Reels as a Marketing Tool for a Brand Awareness in Beauty Industry

This thesis explores the characteristics in short videos that should be emphasized so that a short video attracts and retains the attention of users, which has a positive effect in helping increase brand awareness of cosmetics. The relevance of the work is due to the fact that when forming short videos, cosmetic brands do not have methodological guidelines that take into account how to create short videos to increase brand awareness. The purpose of this research is to identify factors that contribute to attracting and retaining consumer attention by using short form videos on social media to increase brand awareness of cosmetic brands. The paper examines the work of domestic and foreign researchers in the field of attention-based marketing, viral commercials, as well as analyzes the theoretical aspects of the use of short videos in marketing, as well as a practical analysis of successful cases and the results of marketing campaigns of cosmetics brands. Special attention will be paid to the development of recommendations in creating short videos for social media in order to increase the awareness of the cosmetic brand, which will identify new approaches and methods in creating content for short videos, as well as identify potential results from the application of the developed methodology. The conclusions and recommendations of this research represent a set of recommendations on the formation and use of short videos to increase the recognition of a cosmetic brand and can be used by managers, managers and marketers from the beauty industry in the practice of increasing brand awareness.