[Consumerwide - Jinil Kang Reporter / Yohan Bok Reporter] Data from TikTok indicates that viewers older than thirty seem to enjoy them. Shortform media is approaching beyond teenagers and young adults, but all age groups.

The trend is user variety. Shortform content is no longer just media consumed by younger generation. This trend will even grow further in 2024.

On December 7th, Tiktok facilitated the 2024 Trend Press Meeting "What's Next" at the Seoul Shila Hotel. Son Hyeonho, the GM of Tiktok Korea Global Business Solution, has announced the 2023 Major 3 Tiktok Trend during that time. The trend includes user variety, an increase in personal development and travel contents due to endemics, and globalized K-contents.

User variety caught the reporter's attention. For the reason that the core service of Tiktok shortform contents are known as a media exclusively for young users including teens.

Tiktok 2023 hashtag data has proved the expanded trend of shortform users. According to the Open Survey report (Social media research portal report 2023), the experience of viewers in their 30s (73.9%) and in their 40s (65.8%) went way over 50%. Thus, it seems that viewers of various age groups are feeling comfortable with shortform.

A Tiktok "What's New Trend" report, based on the growth rate of hashtag video views and the number of videos created during 2022 (Jan-Aug) and 2023 (Jan-Aug), has reported an increase in hashtag views in family story contents (married couple and childcare) and identity contents from various age groups over 30 years compared to a year prior. The specific records are as follows: #in his 30s (views 400%, creations 193%), #employee (294%, 49%), #job seeker (376%, 206%), #married life (8,116%, 6,714%), #working mom (1,621%, 914%).

Son Hyeonho, the GM of Tiktok Korea Global Business Solution mentioned regarding user variety trend, "Hashtags that are presenting various age groups and users are growing today. The data showed hashtags such as "workers in their 20s or 30s", and remarkable increase of hashtags of identity or social status. There had been also increase in hashtags of "ordinary days of married couple", and "caregiver; (child care provider) mom and dad", which can be interpreted as parents entering contents creating. I suspect that this trend of building a community by communication with users whether they are going through similar situation or in the same group. I look forward to see a further develped trend made by expanded users next year."