Decoding the DNA of Viral Video Ads

Abstract

The purpose of this study is to identify the key elements in viral video advertisements disseminated through the sharing of digital media users on their networks, and mostly not perceived as an advertising. Accordingly, sixty award-winning viral video ads from Crystal Apple Award were purposively selected, and were content-analyzed on MAXQDA 2020 through a code sheet developed from the previous related research. The results indicated that viral video ads mostly rewarded Silver Apple award mainly had a length of 30-60 and 91-120 seconds, functioned to build brands, included ‘pass-it-on’ message type, depended upon transformative message strategies, used positive emotional appeals, contained storytelling, excluded voice-over, included background and instrumental music, preferred popular and pop music, mentioned brand in the last third of the video, and avoided product pricing. It also investigated the associations between award type, advertising function and viral ad elements. Finally, drawing upon the findings obtained, this descriptive paper concludes with remarks and suggestions for practitioners and further research.