ASSESSING THE POWER OF VIDEO CONTENT MARKETING IN SHAPING CONSUMER PREFERENCES AND BRAND LOYALTY: A COMPARATIVE STUDY OF YOUTUBE AND FACEBOOK ADS IN BANGLADESH

This study explores the effectiveness of video content marketing on YouTube and Facebook in shaping consumer preferences and brand loyalty in Bangladesh. Through in-depth interviews with 50 respondents from diverse professional backgrounds, the research analyzes consumer perceptions, engagement levels and the influence of video advertisements on purchasing intent. The findings reveal significant differences between the two platforms in terms of ad engagement and brand impact. YouTube is found to be more effective for building brand credibility, fostering long-term engagement and enhancing brand loyalty through detailed content, storytelling and influencer collaborations. Respondents emphasized that YouTube’s skippable ads, informative product reviews and educational content contribute to higher consumer trust and long-term recall. In contrast, Facebook ads are viewed as more suitable for immediate conversions, local promotions and targeted marketing but are often perceived as intrusive and repetitive, leading to lower engagement over time. Despite Facebook's success in driving short-term traffic, its impact on brand loyalty is limited due to its lack of depth in storytelling. The study concludes that businesses in Bangladesh should tailor their video marketing strategies based on platform strengths: YouTube for sustained brand-building and Facebook for short-term sales and localized outreach. A hybrid strategy combining both platforms can optimize marketing effectiveness. The findings of this study provide valuable insights for digital marketers in Bangladesh, helping them align their video content strategies with the strengths of each platform to maximize consumer engagement and brand success.