숏폼 릴스를 이용한 디지털 마케팅 및 이용 스타일 분석 연구: 인스타그램과 유튜브를 중심으로

Digital Marketing through Short-form Reels and an Analysis of Usage Styles: A Focus on Instagram and YouTube

This study aims to analyze the impact of the rapidly growing short-form video content on digital marketing and user styles. Focusing on Instagram “Reels” and YouTube “Shorts,” it examines the differences in marketing strategies employed by companies and individual creators, as well as the ways in which users adopt such content. Through a review of prior studies, in-depth user interviews, and platform analysis, the study identifies three key analytical categories: the algorithm-based diffusion mechanism of short-form content, its strategic use in brand marketing, and consumption styles differentiated by age group and usage motivation. The findings reveal that, compared to traditional advertising, short-form content fosters brand intimacy through brief immersion and repeated consumption. Furthermore, users were found to consume videos in multilayered ways driven by entertainment, informational, and social motivations. This study proposes strategic directions for leveraging short-form content as a new paradigm in digital marketing.