MOBILE VIDEO MAKING TOOLS IN BRAND VISUAL COMMUNICATION STRATEGIES

The article examines the potential of smartphones as a basic tool for creating effective video content to promote brands in the modern media space. In an era dominated by visual communications, video content demonstrates the highest efficiency indicators for engaging target audiences, yet producing quality video material has traditionally been associated with high production costs and the need to involve professional specialists. Based on a comprehensive approach that includes analysis of scientific literature, comparative analysis of technical equipment characteristics, and experimental video content production, the author demonstrates that modern smartphones can provide up to 85% of the functionality of basic professional video equipment at a significantly lower cost and with higher mobility. Based on the data obtained, practical recommendations have been developed for PR specialists regarding technical, compositional, content, and strategic aspects of creating effective smartphone video content. Optimal formats for various digital platforms have been identified, and a model for integrating smartphone video production into a comprehensive brand marketing strategy has been proposed. The practical significance of the research lies in forming methodological foundations for creating highly effective video content with minimal technical resources, which is especially relevant for small and medium-sized businesses looking to optimize their marketing budgets.