Introduction For publishers, a viral video is the holy grail of online video. Besides the immediate spike in ad revenue, a viral video can do wonders for brand recognition and long-term growth. Dollar Shave Club is a recent example of a small company that rode a viral video success to a billion dollar acquisition. There’s no question that publishers want their videos to go viral, but cracking the code to predictably creating viral content is a different beast. The goal of this article is to understand how to set your video up for virality: in particular, the necessary search engine optimization (SEO) that allows viewers to discover video content relevant to their interests. Finally, I’ll touch on the intangible UX factors that make a viral video special and how UX plays a role in searching and interacting with video content.
Center for Education Research and evaluation
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