Don't Let Your YouTube Videos Bore Your Audience

A study conducted at the University of South Australia's Ehrenberg-Bass Institute for Marketing Science found videos that evoke positive emotions (exhilaration, hilarity, astonishment, happiness, and inspiration) were more likely to be shared. I suspect these emotions are also the most likely to engage your customers and prompt them to subscribe to your YouTube brand channel.

For example, take a look at "The Force: Volkswagen Commercial," if you haven't already seen it. This is the most popular video on the Volkswagen USA channel with almost 53.8 million views. It also has more than 205,000 likes and less than 3,400 dislikes. That's a good ratio.

A pint-sized Darth Vader is astonished when he uses the Force on his father's new 2012 Passat in the driveway. This award-winning commercial first aired during the Super Bowl in 2011. According to the Mashable Global Ads Chart, it is also the most shared video ad of all time with more than 5.5 million shares.

Creating a laugh out loud (or a "rolling on the floor laughing") response is a key element to creating a viral video hit according to recent research conducted by the Ehrenberg-Bass Institute for Marketing Science. I think it is also more likely to turn viewers into subscribers.

Dr. Karen Nelson-Field, who conducted the research, says, "Marketers should try and up-scale the degree of arousal so if they think something is amusing, they need to get it to a point where someone will actually physically laugh out loud."

She adds, "I think the opportunity missed for marketers is they send out a video that misses the sharing opportunity but perhaps maybe worse -- bores their audience."

From imediaconnection