Douyin has become China's fourth biggest e-commerce company by GMV, as short videos prove ideal as bait for long ads by giving higher purchase conversion rates (Bryce Elder/Financial Times)

Bryce Elder / Financial Times:

Douyin has become China’s fourth biggest e-commerce company by GMV, as short videos prove ideal as bait for long ads by giving higher purchase conversion rates  —  Understanding the appeal of adverts for adverts  —  Once again, very serious people are talking very seriously about the geopolitical threat posed by dance skits.