Effectiveness of short-form video marketing in social media strategy

Abstract

In the digital age, social media marketing is vital for organisations to engage with their audience and reach more people. This thesis examined the effectiveness of short-form video content as a social media marketing tool. It used the Patteri Entrepreneurship Society as a case company. Video content consumption is increasing, so this research provided insights into how short-form videos could be used to engage users and raise brand awareness. The study used a blend of qualitative benchmarking and action research to assess the impact of short videos on engagement metrics. It was found that short-form videos did not significantly increase subscribers, but they played a role in viewer interaction and engagement. Further analysis revealed that engaging videos timed well and distributed effectively, significantly enhancing viewer engagement. The research concluded that short-form videos were effective for social media marketing when integrated within a broader strategic framework that included continuous adaptation based on performance analytics. Recommendations for the Patteri Entrepreneurship Society included enhancing video content quality, diversifying distribution channels, and refining engagement tactics to maximize the potential of short-form videos in social media campaigns.

Keywords: short video, social media strategy, effectiveness