WHAT MAKES A VIDEO VIRAL? THE ANALYSIS OF VIRAL VIDEO ATTRIBUTES TOWARDS VIDEO MARKETING IN INDONESIA’S HEALTH AND BEAUTY INDUSTRY

• Main Author: Putri Permata Murthy, Eunike
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67078
• Institution: Institut Teknologi Bandung

Viral marketing is the future of business as it is a way to do effective and efficient marketing. It takes advantage of social networks by making users share with their friends about a product or service. To combine, the trend of video marketing is rising as the most attractive advertising solution. Many internet specialists consider video as one of the major potential ways to draw in new customers in a genuine and true way. Viral video marketing phenomenon attracts Indonesian startups at an early stage. In Indonesia, social media is a touchpoint for video ads Since the most used social media platform in Indonesia is Instagram, researcher seeks to discover the phenomenon of viral video marketing in Instagram for their new feature, reels video. Nowadays, brands create videos but are unaware of what enables their videos to attract exponential engagement than comparable image content. Some scholars studied the attributes of viral videos, yet none was conducted specifically for viral video marketing, especially using Instagram platform, and in the health and beauty industry amongst Indonesian. In this paper, researcher aims to identify the significant attributes influencing content in the health and beauty industry and give recommendations to create viral videos for the respective industry.Using the PLS SEM, this study investigates the relationship of viral attributes researched by five scholars towards video virality. Namely Emotion, Content of the Message, Video Common Elements, Novelty, and Audience-Focus. The research focus is on Indonesian consumers aged 19 to 30 who use Instagram daily and follow 1 account in the respective industry. A total of 104 respondents were chosen. This study was done quantitatively using an online questionnaire. From five variables analysed, researcher found elements of laughter in Video Common Elements and Novelty impacts significantly in a positive direction. Furthermore the three other variables which are Content of the Message, Emotion, and Audience Focus have no significant influence on virality. It is recommended for health and beauty businesses to create new, unusual, and surprising video content with humour inside rather than the usual information-heavy or useful videos. Hopefully this research could help businesses and marketers to communicate and implement viral attributes through the understanding of the relationship between video attributes and virality. Keyword: viral attributes; video marketing; virality; instagram; health and beauty industry.