Researchers from the University of Southern California, University of Houston, and Uber Technologies, Inc. published a new paper in the Journal of Marketing, which finds that in order to create viral ads, brands should arouse strong emotion, place brand mentions at the end of the video, keep ads to a moderate length of 1.0 to 1.5 minutes, and use authentic characters. To arouse emotions, a brand should create an ad with a captivating plot, a surprising ending, and authentic characters; they also should use babies and animals more than celebrities.
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