyed, according to research by digital ad company DMC Media. In 2014, only 58.4 percent gave the same response. Instead, 45.7 percent replied that they logged on “to gain information on current trends” and 22.7, “to share interests and hobbies” ― up from 2012’s figures of 26.2 percent and 18.7 percent, respectively.

No other widespread service in Korea seemed to be satisfying “the thirst for communication based on shared interests,” said Nam Ji-woong, head of public relations at Naver. “During the planning process, we examined virtually every social networking site in existence today.”

Compared to existing apps, Pholar is perhaps best described as a cross between Instagram, the Facebook-owned photo-sharing platform, and Pinterest, which allows users to “pin” posts according to topic.

The app incited a positive early response, with over 10,000 people volunteering to try out the beta test version within 24 hours of its March release. On April 3, Pholar was the most-downloaded free social app on Google Play. Official versions for both Android and iOS operating systems have been up and running since late April.

Hashtags, photo albums and ‘Repic’

The most distinguishing feature of Pholar is that it allows users to follow hashtags ― the most popular of which include “#food” or “#weekendouting” ― in addition to fellow users.

The main page is not a linear timeline of posts, as seen on most social media, but a collage of different hashtags and photos trending at the moment. 



“I like that I can see popular topics right away without having to search for them,” said high school student Kim Jae-young. “It feels more interactive and of-the-moment.”

Jeon Gwang-il, 46, is also in favor of the hashtag-centered system, saying it allows him to connect to people who share his interests and are outside his usual circle.

“I used to go on Facebook frequently, but these days, it feels almost like an extension of the workplace,” said Jeon. “I’ve become wary of personal information issues, too. There’s no concern for that on Pholar,” which requires users to reveal only their username on their profiles, he said.

An online marketer, Jeon initially downloaded the new app to explore its marketing potential, but soon assessed it more suitable for entertainment than commercial purposes.

“I’ve found the hashtag-based system doesn’t really allow for wide exposure, because topics are so finely divided,” he said. “But I do enjoy interacting with people who share my specific interests.”

Pholar also creates albums based on photos containing the same hashtag, automatically categorizing a user’s photos according to theme.

University student Lee Hee-bum, 25, finds this feature a convenient way to store memories of his travels.

“I needed somewhere to post photos I took while visiting New York and Chicago,” said Lee, who sought something less elaborate than a blog, more intimate than Facebook, and more versatile than Instagram, which only allows for square-shaped, single-sized photos. Pholar lets users post both square and rectangular photos, which can be magnified once posted.

Lee also expressed satisfaction with the app’s 25 filters, which have been fine-tuned based on user feedback from the beta test. 

The Pholar team ― made up of marketers and designers “highly sensitive to aesthetics,” the press release says ― paid special attention to each filter’s hue, saturation and ambience, Nam said.

Another new feature unique to Pholar is the Repic button, which lets users reply to posts with similar photos of their own, creating a photo thread of sorts.
The app is currently available in Korean only. “We are concentrating on the domestic market as of now, but have plans for global expansion in the future,” said Nam.

“We haven’t yet decided on a business model,” he added on the app’s profitability. “For now, we want to strengthen our services, widen our user pool and secure a stable interface. ... We’re focused on creating the Pholar experience.”

By Rumy Doo (bigbird@heraldcorp.com)