By Jim Coleman, UK chief executive, We Are Social
It has been a wild ride for the last two years with the world embracing digital and social media in ways we would never previously have thought possible.
Social has always been fast-paced, but hype cycles are accelerating faster than ever before.
In 2016, a Twitter trend would last for 11.9 hours. Four years later, in 2020, trending topics had a shelf-life of just 11 minutes and that rate has been increasing since then.
And while the English-speaking West used to dominate global culture, that’s now changing with Squid Game (Korean) the most-watched show on Netflix; Bad Bunny (Puerto Rican) the most-streamed artist on Spotify; a
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