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Warum leiten User eigentlich virale Clips weiter?

 

Zur Beantwortung dieser Frage beauftragte die Kölner Unternehmensgruppe Counterpart die GfK mit der Durchführung einer Online-Umfrage. Diese Studie verdeutlicht, dass Viralclips einen hohen Einfluss auf das Image von Marken und Unternehmen haben und dass mehr als die Hälfte der Befragten bereit sind, solche Inhalte weiterzuleiten.
Interessant finde ich, dass dabei anscheinend nicht unbedingt erotische und rätselhafte Inhalte das Weitergabepotenzial steigern, sondern eher witzige und originelle Clips eine gute Chance auf eine große Verbreitung haben. Bezüglich der Inhalte zeigen die User zusammengefasst klare Präferenzen für:

1. witzige Unterhaltung (48,6 Prozent)
2. außergewöhnliche Inhalte (35,8 Prozent)
3. überraschende Clips (24,7 Prozent)
4. spektakuläre Stunts oder Crashs (20,1 Prozent)
5. Unklarheit darüber, ob Inhalte echt oder gefaked sind (12,8 Prozent)
6. niedliche Tiere (11,4 Prozent)
7. erotische Inhalte (5,9 Prozent)
8. Prominente (2,3 Prozent)

Mehr zur Sudie findet Ihr hier oder hier.

 

5 Reaktionen zu “Warum leiten User eigentlich virale Clips weiter?”

  1. Ξ Online-Videos sind wichtig fürs Firmen-Image Ξ UPLOAD - Magazin für digitales Publizieren Ξ

    […] …das meinen jedenfalls 75,9 Prozent der vom Marktforschungsinstitut GfK befragten Personen. Wichtigster Grund, ein Video weiterzuschicken: witzige Unterhaltung (48,6 Prozent). 35,8 Prozent lassen sich von einem viralen Film infizieren, wenn er “Außergewöhnliches zeigt”. 24,7 Prozent wollen überrascht werden. Weitere Infos hier bei Absatzwirtschaft. Gefunden bei: ViralMarketing.   […]

  2. metafakten // metalinks am 10. August 2008

    […] Warum leiten User eigentlich virale Clips weiter? (Schlagworte: netzgeschehen video ) […]

  3. PR-Fundsachen » Blog Archive » Warum bringen wir Marken voran?

    […] Viralmarketing.de hat die präferierten Inhalte der User kurz zusammengefasst. Dabei beherrschen vorallem witzige Clips das virale Geschehen. Außerdem findet ihr hier einen interessanten Artikel zur Studie. […]

  4. renner

    Sehr gut auf den Punkt getroffen. Ich persönlich halte virale Webclips für ein sehr starkes Instrument. Soweit ich es aber einschätzen kann, scheint diese Strategie in Deutschland noch keine all zu große Bedeutung zu haben, oder sehe ich das falsch?

    Ich habe dazu eine interessanten Blog von einem US Viral Experten gefunden, der sich auf die Erstellung und den „Antritt“ von viralen Videos spezialisiert hat:

    http://www.techcrunch.com/2007/11/22/the-secret-strategies-behind-many-viral-videos/

    Gruß
    renner

  5. Social ABC 2014 | V wie Virales Marketing | Social Media Aachen

    […] entschieden, ist der nächste wichtige Schritt eine ansprechende Botschaft zu finden. Laut einer Studie werden insbesondere unterhaltende und außergewöhnliche Inhalte oft geteilt. In dieser Infografik […]

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