A new era of short-form video is sweeping the internet, forcing every kind of creator — from podcasters to photographers and publishers — to adjust their media strategies.
"A lot of artists are having a lot of trouble with the shift," Kaya Yurieff, a reporter for The Information who focuses on the creator economy, told Axios. "But they're embracing video because they don't have much of a choice anymore.", is facing that pressure.
"But obviously, we know that video is driving a lot of engagement in social, and that's where a lot of growth is in terms of engagement and users and social platforms. And so we need to put a lot more emphasis there.": Social media platforms have a lot to gain long-term from leaning into short-form video. But for now, the user adoption of short-form video has outpaced business opportunities for creators.
"Ad load on short-form video products remains low as platforms prioritize growing engagement rather than monetization at this point," analysts at MoffettNathanson wrote in a memo to clients earlier this year.There are still more people than ever who are making new content, and some observers believe the advent of
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