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The era of short video is coming, especially for the Generation Z: said a Tik Tok director

出自香港新聞網 - 樹仁新傳系學生實習習作

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The era of short video is coming, especially for the Generation Z: said a Tik Tok director

Reported by Meng Shu Yang, Keira 165001, April 30, 2019

Short videos surpassed online video for the first time in 2018 due to fragmented time spent on mobile phones. The average attention span of viewers dropped from 15 seconds to eight seconds. The era of short video is upon us, especially for the young generation Z, said a Tik Tok director.

“People want to gain information when waiting the bus and any separate free time,” said Patton Chen, a planning director of Tik Tok in Southern China.

Chen said when 5G technology would be fully popularized by 2021, short videos would account for 80% of all media content. Person would watch short videos forone to two hours per day on average.

He said the reason why short videos becoming popular was that the time people using mobile phones were fragmented. With the average attention became shorten, the average attention of the audience would decline to 31 per cent in 2021.

“Therefore, short videos fulfill the demanding of gaining more information with less time from people,” said Chen.

Speaking at a weekly assembly at Hong Kong Shue Yan University today, Chen said short vertical videos were extreme popular than other media contents among the Generation Z, who used to fragmented information.

Tik Tok users aged between 16 to 24 years old accounts for 38 per cent in Hong Kong, the number would rise to 40 by 2020.

Tik Tok is a new social media platform that appeared in 2016. It is currently available in more than 150 countries and regions around the world and supports 75 languages. It is particularly popular in the Mainland China, India and the United States.

He said, User Generated Content(UGC) platform has great influence on Generation Z when they purchase goods.

“77 per cent of Tik Tok users recommend their favorite products or services to others. 90 per cent of consumers will use user-generated content as an important reference when making purchase decisions.” Said Chen.

Chen said the three reasons making Tik Tok successful were vertical screen design, extreme short videos and multivariate content.

He said although Tik tok had some issues about copywrite and video content regulation like any other social media platform, it tried to fix it by promoting “Original musician project” and delete some illegal videos after receiving the public tip-offs. --165001 2019年5月5日 (日) 01:07 (CST)

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