Short-form Content Revolution

1. Summary

• This report examines the rise and influence of short-form content within modern media landscapes. Focusing on platforms like TikTok, YouTube Shorts, and Instagram Reels, it explores their growth, popularity, and how they have transformed user engagement and media consumption patterns. Analyses are extended to present key statistics, historical emergence, and the distinctive appeal of short-form content to different demographics. Additionally, the report highlights the coexistence and interplay between short-form and long-form content, addressing their respective impacts and the resurgence of interest in long-format media. Finally, it discusses strategic applications by brands in marketing and consumer interaction, showcasing successful case studies to underline the format's efficacy in modern communication.

2. Introduction to Short-form Content

• 2-1. Definition and characteristics of short-form content

• Short-form content refers to video formats that typically range from 15 seconds to a maximum of 10 minutes, as mentioned in the reference documents. It is characterized by its brevity, conveying strong messages in a limited time frame, which has become increasingly appealing to modern audiences who prefer quick engagement. This format has a significant presence on platforms like TikTok, YouTube Shorts, and Instagram Reels. The content is designed to cater to short attention spans, providing a high level of engagement and shareability.

• 2-2. Historical emergence and initial platforms

• The rise of short-form content can be traced back to the launch of TikTok in 2016, which significantly popularized the format. Within a year of its debut, TikTok amassed over 100 million users. The content gained mainstream attention in South Korea in 2020 when the #AmuSongChallenge went viral. Following TikTok's success, other platforms like Instagram and YouTube introduced their short-form features: Instagram Reels in February 2021 and YouTube Shorts in July 2021. The competition led to a remarkable increase in user engagement, with Meta reporting a monthly active user count exceeding 3 billion, largely attributed to the popularity of Reels. As of recent reports, the global short-form market is valued at approximately 52 trillion won, with anticipated growth rates suggesting a 60% increase annually over the next five years.

3. Expansion and Popularity of Short-form Platforms

• 3-1. Growth of TikTok

• The growth of TikTok has been remarkable since its inception in 2016. Initially launched in China, TikTok reached over 100 million users within just a year. Its significant breakthrough in the domestic market occurred in 2020 when the '#AmuSongChallenge' created by Zico gained immense popularity. TikTok's success can be attributed to its user-friendly features like a variety of music selections, emojis, and special effects, making video production easier compared to other platforms. By 2023, TikTok's global market influence had contributed significantly to the short-form content revolution.

• 3-2. Introduction of YouTube Shorts and Instagram Reels

• YouTube Shorts and Instagram Reels were introduced as competitors to TikTok in 2021. Meta launched Instagram Reels in February 2021, followed by YouTube Shorts in July of the same year. While initial reactions included skepticism regarding their originality, the ongoing engagement metrics indicate their widespread acceptance. For instance, Instagram reported a significant increase in the monthly active users (MAUs), surpassing 3 billion primarily due to the popularity of Reels. YouTube Shorts has also seen a rise, with daily views reaching an impressive 70 billion, showing a trend of users gravitating towards short-form content.

• 3-3. User Demographics and Engagement Metrics

• A recent study highlighted that the average monthly time spent by users on short-form platforms is around 46 hours and 29 minutes, compared to only 9 hours and 14 minutes on over-the-top (OTT) platforms. Short-form content typically delivers powerful messaging within a short time frame, often lasting between 15 to 60 seconds. This format caters well to the modern user's fast-paced lifestyle, aligning with their declining attention spans. Furthermore, short-form content fosters high interactivity and shareability, allowing creators to express their creativity effectively while brands utilize these platforms for marketing efforts, resulting in a dynamic shift in media consumption behaviors.

4. Impact on Media Consumption and User Behavior

• 4-1. Change in media consumption patterns

• Short-form content has led to a significant change in media consumption patterns, particularly among the MZ generation, who prefer quick entertainment and information. The COVID-19 pandemic accelerated this trend as online activity increased due to social distancing measures. Users now show a preference for consuming concise and engaging content that fits their fast-paced lifestyles. Reports indicate that individuals spend on average 46 hours and 29 minutes per month on short-form content, compared to just 9 hours and 14 minutes for OTT platforms.

• 4-2. Popularity among different age groups

• Different age groups exhibit varying levels of engagement with short-form content. The platforms have particularly resonated with younger audiences, with usage statistics highlighting that, among consumers aged 15-59, 70% have engaged with short-form content. For instance, TikTok achieved consumer spending of $3 billion last year, while YouTube Shorts garnered around 30 billion views daily. Gender differences in platform use are evident as well, with men showing a higher preference for search platforms like Google and women favoring Instagram and KakaoTalk.

• 4-3. Comparison with traditional media and OTT platforms

• Short-form content has reshaped the landscape of media consumption, particularly when compared to traditional media and OTT platforms. The rise of short-form content corresponds with a decline in attention for longer formats, as many users prefer the immediacy and brevity of platforms like TikTok, YouTube Shorts, and Instagram Reels. In contrast, traditional media consumption has seen a decline, while OTT platforms still maintain a presence, but their viewing times are significantly lower than those dedicated to short-form content.

5. The Resurgence of Long-form Content

• 5-1. Challenges posed by short-form content

• Short-form content, while popular and engaging, has introduced challenges in user concentration. Users are constantly exposed to short, highly stimulating content, which makes it difficult for them to engage with long-form content. This phenomenon has raised concerns about the potential effects on attention spans and the ability to enjoy longer, more in-depth narratives.

• 5-2. Emerging interest in long-form content

• Despite the dominance of short-form content, there is a notable resurgence of interest in long-form content. Recent data indicates that there are cases of long-form videos, exceeding an hour without editing, achieving view counts as high as 8.7 million. Additionally, platforms that predominantly feature long-form content see about 70% of their users from the MZ generation, pointing towards a growing demand for more substantial and engaging narratives.

• 5-3. Performance metrics and user engagement

• In the current digital landscape, platforms that offer short-form content, such as TikTok, Instagram Reels, and YouTube Shorts, have significantly increased user engagement metrics. Short-form content has not only led to high view counts but also encouraged users to spend extended periods on these platforms, signifying a shift in media consumption habits. Conversely, with the rise of long-form content's appeal, there is a balancing act occurring in audience engagement, where brands and creators utilize both formats to maximize reach and impact.

6. Strategic Usage of Short-form Content by Brands

• 6-1. Marketing and promotional strategies

• Short-form content is recognized as a new trend in the media landscape, focusing on platforms such as TikTok, YouTube Shorts, and Instagram Reels. This type of content is designed to deliver strong messages in a short amount of time, which suits the modern consumer's fast-paced lifestyle. The use of short-form content has been accelerated due to the COVID-19 pandemic, resulting in increased online activity and facilitating rapid growth for platforms like TikTok. Brands have effectively utilized short-form content for various marketing and promotional strategies. With an average monthly usage time of 46 hours and 29 minutes per user on short-form platforms, compared to just 9 hours and 14 minutes on OTT platforms, businesses are finding short-form content an efficient way to reach and engage consumers.

• 6-2. Brand engagement and consumer interaction

• The engagement and interaction levels with short-form content are notably high. Brands are able to employ these platforms to create content that resonates well with their audiences. The nature of short-form content, which ranges generally between 15 to 60 seconds, is tailored to capture the attention of users with shorter attention spans. Creative opportunities are abundant for creators, allowing brands to effectively promote their products and events while fostering consumer engagement. This format encourages interactive behaviors, such as likes and shares, leading to increased visibility and reach.

• 6-3. Case studies of successful campaigns

• Numerous brands have successfully leveraged short-form content to create impactful campaigns. For instance, TikTok has achieved $3 billion in consumer spending in a year, highlighting the potential revenue generation through engaging content. Additionally, the popularity of YouTube Shorts has led to over 30 billion views daily, showcasing the extensive reach these platforms have. Brands have also incorporated short-form formats into entertainment content, such as mini-series or sketches, which significantly boosts consumer relatability and brand loyalty. The adoption of these trends signifies the importance of short-form content in shaping consumer preferences and media consumption behaviors.

7. Conclusion

• The rise of short-form content, as encapsulated by platforms like TikTok, YouTube Shorts, and Instagram Reels, signifies a pivotal shift in media consumption towards concise, engaging formats that align with the fast-paced lifestyles of today's users. These platforms have not only revolutionized how content is consumed but also opened new avenues for brand engagement and marketing, achieving unprecedented levels of user interaction and consumer spending. However, the ongoing interest in long-form content underscores diverse audience preferences, maintaining the relevance of comprehensive narratives alongside short, impactful messages. Moving forward, the balance and integration of short and long-form content will be instrumental in shaping the future media landscape. Continued innovation and adaptability will be key, allowing both formats to coexist and cater to varying audience needs effectively. Practical application of these insights can lead to targeted content strategies, driving engagement and maximizing reach in an evolving digital world.

8. Glossary

• 8-1. Short-form Content [Content Format]

• A type of digital media content that is brief, typically ranging from 15 seconds to a few minutes. It focuses on delivering concise, engaging messages and is highly popular on social media platforms like TikTok, YouTube Shorts, and Instagram Reels.

• 8-2. TikTok [Platform]

• A leading short-form video platform that started in China in 2016, quickly gaining global popularity. Known for its user-friendly video creation tools and viral content trends.

• 8-3. YouTube Shorts [Platform]

• YouTube's answer to the short-form video trend, launched in 2021. It allows users to create and share brief videos, leveraging YouTube's extensive user base for distribution.

• 8-4. Instagram Reels [Platform]

• Instagram's short-form video feature, introduced in 2021, enabling users to create and explore short videos within the Instagram app.

9. Source Documents

• 🌽숏폼 전성시대, 다시 트렌드가 된 롱폼https://maily.so/consome/posts/60e05ca9
• '숏폼' 콘텐츠 열풍, '틱톡, 유튜브 쇼츠, 인스타그램 릴스'로 “세상을 본다”https://www.cosinkorea.com/mobile/article.html?no=47668
• 숏폼 콘텐츠, 미디어의 새로운 트렌드 - 우리학교신문http://www.weschoolnews.com/news/232759