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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":"312e0d98dc5924e20577804550183f17","s":"71bd67c9ec1d9b39"}