Video content in marketing communications: theory and practice

The article is devoted to the analysis of the role of video content in the system of marketing communications. It examines the evolution of video formats, their classification, practical effectiveness, mechanisms of integration into marketing strategies, and development prospects under digital transformation. Special attention is paid to new personalization technologies and changes in consumer behavior affecting the effectiveness of video marketing. The study highlights the growing importance of short-form videos, interactive formats, and user-generated content, as well as the impact of algorithms and platform-specific trends on audience engagement.