Impact of Message Characteristics on Viral Video Advertising

Abstract

Viral video advertising is one of the active tools used by organizations to optimise social media presence. Marketers aim to generate video that motivate viewers to engage with it, in form of share, comment, like, which ultimately increases content consumption, brand awareness and engagement. This study focuses on different aspects of message characteristics and their impact on video virality. Creative professionals from advertising agencies and production studios were interviewed using semi-structured interviews to explore the role of message factors, which influences large set of viewers to engage with videos. The study provides insights on how high video virality is influenced by a specific aspect(s) of message factors and helps professionals in viral video creation.