Influencers' Short-Form Channel Expansion Strategy: Changes Fans Need to Know

The most noticeable change in the recent Korean influencer scene is the shift from 'short-form-only stars' to 'multi-channel creators.' Those who built fandoms with short videos of about a minute are now broadening their scope by combining long-form content of 10 minutes or more with offline events.

The reason this change is happening now is clear. As short-form platform algorithms have reached saturation, simple exposure alone makes it difficult to maintain revenue and fan loyalty. On the other hand, long-form content has higher ad rates and is more likely to lead to paid memberships and merchandise sales. This also aligns with the trend of fans wanting to become 'participants' rather than mere consumers.

As a concrete example, beauty creator A started with short-form and recently has been regularly releasing a 20-minute 'Get Ready With Me' series, deepening relationships with subscribers. This series goes beyond a simple makeup process to include reasons for product choices and daily episodes, encouraging fans to actively communicate in the comments. As another example, game influencer B is going beyond online broadcasts to hold small-scale offline fan meetings, creating opportunities for in-person encounters. These attempts provide fans with a 'special experience' and break down the boundary between online and offline.

This strategy also gives fans new opportunities. First, through long-form content, they can learn more deeply about the influencer's human side and expertise. Also, offline events become a place for building a community where fans with the same interests connect with each other. Fans can go beyond simply consuming content to experience a relationship in which they give feedback and grow together.

Of course, there are challenges. Running multiple channels demands more time and resources from creators, and not all fans can participate in offline events. Therefore, influencers must balance online and offline and plan content that considers diverse accessibility. Fans, too, need to understand these changes and respond constructively to creators' attempts.

Ultimately, this trend is a process of evolving the relationship between influencers and fans from one-way to two-way. If you're a fan, now try moving beyond watching only short-form to also paying attention to long-form and offline events. Within them, you'll be able to discover richer stories and genuine connections.