The Science Behind Viral Ads: What Makes Content Spread?
Media Industry and Consumers
The holy grail of online video marketing is the viral ad, a promotional message that spreads like lightning across digital platforms because it is so engaging or provocative that viewers want to share it with others. For business marketers, viral ads offer tremendous benefits, such as increasing an ad campaign’s reach, cutting promotion costs and boosting brand visibility. In contrast, non-viral marketing does not motivate peer-to-peer sharing.
Only a small percentage of online video ads, however, become viral. So, what makes some promotions explode in popularity and others fade away? A recent study by Juliana Fernandes, University of Florida College of Journalism and Communications Advertising assistant professor, and Florida International University Associate Professor Sigal Segev sheds new light on this mystery.
Their research reveals that emotions, rather than information, drive widespread sharing. Video ads using “experience-based” appeals—such as those evoking joy, wonder or surprise—were significantly more likely to go viral than those providing rational information about products or services.
Viral ads share many foundational elements of good storytelling, but their design is distinctive. They must achieve a quick emotional payoff, often within strict time constraints, and are driven by commercial motives. The structure compels content creators to simplify character development, condense narratives and focus heavily on immediate emotional or sensory impact. The ideal video promotion is a mini-movie experience that holds the viewer’s attention.
Another trend emerging from the study is the declining importance of traditional marketing tools like slogans and endorsers. While these elements were once central to ad campaigns, they have become less relevant in the age of viral marketing. Only 38% of viral ads in the study used a slogan. Similarly, the use of traditional celebrity endorsements is being replaced by a focus on influencers, catchy music and user-generated content— three peripheral cues that typically boost shareability.
The research provides a valuable roadmap for brands hoping to create the next viral sensation. First, focus on emotions—ads that make people laugh or experience a feeling of awe have the best chance of going viral. Second, don’t shy away from longer formats that tell a story, as viewers are more likely to share content that feels like a mini-movie. Finally, consider using popular music or a recognizable face to give the ad an extra edge. These findings are especially relevant at a time when the lines between entertainment and advertising continue to blur, and brands need to create content that not only captures attention but encourages people to share it with their networks.
The original article, “The persuasion cues that make video advertising go viral: a conceptual replication and extension comparing viral vs. non-viral advertising,” was published in the Journal of Marketing Communications on July 11, 2024
Authors: Juliana Fernandes and Sigal Segev.
This summary was written by Gisele McAuliffe.
Posted: September 17, 2024
Insights Categories:
Media Industry and Consumers, Social Media
Tagged as: Juliana Fernandes, Online Video, Viral Ads
