"According to statistics, more than five billion people use social media sites. The pattern of user activity on social media has, however, been characterized by changes over time, almost always leveraged by the functionalities offered by the platforms. For example, the generalization of Instagram led to a greater dominance of images over text, which was predominant in communication on Facebook. A similar phenomenon is the current trend of consumption of short videos, triggered by the popularization of the social network TikTok, whose communication model focuses on sharing videos that can be up to a maximum of 60 seconds."

Read here (only available in Portuguese) the most recent opinion article by Carla Carvalho Martins, Professor at Católica Porto Business School, published in Marketeer.