Television Ads Shrunk for TikTok Fall Flat

One thing almost everyone can agree on about Zohran Mamdani, mayor-elect of New York City: he's very good at vertical short-form video.

Love it or hate it, the format has a stylistic language all its own. So, we asked Joshua Scacco, professor of communications and director of the Center for Sustainable Democracy at the University of South Florida, to help us dissect what exactly makes a political short form video effective.