The
article looks at Internet videos in marketing, discussing a study by
marketing technology firm Unruly of the characteristics of viral videos,
or videos shared a very high number of times through online social
media.
It summarizes the study’s findings, including the importance of the
intensity of the emotions evoked by a video in a viewer’s decision to
share it, and as an example analyzes a marketing video for Purina brand
dog food entitled “Puppyhood.” Graphs are included
with study results on topics including the different motivations leading
people to share such videos, the fraction of sharing carried out by
super-sharers, or people who share videos once a week or more, and the
trend in the volume of sharing over the several
days after a video is first posted.