Digital transformation has fundamentally changed consumer behavior. Social media platforms are no longer used only for communication and entertainment; they have evolved into integrated marketplaces where consumers discover products, interact with sellers, and complete purchases within a single ecosystem. This convergence of social networking and e-commerce has accelerated the growth of social commerce, creating new opportunities for businesses of every size to reach wider audiences while building stronger customer relationships.
One of the most significant developments in this environment is shoppertainment, a marketing approach that combines entertainment with online shopping. Short-form videos attract attention quickly, while live selling sessions allow businesses to answer questions, demonstrate products, and encourage immediate purchasing decisions. As competition intensifies, companies and entrepreneurs increasingly need practical digital communication skills rather than relying solely on conventional advertising.
To address these challenges, the research team organized a hands-on training program focused on producing short-form videos and conducting live selling sessions on social media. Instead of relying primarily on classroom lectures, participants learned by practicing every stage of content creation, from planning and recording videos to performing live broadcasts under the guidance of instructors. The practical sessions were supported by secondary sources, including books, scientific journal articles, and other relevant references, ensuring that the training combined real-world experience with evidence-based knowledge.
The training demonstrated that integrating short video content with live selling creates a highly effective digital marketing strategy capable of improving business competitiveness in the digital economy. According to the authors, this combination transforms traditional one-way marketing into an interactive experience that encourages stronger engagement between businesses and consumers. Success depends less on professional equipment and more on creative storytelling, authentic communication, and continuous activity across social media platforms.
The researchers identified several important benefits of combining short video content with live selling:
- Businesses can reduce their dependence on paid advertising because engaging short videos often achieve strong organic reach.
- Consumers gain greater confidence by seeing products demonstrated in real time and asking questions directly during live broadcasts.
- Interactive live selling sessions can generate substantial sales within a relatively short period by encouraging immediate purchasing decisions.
- The combination of entertainment and commerce helps businesses build stronger customer trust and long-term engagement.
The short video content training covered the complete production process. Participants learned how to develop creative concepts, write concise scripts, record videos using smartphones, optimize lighting and sound quality, and edit videos using accessible applications such as CapCut. Particular emphasis was placed on creating compelling opening scenes—or "hooks"—within the first three seconds, as this brief period is critical for capturing audience attention on platforms such as TikTok, Instagram Reels, and YouTube Shorts. Participants also explored storytelling techniques, copywriting, hashtag selection, trending audio, and caption writing to maximize audience engagement.
The live selling component focused on developing communication and presentation skills. Participants practiced speaking confidently on camera, maintaining audience engagement, organizing product demonstrations, and delivering persuasive promotional messages. They also learned how to create urgency through limited-time discounts, exclusive live-stream offers, and restricted product availability. Beyond on-camera performance, the training emphasized operational teamwork, including managing product links, responding quickly to customer comments, and updating inventory during live broadcasts. Illustrations included in the journal further demonstrate examples of short video content and live selling workflows used throughout the training program.
As Dian Arisanti and her co-authors from STIA dan Manajemen Kepelabuhan Barunawati, Universitas Budi Luhur, and Institut Citra Buana Indonesia explain, effective digital marketing no longer depends on expensive cameras or sophisticated production studios. Instead, successful businesses create value through creative content, authentic interactions, and consistent engagement with their audiences across social media. Their findings suggest that entrepreneurs who master these practical skills are better positioned to compete in an increasingly digital economy.
The broader implications extend beyond individual businesses. The training model provides a practical framework for supporting micro, small, and medium-sized enterprises (MSMEs), educational institutions, government agencies, and business development organizations seeking to improve digital literacy and entrepreneurial capacity. By combining technical skills with strategic understanding of consumer behavior and platform algorithms, participants become better equipped to design sustainable digital marketing campaigns that adapt to changing online trends.
The authors conclude that short video content and live selling represent complementary marketing strategies that are particularly well suited to today's digital economy. Together, they help businesses attract attention, establish trust, and convert audience engagement into sales while strengthening long-term competitiveness in rapidly evolving online markets.
Author Profile
Dian Arisanti is an academic affiliated with STIA dan Manajemen Kepelabuhan Barunawati, Indonesia, whose work focuses on management, entrepreneurship, digital marketing, and community empowerment. This publication was co-authored by Elizabeth, Anindya Putri Pradiptha, and Devit Setiono from Universitas Budi Luhur, together with Munandar Wahyudin Suganda from Institut Citra Buana Indonesia. Their expertise includes digital business, social media marketing, entrepreneurship, and community-based capacity building.
Source
Arisanti, D., Elizabeth, Suganda, M. W., Pradiptha, A. P., & Setiono, D. (2026). Short Video Content and Live Selling Training in Digital Marketing on Social Media. Jurnal Pengabdian Pancasila (JPP), Vol. 5, No. 2, pp. 119–128.
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