The Video-First World: How Everything Is Video and Evaluated in Seconds

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 17 in Digital Marketing, 2024, pp 209-217 from Springer

Abstract: Abstract The rise of video content in social media marketing is driven by silent video consumption, accessible technology, and growing consumer preference. Platforms like TikTok and Instagram Reels highlight video’s effectiveness in capturing attention and generating engagement. Key factors include the ability to create high-quality videos with smartphones and the demand for engaging shareable content. Developing a video marketing strategy involves live streaming, content planning, and choosing the right type of video and channel based on the target audience. Video types include awareness, engagement, educational, testimonial, and social media videos. The challenge of deep fakes threatens video authenticity, requiring advancements in detection and verification. Key terms include engagement rate, live streaming, user-generated content, and viral content. Managers should embrace the shift to video, leverage accessible technology, optimize for silent consumption, develop comprehensive strategies, use various video types, capitalize on user-generated content, address deep fake challenges, and monitor video performance. Video content provides a quick impression of authenticity, but deep fakes may undermine this in the future.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-031-69518-6_17

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DOI: 10.1007/978-3-031-69518-6_17

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