To identify best practices and trends for employing video in social media marketing strategies, with a focus on luxury brands. Specific information of interest includes:
- The optimum length of a YouTube video (luxury brand)
- Key factors driving success (or lack of success) for a YouTube video (luxury brand)
- Drivers of Instagram video engagement (luxury brand)
- Most effective practices for a video opening (luxury brand or non-luxury brand)
- Best practices in video "storytelling" (e.g., voiceover, text, interviews)