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Contributor
Swain, Ajaya (Faculty Mentor)
Digital Publisher
Digital Commons at St. Mary's
Publication Date
Spring 2026
Keywords
Video content, Short-Form, Campaigns, Instagram, Digital marketing
Description
Short-form video content, particularly Instagram Reels, has become central to digital marketing strategies aimed at increasing engagement and campaign effectiveness. As consumer attention spans decline, marketers increasingly rely on visually engaging, concise, and interactive content formats. Prior research highlights the importance of content characteristics in shaping engagement outcomes. However, limited empirical evidence exists on which specific attributes most strongly influence performance in short-form video contexts. This study examines how call-to-action (CTA), audio type, and authenticity influence engagement rates in Instagram Reels.
Format
Size
1 poster
City
San Antonio, Texas
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Marketing Commons, Social Media Commons