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The "hook" has become ruthless. In traditional media, a director might have ten minutes to establish tone. In short-form, a creator has 1.5 seconds to stop a thumb from scrolling. This has led to the "vertical aesthetic"—intimate, shaky, front-facing camera work. It has also birthed new genres: the POV (point of view) skit, the duet reaction, and the "day in the life" micro-vlog.