Short Video Adverts: A Modern and Virtual Form of Advertising

Michelle Willis ()
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Michelle Willis: London Metropolitan University

Chapter 6 in Digital Transformation for Fashion and Luxury Brands, 2024, pp 107-131 from Springer

Abstract: Abstract Video-based content is one of the most common marketing tactics that has successfully attracted viewers to engage online through various platforms, including YouTube, Instagram and TikTok. With consumers taking more actions to prevent adverts from interrupting their online viewing, marketers and influencers alike are having to reconsider their advertising strategies in an effort to appeal to consumers with an increasingly shorter attention span. Short video adverts offer creative and interactive features to enable brands to forward push notifications to online users who generate content, resulting in increased engagement between consumers and various marketing campaigns. The features and systems of short video adverts can influence consumers’ perceptions of adverts and favourable outcomes of online advertising.

Keywords: Short video adverts; TikTok; YouTube Shorts; Meta-voicing; Algorithm-based recommendations; User-generated content; In-feed adverts; Key opinion leaders (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-3-031-35589-9_6

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