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: For institutions and luxury brands alike, these activities facilitate real-time communication and enhance the perceived closeness between the brand and the consumer. Short-form video (15 to 60 seconds) is the entry drug
Entertainment content—ranging from viral videos and challenges to comedic sketches—is designed to trigger emotional responses, which naturally increases brand awareness. Part 2: Let's test it
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Traditional media models are no longer the sole gatekeepers of culture. Audiences, particularly Gen Z and Millennials, increasingly find social media content more relevant than traditional TV and movies.