This photo, provided by TikTok, shows creators taking photos at TikTok live booth.
SEOUL, Feb. 20 (Korea Bizwire) — So-called “shorts,” videos that are shorter than 10 minutes in duration, are rising as a global trend. In response, IT platforms are incorporating short-form videos into their services and marketing.
Last January, internet portal giant Naver Corp. introduced a “tryout short-ping” service, a 10-minute video session held ahead of its live commerce service Shopping Live.
As part of the service, TikTokers were invited to engage with the audience, having a quick Q&A session on the product that was being introduced.
Short-form content that came up on Naver Open Talk during the 2022 Qatar World Cup gained massive popularity, garnering 2.6 times more views than other videos about the World Cup.
Meanwhile, Kakao Corp.’s content curation service “View” offers short-form videos of various genres ranging from news and entertainment to webtoons and cooking.
The “House App,” an interior design commerce platform launched in 2015, transitioned into a short-form review commerce platform in June 2021.
A year later, the app’s annual transaction volume surpassed 100 billion won (US$77 million), up 14 times from 2020.
According to market researcher Nielsen Koreanclick, there were 1.74 million TikTok users in their teens in June last year, up by 28 percent from June 2021.
The number of users in their 40s doubled from 380,000 to 840,000 people over the same period.
The popularity of TikTok among those in their 50s has also increased, with the number of jumping from 350,000 to 600,000, up 71 percent.
Ashley Song (ashley@koreabizwire.com)
