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The Use of Video Content as the Digital Marketing Tool on Beauty Market

Student: Elizaveta Mashkova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

The consumption of online video has been growing rapidly for the last several years. People shoot everything on camera. Social networks are overflowed with video. Companies also create their own accounts for the purpose of the further promotion of products and services. In particular, cosmetic brands are beginning to actively use alternative digital channels. In order to build communication with consumers on social networks companies share their marketing materials including video content. However, despite the increasing popularity of video for advertising purposes, there are not many scientific materials about the effectiveness of such activities, and it is the research problem. The aim of the work is to analyze the use of video content as a digital marketing tool in the beauty market and to develop recommendations for building successful video marketing and evaluating its effectiveness. The empirical part of the work includes conducting six in-depth interviews with experts and a survey for consumers about their attitude to video advertising in the beauty-market. There is an analysis of the opinions of experts on the relevance of the use of video content. The practice of using video by Russian cosmetic brands and the ways to evaluate the effectiveness of video campaigns were analyzed. The results of the study are of practical importance, as they allow companies to partially avoid mistakes and create high-quality video content.

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