In recent years, content that is gaining popularity is “Short-Form Content.” This is a short video that is 1 to 10 minutes long which you can watch with a smartphone or on any mobile device anytime and anywhere. It is a trend that reflects consumption forms that the public enjoys. These days, dramas and entertainment programs of five to ten minutes are popular. Why is this content gaining popularity?

When you say “short-form content” you have to talk about the MZ Generation (MZ Generation is a combination of Millennial and Gen Z) being enthusiastic about it. The reason why it is enthusiastic about it is there is a “low entry barrier” and “bang for the buck”. Existing long-form content makes people feel burdened about shooting and editing because its video is long. In contrast, short-form content is simple and easy because you can shoot and edit with only a smartphone. It makes people think “I can make a video!” It is a vague boundary between a producer and a viewer and has a lot of participatory content. People feel its boundary is very low.

In addition, one of the generation's features is that its members think “bang for the buck” is important. Until recently, most content displayed a title about the video’s topic and then that content appeared. In comparison, the short-form content cuts to the chase and is distinct. This is a good way to target the generation.

A platform for this short-form content is represented by Tik Tok, YouTube Shorts, and Instagram Reels.

Tik Tok fills users’ feeds constantly with their interests by targeting their tastes through hashtags. Through these hashtags, a so-called challenge that anyone can participate in is conducted and it is targeted at extroverted people, celebrities, and entertainers. Reels are targeted at acquaintances and followers for remembering a trip or memorable moments. In Shorts, you can watch a different side of YouTubers and feel an unusual sensibility because it is shorter than general YouTube videos. Like this, each platform looks similar, but they have different features. Their common points are mainly content of less than a minute, hashtags, and a vertical screen optimized for smartphones. The reason why these platforms fascinate the masses is that they have satisfied of the MZ by catching both the low entry barrier and the bang for the buck mentioned above.

So, can all short-form content succeed?

Quibi, a platform that specialized in short-form content of 5 to 10 minutes, which means quick bites, failed to overcome a sluggish business environment to meet expectations. The reason why the company, which was invested in by global companies such as Disney and Sony, collapsed is its failure to grasp users’ needs, a high fee system, and timing. In contrast, the reason why the platforms mentioned above have succeeded is because they are free of charge, have a high understanding of users’ needs, and have new participatory content.

Recently, this short-form content has been actively used not only by celebrities, singers, and entertainers but also by broadcasting companies. The MZ is interested in a short video clip that is shorter than an hour-long entertainment show or drama by a broadcasting company. For example, as Korean broadcasting companies upload short video on YouTube, they have won acclaim by the public. Here are examples:

Broadcaster: TVN

Original Show: “New Journey to the West” (1 hour 30 minutes per episode)

Spin-offs: “Three Meals in Iceland”, “The Ramyeonator”, “Lee’s Kitchen” (10-15 minutes per episode)

Broadcaster: MBC

Original Show: “I Live Alone” (1 hour 30 minutes per episode)

Spin-off: “The Women’s Secret Party” (10-15 minutes per episode)

Also, many enterprises have used short-form content for marketing. Despite the videos being an advertisement, the companies have created short-form videos that catch the eye of viewers. Cosmetics, clothing, and food industry companies have frequently used them. Compared to existing TV advertisements, these companies have picked up these platforms that are loved by the MZ and actively used them.

Short-form content has shortcomings. For example, many people distribute videos without permission and leak content creators’ personal information. Tik Tok said that it is strengthening security to prevent private information leaks. Given that personal media and broadcasting stations, as well as companies, use this content, the market for the content will expand further. In marketing, entertainers are expected to use it as a means of promoting their new songs or new work. As a generation evolves and these platforms adapt, many brands and broadcasting companies must jump on the bandwagon.