[Asia Economy Reporter Yuri Choi] Naver and Kakao are strengthening their short-length video content known as 'short-form' content. This is aimed at targeting younger audiences who tend to watch and share short videos around one minute in length.
According to the IT industry on the 11th, Naver is providing a 'Scene Search' feature. Artificial Intelligence (AI) automatically identifies desired scenes, allowing users to quickly watch only the key moments they want to see.
For example, if you want to watch the scene where Son Heung-min scores a goal, you don’t need to watch the highlight video from the beginning; you can quickly view only the desired scene. AI technology is applied to identify important moments in long videos and select the points most relevant to the search terms.
The technology combines ▲image analysis that calculates the visual similarity of consecutive video data to separate short videos on the same topic ▲object recognition that identifies clothes worn by people and various objects in the video to extract information from other videos ▲optical character recognition (OCR) technology that recognizes text appearing on the screen to understand the meaning of the video and compare and analyze it with actual game records.
Naver initially offers the Scene Search feature for weather news and sports game highlights. Step by step, it is preparing to provide key scenes using timestamps registered directly by creators on YouTube, video search partnerships, or Naver TV.
Along with this, Naver operates 'Naver Moment,' which supports blog users to edit and upload short-form videos. In the live commerce service Naver Shopping Live, a video service called 'Preview Shopping' lasting about 10 minutes is being offered. This content briefly explains products and purchase conditions in a real-time Q&A format for companies or small business owners.
Kakao, since the 25th, has revamped Daum News and created a dedicated space for short-form content. Within the News tab, sections such as ‘Today’s Shorts,’ ‘Investigative News,’ and ‘Fact-Check News’ have been created to collect short-form videos around one minute in length. In 'Today’s Shorts,' users can watch short-form videos provided by 117 partner companies in fields such as news, economy and finance, IT, health and food, entertainment, and sports.
The reason they are strengthening short-form content is that demand for short videos is rapidly increasing, especially among those in their teens and twenties.
According to the 'Social Media and Search Portal Trend Report 2022' released by the consumer data platform Open Survey, younger age groups were more active in consuming and producing short-form content.
In particular, 75.5% of teenagers responded that they had experience watching short-form content such as YouTube Shorts, Instagram Reels, and TikTok, and 8.9% said they had experience producing content themselves. These were the highest response rates across all age groups.
As the 10-20 generation flock to these platforms, advertisers’ attention is also turning to short-form platforms. TikTok, which allows sharing videos from 15 seconds to 3 minutes, is a representative example. According to Business Insider, TikTok’s advertising revenue is expected to reach $11.64 billion this year, nearly tripling from last year’s $3.88 billion.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
