IMPACT OF SHORT-FORM VIDEO CONTENT (REELS/SHORTS) ON BRAND AWARENESS

The rapid rise of short-form video platforms such as Instagram Reels and YouTube Shorts has transformed the landscape of digital brand communication. This study explores how short-form video content contributes to the development of brand awareness among young consumers. A quantitative approach was adopted using a structured questionnaire administered to 150 respondents aged 18–30. The findings indicate that short-form videos are strongly associated with brand awareness, brand recall, and brand recognition. Creativity, frequency of exposure, and authenticity emerged as significant elements that enhance the effectiveness of short-form video marketing. The study establishes that short-form video content is a strategic communication tool capable of strengthening brand presence in a competitive digital environment.