THE ROLE OF VIDEO CONTENT IN DIGITAL MARKETING: ANALYSIS OF THE EFFICIENCY OF SHORT VIDEOS USING THE EXAMPLES OF TIKTOK, INSTAGRAM REELS AND YOUTUBE SHORTS
Abstract
The article explores the role of video content in digital marketing, in particular the effectiveness of short-format video, presented on the popular platforms TikTok, Instagram Reels and YouTube Shorts. The relevance of the topic is due to the rapid development of social networks as a key channel of communication between brands and youth audiences. Short videos have become an important element of marketing strategies, as they provide a high level of user engagement and allow you to effectively transfer information in a short time. In today's growing competition in the digital environment, researching the effectiveness of video content is extremely important for determining optimal marketing approaches. The research methods included analyzing the dynamics of user engagement of the TikTok, Instagram Reels and YouTube Shorts platforms, questioning higher education applicants and comparing the main characteristics of short-format video content. The study used a quantitative approach to collect and analyze data from social media platforms, as well as demographic analysis of the audience to identify its behavioral characteristics. The results of the study confirmed the significant impact of short-format video content on information consumption and behavioral patterns of the youth audience. TikTok has shown the highest level of engagement thanks to innovative personalization algorithms and an emphasis on trending content. Instagram Reels has proven to be effective among young professionals aged 25-34, while YouTube Shorts provides stable organic coverage, making it suitable for a wide range of marketing campaigns. The most effective video duration is 15-30 seconds, which provides a high completion rate of viewing on all platforms (92% for TikTok, 88% for Instagram Reels, 85% for YouTube Shorts). In addition, a survey of higher education applicants showed that 70% of respondents watch short videos every day, and 60% prefer entertainment content. The influence of short videos on the decision to buy or interact with the brand was noted by 40% of respondents, which indicates the effectiveness of this format to stimulate conversions. The results confirm that short-format video content is a powerful tool for brands aimed at a youth audience. The results emphasize the importance of adapting marketing strategies to the characteristics of each platform. This allows you to achieve the best results in interaction with the audience, increase engagement and effectively promote brand messages in a digital environment.
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