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Short Vertical Videos Going Viral on TikTok: An Empirical Study and Sentiment Analysis

In: Forum Markenforschung 2021

Author

Listed:
  • Charlotte Heyder

    (SV Informatik)

  • Isabelle Hillebrandt

    (Hochschule Mainz)

Abstract

Short vertical videos advertisements (ads) have become an attractive marketing tool because of their viral potential. However, little research of what features drive the diffusion of vertical video ads on a viral scope exists. This paper examines marketer-generated video ads (n = 110) that went viral on TikTok regarding their key content characteristics by conducting quantitative and qualitative content analysis (sentiment analysis) of the video’s captions to measure the video ads' consistency. The results show that viral video ads commonly have an action or product demo genre, contain sports and humor themes, and have an overall neutral emotional tone. The video ads have an average length of 26 s and often include a public figure and a language feature as well as background music from the TikTok library. Captions are mostly neutral, however often not aligned with the video’s emotional tone. For marketing academics, the research makes significant contributions to understanding vertical viral video ads, presenting a comprehensive coding scheme. For marketing practitioners, the findings help design video ads that elicit virality and thus help increase the potential reach of communication.

Suggested Citation

  • Charlotte Heyder & Isabelle Hillebrandt, 2023. "Short Vertical Videos Going Viral on TikTok: An Empirical Study and Sentiment Analysis," Springer Books, in: Jörn Redler & Holger J. Schmidt & Carsten Baumgarth (ed.), Forum Markenforschung 2021, pages 121-150, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39568-1_7
    DOI: 10.1007/978-3-658-39568-1_7
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