Impact of video content on audience engagement: a study of social media among ukrainian fashion brands

Abstract

The aim of the artice. The aim of the research was to study the effectiveness of audience engagement through video content in social media, targeted at Ukrainian clothing brands. To achieve this goal, the following tasks were identified and addressed: analyzing the target audience, gathering information about the pages of selected clothing brands on social media, determining the audience's activity regarding the video content of the "STAFF" brand, and analyzing trends and characteristics of video content on various platforms. Important indicators were identified that reveal trends in short videos and their interaction on social media. Key aspects under analysis included the duration of video content and the audience's response. To understand the impact of short video clips on consumers, an analysis of video duration was conducted. The median duration of video clips was measured for each individual page. Analysis results. This scientific article has illuminated significant aspects of video marketing in social media and underscored the necessity of meticulous strategy development to achieve success. The research has revealed that the effectiveness of video marketing hinges on well-defined objectives, understanding the needs of the target audience, prudent budgeting, selecting the optimal type of video and distribution platforms, optimization for conversion, fostering an emotional bond with viewers, and active engagement with the audience. Conclusions and directions for further research. The need for further scientific research in the field of video marketing is emphasized to unravel unresolved aspects, including the assessment of result effectiveness, customization, and targeting of video content, alongside exploring the latest trends and technologies. Incorporating novel innovative approaches in video marketing will enhance the efficacy of brand and product promotion. The overarching idea of the article revolves around the notion that the success of video marketing in social media depends on crafting a strategy that considers audience needs and employs effective techniques to attract attention and engage viewers. Research in this domain holds substantial potential for refining video marketing strategies and ensuring success in branding and product promotion within the digital realm.