(Lotte Home Shopping) |
<이미지를 클릭하시면 크게 보실 수 있습니다> |
South Korea’s major information and communications technology (ICT) companies, as well as its home shopping and over-the-top industries, are rapidly adopting short-form video strategies as shorts emerge as a core service driving platform competitiveness.
Lotte Home Shopping announced on Tuesday that its short-form service launched in June 2024, Shortping, topped 800,000 cumulative users and hit 3 million video plays. The number of customers who made purchases after watching the short-form videos doubled, and app usage time increased by 20 percent.
Shortping offers 30-second edited clips of popular products, allowing users to swipe through more than 10 product videos in under a minute.
Lotte Home Shopping introduced an AI-powered system in October 2024 that analyzes audio and visual information from broadcast videos to automatically create short-form clips, reducing production time by more than half.
Daangn Market, known for its community-focused platform, expanded its short-form service Daangn Story nationwide in December 2024.
The industry’s widespread adoption of short-form content stems from its proven ability to engage users and boost sales.
“Short-form videos are effective in increasing user retention and purchase conversion rates,” a Lotte Home Shopping official said.
Domestic short-form usage rates rose from 58.1 percent in 2023 to 70.7 percent in 2024 according to the Korea Communications Commission.
Daum, which recently updated its mobile app, plans to add a Shorts tab in 2025 to prioritize short-form content.
OTT platforms, traditionally focused on long-form content, are also leveraging short-form videos.
TVING has started offering vertically edited short-form videos of its content under the Shorts service since December 2024. By allowing users to watch summaries before the full episodes, the company aims to increase interest in its main content while it also plans to introduce original short-form dramas and entertainment programs.
이 기사의 카테고리는 언론사의 분류를 따릅니다.
기사가 속한 카테고리는 언론사가 분류합니다.
언론사는 한 기사를 두 개 이상의 카테고리로 분류할 수 있습니다.
언론사는 한 기사를 두 개 이상의 카테고리로 분류할 수 있습니다.