THE ROLE OF DIRECTING AND CINEMATIC TECHNIQUES IN CREATING ADVERTISING CONTENT ON SOCIAL MEDIA

Abstract

The relevance of this study is driven by the growing popularity of social media and the gradual shift of users away from television. In this context, advertising must adapt to new formats by employing not only marketing tools but also directorial approaches that differ significantly from traditional TV practices. The article aims to explore the role of directing and cinematic techniques in creating content for social media. The methodology is based on a qualitative approach, involving the analysis of current methods and techniques in advertising production, with a focus on cinematic tools. A critical review of scientific literature helps identify key aspects of video production in social media. The study also includes content analysis of successful advertising campaigns and influencer practices, comparing the differences between TV advertising and modern social media content. The results highlight the importance of capturing viewers' attention quickly in an oversaturated information environment. Lighting, sound, composition, framing, storyboarding, editing, and rhythm play a crucial role in creating emotionally engaging and effective videos. Social media advertising differs significantly from television due to its interactivity, creative approach, attention to cultural aspects of the audience, and emotional messaging. Synergy across channels and the ability to tailor content to specific audience needs also play a key role. While increasing conversions is the primary goal of social media advertising, key performance indicators also include audience reach, engagement, brand awareness, return on investment, lead generation, customer loyalty, and audience retention. The study concludes that high-quality content shapes a positive brand image, boosts consumer trust, and influences purchase intent. A unique feature of social media advertising is the ability to facilitate immediate purchases, making it particularly productive and effective for businesses.