Catch It Shorter and Happier... The Golden Age of Short-Form Content in Everyday Life

Budweiser, Henry's Campaign Gains Popularity... Brand Message Imprinted

[Asia Economy Reporter Lee Seon-ae] As the era of short-form content that can be enjoyed anytime and anywhere using smartphones has dawned, short and impactful marketing is gaining popularity.

According to the '2020 Digital Trend Report' released by Mezzomedia on the 7th, the preference for short and concise content based on easy viewing is spreading mainly among Millennials and Generation Z, and about 50% of all advertising and promotional videos last year were short-form videos produced in under one minute. Accordingly, the distribution industry, which responds most quickly to consumer trends, is focusing on short marketing to capture attention in the era of content overload.

◆ Campaigns also short and impactful = A trend of change is detected even in campaigns conducted by brands. Short-form videos are actively used to deliver messages powerfully within a short time. Budweiser, aiming to quickly meet viewers' needs who get bored even with 15-second ads, shows the advertisement video of this summer’s campaign in just 6 seconds.

Budweiser is running the '#Jeulgeopgenomgyeo' campaign, which contains messages of joy and positivity found in the daily life of the 'new normal.' Through the message 'We enjoy every moment,' it encourages people to find joy in the changed moments of daily life, just like overcoming the summer heat by drinking refreshing beer, and to enjoy this summer happily.

Especially after showcasing Henry’s witty ways of enjoying time at home in the post-COVID-19 era through a 6-second short-form video ad, the campaign gathered great response by compiling the videos and introducing fresh ideas to discover diverse joys in everyday life. The campaign, which started in June, recorded approximately 34 million cumulative views, and videos imitating Henry’s fun ways of playing are continuously uploaded on social media.

A Budweiser representative said, “We firmly imprinted the brand’s message through short-form content preferred by the MZ generation familiar with mobile content and cheerful videos,” adding, “As an extension of the campaign, we will release a home DJing package and goods with Budweiser beer so that consumers can directly feel the joyful energy Budweiser wants to convey.”

◆ Voluntary short-form content production through hashtag challenges = Brands that are drawing consumer participation by utilizing TikTok, which is emerging as the most representative platform for short-form content, are steadily increasing. Various brands targeting young audiences are conducting hashtag challenges with TikTok influencers to encourage consumers’ voluntary production of short-form content.

Coca-Cola’s Sprite brand is a representative example. Sprite conducted the Sprite Dance Challenge '#GeochimeopsiChallenge' with popular TikTokers who have over one million followers. Models including Jung Hyuk and famous TikTokers participated in the challenge one after another, surpassing 27 million cumulative views.