The Problem
What is the best way to make a social media campaign a question that a lot of marketing teams are asking themselves but still don’t have quite clear answer to that. Why is a social media campaign valuable for brands? How does a campaign communicate? What is a social media campaign and what does it include? This thesis will mainly focus on Short-form-video in these social media campaigns and
want to find out why do they work so well and what is the secret behind it.
State of research
Since short form video is quite new, there are not a lot of scientific papers about it. There are a lot of papers and books about traditional marketing where the essence of marketing can be taken from and put those findings in the new form of marketing. Also interviews and best practice will be done about this topic to figure out what the real reactions/results are of curtain social media campaigns.
Question
There are multiple questions that will be answered in this thesis:
– What is a social media campaign? What does it include?
– Why is a social media campaign valuable for brands?
– How does a campaign communicate and how is that different from traditional marketing communication?
– Would it be better for a company to invest into one brand movie or a whole campaign?
– Why does content matter?
The hypothesis
This master thesis will provide a written form of guidelines for an optimized social media campaign based on short form video. It will also execute a campaign itself to state if the findings are correct.
The reference to theory
There are a lot of social media campaigns with short form video but you rarely find the secret recipe to the best way of doing it the right way. Short form video is quite new and therefore, there is a lot to list out what is the best way to do so.
The Method
The method will be based on three pillars:
1. Best practice, analyze previous campaigns. And interview people who play a key role in defining the industry, are questioned about their social media management processes and point out what the importance is of a good social media campaign.
2. Theoretical contextualization of traditional and agile marketing/social media methods.
3. Implementation, of all the findings to a social media campaign for a live event (achtvanbladel)
All pillars are combined to find optimized guidelines for a social media campaign focused on short form video.
The Material
There are all kinds of sources available: Theoretical books, scientific papers, Tedtalks, Interviews, data of previous campaigns
Bibliography
Brown, R. E., Jones, V. K. & Wang, M. (o. D.). The new advertising: branding, content, and consumer relationships in the data-driven social media era. Volume 1 Traditional advertising transformed (Volume 1).
Coker, K. K., Flight, R., & Baima, D. M. (2017). Skip it or view it: The Role of Video Storytelling in Social Media Marketing. Researchgate.
Kurzrock, Ethan. (2019). Intensified Play: Cinematic study of TikTok mobile app.
Structure
- Title
- Abstract
- Introduction
- Literature review
- Method
- Results
- Conclusion
- Discussion
Timetable
February – April: Theoretical part, best practice, analyse previous campaigns. And interview people who play a key role in defining the industry, are questioned about their social media management processes and point out what the importance is of a good social media campaign.
April – June: Preproduction for Implementation
July – August: Social media campaign for a live event (achtvanbladel)
August – September: Results, Conclusion, Discussion
