THE INFLUENCE OF SHORT-FORM VIDEO CONTENT ON CONSUMER ENGAGEMENT

Abstract

The rise of short-form video content on social media platforms has transformed the way brands connect with consumers. This study explores the impact of brief, engaging video formats on consumer engagement behaviors, including attention, interaction, and brand loyalty. By analyzing viewer responses across various platforms, the research identifies key elements such as video length, storytelling techniques, and visual appeal that enhance consumer involvement. The findings reveal that short-form videos are highly effective in capturing attention quickly and fostering emotional connections, leading to increased consumer participation and positive brand perception. This study contributes to understanding digital marketing strategies and offers practical insights for brands aiming to optimize content for maximum engagement in an increasingly fast-paced digital environment.