In modern times, the importance of marketing and promotional activities has a great influence on the business results of the enterprise and differentiation from the competition. The impact of technology represents an indispensable variable that changes the marketing process of a particular enterprise. Digital marketing can therefore be considered as a product of changing this environment, which essentially implies the promotion of products and services using digital communication tools with fundamental goals of increasing sales and product values, and engagement and loyalty of clients. Video content as a form of promotion of modern marketing represents one of the best ways to present products and services to the client. It covers the engagement, dissemination and conversation of the product through video, during which it must be interesting, simple and original with the aim of influencing the emotional and subconscious level of the client. The success of the transmitted message will be expressed in the audience reaction in the form of the number of views, positive comments and likes that represent the main goals of achieving digital marketing.