IMPACT OF SHORT-FORM VIDEOS ON BUSINESS OUTCOMES AND SALES PERFORMANCE

AUTHOR – SHRINITHI KRISHNAN R* & DR. S. MARUTHAVIJAYAN**

* STUDENT AT  SCHOOL OF EXCELLENCE IN LAW, THE TAMILNADU DR AMBEDKAR LAW UNIVERSITY.

** ASSISTANT PROFESSOR,SCHOOL OF EXECELLENCE IN LAW,THE TAMILNADU DR AMBEDKAR LAW UNIVERSITY.

BEST CITATION – SHRINITHI KRISHNAN R & DR. S. MARUTHAVIJAYAN, IMPACT OF SHORT-FORM VIDEOS ON BUSINESS OUTCOMES AND SALES PERFORMANCE, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (7) OF 2025, PG. 469-476, APIS – 3920 – 0001 & ISSN – 2583-2344

ABSTRACT:

                In the evolving landscape of digital marketing, short-form video content has emerged as a dominant force reshaping how consumers interact with brands and make purchase decisions. Platforms like Instagram Reels, YouTube Shorts, Facebook Reels, and Snapchat Spotlight offer businesses powerful avenues to engage audiences through quick, visually compelling narratives. This study explores the influence of short-form videos on consumer behavior and business performance, focusing on strategies that drive engagement, brand visibility, and sales. Using a quantitative research approach, data was collected via online questionnaires targeting diverse respondents—including consumers, marketers, and business owners. The findings aim to identify which elements of short-form video content—such as influencer marketing, product demonstrations, time-limited offers, and platform optimization—most effectively impact consumer trust and purchasing decisions. Additionally, the research addresses a critical gap in existing literature by examining both consumer and business perspectives, particularly from small to mid-sized enterprises. The results provide

actionable insights for marketers seeking to harness the power of short-form video in a highly competitive digital environment.

KEY WORDS: Short-form video content, Consumer behavior, Digital marketing, Influencer marketing, Brand visibility