The effect of video content on consumer engagement and brand attitude
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- Master of Science 
Marketing is becoming increasingly advanced and has evolved rapidly in recent years, making marketing communication ever more important. By looking at content marketing, the authors have addressed a relevant field that is only gaining more attention, as it becomes more challenging to reach the customers with traditional advertising. Technology and distribution developments will almost certainly continue to have an impact on the customer journey in the future. This study aims to map relevant literature on content marketing through video and how this affects engagement and attitude while also adding to the literature by conducting interviews with marketing & communication practitioners. The practitioners come from companies that operate both globally and locally in Norway. Our findings show critical components of how brands can be successful with their marketing communication using video and how to manage within the different channels on TikTok & Instagram. The most crucial factor in succeeding on these platforms appears to be making content according to the channel’s premises. The study uncovered great benefits associated with video and that this content form is becoming more and more prevalent. Videos hold benefits such as its efficacy in grabbing attention, increasing awareness, and compressing a lot of information in a meaningful way. Mixing & integrating message appeals seem to have the best effect in achieving engagement and reaching the audience with attention-grabbing content on social media. Elements for succeeding on social media include using human faces, authenticity, storytelling, and colorful animations. Positive attitudes seem to be best achieved through a combination of marketing activities rather than being attributed to a sole marketing communication effort. Concluding, through this study, the authors have uncovered that there is no recipe. However, there are steps brands can take to improve their content, and in the end, good content will make your branded content successful. Keywords: Content marketing, Video Marketing, Social Media Marketing, TikTok, Instagram, Engagement, Appeals, and Attitude.
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2022