Effect of Beauty Short-form Content Characteristics on Brand Awareness

With the advancement of mobile technology and the growing influence of SNS, patterns of content consumption have undergone significant changes, leading to the expansion of the video content market and a transformation in shopping paradigms. Accordingly, short-form content has emerged as an essential marketing tool across various industries. In particular, as consumers seeking beauty services have become more sophisticated and their needs increasingly diverse, beauty industry practitioners and companies are recognizing the growing importance of marketing activities utilizing beauty short-form content through differentiated strategies. Based on the analysis of 400 self-administered questionnaires collected form adult men and women, the results revealed that there were partially significant differences in beauty short-form content characteristics and brand awareness according to general characteristics. In addition, as the sub-factors of beauty short-form content characteristics—interactivity, reliability, entertainment and informativeness—increased, brand recognition also increased. Furthermore, higher levels of interactivity, reliability and entertainment were associated with higher levels of brand recall. These findings indicate that when consumers obtain useful information and simultaneously experience participation, communication, enjoyment, and trust through beauty short-form content, they are more likely to recognize and recall the brand. This suggests that beauty short-form content creators should identify the emotional preferences of their target audience and develop trend-oriented, interactive content. Therefore, this study provides practical and strategic implications for creators and companies seeking to establish effective planning, production, and marketing strategies for beauty short-form content.