Research on the Characteristics and Dissemination Effects of Short-Form Video Content: A Literature Review Based on Cover Design, Content Style, and Video Duration
Abstract
As the user base for short videos continues to expand and their commercial value keeps growing, how thumbnail design, content style, and video length influence dissemination effectiveness has become a question that marketing and communication studies need to address systematically. This paper employs a literature review approach to synthesize several representative empirical studies conducted in recent years on platforms such as YouTube and TikTok. It examinies the relationship between the visual attributes of thumbnails, content style, video length, and metrics such as view count, engagement, and completion rate. The review reveals that the emotional intensity, color schemes, and character portrayal of thumbnails, as well as trending elements and the emotional tone within the content, all have a significant positive impact on dissemination effectiveness. The role of content style is partially mediated through social media engagement. However, no consistent conclusions have been reached regarding the role of video duration, results vary across different research contexts, suggesting that this relationship may be moderated by factors such as content verticals. Future research could expand to domestic platforms, incorporate experimental designs, and examine the interactive effects of cover visuals and content style. These findings can serve as a reference for content operators, such as MCN agencies, to assist them in making decisions regarding cover design, content selection, and duration control.
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