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.
Keywords: Short-form video, consumer engagement, social media marketing, digital content, brand
interaction, viewer attention, online consumer behavior, video marketing strategies