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Short-video apps are expanding their role in social commerce Download Share Social entertainment is here to stay. With the dramatic rise of TikTok, along with the growing number of traditional social platforms and standalone apps in this space, we are convinced that short, user-generated videos will be a lasting part of the social media landscape, particularly for organic and influencer marketing, paid advertising, and social commerce. In our latest report, “The US Short-Video Landscape,” we look at how the main platforms—including TikTok, Instagram Reels, Snapchat Spotlight, and YouTube Shorts—stack up. We also look at the role that commerce currently plays—or will play—within the platforms.
| 10 March 2021 Three trends are redefining video, empowering viewers to watch content as never before, advertisers to reach customers as never before and creators and artists to find audiences as never before with connected TV on the rise and about to be exploited by YouTube says the firm’s chief product officer Neil Mohan. In a blog post exploring the transformation of the viewer video experience as YouTube builds for what it calls a dynamic future, Mohan said that the video landscape today is rapidly changing in ways that are redefining how we watch, what we watch, and why we watch—developments that impact not just viewers, but also advertisers, creators, and artists. And while some of these trends have been years in the making, he noted that the pandemic dramatically has accelerated their evolution.