Short-Form Video in Digital Marketing: A Bibliometric Analysis of Research Trends, Consumer Engagement, and Brand Strategies

Résumé

The rapid proliferation of platforms built around Short-Form Video (SFV) such as TikTok, Instagram Reels, and YouTube Shorts has fundamentally transformed digital marketing dynamics and consumer behavior. Defined by fast-paced, vertical formats under 60 seconds, SFV has emerged as a primary driver of attention, particularly among Generation Z. Although practitioner interest in short-form video marketing has expanded rapidly, academic research on the topic remains relatively young, multidisciplinary, and conceptually fragmented.

To address this gap, this study presents a systematic bibliometric analysis of scientific literature on Short-Form Video in digital marketing, utilizing records extracted from the Scopus database. Following PRISMA protocols, this paper maps publication dynamics, key contributors, and institutional networks. Furthermore, through network analysis in VOSviewer, the study identifies core keyword co-occurrence patterns and outlines six primary research clusters.

The synthesis highlights a structural paradigm shift in digital advertising transitioning from traditional interruption-based models toward hyper-personalized, immersive, and co-created storytelling strategies like User-Generated Content (UGC). By integrating key theoretical frameworks, including Uses and Gratifications Theory and Parasocial Interaction Theory, this article consolidates the current state of knowledge. Ultimately, this research provides marketers with actionable insights for optimizing content strategies in the attention economy, while establishing a comprehensive agenda for future scholarly inquiries into algorithmic impact, AI integration, and brand performance metrics.