The Impact of Instagram & YouTube shorts on Brand Perception among Gen Z Consumers
Md Farhan1, Adeeb Alam2 , Mohd Atif3, Md Suhail Khan4
(Students BBA 4th Semester)
(Faculty of Commerce & Management, United University, Prayagraj)
ABSTRACT
This study examines the impact of Instagram and YouTube Shorts on brand perception among Generation Z consumers. With the rising popularity of short-form video content, social media platforms have become essential tools for brands aiming to capture the attention of younger audiences. Generation Z, characterized by their digital savviness, short attention spans, and desire for authentic content, is particularly influenced by the fast-paced and visually engaging nature of these videos. This research explores how various elements—such as video aesthetics, storytelling, music, influencers, and interactive features—shape Gen Z’s perceptions of brand authenticity, credibility, and relatability. The study also delves into how algorithm-driven content exposure and viral trends play a crucial role in enhancing brand visibility and fostering emotional connections. A mixed-methods approach is employed, combining surveys and content analysis to gain a comprehensive understanding of Gen Z’s responses to short-form branded content. Key findings suggest that consistent engagement, creativity, and genuine messaging significantly improve brand perception and can even lead to increased brand loyalty and advocacy. In contrast, overly promotional or inauthentic content may result in negative sentiment or brand avoidance. The study offers actionable insights for marketers and brand strategists on how to effectively utilize Instagram and YouTube Shorts to build meaningful relationships with Gen Z consumers. Ultimately, it highlights the strategic importance of adapting to evolving digital consumption habits to stay relevant in a highly competitive and content-saturated environment.
Keywords: Short-form Video Marketing, Gen Z, Brand Perception, Instagram Shorts Influence, YouTube Shorts Engagement
