МАРКЕТИНГОВІ ПІДХОДИ ДО УПРАВЛІННЯ ЗАЛУЧЕНІСТЮ АУДИТОРІЇ У ВЕРТИКАЛЬНОМУ ВІДЕОКОНТЕНТІ TIKTOK ТА INSTAGRAM
Abstract
The article is devoted to the study of audience engagement management processes in vertical video content under the conditions of active digitalization of marketing communications. The relevance of the topic is due to the rapid spread of short mobile video formats, changes in information consumption patterns, and growing competition for users’ attention in social networks. Under these conditions, the effectiveness of brand–audience interaction directly depends on the ability to adapt content to behavioral perception patterns and the algorithmic logic of digital platforms. The purpose of the study is to develop a systemic approach to managing audience engagement in the vertical video environment, taking into account communicative and behavioral factors. The research applies methods of theoretical generalization, abstraction, comparative analysis, systematization, and structural-logical modeling. A comprehensive approach makes it possible to consider engagement as a multi-level process encompassing cognitive, emotional, and behavioral aspects of user interaction with content. Particular attention is paid to identifying communication effectiveness indicators and integrating them into a holistic analytical model. The study identifies key factors influencing the formation and maintenance of engagement in the vertical video format, determines the specifics of audience interaction with content across different platforms, and substantiates the need for a differentiated approach to content strategy development. A three-level model for evaluating engagement effectiveness is proposed. The cognitive level includes reach, views, completion rate, and average watch time, reflecting attention capture and retention. The emotional level is represented by engagement rate, comments, shares, and sentiment, indicating affective involvement and social resonance. The behavioral level covers click-through rate, conversions, subscriptions, and return on advertising investment, demonstrating the transformation of interaction into business outcomes. Engagement rate is defined as an integral indicator of communication effectiveness across platforms. The practical value of the study lies in the possibility of applying the proposed approaches to improve digital communication management, enhance the effectiveness of advertising campaigns, and build long-term relationships with target audiences in social media environments.
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