유튜브 썸네일 특성과 영상 선택요인에 관한 연구 -화장품 콘텐츠를 중심으로-

Abstract

Our study investigated the globalization of social networking services (SNS) thumbnail designs for Korean cosmetic brands and the influence of social media on consumer behavior. The primary objective was to examine the key design elements of SNS thumbnails and their impact on the purchasing decisions of consumers. To address this, a survey was conducted with 270 individuals who showed interest in SNS thumbnails of Korean cosmetic brands. The self- administered survey evaluated various features of these thumbnails. We analyzed data from 269 valid responses using SPSS 26.0. The results reveal that SNS thumbnails can be categorized into two main dimensions: expressive models and graphic elements. Models with facial expressions were identified as significant factors that influence consumer engagement. Models were considered very important by 77.3% of respondents. Images focusing on the product were considered vital for video thumbnails. In contrast to text-heavy advertisements, 62.4% of respondents preferred product images in the thumbnails. These findings suggest that it is crucial to pay careful attention to the composition of thumbnails to market products since it can significantly boost consumer preferences. Cosmetic brands can gain valuable insights from our research to develop their own SNS advertising strategies. Moreover, the study highlights the increasing importance of visual elements in the digital marketing era. Brands could develop effective thumbnail design strategies to improve their competitiveness on social media platforms.