The Impact of Audiovisual Advertisement in Social Media on Consumer Engagement in Beauty Industry

For the past couple years, the development of online video advertising has increased dramatically. Meanwhile, marketers use this instrument in order to attract attention of the audience to a brand. At present, the most affordable and usable way to promote the video advertising is short-video Reels in the Instagram. At this context, present study was done to analyze the visual and non-visual elements of commercial Reels made by worldwide famous French beauty brands. The sphere of decorative and care cosmetics is expanding and developing rapidly, becoming a wide field for the competition in the Russian market. Most brands have to find the paths to promote their products in the most effective strategy. The study has adopted AIDA model for measuring the promotional efforts of these videos through the experience of a consumer. In the process of work, there was collected and analyzed quantitative and qualitative data by the tools of econometrical statistics and survey of 143 respondents. The implemented methodology showed that the most attractive for consumers Reels contain light shades, short duration (15 seconds) and the presence of people in the video frame. However, dark shades and short-videos containing a product only have a negative effect on consumer’s perception. The results of the paper are aimed to be helpful for the newcomers in the Russian market in order to make the Reels more effective.