In order to create viral YouTube ads, brands should arouse strong emotion, keep ads to a moderate length of 1-1.5 minutes and use authentic characters, a study has revealed.
YouTube is a low-cost and flexible platform for sharing ads with a wide viewership.
According to the study published in the Journal of Marketing, a brand should create an ad with a captivating plot, a surprise ending and authentic characters.
“Our findings provide marketing and media managers, advertisers and copywriters with specific theory-based insights into how to design ads to drive virality,” said study author Gerard J. Tellis, Professor at the University of Southern California in the US.
For the study, the researchers included 109 brands that were among the top 100 US advertisers in 2012 as well as additional brands that were historically active on YouTube.
It was found that ads that evoke positive emotions of inspiration, warmth, amusement and excitement stimulate strong positive sharing. Ads that use drama, plot, surprise, and characters such as celebrities, babies and animals evoke emotions and induce sharing.
Google-owned YouTube, which has more than 265 million monthly active users in India, will focus on regional languages to drive the growth of creators on the platform in 2020, a top company executive has said.
According to Satya Raghavan, Director, Content Partnerships, YouTube in India, the company’s focus on Indian languages will continue and it will encourage more creators to find success on the video sharing platform in the next year.
“In the last three years we saw good growth in regional languages, especially Tamil, Telugu and Malayalam. We saw uptake for content in Tamil initially, and Telugu and Malayalam picked up later too,” Raghavan told IANS on Friday.
Other languages such as Bengali, Punjabi, Gujarati, and Marathi started to evolve on YouTube India in 2016.
These Indian languages continued expanding their verticals, from comedy to gaming to beauty, and today they have a full range of content on the popular video sharing platform.
“In the twelfth year of YouTube’s journey in India, 2019 has proven to be a coming-of-age year in more ways than one,” he noted.
This year, genres such as farming, gaming and learning, grew into categories worth mentioning on YouTube, and hit massive reach and engagement.
According to the company, across categories, women creators were seen leading from the front.
While 2016 had just one woman YouTube creator with a subscriber base of over one million, this year saw that number shoot to 120 women YouTube creators with over a million followers.
Asked if women creators did particularly well in a specific genre, Raghavan replied: “They did well in almost every category.”
To further encourage the engagement of viewers and also the growth of creators and content, the company will focus on learning and gaming verticals in the next year.
“We expect to focus more on growing the learning vertical, and especially gaming which will continue to see uptake among people,” noted Raghavan.
Earlier this year, the company, at its annual flagship event Brandcast, had said: “India is now both our biggest audience and one of our fastest growing audiences in the world. YouTube today has become the first stop for users to consume content, whether they’re looking for entertainment or information.”
YouTube creators have become effective storytellers, with more than 1,200 Indian creators crossing the one million subscriber milestone, while just five years ago, there were only two creators with a million subscribers on the platform.