Using Trends in Video Advertising in Social Media by Russian Celebrity Cosmetic Brands

This work is devoted to the study of the use of trends in video advertising on social networks by Russian celebrity cosmetic brands. The study reveals the problem of how, in the context of widespread use of trends in video advertising on social networks, celebrity cosmetic brands retain their uniqueness and stand out in a highly competitive cosmetics market. The aim of the work is to identify the features and factors influencing the creation and perception of trending promotional videos on social networks of Russian cosmetic celebrity brands. To achieve this goal, a mixed type of research was used. The poll was conducted to check how consumers of Russian cosmetic brands created by celebrities perceive commercials that use popular trends. Then a series of in-depth interviews with the creators of promotional video content for Russian celebrity cosmetic brands was conducted to identify the main features and strategies when creating trending promotional videos. Based on the results of an empirical study, the key features and factors influencing the creation and perception of trending video advertising of Russian cosmetics celebrity brands have been identified. The study concludes with recommendations for celebrity brands and video marketers on how to use trends when creating video ads on social networks.