The Impact of Short Video Platform Characteristics on Marketing Effectiveness: A Bibliographic Review and Future Research Directions

Abstract

The new trends in short video apps like TikTok, Instagram Reels, and YouTube Shorts have significantly impacted marketing plans worldwide. This paper systematically reviews current research focusing on the distinct features of these platforms, including the architecture design of the algorithms, the dynamics of content creation, and user interaction patterns and their implications on the effectiveness of marketing. This literature review also examines the main themes, the limitations of current research, and potential research directions. The findings show that short video platforms offer new opportunities for relevant, engaging, and sharable marketing content. However, further studies are required to establish the level of efficiency of these platforms in the long run by country and concerning ethical issues as well as in comparison with other sharing platforms. It is now up to academics and practitioners to actively study these new areas to expunge the maximum possible value of the short video platforms in marketing.