In “Puppyhood,” a video for Purina Puppy Chow produced with BuzzFeed, a guy spontaneously adopts a puppy, they bond in typical roommate fashion…and a marketer’s dream comes true.
Why Some Videos Go Viral
A viral video is every marketer’s dream. It’s the surest way to cut through the noise of the internet. And studies show that social viewers—people who watch shared content rather than videos they’ve found by browsing—are far more likely to buy a product and recommend it to others.
Why do some videos catch fire and others just sputter out? Unruly, a marketing technology company, offers an answer. Its analysis of some 430 billion video views and 100,000 consumer data points reveals the two most powerful drivers of viral success: psychological response (how the content makes you feel) and social motivation (why you want to share it).
The greater the intensity of feeling the content evokes, the more likely people are to share it—the web’s answer to word of mouth, the most effective form of advertising.