The amount of research that has been conducted on viral videos reflects the media’s newness. To 

this date, there has been limited research in the field of viral YouTube videos. 

In a Spring 2011 study of the making of a Viral Video by Tyler West of Elon University, 9 factors were deemed "important 

determinants" for its success.  The Broadcast Journalism and International Studies student found that: run-time, laughter, 

element of surprise, element of irony, minority presence, music quality, youth presence and talent were the most important 

factors in making a video go viral!  These are the factors which explain why a certain video becomes a fixture in today's 

popular culture.

   In addition, West points out that "understanding the prevalent elements within viral videos will allow for the prediction

of which videos become popular" and how to produce future videos for viral marketing campaingns.

   It is important to note, that even though the content of these clips seems to be different, it does not mean that the video

does not share the above important common elements.

   Some argue that viral videos are a new driving force of pop culture! The researchers Linkletter et al.(2009) claim the 

influence of online video is so strong, certain clips have persuaded people to take unhealthy risks. Some researchers have 

found that "oddness" and "amateurism" had added to a viral videos appeal - both related to the irony factor noted above. And 

few claim that the blogosphere has contributed to the rise of many viral videos since many people now receive their news from 

online bloggers and the bloggers have themselves tied these videos to their blogs! Some other finding of the study included

videos with titles of 3 words or less, run times of less than 3 minutes and musical qualities.  This information reflects the widely held 

beliefs that people are more5 drawn to online content they can digest quickly. Additionally, irony was the element found

most often in this study (90%). The study also found that people are drawn to the extremes of both candid and practiced content.

Nevertheless, viral videos are still a mystery. None of the research has yet determined the path videos take to reach wild popularity.

For this reason, continuing research on this topic should be combined with social media networks.

   Through understanding how a video becomes viral - how social media promotes the 

medium - fabricating viral videos will become more of an art form than a guessing game. 

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