You know social video is moving up in the world of entertainment when it makes a star appearance on BBC’s Newsnight programme.
But it’s not just the Corporation that’s getting serious about video clips, social networkers are devoting more time to them, too.
In June last year, Vine launched for clips lasting no more than 6 seconds; just two months ago Instagram set the video bar higher at 15 seconds; and last week's BBC maximum was 30 seconds.
It'll be interesting to see whether there’s appetite out there for even longer social videos.
The generally accepted attention-threshold for corporate video is 2 minutes, so social video has a way to go yet. However, with new editing apps such as Directr and MixBit, it’s only - as they say - a matter of time…