Success factors for making online videos go viral: a Case study on “Kolaveri di”

Viral marketing aims at using the internet to promote a product or company through a web site, video, game or other message spread by the internet users. A viral video is one that becomes popular through the process of internet sharing, typically through video sharing websites, social media platforms and e-mail. Viral video marketing through online communities has become an essential marketing tool for the organizations in the present economic scenario. Organizations are designing unique videos for business promotion and using the phenomenon of social transmission to make these promotional videos go viral through various social networking sites like YouTube, Facebook and Twitter. This research concerns the phenomenon of social transmission of viral videos and explores the existing literature on viral marketing along with analysis of viral video case study on “Kolaveri Di”. In addition to suggesting viral marketing strategies, the aim of this research paper is to examine the creative components of online video content. With the help of a case study researchers have tried to uncover the success story of “Kolaveri Di” as it is India‘s most successful campaign till now and have analyzed the viral marketing campaign for the “Kolaveri Di”. Researchers have identified that the phenomenon of social transmission plays a major role in making any video viral, especially through sharing on YouTube. This research discusses the complex interplay between the social networking platforms, role of emotions in viral videos and effective video content to gain a deeper understanding of what leads to the spread of a viral video on internet. Marketers seeking to design viral videos to break through the clutter can apply the results of this research to design effective content for online videos. The researchers have concluded with a discussion on the managerial implications of the case study for online marketers interested in leveraging viral marketing strategies for business development.