Setlog and other apps for sharing roughly 2-second daily clips
Gen Z converses through video
After finishing a book they like, people record a short reaction video or capture a moment from their day to share with friends. Gen Zers now share tastes comfortably through short videos that run about a minute.
Recently, the social app Setlog, in which users shoot roughly 2-second clips throughout the day and share them with friends, has been spreading. In invitation-only rooms, split screens let members see friends’ daily moments at a glance.
Setlog feels more private than posting to public social platforms, and users appreciate that it shows a raw, unedited self—no editing required—which has resonated with many.
Beyond posting photos on social networks, vlogs—edited daily-life videos published on YouTube—have been popular. Now, with Setlog, anyone can film and share slices of daily life as short, casual clips.
People often repost these clips to other social platforms or YouTube to reach a broader audience. Because Setlog lets viewers peek into the routines of particular age groups or workplaces, both participation and viewership are growing.
Analysts say the trend reflects a generation that places high value on personal taste. A, a 30-something office worker who uses Setlog with friends, said, “These days, what I eat, what I watch and how I spend my free time—my tastes matter. Those tastes add up to prove who I am. People aren’t shy about showing them. The short-clip format that shows who I am and allows me to share it fits our needs.”
Even before Setlog, short reaction videos filmed after reading a favorite book helped some titles regain momentum. For example, Jeong Dae-gun’s novel Rapid Current—a romantic story that begins in school and continues into adulthood—captured readers from their teens through their 30s. After readers posted tearful reaction videos to Rapid Current, word of mouth spread further. Published in 2022, the book reappeared on bestseller lists in 2024; at that time readers in their teens and 20s accounted for about one-third of purchases.
Some observers say Setlog could endure because it feels low-pressure. A said, “It’s interesting to peek into someone else’s daily life. Watching full vlogs can be tiring, but Setlog doesn’t feel that way.”
Twenty-something user B said, “It feels more intimate than typical social media, and when a notification pops up you just tap one button—it's simple.” C added, “When people are busy and don’t have time to check in, it’s easy to see what friends are up to. It feels like sharing real everyday life with friends, so it’s comfortable and lighter to watch.”
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