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-author of YouTube video ads arrives at the following conclusions: