FORMATION OF MARKETING COMMUNICATIONS BASED ON VIDEO CONTENT: AN EMPRICAL STUDY OF THE YOUTUBE CHANNEL OF THE CONSUMER ELECTRONICS RETAILER FOXTROT

Abstract

This article examines the features of marketing communications formation based on video content on YouTube using the case of the Foxtrot brand. The relevance of the study is driven by the rapid growth of video content in the digital environment and the transformation of consumer behavior under the influence of algorithm-driven platforms, particularly the spread of short-form video (Shorts). The aim of the research is to identify patterns in the effectiveness of different video formats, analyze the dynamics of content strategy, and substantiate practical recommendations for optimizing a company’s video marketing strategy.

The empirical basis of the study consists of a dataset of 894 videos from the official Foxtrot YouTube channel covering the period from 2009 to 2025, collected using the YouTube Data API. The research employs descriptive, statistical, comparative, and correlation methods, as well as the Mann–Whitney U test to assess the statistical significance of differences between content formats.

The results indicate that the channel demonstrates a substantial scale (over 561 million views) with a moderate level of audience engagement (engagement rate of 0.114%). Four stages of content strategy development are identified, corresponding to global digital marketing trends. A clear seasonality is observed: peak publishing activity occurs in the autumn–winter period, while the highest engagement levels are recorded in spring. The comparative analysis shows that Shorts generate 97.1% of total views but have a lower engagement rate (0.23%) compared to long-form content (0.66%). The study confirms the complementary nature of the formats: short videos drive reach, while long-form videos ensure deeper audience interaction. Correlation analysis reveals significant relationships between video duration, views, and engagement metrics.

Based on the findings, practical recommendations are developed, including balancing content formats, optimizing seasonal planning, enhancing audience interaction, and implementing an integrated KPI monitoring system.

The scientific novelty of the study lies in a comprehensive empirical analysis of a Ukrainian retail brand’s video marketing strategy using quantitative methods. The practical significance is reflected in the applicability of the results for improving the effectiveness of digital marketing communications.