Content commerce, which combines commerce with SNS content, such as videos, photos, and images, is growing rapidly in various forms. Recently, content commerce has grown from an auxiliary means of introducing products or providing information about them to content commerce, which brings out the fun and empathy of the content further. andar Ltd., a medium-sized business, initially began with Instagram influencer Ms. Shin Ae-yeon. The influencer and her related brand can be seen using a variety of content creation strategies for mutual development. In one everyday picture of her, product information, brand philosophy, and her attitude toward consumers can be seen in the composition of the photo. In the published commerce content, various design strategies can be seen combined in multiple layers. In the published contents for commerce, it was shown that various areas of design strategies are combined in multiple layers. The foundation for of the andar Ltd.’s branding success was the activation of an SNS-based ‘cell- marketing’1) system in which individual influencers could channel, sell, and distribute. The author analyzed the latest 312 posts from andar Ltd.’s Instagram accounts, discovering a convergence design strategy in at least 10 areas, such as fashion design, fashion styling, advertising communication, creative advertising, public relations communication, photography, visual communication design, editorial design, information design, marketing, etc. As part of its advertising design, testimonials were displayed alongside series ads on the same page. The application of storytelling techniques to creative advertising was attractive to andar Ltd., as storytelling appeals to the company’s brand values. Celebrity endorsements have been also used. Ms. Shin Ae-ryeon regularly broadcasts live videos on Instagram. Having a space to communicate can attract more attention from consumers, leading to product purchases. The analysis of andar Ltd.'s case shows that recently, the consumption structure for content has rapidly moved from portal site searches to content commerce on SNS platforms. Nowadays, the newly changed distribution system and the status of converged design have come to apply as a whole to both the seller and the customer. The analysis also found that the number of views and comments for video content was greater than that for still photos. Furthermore, the ripple effect for video content and live videos appeared to be more pronounced.

Abstract
1. Introduction
2. SNS Platform Content CommerceCharacteristics
3. Content Commerce ConvergenceDesign Creation Strategy: Focusing onthe Instagram Useages of andar Ltd.
4. Conclusion
References

• BYUN Trina Hyunjin(Shinhan University, School of Design, Dept. of Industrial Design)