The Role of Short Videos in Brand Storytelling: Visual Scenarios for Audience Engagement

Citation: Gornova V.I., "The Role of Short Videos in Brand Storytelling: Visual Scenarios for Audience Engagement", Universal Library of Business and Economics, Volume 02, Issue 04.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

The article is devoted to the study of the possibilities of brand storytelling in the YouTube Shorts format as an effective communication tool and rapid consumption of video content. The relevance is determined by the need to adapt marketing strategies to the mobile format and the increased requirements for the speed of transmission of meanings. The novelty lies in the development of methodological recommendations for optimizing the content structure and visual design of short videos to increase audience engagement. The paper analyzes key trends in the consumption of short videos, evaluates the impact of dynamic editing and sound effects on attention retention, and identifies techniques for adapting the narrative to the vertical format. The purpose of the research is to identify universal principles for creating micro—stories that evoke an emotional response and stimulate audience interaction. The methods included content analysis, comparative method and synthesis of practices. In conclusion, the impact of the proposed approaches on key engagement indicators is discussed, and recommendations are given on the introduction of adaptive technologies in the production of short video content.

Keywords: Brand Storytelling; Youtube Shorts; Short Videos; Visual Storytelling; Audience Engagement; Microstorytelling; Content Analysis; Promotion Algorithms; Mobile Content.

https://doi.org/10.70315/uloap.ulbec.2025.0204004