USING VIDEO CONTENT IN MARKETING: CREATION, DISTRIBUTION AND CONSUMER ENGAGEMENT STRATEGIES

Abstract

Advances in digital technologies and access to the Internet by a large number of people have led to an increase in the popularity of such content as video. This, in turn, led to the development of a separate direction of marketing - video marketing, which is based on ensuring a high level of visual perception and forming an emotional connection with the audience. The article is devoted to the study of strategies for creating and distributing video content in modern marketing. To achieve this goal, general scientific research methods were used, namely analysis, synthesis, comparison and generalization. It was determined that the video content format has the highest level of engagement in social networks. The main aspects of using video content in marketing are related to increasing engagement, brand recognition, search engine optimization, and increasing the number of conversions. Video content designed to explain specific issues, demonstrate a product or service is optimal for social networks as well as streaming platforms. In social networks, the main characteristic of video content is the tendency to create short videos. This is due to the tendency of users to consume video content without sound. It is noted that the main requirements for video content are a high level of quality and informativeness. The classification of video content aimed at increasing sales is given, which includes such types of content as commercial, informational, interactive, entertainment and user. The process of creating video content can take place in several ways, namely by the company itself, with the involvement of leading specialists or with the involvement of a professional agency. Choosing the best option depends on the capabilities and available resources of the company. Overall, with different types of video content that evoke different emotions in consumers, video content in marketing can be a useful tool to strengthen a company's brand and ensure understanding of the company's values and goals. The obtained research results have practical value for modern brands, companies and for marketers, as they indicate the key aspects of using video content to promote products, services and to attract an audience.