[QREATION Co., Ltd.]
Representative Yonaga and director Hashimoto held a seminar on the theme of “Young people marketing” at Kirin Holdings/QREATION, which handles popular content in the vertical short format field
*QREATION Co., Ltd.*
Press release: August 14, 2024
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Representative Yonaga and director Hashimoto held a seminar on the theme of “Young people marketing” at Kirin Holdings/QREATION, which handles popular content in the vertical short format field
*～Talk about the background behind the birth of hit content and changes in viewing trends among young people～*
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QREATION Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, hereinafter referred to as “QREATION”) will be working at Kirin Holdings in July 2024 under the theme of “young people marketing” as video viewing among young people becomes more diverse. A seminar was held on the 25th (Thursday). *
* [Speaker profile] *
* ■Representative Director Keisuke Yonega* (Image right)
After graduating from the University of Tokyo, he joined Nippon Television Broadcasting Network in 2018 as a new graduate and worked as the director of the variety show “Ariyoshi Seminar” and the business producer of “Ariyoshi no Kabe.” In May 2021, he joined the US startup company Dispo and led the Japanese business as a country manager.
Became independent in February 2023 and founded QREATION. A new type of vertical short comedy “Today is also a desperate situation. ” and won the TikTok Trend Award in the entertainment category last year. She is involved in producing TikTok accounts such as “The Best Teacher” and “Yuko Araki’s Araki Walk.”
* ■Director Kazuaki Hashimoto* (image left)
After completing graduate school at the University of Tokyo, joined Nippon Television Network in 2003. He has planned and directed hit programs such as “Ariyoshi Kabe,” “Ariyoshi Seminar,” and “Matsuko Kaigi,” and is also the general director of “24 Hour Television.” He has also directed dramas and stage productions such as “I’m waiting in the big bathroom” and “He’s good at it, and I’m bad at it.” He will leave Nippon Television at the end of December 2022. In addition to television, he is also expanding his activities into distributed content and advertising, such as Netflix’s “Mei Assist Ariyoshi” and Abema’s “Ai no Hyena.”
* [Seminar Report] *
In this seminar, CEO Yonega, who handles popular content in vertical short videos, explained content viewed by young people and trends in corporate marketing in the vertical short video field. Furthermore, director Hashimoto, who is not only active in the television industry but also expanding his activities into the digital field, explained the background behind the birth of hit content and the changes in viewing formats in recent years.
* In an era where mass media is rapidly shifting to digital media, it is difficult to reach young people in particular *
* At the same time, creators are also transitioning to digital, and various new creatives are being born *
Hashimoto: “I have been creating mass media for 20 years, and I feel that the center of creativity is shifting from mass media to digital media. I’ve started creating a variety of content.
Young people can only see limited content, making it difficult to reach them. Meanwhile, creators (originally in the television industry) are taking on the challenge of digital territory, believing that there may be a way to approach them directly. That’s really interesting, and the quality of the creative itself is improving, and many different types of creativity are being born. ”
* Even if you spend money on advertising, if the content is not interesting, you will not be able to get the message across * * Increase in the number of companies operating owned accounts based on “content” *
Yonega: “Nowadays, even if you spend money on advertising and reach numerically, if it’s not interesting, it won’t convey the message at all.While the media and content that consumers see are changing, the biggest change is this. In the past, if you spent money on ads and bought commercial slots, you could create a situation where a certain number of creatives would be seen, but now even if you spend money on ads, most of the time they will be skipped if they are not
interesting. .
In particular, “vertical video media” is rapidly expanding, especially among young people. A major difference from previous versions is that viewers passively watch recommended content. That’s exactly what I used to do on SNS such as X and Instagram, where I would see posts from people I followed flowing in. However, now people are starting to open apps and enjoy content that is automatically recommended to them, and the way they view content has changed. If a video is not interesting, people will swipe it, so content is becoming more important.
At the same time, interesting content has become important for corporate marketing as well. Meanwhile, there are now an increasing number of cases in which companies create owned accounts and conduct marketing based on “content.” With your own account, you can develop content that matches the moments when people’s hearts move, and promote your brand, products, and services accordingly to increase awareness. ”
* TikTok’s short skit program “Today is also a desperate situation.” created in collaboration with a company *
* What is a new skit that attracts attention in the first two seconds * Hashimoto: “Traditionally, comedy skits are long, and the younger generation doesn’t have the habit of watching comedy skits.Therefore, we launched a short comedy show on TikTok with the theme of “Skits that young people can watch.” I created a new genre called “short comedy.”
▼Video URL
https://www.tiktok.com/@honjitsumo_zz/video/7389017072086387986
“It’s extremely important on TikTok to show what you’re doing in just two seconds. This is a joke that’s made in the visiting room, but in the past, there was no ‘pretending’ part at all, and in just two seconds, it’s very important to show what you’re doing.” On TikTok, if your head is not interesting for two seconds, you will be swiped, so if you start with “Furi” like in a traditional skit, you will be swiped. , I created a skit that matches the TikTok format.
Similarly, when creating ad creatives on TikTok, if you start with just pretending, your ads will end up being swiped instead of viewed. When the media changes, the content that is optimized for it also changes, so the way it is created changes. The same is probably true for advertising. For example, if television is a 100-meter race, the content market is now becoming a decathlon. I think this trend will accelerate in the future. ”
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* [About QREATION Co., Ltd.] *
QREATION Co., Ltd. is a group that brings together top creators from SNS to mass media and continues to create entertainment for a new era. The members include Keisuke Yonaga, the representative from Nippon Television who also served as the country manager of DispoJapan, Ibuki (Toyohe), a Gen Z creator with over 2.4 million followers on social media, and the popular TV program “Ariyoshi Kabe”. Kazuaki Hashimoto, who has worked on Netflix’s “Mei Assist Ariyoshi” and Abema’s “Ai no Hyena,” and Takuya Yuza, a founding member of 3 Minutes Co., Ltd., Japan’s largest influencer marketing company, are participating.
With the diversification of media and content, we live in an era where there are no established rules or formats, so we are creating content and entertainment from scratch by leveraging the sensibilities and creativity of creators themselves to move people’s hearts. We support your services, products, and content.
* 【Company Profile】*
Company name: QREATION Co., Ltd.
Business content: Marketing support, content planning and production business Representative: Keisuke Yonega
Established: November 30, 2022
Address: VORT Shibuya Dogenzaka II 8th floor, 5-2 Maruyama-cho, Shibuya-ku, Tokyo 150-0044
URL: https://qreation.jp