Authors: S.Andrrel, G.Harish Ragavendar, R. Krithik Roshan, Kamalesh, Jagadesh, Dr. V. Shruthi
Abstract: The evolution of digital technologies has significantly reshaped the marketing landscape, introducing innovative tools and strategies that enhance consumer engagement and brand communication. Among these advancements, short-form video content—particularly Instagram Reels and YouTube Shorts—has emerged as a dominant force in digital marketing. This study examines the influence of these platforms on the development and transformation of digital marketing strategies. By analyzing secondary data from existing literature, the research highlights how short-form videos contribute to increased engagement, wider reach, and cost-effective promotion. The study also explores the role of algorithms, influencer marketing, and mobile accessibility in shaping marketing outcomes. Additionally, it identifies challenges such as content saturation, algorithm dependency, and the demand for continuous creativity. The findings suggest that short-form video content is not only a trend but a fundamental shift in marketing communication, requiring businesses to adapt their strategies to remain competitive in the digital era
DOI: https://doi.org/10.5281/zenodo.19442851
