Short-form power is survival. Now, every business is short-form commerce.
The competitiveness of future businesses hinges on the power of "short-form" strategies that can turn the tables.

Short-form commerce is a megatrend that everyone in business—from creators to the self-employed, professionals, small and medium-sized businesses, and even large corporations—should be paying attention to.
Just as AI has upended every previous paradigm, short-form commerce is also transforming the business landscape.
Through content, a new form of commerce that integrates discovery and purchase into a single journey has been successfully introduced for the first time. Global platforms like YouTube, Instagram, and TikTok, as well as Naver, Kakao, Carrot Market, and Coupang, are all paying attention to this short-form commerce market and competing to enter it.

This book doesn't simply introduce the emergence of a new distribution channel. It demonstrates how short-form commerce is establishing itself as a new consumer culture code as AI deconstructs and reassembles the human unconscious.
This guide provides a thorough understanding of short-form commerce and concrete countermeasures, based on various case studies, to help you secure a leading position in the market.
Seungjin Yoon, CEO of 'Shortman Research Institute,' which exclusively researches short-form content, has worked on domestic and international projects with various brands and creators at the forefront of the short-form commerce market. Through his experience and insights, he provides insight into the present and future of the short-form commerce market and suggests practical ways to cultivate short-form capabilities and achieve results.

The inevitable arrival of the short-form era
"I dare to predict that if you are in business, regardless of the sector or size, you will inevitably create short forms.
It's just a matter of whether you do it quickly or slowly, and I'm confident that you or your organization will create a short form.
A closer look at the changes across numerous domestic and international platforms reveals the reason. --- p.17

A revolutionary change in AI algorithms based on "what you like."
"Short-form platforms, starting with TikTok, are equipped with an innovative engine called the 'Interest Graph.'
It's based on 'what you like'.
AI analyzes the user's slightest finger movements, the time spent on a specific video, and more in real time to continuously recommend content that 'you might like.'
Now, instead of people finding content through relationships, content finds people's interests through AI." --- p.23

Equal opportunity for novice creators to reach 1 million views
"This crucial difference created 'equality of opportunity' where a video from a beginner creator with no followers could get a million views overnight.
The algorithm doesn't ask you how many followers you have or how famous you are first.
We give you a fair chance to reach millions of people, based solely on the appeal of your content itself—how long it keeps users engaged and engaged." --- p.24

The principle of short-form exposure algorithms: If it doesn't spread, it won't be communicated.
“Creating content is like speaking in a huge public square.
No matter how great your content is, if you don't have the "megaphone" of an algorithm in your hand, your shouts won't even reach the few people right in front of you.
This chapter is a manual that teaches you how to use that very loudspeaker.”
--- p.85

Target interests, not demographics
"The algorithm doesn't care about your social security number.
It only focuses on your 'interest' data, i.e. which videos you watch to the end and which videos you 'like'.
As a result, it is possible for a 60-year-old grandfather who dances along to BTS and a teenage girl who likes K-pop idols to be recommended the same dance video.
This represents a fundamental paradigm shift in marketing, where content flows according to a person's "taste" rather than their "status."
--- p.89

KOC (Key Opinion Consumer): "Rumors" Drive Purchases with Authenticity
"KOC is an abbreviation for 'Key Opinion Consumer'. It refers to a 'consumer creator' who has a small number of followers (usually 1,000 to 10,000 in Korea) compared to mega influencers, but has 'true fans' through deep affection for a specific field and honest communication. KOL (Key Opinion Leader) refers to a mega creator with hundreds of thousands of followers who is an expert in a specific field.
They act as powerful 'megaphones' that spread the brand's message to the widest possible range in a short period of time.
However, working with KOLs can be very expensive and poses some significant pitfalls.
Especially in the short-form era, the old formula that "number of followers" equals influence is breaking down.
This is because even if you have a lot of followers, the actual response (views, engagement) to your content is often low.
Therefore, if you calculate the cost of collaboration based solely on the number of followers, you may end up in big trouble."
--- p.199

Transforming Value into Profit: A Mindset Shift from "Content Creator" to "Solopreneur"
"For a solopreneur, content is not a 'work of art', but a 'product' and a 'marketing tool' with a clear goal.
So, the first question needs to be different.
Instead of asking, "What kind of content should I create?", you should first ask, "What kind of business should I do?"
If your goal is commerce, this business perspective should be at the center of all planning from the very first moment you launch your channel.
Without a clear blueprint for what kind of followers you want to attract, what differentiated value you'll offer them, and ultimately what you'll sell, all your efforts could end up being nothing more than a "hobby without profit."

--- p.211