Critical Factors Implemented in Viral Marketing: A Content Analysis of Indonesia’s Viral YouTube Video Advertisement

Abstract

With the rapid growth of digital transformation, especially video-based platform YouTube, this study aimed to dismantle the critical factors implemented in two YouTube viral video advertisements (Pantene and Gopay) through content analysis. This study was conducted in the text-based qualitative research design with descriptive analytical method, and stratified purposive sampling technique was employed. Results revealed that both Pantene and Gopay’s YouTube viral video ads showed similar patterns. In technical factors, brands should not put the brand names in the first 3 seconds of the video, and the last 30 seconds would be the biggest pitch of the brand to put in the brand name. Both videos were categorized transformational, had low involvement—emotional to connect with the viewers, and were in peripheral routes according to Petty and Cacioppo’s Elaboration Likelihood Model that focused more on superficial processing. Ritual view from Taylor’s Six-segment Strategy Wheel was also dominantly used to offer more experience to the viewers instead of giving full product information. These critical factors are applicable to get YouTube videos viral but may not work with videos from other digital platforms.

Keywords

• Viral marketing, social media, viral video, YouTube ads, content analysis