Impact of Instagram Reels and Short Videos on Brand Awareness Among Youth Consumers

Social media platforms are now crucial marketing tools for companies looking to engage with customers in the digital age. Instagram has become the most popular of these platforms, especially among younger users. With the advent of Instagram Reels, marketers now use brief yet captivating videos to interact with their audience. This study looks into how young customers’ brand recognition is affected by Instagram Reels and brief videos. The purpose of the study is to determine how young social media users’ recognition, memory, and perception of brands are affected by brief video material. The study made use of both primary and secondary data. A systematic questionnaire was used to gather primary data from young respondents who often use Instagram. Secondary data about digital marketing and consumer behaviour was gathered from books, scholarly journals, and internet sources. The results show that Instagram Reels are crucial for raising young people’s brand awareness. Consumers can learn about new brands, retain brand messaging, and form favourable opinions of items with the aid of brief video material. In order to increase the efficacy of short video marketing, the study also emphasises the significance of innovation, entertainment, and influencer marketing. The study comes to the conclusion that Instagram Reels are now a useful marketing tool for companies looking to raise brand awareness and engagement among young customers.