МЕТОДИКА ТА МЕХАНІЗМИ ВИКОРИСТАННЯ ВІДЕОКОНТЕНТУ В РЕКЛАМНОМУ ІНТЕРНЕТ-СЕРЕДОВИЩІ

Abstract

The article analyzes the peculiarities of video advertising on the Internet and in social networks in particular. It has been proven that despite the multimedia nature of Internet resources, video content is becoming the most popular among consumers. Such an arrangement of forces indicates the relevance and necessity of active involvement of video content in advertising activities.Video advertising becomes one of the most effective tools for the promotion of goods and services, as it provides a high level of visual perception and contributes to the formation of an emotional connection with the audience. Historically, it has been proven that for effective existence, enterprises should choose such a strategy in order to create reliable competitive advantages in the conditions of the market of free competition. One of the components of such strategies can be the use of video content and social networks to improve their positions in the market. To be competitive, it is necessary to look into the future and predict new trends. The main reasons why it is important to implement video marketing in the promotion strategy include the ability of video to convert ordinary consumers into customers, perfect compatibility with a smartphone, which is a tangible advantage in the era of total digitalization, and most importantly, video content helps to establish the most trusting relationship between the brand and the consumer. This format shows the company as transparent and honest as possible. In addition, the use of video content in social media profiles ensures high visibility. Users will watch, react and share videos. Based on the analysis of advertising video cases in the social networks YouTube, Instagram, and TikTok, conclusions were drawn regarding the features of advertising video content in social networks. Emphasis is placed on the formation of a complex of mechanisms for the use of video advertising in social networks. It has been proven that video advertising can be easily adapted to different content formats and target audiences, which provides flexibility and the ability to reach a wide range of consumers.