Contents
Introduction
As we bid farewell to 2023, we’d like to share aix’s recent webinar unveiled the top keywords that left an indelible mark on Japan’s marketing landscape. In our previous articles, we delved into four significant picks – AI, SNS Regulation, VTuber, Y2K – and today, our focus turns to the fifth, “short-form videos”.
If you missed the webinar, Forecasting 2024 Marketing Streams in Japan, don’t worry; we’ve got you covered. This article recaps the key insights shared. And you can also find the video recording of the webinar, as well as a free downloadable presentation that was used during the webinar where you can get many insights about what happened in Japan in 2023, and what to look forward to in 2024’s Japan marketing landscape.
Surge in Short-Form Videos
The surge in short-form videos is not exclusive to Japan; however, examining its impact on the country’s consumer behavior offers fascinating insights. Compared to last year, short-form videos experienced unprecedented growth compared to the previous year, with YouTube Shorts witnessing a 55% increase, Instagram Reels surging by 52%, TikTok soaring at 61.4%, and LINE VOOM registering a remarkable 50.1% spike in popularity, based on a research done by Star Music Entertainment.
Particularly noteworthy is the consistent rise in TikTok’s user base, with teenagers in Japan contributing to a 10% annual increase.
Game-Changer: 3-minute Drama Platform BUMP
Among the multitude of short-form video platforms, one standout is the game-changer, BUMP. This innovative app redefines the viewing experience by delivering short dramas akin to reading manga, with each episode lasting a mere three minutes. Boasting popular actors and influencers, BUMP has garnered a staggering 5.8 billion drama views, particularly resonating with women in their 20s. The platform’s unique features include user comments on episodes, content cropping (up to 15 seconds), and seamless sharing on social media. BUMP doesn’t just stop at watching; it encourages engagement with features like comments on episodes, cropping (up to 15 secs), and easy sharing on social media. Embracing transparency, BUMP is entirely open to spoiler sharing.
Contrary to conventional wisdom, research indicates that spoilers are warmly welcomed by Japanese Gen Z. The rationale behind this surprising trend lies in their desire to save both time and money. For this generation, if the ending of content or the quality of a product doesn’t align with their preferences, it’s considered a waste of valuable resources. In our recent article, we explored Gen Z’s nuanced content consumption behavior, shedding light on their unique perspectives and preferences.
BUMP also has been nominated by Nikkei XTrend as one of the 100 Companies Creating Future Markets [2024 Edition] in Japan, making this drama app worth looking out for as they are expected to open up a new era and make great strides in 2024. Is spoilers the future of content marketing?
Why the Boom in Short-Form Videos?
What fuels the boom of short-form videos? It’s a combination of cost and time performance. In a fast-paced world, the ability to convey a message quickly with an immediate result is invaluable. The brevity of short-form videos caters to the modern consumer’s desire for instant gratification, making it an ideal medium for capturing attention in today’s fast-paced world. Short-form videos align perfectly with the modern consumer’s need for concise yet impactful content.
Conclusion
The soaring popularity of short-form videos in Japan in 2023 reflects a dynamic shift in consumer behavior, marked by a desire for quick, impactful content. Platforms like YouTube Shorts, Instagram Reels, TikTok, and LINE VOOM have experienced unprecedented growth, reshaping the digital landscape. The emergence of game-changer BUMP, with its innovative three-minute drama format, not only attests to this trend but also highlights the evolving preferences of the younger generation. The acceptance of spoilers by Japanese Gen Z further underscores the importance of time and resource efficiency in content consumption. As we look ahead to 2024, the influence of short-form videos is poised to continue, reshaping marketing strategies and opening up new avenues for engaging storytelling. The future of content marketing seems intricately tied to the brevity and immediacy that short-form videos offer, making it imperative for brands and creators to adapt to this evolving landscape.
Data Sources: 株式会社スターミュージック・エンタテインメント | ショート動画白書 vol.2, Mobile Society Research Institute, SHIBUYA109 lab., Ponta Service’s Loyalty Marketing, Inc.
Webinar Links & Resources:
- Click here to watch the Forecasting 2024 Marketing Streams in Japan Webinar.
- Download the webinar contents for free here.
