Content Optimization in Video Marketing

Abstract

Traditional marketing communication is being transformed by new trends. With the increase in digital content production, competition has intensified and video content has become central in social media and digital marketing. At this point, video marketing stands out. Brands can interact with their target audiences through video content platforms. However, just producing content is not enough. Just as the cover of a book affects readership, optimization can change viewership and engagement rates. In this study, content optimization in video marketing is discussed, and components such as title, key concepts, tags, description and thumbnails, which are valid for all platforms, are examined to improve content. These elements are considered essential for effective communication with the target audience and should be applied collectively. The study also emphasizes the importance of content optimization in terms of attention economy. © 2026 by IGI Global Scientific Publishing. All rights reserved.