Kazan, Kazan, Russian Federation
UDC 338.1
Digital transformation of business processes has predetermined the growing importance of visual communications as a competitive advantage factor for enterprises. Research records video content usage by 91% of companies, with 95% of marketers recognizing the critical role of video production in promotion. The financial sector is actively exploring video formats to differentiate offerings in highly competitive conditions. The purpose of the work is to identify technologies for creating image video production and assess their impact on the competitiveness of service enterprises. The methodology comprises quantitative analysis of international Wyzowl research data, comparative regional analysis of video production practices in Russia, North America, Europe and Asia, case study analysis of leading Russian organizations, typological analysis of content formats, and a systems approach to building a technological model. A set of image video production technologies has been systematized through eight sequential stages from strategic planning to multi-level efficiency assessment. A typology of video content formats has been developed with optimal duration and target application for various strategic objectives. A fivelevel system of indicators for assessing the impact on competitiveness has been substantiated, covering media metrics, engagement indicators, brand growth, commercial results and long-term competitive positions.
image video production, enterprise competitiveness, service sector, video marketing, communications effectiveness
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