Short-Form Video Marketing: Effectiveness and Strategies

Oleh; Dimas Wibisono,S.E.,M.B.A

The Faculty of Economics and Business Alma Ata – In the digital era, short-form video marketing has become one of the most effective marketing tools. Short videos offer various advantages such as easier production, lower costs, and the ability to quickly capture the audience’s attention. Short-form video marketing has transformed how companies interact with consumers, increasing brand awareness and driving sales. This article will discuss the effectiveness and strategies of short-form video marketing, as well as review recent research in this field.

Effectiveness of Short-Form Video Marketing

1. Enhancing User Interaction and Engagement: Short videos allow for more active and direct interaction with the audience. A study found that short videos accompanied by animated data visualization can significantly improve user understanding and engagement (Tang et al., 2020).
2. Influence of Content on Consumer Purchase Intent: Content features of short videos such as usefulness, enjoyment, and influencer engagement have a positive impact on consumer purchase intent. Research shows that influencer engagement is the most significant factor in driving purchase intent (Xiao et al., 2019).
3. Successful Short-Form Video Marketing Strategies: Another study highlights the importance of innovative marketing strategies, such as original brand-related crowdfunding, engaging and useful content released by brands, and constant interaction with the audience (Wenshen, 2015).

Short-Form Video Marketing Strategies

1. Use of Big Data and AI Technology: Integrating big data and artificial intelligence technologies into short-form video marketing can improve marketing efficiency and effectiveness. These technologies can process large amounts of data to make better marketing decisions and accelerate the development of short-form video marketing (Luo, 2021).
2. Collaborative Marketing: Collaboration in the creation of short video content between companies and users can enhance marketing effectiveness. Research shows that short video content that meets users’ emotional and social needs and spreads positive information can increase marketing effectiveness (Jie, 2023).
3. Content Optimization and User Interaction: Short videos that present relevant and engaging content for users, while optimizing interaction with them, have proven effective in increasing brand awareness and customer loyalty (Apasrawirote et al., 2022).

Source:

• Tang, T., Tang, J., Hong, J., Yu, L., Ren, P., & Wu, Y. (2020). Design guidelines for
  augmenting short-form videos using animated data visualizations. Journal of Visualization,
  23, 707-720. https://doi.org/10.1007/s12650-020-00644-z.
• Xiao, Y., Wang, L., & Wang, P. (2019). Research on the Influence of Content Features of
  Short Video Marketing on Consumer purchase intentions. Proceedings of the 2019 4th
  International Conference on Modern Management, Education Technology and Social Science
  (MMETSS 2019). https://doi.org/10.2991/mmetss-19.2019.82.
• Wenshen, S. (2015). Short Video Marketing Strategies and Its Value in the Mobile Internet
  Era. Journal of Changsha University.
• Luo, R. (2021). Construction of short video marketing model based on big data
  technology. 2021 2nd International Conference on Big Data Economy and Information
  Management (BDEIM), 388-391. https://doi.org/10.1109/BDEIM55082.2021.00085.
• Jie, L. (2023). Research on Information Strategy of Social Media Short Video Marketing Co-
  creation Based on Data Mining. Proceedings of the 2023 8th International Conference on
  Intelligent Information Processing. https://doi.org/10.1145/3635175.3635180.
• Apasrawirote, D., Yawised, K., Chatrangsan, M., & Muneesawang, P. (2022). Short-form
  Video Content (SVC) Engagement and Marketing Capabilities. Asian Journal of Business
  and Accounting. https://doi.org/10.22452/ajba.vol15no2.8.