Social media video content has become a trend that reaches everyone with a social media
profile and a smartphone. Furthermore, social media platforms prioritise video as their
primary content format due to its ability to hold users' attention, keep them scrolling the feed
for hours, and entertain, inform, and educate themselves on various subjects.
This study investigates how well social media video content can improve consumer
behaviour, increase brand-consumer conversation, and convert viewers into paying
customers. The project aims to demonstrate how video marketing can be a powerful tool for
improving consumer engagement and retention in order to maximise competitive advantages.
With this goal in mind, it is necessary to understand social media users' video consumption
habits, daily time spent on these platforms, the type of video they prefer, and propensity to
engage with brands that use video in their marketing strategy