Нови формати на съдържание в дигиталната комуникация
New Formats of Content in Digital Communication

Author(s): Kaloyan Ganev
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: digital marketing; content marketing; short form content; vertical video; attachment theory; sociotechnical approach
Summary/Abstract: The emergence of new media channels goes hand in hand with the advent of new content formats and their rise in popularity. The digital era has ushered in a myriad of new formats and short-form video content is the current winner in terms of engagement, popularity, and ROI for content creators. This analysis examines a mix of psychological, lifestyle, and practical factors to explain why online users find this type of content so engaging and why a growing number of content creators are joining the bandwagon in the year to come. Short-form video content social media platforms are studied from the perspective of attachment theory and the socio-technical approach which are useful to uncover the psychological motivators of users online to actively seek this type of content. The scientific literature on the topic of the subjective feeling of busyness provides insights into the fragmented working day and the usefulness of short-form content to fill the small gaps in the busy day. From a practical perspective, considering the most recent mobile usage statistics, short-form video content, especially vertical video, is quicker, easier, and cheaper to create at the same time it is very engaging, easy to distribute, and convenient to consume on a smartphone without turning the screen.

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