In the social and content sectors, how can companies address the erosion of user screen time by the rise of short-form video platforms like TikTok?

Okay, no problem. Let's chat about this in plain language.

Our "time pie" is only so big; why should we give you a slice?

Think of it this way: everyone's daily leisure time is like a fixed-size pie. Previously, this pie was shared among apps like WeChat/LINE, Weibo/Facebook, news apps, games, and so on.

Suddenly, TikTok came barging in. It didn't just take a small slice; it grabbed a huge chunk right away. It's incredibly addictive – once you start scrolling, you can't stop – leaving much less pie for other apps. For an established company with diverse businesses like LY Corporation (behind LINE and Yahoo! Japan), this is a massive challenge.

So, what can they do? Worrying alone is futile. Generally, they have a few main strategies:

Strategy 1: If You Can't Beat 'Em, Join 'Em – "I'll make a short video app too!"

This is the most straightforward approach. You love watching short videos? Fine, I'll add a section for that inside my app.

Examples: Instagram launched Reels, YouTube launched Shorts, WeChat in China introduced Channels. In Japan, LINE has this thing called LINE VOOM which is basically a built-in short video feed.
Benefits:
1. Retain users: At the very least, users wanting to scroll short videos might stay within my platform instead of jumping to another app.
2. Leverage existing strengths: These platforms already have huge user bases and social connections. For instance, on LINE VOOM, you're more likely to see videos posted by your friends, offering a point of difference compared to TikTok's purely algorithm-driven "stranger socializing".
Challenges: Easier said than done. TikTok's core strength is its "god-like" recommendation algorithm that seems to read your mind. For newcomers to catch up in algorithm sophistication and content richness requires massive investment. Most of the time, this "copycat" approach is just a defensive tactic; it's hard to actually overtake TikTok.

Strategy 2: Play a Different Game – "Do what you can't do"

Since it's hard to beat TikTok at the "infinite scroll for fun" game, the alternative is to double down on my core strengths – the things you have to come to me for.

Core Idea: Reinforce your unique advantages.
For LY Corporation, what are its strengths?
1. Strong Social Ties: LINE's core is messaging/chatting – something TikTok fundamentally can't replicate. So, enhance content sharing within chat. Make sharing articles, videos, mini-programs between friends smoother and more engaging. Make "content" serve "social connection," not the other way around.
2. Integrated Life Services (Super App Strategy): LINE in Japan is practically the "national WeChat" with LINE Pay, news, shopping, taxis, and a slew of functions. Users might not open you just for entertainment, but they have to open you to pay, check news, etc? The moment they open it, I get an opportunity to push content. For example, while you're reading a Yahoo! Japan news article, show a related short video explainer beside it. This is "using high-frequency functions to capture low-frequency moments" – leveraging essential services to introduce related content.
3. Focus on High-Value Content: If TikTok is like "fast food" – enjoyable but not very nutritious – then LY can position itself as the "long dinner table" with substance. Offer more professional, in-depth articles, financial information, high-quality documentaries. Attract users who don't just want to "kill time," but also gain knowledge and value.

Strategy 3: Create Walled Gardens – "Build Sticky, Tight-Knit Communities"

TikTok is like a huge public square where everyone mingles. But some people actually prefer hanging out in smaller groups sharing specific interests.

How: Build or nurture specialized interest communities.
- LINE's OpenChat feature, for example, works like anonymous interest-based group chats. You can join an "Anime Fans" group or a "Fishing Enthusiasts" group.
- Engagement within these communities is extremely high. People discuss shared passions and share relevant content. Here, users aren't consuming generic short videos, but content strongly aligned with their interests. When people build emotional connections and relationships here, they become harder to lure away.
Analogy: Think of it like this: you might enjoy the big shopping mall (TikTok), but you still frequent your local coffee shop (the interest community). Why? Because you know the owner, you run into friends, it's familiar.

To Summarize

So, facing the TikTok wave, companies like LY Corporation essentially employ a combination strategy:

Match What They Have (Defense): Launch their own short video feature (like LINE VOOM) to prevent a complete user exodus.
Leverage What They Don't Have (Offense): Double down on core, indispensable strengths – instant messaging and integrated life services – to "lock" users' time into their platform via essential functions.
Foster Belonging (Anchoring): Create small, vibrant interest-based communities where users stay for the "shared interests" and "emotional connections," not just fleeting entertainment.

In essence, it's about countering a hyper-specialized "entertainment" competitor with a comprehensive "life services bundle." Success boils down to whether this bundle is truly convenient and compelling enough.