What Makes a Video Viral? The Analysis of Viral Video Attributes Towards Video Marketing in Indonesia’s Health and Beauty Industry

Abstract

Viral video marketing on Instagram is the future of business as it is a way to do effective and efficient marketing. Nowadays, brands create videos but are unaware of what enables their videos to attract exponential engagement than comparable image content. Some scholars studied the attributes of viral videos, yet none was conducted specifically for viral video marketing using Instagram platform in the health and beauty industry amongst Indonesian. In this paper, researcher aim to identify the significant attributes influencing content in the health and beauty industry and give recommendations to create viral videos for businesses in the respective industry. Using the PLS-SEM, this study investigates the relationship of viral attributes researched by five scholars towards video virality. The research focus is on Indonesian aged 19 to 30 who use Instagram daily and follow 1 account in the respective industry. A total of 104 respondents were chosen. This study was done quantitatively using an online questionnaire. Researcher found elements of laughter in video common elements and novelty impacts significantly in a positive way.

Keywords:  Health and Beauty Industry, Instagram, Video Marketing, Viral Attributes, Virality