The growing use of short-form video on e-commerce platforms is transforming how small businesses promote their products. A recent study by Nurhasanah and Dr. H. Rudi Kurniawan from Politeknik LP3I Tasikmalaya, Indonesia, published in 2026 in the International Journal of Global Sustainable Research (IJGSR), examines how the women's fashion brand Bastohana implements video content marketing through Shopee Video. The research finds that while consistent video publishing increases visibility, content quality and audience engagement ultimately determine marketing success.
Digital Marketing Is Reshaping E-Commerce Competition
Digital commerce has become increasingly competitive as businesses seek new ways to attract online consumers. Traditional promotional methods have steadily given way to digital strategies that allow brands to communicate directly with customers while measuring marketing performance in real time.
Among these strategies, short-form video has become one of the fastest-growing marketing tools. Platforms such as Shopee now allow sellers to upload videos directly linked to their products, enabling consumers to see product demonstrations, styling ideas, and detailed explanations before making purchasing decisions. Previous studies have shown that engaging video content can strengthen brand awareness and influence buying behavior, making video marketing an essential component of modern online retail.
Bastohana, a women's fashion brand specializing in embroidered apparel and accessories, provides an ideal case study for understanding how small and medium-sized enterprises (SMEs) can leverage Shopee Video to reach customers in Indonesia's increasingly digital marketplace.
How the Researchers Conducted the Study
The researchers used a descriptive qualitative research design to investigate Bastohana's digital marketing practices.
Rather than relying solely on platform statistics, they combined several sources of information, including:
- Direct observation of the bastohana.id Shopee account between March and May 2026
- Semi-structured interviews with Bastohana's marketing team
- Documentation from Shopee Seller Center
- Supporting literature from previous digital marketing studies
The researchers analyzed the information through qualitative interpretation and cross-checked multiple data sources to improve reliability. The study focused on the complete marketing workflow, from planning video ideas to evaluating content performance after publication.
Five Steps Define Bastohana's Video Marketing Strategy
The research identified a structured five-stage process behind Bastohana's Shopee Video content:
- Developing content ideas based on customer questions.
- Producing videos using smartphone cameras and studio lighting.
- Editing videos by adding attention-grabbing hooks and hashtags.
- Uploading six to eight videos daily during peak audience hours.
- Evaluating performance through Shopee Seller Center analytics.
This systematic workflow demonstrates that successful digital marketing requires planning and continuous monitoring rather than simply posting content frequently.
Key Findings
The study revealed several important insights into how Shopee Video performs as a marketing channel for fashion SMEs.
Posting frequently does not guarantee high engagement.
Although Bastohana consistently uploaded six to eight videos every day, audience interaction remained relatively limited.
Video views varied dramatically.
Individual videos generated anywhere from 1 to 1,100 views, indicating that content performance differed substantially depending on the topic and presentation style.
Outfit of the Day (OOTD) videos performed best.
Fashion styling videos attracted approximately 500–700 views, outperforming product review videos and promotional content. This suggests that consumers respond more positively to visually engaging demonstrations rather than direct advertising.
Audience interaction remained low.
Most videos received only 8–25 likes and 0–3 comments, indicating passive viewing behavior. Interviews suggested that customers preferred interacting during Shopee Live sessions instead of commenting on recorded videos.
Technical limitations affected marketing performance.
Researchers identified several obstacles that reduced video effectiveness, including:
- inconsistent lighting,
- smartphone camera limitations,
- unstable internet connections,
- declining image quality after upload,
- changing Shopee algorithms,
- limited audience interaction.
These factors reduced the visual appeal of embroidered fashion products, where fine details are essential for attracting buyers.
Why the Findings Matter
The study demonstrates that digital marketing success depends on much more than publishing large quantities of content.
Businesses must balance content frequency, visual quality, creative storytelling, and consumer interaction. High posting volume alone cannot compensate for poor production quality or weak audience engagement.
For Indonesian SMEs, particularly fashion businesses competing in crowded online marketplaces, the findings suggest several practical improvements:
- invest in better lighting and recording equipment,
- produce higher-resolution videos,
- include stronger calls-to-action encouraging comments,
- develop consistent weekly content schedules,
- combine Shopee Video with Shopee Live to increase customer interaction.
These recommendations may help businesses improve not only visibility but also trust, engagement, and ultimately sales performance.
The research also carries broader implications for policymakers and entrepreneurship educators. As governments continue promoting digital transformation among SMEs, training programs should emphasize content quality, platform-specific strategies, and audience engagement instead of focusing solely on increasing digital presence.
Researchers Highlight the Importance of Quality Over Quantity
The authors conclude that successful video marketing requires a balanced strategy.
According to Nurhasanah and Dr. H. Rudi Kurniawan of Politeknik LP3I Tasikmalaya, maintaining a high publishing frequency is valuable only when accompanied by consistent visual quality, compelling storytelling, and active audience engagement. Their findings indicate that businesses should optimize every stage of video production—from planning and recording to evaluation—to maximize the effectiveness of Shopee Video as a digital marketing tool.
About the Authors
Nurhasanah is a researcher in the Marketing Management program at Politeknik LP3I Tasikmalaya, Indonesia. Her research focuses on digital marketing, content marketing, e-commerce, and small business development.
Dr. H. Rudi Kurniawan, S.T., M.M. is a lecturer at Politeknik LP3I Tasikmalaya with expertise in marketing management, business strategy, and digital entrepreneurship.
Source
Article Title: Review of Video Content Marketing Implementation on Shopee Platform: A Study on Bastohana Brand
Journal: International Journal of Global Sustainable Research (IJGSR)
Publication Year: 2026
0 Komentar