В статье исследуется, как формат коротких вертикальных видео (Reels) изменяет классическую теорию вовлечения потребителей (Consumer Engagement Theory, CET). Анализируются факторы, определяющие вовлечённость пользователей в спонсируемый контент: интересный контент, сценарный опыт, участие пользователя и воспринимаемая полезность.
На основе анализа современных исследований и данных опроса студентов магистратуры Тюменского индустриального университета показано, что в условиях «временного сжатия» когнитивные, эмоциональные и поведенческие реакции аудитории сливаются в единый быстрый цикл, что требует пересмотра традиционных моделей вовлечения. Выявлено, что наибольшее влияние на вовлечённость оказывает эмоциональная привлекательность контента, тогда как воспринимаемая полезность и интерактивность играют роль усилителей. Обсуждаются ограничения микроформата, включая снижение органической вовлечённости при платном продвижении и риск «слепоты» к спонсорскому контенту.
Ключевые слова: вовлечение потребителей, короткие видео, Reels, теория вовлечения, рекламный медиабизнес, микроформат, цифровая реклама.
The rapid spread of short vertical Reels, TikTok, and VK Clips has radically changed not only media consumption, but also the very principles of brand interaction with the audience. If traditional advertising was based on a relatively long-term contact, allowing for sequential deployment of the message, then the microformat compresses communication to a few seconds, during which the viewer must make a decision: stay or scroll through. This raises the question for advertising researchers as to how applicable classical models of engagement are to an environment where cognitive assessment, emotional response, and behavioral action occur almost simultaneously.
Brody's Theory of Consumer Engagement (CET) considers engagement as a multidimensional phenomenon involving cognitive processing, emotional engagement, and behavioral engagement. However, this model was developed in the context of brand communities and social media, which involve more extensive interaction. Reels represent a structurally different environment: here, the very speed of content consumption becomes a factor that modifies engagement mechanisms. The researchers note that on short video platforms, users do not just passively perceive content, they like, share, comment and reproduce what they see, and these actions follow almost instantly the initial perception [2].
The purpose of this article is to reconstruct the key provisions of the theory of engagement in relation to the Reels context, revealing which components of CET retain explanatory power and which require revision. To do this, the following tasks are being solved:
— determine how «temporal compression» affects the ratio of cognitive, emotional, and behavioral components of engagement;
— identify the factors that are most important for engaging in sponsored Reels content;
— based on micro-research among the student audience, evaluate which characteristics of short videos are perceived as triggers of engagement.
Classical CET describes engagement as a process that unfolds over time: the consumer first processes information (cognitive level), then forms an emotional attitude (affective level), and only after that performs an action (behavioral level). This sequence assumes a certain duration of contact. However, in Reels, contact is measured in seconds, and sometimes in fractions of seconds. A study on sponsored Reels explicitly indicates that in this format, «evaluation, affect, and action occur almost simultaneously».
This observation allows us to suggest a «flattening» of the three-dimensional model of engagement. While in traditional media, cognitive processing precedes emotional reaction, in microformats, emotional impulse often precedes (or replaces) cognitive assessment: the user stops at the video because it «hooked» visually or emotionally, and only then (if at all) rationalizes his decision. Behavioral component: like, save, click on the link. It is built into the same cycle and does not require a separate phase.
Modern research identifies four key drivers of engagement in sponsored Reels: interesting content, scenario experience, user engagement, and perceived usefulness. Interesting content is responsible for immediate emotional appeal and attention retention; scenario experience creates narrative relevance; user engagement reflects behavioral engagement through platform interactions; perceived usefulness appeals to the cognitive side: the feeling that the video informs, helps, or meets needs. Empirical data obtained from a sample of 393 active users showed that all four factors positively influence consumer attitudes and, through them, the intention to make a purchase, with emotionally attractive and relevant content having the strongest impact [1].
However, the question remains as to how these drivers relate to each other in the perception of specific audience segments. The student audience, which spends a lot of time on social media, has increased advertising literacy and skepticism towards branded content. This means that it may be incorrect to mechanically transfer the conclusions obtained from the general samples to the student segment. The micro-study presented below is intended to partially fill this gap.
To test assumptions about the structure of involvement in Reels, an online survey was conducted of undergraduate students of Tyumen Industrial University studying in the fields of «Advertising and Public Relations» and «Convention and Exhibition activities and foreign languages». The sample consisted of 59 respondents (68 % women, 32 % men; the age is mainly 21–25 years). The questionnaire included 10 questions aimed at assessing the frequency of Reels consumption, attitudes towards sponsored content, as well as the significance of certain characteristics of short videos (visual appeal, humor, usefulness, call to action, frame rate, video length).
The respondents were asked to rate on a five-point scale how much each of the factors influences their decision to watch the video to the end, like or click on the link. Additionally, an open question was asked about what most often makes them scroll through promotional Reels. Data processing included descriptive statistics and correlation analysis (Spearman coefficient) to identify links between self-assessment of engagement and individual content characteristics.
The limitations of the study are due to the small sample and its homogeneity (students of two fields of study at the same university), which makes it impossible to extrapolate the results to the entire Reels audience. Nevertheless, even limited data make it possible to illustrate theoretical positions and outline directions for further work.
An analysis of the frequency of consumption showed that 71 % of respondents view Reels daily, with 39 % spending more than an hour a day in this format (Figure 1).
Fig. 1. Distribution of respondents by frequency of watching short videos (Reels)
At the same time, 64 % of the survey participants stated that they notice when Reels is sponsored (it contains the label «advertising» or «affiliate material»), and 47 % admitted that after realizing the sponsored nature of the video, their desire to watch it decreases (Figure 2).
Fig. 2. The influence of sponsorship labeling on the desire to watch videos
These data are consistent with the results of studies showing a decrease in engagement for content with explicit sponsored labeling.
According to respondents' self-assessments, visual attractiveness (an average score of 4.3 out of 5) and humor/entertainment (4.1) are of the greatest importance for attention retention. Usefulness (informativeness) received 3.6 points, the presence of a call to action — 3.2, frame rate — 2.9, video length — 2.7 (Figure 3).
Fig. 3. Average ratings of the factors influencing attention retention in Reels (on a 5-point scale)
Correlation analysis revealed a moderate positive relationship between visual attractiveness and the decision to watch the video, as well as between humor and willingness to like. The relationship between perceived usefulness and link click turned out to be weaker, although statistically significant.
The answers to the open question allowed us to identify three main reasons for scrolling through Reels ads: «too obvious an attempt to sell» (mentioned by 28 respondents), «unnatural, forced presentation» (19 mentions) and «long introduction until something interesting starts» (16 mentions) (Figure 4).
Fig. 4. The main reasons for scrolling through advertising content in Reels (based on the results of an open question, multiple choice)
It is significant that the claims relate not so much to the fact of advertising itself as to its form: the audience is ready to accept sponsored content if it does not look like advertising in the traditional sense. This is consistent with the findings that organic Reels generate significantly higher engagement levels than the same videos promoted through paid tools.
The results obtained make it possible to clarify several provisions of the theory of engagement in relation to Reels.
First, the cognitive component of engagement in the microformat does not disappear, but it does change its function. In the classical model, cognitive processing precedes emotional reaction and action. In Reels, cognitive assessment («it's useful», «I need it») more often follows the primary emotional impulse or does not verbalize at all, remaining at the level of peripheral perception. Respondents who rated usefulness as a significant factor nevertheless rated visual appeal and humor higher. This does not mean that usefulness is not important, rather, it acts as a «hygienic factor»: its absence can reduce engagement, but its presence in itself rarely becomes a trigger for attention loss.
Secondly, the behavioral component in Reels is extremely simplified and ritualized. Liking or saving does not require a detailed decision from the user; they are performed «automatically» within the same consumption cycle as viewing. This creates the illusion of high engagement (a large number of reactions), which may not correlate with real brand interest. Research shows that sponsored Reels can have a significantly lower engagement rate precisely because the behavioral signals in them are perceived as less authentic [3].
Thirdly, «time compression» enhances the role of scenario experience. The user stays on the video not because it informs, but because it unfolds a mini-story in which he can recognize himself. Scenario writing in Reels replaces detailed argumentation: instead of persuasion through facts, «recognition» occurs through a situation. This is consistent with the evidence that relevance and emotional engagement have the strongest impact on consumer attitudes in the context of sponsored Reels.
Thus, the reconstruction of CET for the Reels context suggests a transition from a sequential three-phase model to a «compressed cycle» model in which emotional impulse dominates cognitive assessment, behavioral response is embedded in consumption, and scenario relevance serves as a bridge between attention and action. The classical model is not canceled, but its temporal structure is radically modified.
The present micro-study has a number of limitations. The sample is small and unrepresentative; self-reports on engagement factors may be subject to distortion of social desirability; there is no objective metric of engagement (for example, data from platform analytics). In addition, the study does not distinguish between organic and sponsored Reels, although, as the data show, this difference is fundamental.
A promising direction is to conduct an experiment with recording viewing time and behavioral reactions (like, save, click) on real content, as well as comparing organic and paid Reels of the same creative. In addition, a longitudinal study is of interest, which makes it possible to assess how repeated contact with sponsored content affects the formation of attitudes in the long term, similar calls have already been made in the literature [4].
Reels represent not just a new advertising format, but a different engagement environment in which time compression modifies the ratio of cognitive, emotional, and behavioral components. The theory of consumer engagement retains explanatory value, but requires adaptation: a consistent model gives way to a compressed cycle, where emotional attractiveness and scenario relevance dominate, usefulness acts as a background factor, and behavioral reactions are ritualized. For the advertising media business, this means the need to review the engagement KPIs: the number of likes and views in the microformat may not reflect the depth of contact with the brand. Further research should combine self-reports with objective platform data and take into account the differences between organic and paid content distribution.
References:
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