Emerging Trends in Viral Video -- and the Implications for Advertising

Here at GeniusRocket, our digital strategists recently analyzed the top 50 viral videos of 2008; the top 50 viral ads of the year; and the Top 50 YouTube videos on a typical day.

While some of the findings were in line with conventional wisdom about viral advertising, other findings may seem surprising.

We wanted to share these results with our creative community and our clients, as they have some important implications for both advertisers and creators seeking to hit the viral motherlode.

Among the findings on viral videos:

• The most viral content is usually corporate content.

• The most viral content is usually OVER 1 minute in length.

• The thumbnails of the most viral videos nearly always depict humans (particularly faces), not objects.

How does this compare to the "long tail" of regular YouTube content on a typical day?

• Unlike the most viral content, the most viewed daily YouTube videos are just as likely to be UGC (user generated content) as corporate content.

• Like the most viral content, the most viewed daily YouTube videos are usually OVER 1 minute in length.

• Like the most viral content, the most viewed daily YouTube videos usually use thumbnails of humans.

Thus, while corporate content dominates advertising, it often takes its cues from UGC. And more than half of the top viral ads were one minute or more in duration, representing a significant shift away from the 30-second spot for online advertising.

The results of our research undermine some of the conventional wisdom about viral videos. First, it contradicts the stereotype that viral hits are the mysterious province of webcam diarists. Indeed, the most viral videos are dominated by the film and music industries, and a few savvy companies like Dove, Sony, Honda, and Cadbury. Indeed, advertisements are among the most common genres in the viral video space.

Viral Video Research

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