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Creating Online Videos That Engage Viewers

June 16, 2015 | Dante M. Pirouz, Allison R. Johnson, Matthew Thomson, Raymond Pirouz | Marketing

The Holy Grail of modern online marketing is video content that "goes viral." So how does it happen? New research shows that engagement with online video content depends less on what the video shows than how the video shows it. A study of viewer reactions to online videos suggests that the key is to juxtapose content elements in incongruous combinations or to create original or exaggerated content that makes an emotional connection with the viewer — to create emotionally surprising videos.

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