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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":"574fec0ee934b5a5495f6aa6dba37136","s":"94c5a281d588f1f7"}