Videos as a Promotion Tool in Creative Industries Using the Example of a Commodity Business in St. Petersburg

This article examines the impact of short video content on the marketing strategies of small and medium-sized businesses, especially in the context of social media platforms. The aim of the study is to examine and list the criteria for creating engaging and viral short videos and how they influence user engagement and interaction. The work considers the main concepts, trends and articles related to online promotion, in particular with the help of video content, and also considers the functionality of social networks on such a content format as vertical videos and their specifics for each of the platforms. The research is also aimed at developing recommendations for St. Petersburg companies on how to create video content for effective promotion based on analytical statistics and quantitative method - a survey. Given the growing importance of video marketing in the digital age, this article aims to shed light on the practical implications of the findings for entrepreneurs, marketers, and media and marketing researchers. Keywords: video content, promotion tools, online promotion, social media promotion, short vertical videos, video marketing