The Rise of Short-Form Video Marketing for Small Brands
Basnet, Resham Bahadur (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025112128998
https://urn.fi/URN:NBN:fi:amk-2025112128998
Tiivistelmä
In recent years, short-form video platforms such as TikTok and Instagram Reels have been established as effective, cost-efficient marketing channels, providing great opportunities for smaller brands with limited resources. This thesis examines the relationship between short-form video content and brand development, specifically how small brands can use short-form video to raise brand awareness and engage their consumers.
The research uses a qualitative multiple-case study design and focuses on three niche small brands (a Swedish fashion apparel retailer, an art brand based in Nepal, and a sustainable clothing brand in Nepal). Empirical data on TikTok and Instagram Reels content and audience engagement for each brand was collected, and thematic analysis was used to identify common patterns. Engagement metrics (engagement rates) were also compared across cases.
The results show that all three case brands had high engagement rates, attributed to authentic storytelling, creative repurposing of trending content, consistent posting schedules, and active community engagement. Through these activities, the small firms were able to compete with much larger firms in terms of reach and interaction. However, the cases also highlight challenges such as the continuous need for new content, the unpredictability of platform algorithms, and the difficulty of converting online exposure into sales.
Overall, the study shows that short-form video marketing is an effective and cost-efficient tool for small businesses to build brand awareness and customer engagement. Creativity and authenticity are stronger success factors than large marketing budgets. Based on these findings, the thesis provides actionable insights for small brand marketers, including the importance of staying authentic, closely engaging with audiences, tracking performance metrics, and remaining consistent and adaptive to trends to make the most of TikTok and Instagram Reels marketing efforts.
The research uses a qualitative multiple-case study design and focuses on three niche small brands (a Swedish fashion apparel retailer, an art brand based in Nepal, and a sustainable clothing brand in Nepal). Empirical data on TikTok and Instagram Reels content and audience engagement for each brand was collected, and thematic analysis was used to identify common patterns. Engagement metrics (engagement rates) were also compared across cases.
The results show that all three case brands had high engagement rates, attributed to authentic storytelling, creative repurposing of trending content, consistent posting schedules, and active community engagement. Through these activities, the small firms were able to compete with much larger firms in terms of reach and interaction. However, the cases also highlight challenges such as the continuous need for new content, the unpredictability of platform algorithms, and the difficulty of converting online exposure into sales.
Overall, the study shows that short-form video marketing is an effective and cost-efficient tool for small businesses to build brand awareness and customer engagement. Creativity and authenticity are stronger success factors than large marketing budgets. Based on these findings, the thesis provides actionable insights for small brand marketers, including the importance of staying authentic, closely engaging with audiences, tracking performance metrics, and remaining consistent and adaptive to trends to make the most of TikTok and Instagram Reels marketing efforts.