THE EFFECT OF CONTENT VIRAL VIDEO TO ENGAGEMENT AND CONVERSATION

• Main Author: Dianthe, Rachmania
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72382
• Institution: Institut Teknologi Bandung

Todays, every brand strives to become talkable. By maximizing the utility of online video, brands assign some interesting contents to make it viral then involve in audience’s conversations. This study becomes important since there is an absence investigation of viral video contents that engage audience and capable to provide talkable topic to build a conversation. Expectantly, the findings will help brands in developing best content strategy for online video advertisements. The objectives of this study are to identify the elements and contents of online viral video ads, investigate the effect from each contents (ex: Emotion Evokes, Self-Expression, Zeitgeist) and elements (ex: Duration, Music, Presence of Celebrity) to engagement and conversation. The research uses both qualitative and quantitative methods of gathering data by recording comments from viral video advertisements of popular brands on YouTube and Facebook, as well as content analysis to analyse the data. Results indicated that brands are likely to set the product function or performance aside, then put interesting stories to fish comments and conversation. The mix content strategy is being used by many brands, yet the content which could evoke audiences’ emotions, places the highest rank in engaging people and building conversation. Furthermore, element of video such as Presence of Celebrity highly engaged people and become talkable topic in their conversation as well.