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Harnessing the TikTok Boom
On Brand with ALF & Rory Sutherland
The Power of Short Form Video
I think it will just naturally be a muscle people flex. I mean, one of the great things about digital media is that all the confident assumptions we had about what consumers would watch and indeed create are all eventually proved wrong. And so people can do things coming out of short form video with TikTok. It's almost like Google, right? When you go to a Google home page, it's just single search bar. So I actually think it's harder for people to take all of this complex information that they want and to distill it into short form. But when it has been shifted into that short form video, all of a sudden now it's stickier, it's more action
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