AN INNOVATIVE METHOD FOR REDUCING THE COST OF CREATING EFFECTIVE ADVERTISING VIDEOS FOR SMALL BUSINESSES

Abstract

Subject of the study. In today's world, a significant number of companies and brands are competing for users' attention on social networks. The key to successful advertising lies in correctly identifying and segmenting the target audience. Advertising's primary purpose is to sell, so it is important to strike the right balance between excitement and sales. This article examines the main problems businesses face when advertising on social networks, such as increasing competition, decreasing user attention and rising click costs. This study focuses on the algorithms employed by the Meta and Instagram platforms, which utilise metrics such as interaction and positive emotions to assess content. The notion of "advertising that does not look like advertising" is examined, a concept that enables businesses to capture user attention without overtly promoting a product. This form of advertising is characterised by its ability to seamlessly integrate with the platform, website, or content, thereby avoiding any potential viewer rejection. Methodology. A range of theoretical research methods were employed, with a particular emphasis on abstract, logical, and comparative analysis, abstraction, generalisation, and formalisation. The objective of the present study is to analyse the potential of effective advertising videos in the context of a limited budget. Conclusions. The article conducts a comprehensive investigation into the method of native creativity. The following paper sets out to identify the main features of native advertising, including unobtrusiveness, the absence of a call to action, and an organic format in the context of the site. It has been established that native advertising is a form of "natural" advertising, which is perceived by users as useful content that does not oblige them to take any action. It has been established that the primary function of native advertising is to subtly influence the user's decision-making process. The primary benefits of native creatives are emphasised, including their versatility, capacity to ensure adherence to the expectations of the target audience, extensive reach, and the absence of interference in an individual's personal space. The study substantiates that native advertising demonstrates high efficiency due to its capacity for seamless integration into the context of any platform, provided that the content is relevant and interested in practical solutions to user problems. It has been demonstrated that the practical benefits of native advertising include the enhancement of opportunities to strengthen consumer trust and audience loyalty. Furthermore, the creation of interesting and engaging content, as well as the facilitation of immediate interaction with a potentially interested target audience, are additional advantages. Additionally, the publication is often retained on the platform or blog indefinitely, and the generation of "warm" leads who are interested in making a purchase and only require clarification or additional consultation is a further benefit. The article also provides practical examples and strategies for creating effective advertising campaigns using the AIDA structure. These campaigns can increase customer retention, reduce advertising costs, attract potential audiences and improve brand trust to form customer loyalty.