Why and how video ads go viral on YouTube

A US study explored why consumers share certain types of video ads over others, and how brands can adapt creative to increase the chances of virality.

Smarter video planning

This article is part of a series of articles on smarter video planning. Read more.

Key findings

Ads become viral when more viewers share them. As a result, it is important to understand when and why people share ads. We studied what it is about ads and the products they represent that make them more (vs. less) likely to be shared. Our co-authored study1 of YouTube video ads arrives at the following conclusions:

  • Informational ads are shared less than emotional ads.
  • But informational ads are shared more than emotional ads when either (a)...
Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands