The importance of short-form video marketing in contemporary marketing

Abstract

This thesis explores the effectiveness of short-form video marketing in today’s digital marketing landscape. It explores why short-form content works so well, how it compares to other digital formats and what are the psychological and algorithmic factors that shape consumer behaviour and engagement.

The research is conducted as a literature review. Various peer-reviewed articles and marketing publications are analysed to identify the trends, challenges and opportunities.

The findings show how short-form video marketing is so effective due to shrinking attention spans, algorithmic distribution, emotional engagement and interactive features like UGC and influencer content. However, it also has drawbacks like content saturation, limited measurement of ROI, and ethical concerns. The study conclude that short-form video marketing is not just a passing trend, but an impactful shift in marketing – and more research is needed to better understand the topic and optimize its use.