The Impact of Short-Video Platform Engagement on Brand Communication Performance: A Case Study of Rhode
Abstract
Short-video platforms are now a common channel for brands to reach consumers. For beauty brands, this is especially important, as its products can be vividly showcased through skincare routines, makeup tutorials and short visual clips. This paper examines the relationship between short-video engagement metrics and brand communication effectiveness, using Rhode as the main case. The paper focuses on common engagement data such as likes, comments, shares, saves, and views. These indicators can reflect how audiences respond to brand content and how far the content may spread. Rhode is a useful case because the brand grew quickly through social media attention, a simple visual style, and the public image of its founder. Using literature review and case analysis, this paper discusses how engagement data can help explain Rhode’s brand visibility. The main argument is that engagement metrics are useful, but they should not be understood alone. A high number of likes or views does not always mean strong brand communication. Comments, shares, content quality, brand consistency, and consumer interest all need to be considered together. These indicators reflect audience responses to brand content and the content’s potential reach.
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