Abstract

Short-form videos have become an effective communication tool on digital platforms because they integrate language, images, sound, and graphics to attract audiences and convey information rapidly. The growth of platforms such as YouTube, TikTok, Facebook, and Instagram Reels has encouraged users to both consume and create content, thereby transforming the digital media ecosystem. Nguyen Tat Thanh University has incorporated short-form videos into its strategies for promoting its brand and educational quality, with students majoring in Multimedia Communication participating in content production. This article examines current practices, strengths, and gaps relating to content themes, production techniques, and distribution platforms. It subsequently proposes a framework for creating short-form video content to enhance the effectiveness of university communications and student recruitment.

Keywords: Digital communication, multimedia communication, short-form videos, social media, university admissions.