Sunday, December 3, 2023

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    Agencies move on from creating content for specific platforms to focus on short-form video

    The latest pivot toward video is in full swing, and unlike previous occasions, agencies must now master the art of short-form video rather than focusing solely on specific platforms.

    That’s not to say that it’s no longer important for agencies to have platform expertise — it is. Each app has its own unique voice, trends and cultures. 

    However, given the constraints of tighter budgets and limited resources, agencies can’t afford to favor one platform’s video content over another. They must adopt a more strategic approach, creating content that caters to the diverse demands of their clients across multiple platforms. And what’s interesting is that the common thread among most platforms these days is the short-form video format, thanks to TikTok. Notably, YouTube, Meta, Snapchat and others have followed suit with their own versions: Shorts, Reels, and, of course, Spotlight.

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