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Forget short video, “medium-form” video is China’s latest brand battleground
Posted By
a Luxury Daily columnist
On
April 22, 2022 @ 3:45 am
In Featured,Industry sectors,Marketing |
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Can Kuaishou translate its success in the short drama format to longer-form video? Image credit: Kuaishou
By
Avery Booker
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","iv":"1b6fed4a37829513a316ccf717b0e94e","s":"f64d6bff43324988"}