Creating Online Videos That Engage Viewers Harvard Case Solution & Analysis

Various pros have ventured theories about what kind of content makes for a success. The advice is even at odds and varies widely. Determined by the expert, success is thought more likely if a video is humorous, shocking, dramatic, external, warm, arousing, angry, chilling, socially beneficial, cute, violent, sexy, uplifting, fascinating, unique, fascinating, definitive, tear-jerking, educational, controversial or infant- and creature-filled. One of many reasons for the various viewpoints is that researchers did not compare the content virtually no one saw and the most popular clips and have frequently looked at popular videos. The authors further analyzed a mixture of videos that were popular and unpopular, subsequently methodically coded and empirically analyzed the effect of each component on some objective and observational measures of viewer engagement.

The authors assigned a team of research assistants to independently and to watch 750 videos score each on a range of attributes. Did the video try to be funny attribute infants or use sexually suggestive content? How would watching the video make the typical audience feel? They gathered information on dozens of different video elements and correlated these with three measures of engagement: the number of times people left comments on the video, the complete "enjoying "index for each video (calculated by subtracting the number of "dislikes" from "likes") as well as the number of views. The writers' key found explisble? Emotionally astonishing videos generated liking and perspectives more than any kind of specific content element they studied.

The writers found that both were correlated with feelings of surprise, which increased liking and viewpoints and also looked at incongruous and novel content. To get viewers' attention by surprising them, marketers have two great choices: demonstrate two things they are conversant with but in an initial, juxtaposed way to them or show viewers something they haven't seen before.

This is just an excerpt. This case is about SALES & MARKETING

PUBLICATION DATE: July 01, 2015 PRODUCT 2015 PRODUCT #: SMR525-PDF-ENG

 

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