Framework

Four drivers of viral video

The question it answers

Before producing a brand video, which elements should a marketing team build in so viewers want to share it rather than just watch and scroll on?

Origin
Berger and Milkman, 2012; Krowinska et al., 2023
Diagram type
Hub diagram
Level of analysis
Firm
Topics
Marketing & sales
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

Four drivers of viral video

Shareable video
Emotional appeal
Storytelling
Simplicity and relatability
Shareability

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Berger, J. and Milkman, K.L. (2012) ‘What makes online content viral?’, Journal of Marketing Research, 49(2), pp. 192–205.doi:10.1509/jmr.10.0353Source page
  2. Krowinska, A. et al. (2023) Digital content marketing: creating value in practice. Routledge.doi:10.4324/9781003346500Source page