TikTok, Shorts, Reels and Spotlight: Which Video Sharing Platform Will Win the Crown?

The wild popularity of short-form video is usually attributed to our dwindling attention spans. Unable to concentrate on anything for more than a few seconds at a time, we seek out the smallest possible chunk of entertainment before hurriedly moving on to the next. But length isn't the only reason that videos pick up millions of views; after all, we’ve been able to upload 15-second clips to online video services for many years.