The Impact of Short Video Content Marketing on Consumers’ Purchasing Decisions: A Focus on Instagram Reels and YouTube Shorts

Abstract

This study analyzes the impact of short  video content marketing, specifically on Instagram Reels and YouTube Shorts, on consumer purchasing decisions. The research adapts the theoretical framework of a prior study on short video platforms, shifting the focus from a single, region-specific platform to the globally dominant, cross-platform ecosystem of Reels and Shorts. This study examines the impact of short video content marketing—specifically on Instagram Reels and YouTube Shorts—on consumers’ purchase decisions. Three core content dimensions were analyzed: Attractiveness, Credibility, and Expertise. Using adapted regression findings, the study evaluates how these dimensions influence consumer purchase decisions. Descriptive statistics show moderately positive perceptions, with mean values ranging between 2.93 and 2.96. Regression results reveal that all three dimensions significantly and positively affect purchase decisions individually and jointly. Credibility emerged as the strongest predictor, followed by Attractiveness and Expertise. The combined model explained 90.8% of the variance in purchase decisions (R² = 0.908), indicating strong predictive power. The findings highlight the effectiveness of short video marketing in shaping consumer behaviour. The study concludes that engaging visuals, credible influencer recommendations, and authentic Expertise’s collectively enhance consumers’ purchase decisions on short  video platforms.