Unveiling the Key Elements

 

Introduction:


In the realm of modern online marketing, the ultimate goal is to create video content that goes viral, capturing numerous views and prompting viewers to share, comment, or express their approval. While there is an abundance of advice on what makes a video successful, it often contradicts itself, leaving companies puzzled about the ideal approach. To shed light on this matter, a team of researchers conducted a comprehensive study, examining both popular and unpopular videos to identify the elements that truly engage viewers.

Understanding Viewer Engagement:

In their study, the researchers analyzed a diverse dataset of 622 YouTube videos encompassing various categories and viewership levels. They measured viewer engagement using indicators such as the number of likes, comments, and views. Additionally, emotional responses, including joy, love, sadness, fear, anger, and surprise, were assessed by independent coders. Control variables such as video source, call to action, and interactive features were also considered.

Debunking Myths:

The study debunked several myths surrounding online videos. Firstly, there was no significant difference in viewer engagement between professionally produced and amateur videos. Branded videos were both liked and disliked more, while the presence of babies or attractive people did not contribute to increased engagement. Surprisingly, videos featuring animals gained traction due to the element of surprise rather than the presence of animals themselves.

Key Findings:

The research highlighted the significance of surprise in creating engaging videos. Emotionally surprising videos garnered more likes and views than any other content element examined. Furthermore, the element of fear was linked to increased views, while anger-inducing content generated more comments and views. On the other hand, videos portraying underdog stories failed to engage viewers, and sexually suggestive or humorous content did not yield exceptional results.

The Role of Novelty, Incongruity, and Hyperbole:

Novelty and incongruity were found to evoke surprise, thereby increasing both views and liking. Marketers seeking to capture viewers' attention can employ either new and original content or juxtapose familiar elements in innovative ways. In contrast, hyperbolic content did not contribute to surprise but was associated with increased anger. While hyperbole may attract views, it carries the risk of negative audience sentiment, making it a challenging choice for most businesses.

Conclusion:

In the pursuit of creating online videos that engage viewers, surprise emerges as the key ingredient for success. Emotional surprises elicit greater liking and views, with fear serving as an additional driver for increased viewership. Novelty and incongruity provide effective strategies to surprise viewers, while hyperbole poses challenges due to its potential to incite anger. By understanding these dynamics, marketers can craft compelling video content that captivates audiences and drives meaningful engagement.