Just a Smartphone is OK! How to Become a Global Star with Short-form Videos - Park Chang-woo, CEO of Sooni Entertainment [12th Korea Cultural Content Forum]

"Anyone can become a short-form creator with just a mobile phone."

On the 17th, at the 12th Korea Cultural Content Forum held at the Chosun Palace Seoul Gangnam in Gangnam-gu, Seoul, Park Chang-woo, CEO of Sooni Entertainment, who gave a lecture on the theme 'Between Marketing and Content, Short-form User Manual by Field', made this claim.
He explained that 'short-form' is an easier content creation method than YouTube, which dominates the online video service market. The ease of production and accessibility of short-form, along with its content expandability, have led to its worldwide trend. 

Park CEO claims that short-form has various advantages in terms of advertising efficiency. To highlight two, one is that 'targeted advertising' is possible, allowing for precise setting of the advertising target (consumer), and the other is that the 'completion rate', which refers to the percentage of content viewed from start to finish, is higher than any other medium.

"Thus, short-form can deliver a short and intense message to the desired target, creating high consumer engagement, and can also create new cultures and trends through a format called 'challenge' that induces voluntary participation. This is the most powerful weapon that enables 'Viral Commerce'."

Park CEO explains that short-form also has high potential for expansion as a global platform. For example, while platforms like YouTube or Instagram tend to be used as domestic industry-specific platforms, TikTok, a leading short-form platform, shows a much larger number of global followers, allowing for various global businesses as well as country-specific businesses.

"Short-form content is often composed of non-verbal elements such as dance, lip-sync, humor, and memes, and is often intuitively understood by people worldwide without dialogue or narration, making it much easier to conduct global business," said Park CEO. 

Special Reporting Team


jsm64@fnnews.com Jeong Soon-min, Reporter