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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":"614a4ddd2a40586ea32d1f197b26769f","s":"96af280cac1fa723"}