Short Vertical Videos Going Viral on TikTok: An Empirical Study and Sentiment Analysis

Charlotte Heyder () and Isabelle Hillebrandt ()
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Charlotte Heyder: SV Informatik
Isabelle Hillebrandt: Hochschule Mainz

A chapter in Forum Markenforschung 2021, 2023, pp 121-150 from Springer

Abstract: Abstract Short vertical videos advertisements (ads) have become an attractive marketing tool because of their viral potential. However, little research of what features drive the diffusion of vertical video ads on a viral scope exists. This paper examines marketer-generated video ads (n = 110) that went viral on TikTok regarding their key content characteristics by conducting quantitative and qualitative content analysis (sentiment analysis) of the video’s captions to measure the video ads' consistency. The results show that viral video ads commonly have an action or product demo genre, contain sports and humor themes, and have an overall neutral emotional tone. The video ads have an average length of 26 s and often include a public figure and a language feature as well as background music from the TikTok library. Captions are mostly neutral, however often not aligned with the video’s emotional tone. For marketing academics, the research makes significant contributions to understanding vertical viral video ads, presenting a comprehensive coding scheme. For marketing practitioners, the findings help design video ads that elicit virality and thus help increase the potential reach of communication.

Keywords: Virality; Viral Videos; TikTok; Quantitative Content Analysis; Sentiment analysis (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39568-1_7

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DOI: 10.1007/978-3-658-39568-1_7

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