Factors Making Viral Video Advertisement Popular on Social Media

Abstract

This study aimed to investigate elements of viral video advertising on social media as well as factors which contributed to the popularity of viral video advertisement. The content analysis of the popular advertising videos along with the in-depth interviews with experts were performed. The results showed that the elements of the viral video advertisement were: 1) the positive content messages for the image and good feeling to product brands, 2) the background music and pictures presenting the product identity and uniqueness, 3) the uses of various narrative techniques and humors, 4) the uses of celebrity endorsement to target groups, 5) the catchy titles which were easy to remember, and 6) the appropriate length of advertising videos. Furthermore, the factors influencing the popularity of videos on social media included the factors related to the creativity of videos which were types of content, emotions, and influencers. It also found that the uncontrollable external factors could yield both positive and negative impacts on viral videos.