Year: 2025
Type: article
Abstract: With rapid technological advancements and the rise of Generation Z, short-form video advertising has gradually replaced traditional television ads as a significant and influential social medium in people’s daily lives. With the rise of platforms like TikTok, Instagram, and YouTube, short-form videos have gained widespread popularity, allowing brands to reach a diverse and engaged audience. This paper examines the effectiveness of short-form videos as a new form of advertising. Using a combination of literature review and comparative analysis, this study explores key factors contributing to the success of short-form video ads, including user engagement, influencer collaborations, and platform strategies. The findings highlight the distinct advantages and characteristics of short-form videos over traditional advertising, offering a fresh perspective on their commercial value. This paper further discusses the potential for short-form videos to shape the future of digital marketing, providing insights for brands and researchers as they adapt to this dynamic landscape.
Author: Chishan Chen
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4406104757