Many companies seek to create online video content that will become popular with consumers. But what are the characteristics of videos that engage consumers?
Dante M. Pirouz, Allison R. Johnson, Matthew Thomson and Raymond Pirouz
The Holy Grail of modern online marketing is video content that “goes viral,” meaning that it captures an enormous number of views and leads audiences to share, comment or click that they “like” a video. Advertisers, marketing consultants and filmmakers have all ventured theories about what kind of content makes for a hit. The trouble is that the advice varies widely and is even contradictory. Depending on the expert, success is thought more likely if a video is ...