A review of video-based marketing campaigns on audience engagement: Evidence from a streaming service in Abuja, Nigeria
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- NGN 5000
Background of the study
Video-based marketing campaigns have become a cornerstone of digital engagement strategies, particularly in the streaming service industry. In Abuja, Nigeria, streaming platforms use high-quality video content to captivate audiences, build brand identity, and drive engagement. These campaigns typically feature a blend of entertainment, storytelling, and interactive elements, all designed to create an immersive viewing experience (Ibrahim, 2023). Video marketing allows brands to convey complex messages in a visually engaging manner that resonates with diverse audiences. By leveraging social media and digital advertising channels, streaming services can reach a wide audience while also targeting specific viewer segments. The dynamic nature of video content, combined with its ability to evoke strong emotional responses, makes it a powerful tool for enhancing audience engagement. However, challenges such as high production costs, content saturation, and evolving viewer preferences can affect the overall impact of video-based campaigns. This study reviews the effectiveness of video marketing in engaging audiences, analyzing viewer metrics, social media interactions, and feedback to assess the overall performance of these campaigns. The aim is to provide actionable insights into optimizing video content for sustained engagement and improved brand loyalty (Chinonso, 2024).
Statement of the problem
Streaming services in Abuja face difficulties in maintaining high levels of audience engagement despite investing in video-based marketing campaigns. Challenges such as high production costs, content oversaturation, and rapidly shifting viewer preferences often result in inconsistent engagement outcomes. These issues hinder the ability of streaming services to build long-term brand loyalty and maximize viewer retention. This study seeks to identify the key factors that limit the effectiveness of video marketing campaigns and to propose strategies that can enhance audience engagement in the competitive digital landscape (Ibrahim, 2023).
Objectives of the Study
To evaluate the impact of video-based marketing on audience engagement.
To identify challenges that affect video campaign performance.
To propose strategies for optimizing video content.
Research Questions
How do video marketing campaigns affect audience engagement?
What challenges limit the success of video-based marketing?
How can streaming services optimize video content for better engagement?
Significance of the study
This study provides valuable insights into optimizing video-based marketing campaigns to enhance audience engagement. Its findings will help streaming services in Abuja refine their content strategies, leading to improved viewer retention and brand loyalty. The research contributes to digital marketing literature by offering practical recommendations for creating compelling video content that resonates with modern audiences (Chinonso, 2024).
Scope and Limitations of the Study
This study is limited to examining video-based marketing campaigns on audience engagement within a streaming service in Abuja, Nigeria.
Definitions of Terms
Video-Based Marketing: The use of video content to promote products or services.
Audience Engagement: The interaction and participation level of viewers with digital content.
Streaming Service: A platform that delivers video content over the internet.
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