Marvel Transformation in the Face of the Impact of Short Video Platforms

Abstract

This research essay explores how Marvel has transformed its marketing strategies in response to the impact of short video platforms like TikTok and Instagram Reels. With the rise of these platforms, the way content is created and consumed has drastically changed, and companies like Marvel have had to adapt to remain relevant and engaging to their target audience. This research topic is significant as it aims to investigate how Marvel has responded to this change and how effective these responses have been in engaging audiences. The research questions are focused on understanding the impact of short video platforms on Marvel's marketing strategies, the specific changes Marvel has made in response, the effectiveness of these changes, and how Marvel has leveraged its existing fan base on social media platforms to engage with audiences on short video platforms. Through a literature survey method and case analysis, this essay examines key strategies Marvel has implemented, such as embracing short-form content, engaging with fans, experimenting with new formats, and collaborating with influencers. The essay also evaluates Marvel's success in responding to short video platforms, the effectiveness of its strategies, and the impact on its audience and market position.