AN EVALUATION OF VIDEO MARKETING CAMPAIGNS IN ENHANCING BRAND STORYTELLING: A STUDY OF A STREAMING PLATFORM IN RIVERS, NIGERIA.
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Background of the study:
Video marketing has revolutionized how brands communicate their stories, enabling a dynamic interaction with audiences through visual content. On streaming platforms in Rivers, Nigeria, companies are harnessing the power of video marketing to craft compelling narratives that resonate with viewers. This study examines the effectiveness of video marketing campaigns in enhancing brand storytelling, emphasizing the integration of narrative techniques, visual aesthetics, and audience engagement strategies (Okafor, 2023). Brands are increasingly investing in high-quality video content that conveys their values, missions, and product benefits in an immersive manner (Udo, 2024). The evolving digital landscape has shifted consumer expectations, demanding more authentic and visually engaging storytelling methods. As streaming platforms become primary sources of entertainment and information, the competitive need for distinctive brand narratives intensifies. However, measuring the impact of video marketing remains challenging due to variables such as audience demographics, platform algorithms, and content saturation. This research aims to evaluate how video marketing campaigns contribute to brand storytelling, exploring both the creative and strategic aspects involved. By analyzing viewer engagement metrics and narrative effectiveness, the study seeks to offer recommendations for optimizing video content that not only attracts but also retains viewer interest, thereby strengthening brand identity and market positioning (Chukwu, 2025).
Statement of the problem:
Although video marketing has become a popular medium for brand storytelling, streaming platforms in Rivers, Nigeria face significant challenges in quantifying its impact. Brands often struggle to attribute increased consumer engagement directly to their video content due to the complex interplay of platform algorithms, viewer preferences, and external market influences (Okafor, 2023). Additionally, there is a lack of standardized metrics to evaluate narrative effectiveness and emotional resonance with target audiences. These challenges hinder the optimization of video marketing strategies, leaving brands uncertain about where to invest their resources for maximum return. The problem is further compounded by the rapid evolution of digital trends, which require constant adaptation of storytelling techniques. Therefore, this study intends to address these challenges by systematically investigating the elements of successful video marketing campaigns and their effect on enhancing brand storytelling (Udo, 2024).
Objectives of the study:
To assess the effectiveness of video marketing in conveying brand stories.
To identify challenges in measuring the impact of video marketing campaigns.
To propose strategies for optimizing video content on streaming platforms.
Research questions:
How do video marketing campaigns enhance brand storytelling?
What are the primary challenges in measuring video campaign success?
Which strategies can improve viewer engagement and narrative effectiveness?
Significance of the study:
This study offers valuable insights into the role of video marketing in brand storytelling, guiding brands in Rivers, Nigeria to develop more engaging and effective campaigns. The findings will assist marketers in refining content strategies to increase viewer engagement and strengthen brand identity, ultimately leading to improved market performance (Chukwu, 2025).
Scope and limitations of the study:
The study is limited to evaluating video marketing campaigns on a streaming platform in Rivers, Nigeria, focusing exclusively on brand storytelling aspects.
Definitions of terms:
Video Marketing: The use of video content to promote products or brands.
Brand Storytelling: The strategic narrative used to communicate a brand’s identity and values.
Streaming Platform: An online service that delivers video content to viewers.
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