Consumer Preferences in Video Marketing Messages

Abstract

This study explores consumer preferences regarding video marketing messages on social media platforms, with a particular focus on content types, storytelling techniques, and production elements. With video marketing becoming increasingly dominant in digital marketing strategies, understanding what consumers value in video advertisements is crucial for businesses to create effective and engaging campaigns. A quantitative approach was employed, gathering data from 102 social media users through an online survey. The findings reveal that consumers generally prefer entertaining video advertisements, particularly those that incorporate humor. Short-form videos, especially those under one minute, were favored, although respondents did not exhibit a strong preference between skippable and unskippable ads. Factors such as age, gender, preferred social media platforms (e.g., Instagram, TikTok), and time spent on social media influenced these preferences significantly. Additionally, the study found that visually appealing content and effective use of music played key roles in consumer engagement. Theoretical implications include the importance of narrative transportation and uses-and-gratifications theory in understanding video ad consumption. The study provides actionable insights for digital marketers to craft platform-specific and audience-tailored video campaigns, emphasizing the need for humor, appropriate content length, and strong visual elements. Future research should focus on exploring cross-platform strategies and the long-term impact of interactive and augmented reality features in video advertising.