KakaoTalk, finally transforming into a 'feed-type'

The messenger KakaoTalk is now evolving into a social network service (SNS). Starting next month, the initial screen, the 'Friends' tab, will undergo a complete overhaul.

Until now, it displayed names in a phonebook format, but from now on, it will change to a social media-style screen that shows posts shared by friends in a feed format.

This marks a major shift in the basic UI (user interface) that has been maintained since its launch in 2010, after 15 years.

On the 7th, during the second-quarter earnings conference call, Kakao’s CEO Jeong Shin-a stated, "The Friends tab, which is the first tab of KakaoTalk, will be transformed from a simple friend list into a service that shares daily life." He explained, "After the overhaul, the bottom of the Friends tab will show content shared by friends in a feed format."

On the 19th, a Kakao official also explained, "The initial screen will change to a format similar to Instagram," adding, "The intention is to enable KakaoTalk to be utilized as a platform for sharing daily life beyond just messaging." Specific changes will be revealed at the annual developer event 'If Kakao' next month.

Aiming to increase user engagement and expand advertising revenue

Kakao is strategizing to increase users' time spent on the app through this overhaul. According to mobile analytics firm Mobile Index, the average monthly usage time for KakaoTalk per user has decreased from 822 minutes in May 2021 to 731 minutes in May last year.

The company expects that when the Friends tab changes to a feed format, users will spend more time viewing posts, and during that process, advertisements can be placed similar to Instagram, which will help improve profitability. There are internal evaluations at Kakao that describe this as an "inevitable choice to enhance profitability," along with concerns that "rapid changes could lead to increased discomfort."

Concerns about potential user backlash: "The essence is chatting…"

There are also claims that this change could shake KakaoTalk's identity.

KakaoTalk was designed to allow users to send and receive messages like text messages by directly transferring the phonebook format soon after its launch, enabling it to acquire a broad user base across generations. However, if it changes to a format similar to Instagram, there are worries that middle-aged and elderly users, who are not accustomed to such a format, may leave.

Individuals with strong 'individualistic characteristics' may be reluctant to expose their daily lives to unwanted acquaintances or business contacts, leading to opinions that if such exposures occur in the changed environment, they may abandon KakaoTalk. This could be seen as a potential 'limitation of social media.'

In particular, it is noted that Kakao previously launched a 'Pung' feature similar to the 'Story' function in 2023, but the response was minimal, which adds to the painful realization. Whether the overhaul of the 'Friends tab' will succeed or remain just another experiment will depend on future user reactions.

Image source: Jeong Shin-a, Kakao CEO / News1, AI image for article understanding / ChatGPT, Current KakaoTalk 'Friends' screen / Photo = Insight