AP in the news: How to navigate social video’s growth spurt

November 1, 2019

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Social media platforms are committing more deeply to video content to elevate engagement with mobile audiences — especially Generation Z — and to entice brands to shift their spending away from more traditional channels like broadcast and cable TV. In developing a video strategy for these social outlets, marketers must consider creative ways to handle the ever-growing choices of ad formats, platforms and audience segments — and most importantly, how to develop uniquely social and shareable experiences.


Traditionally, social video and video messaging platforms were entirely separate categories, with distinct user habits and brand strategies for capturing attention. Some industry observers now say that the two are converging as platforms broaden their services and double down on video.


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