The Impact Of Short Video Content And Social Media Influencers On Digital Marketing Success: A Systematic Literature Review Of Smartphone Usage

Abstract

This study explores the transformative role of short video marketing in modern digital campaigns, with a focus on its ability to engage audiences, enhance brand visibility, and foster consumer trust. By systematically reviewing 78 peer-reviewed articles published between 2018 and 2024, this research synthesizes insights into the dynamics of short video platforms like TikTok, Instagram Reels, and YouTube Shorts. The study highlights the effectiveness of algorithmic personalization in delivering tailored content, driving a 60% increase in engagement rates compared to non-personalized campaigns. It also emphasizes the pivotal role of influencers, particularly micro-influencers, in connecting with niche audiences and fostering trust through relatability and authenticity. Key performance metrics such as retention rates, shares, and real-time analytics are identified as critical tools for evaluating campaign success, while emerging trends like augmented reality, live shopping, and interactive advertisements demonstrate the innovative potential of short video marketing. This review also identifies significant research gaps, including the long-term impact of short video campaigns, ethical considerations in data-driven marketing, and strategies for cross-platform content optimization. By providing a comprehensive understanding of the current landscape and future directions, this study offers valuable insights for researchers and practitioners seeking to navigate the evolving domain of short video marketing effectively and ethically.

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