American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What is a significant factor that contributes to a video's virality on social media?

1. Professional editing

2. Relatability and humor

3. Length of the video

4. High production costs

The correct answer is: Relatability and humor

Relatability and humor are significant factors that contribute to a video's virality on social media because they evoke emotional responses that encourage sharing and engagement. When content resonates with viewers on a personal level, they are more likely to connect with it, find it entertaining, and share it within their own networks. Humor serves as a strong engagement tool; it can create a sense of joy or laughter, making the content memorable and increasing the likelihood that people will pass it along to others. While professional editing and high production costs can enhance a video's quality, they do not guarantee greater virality. Many viral videos have low production standards but still achieve widespread reach due to their relatable themes or humorous content. The length of the video can also affect viewer engagement, but it is the emotional connection and entertainment value stemming from relatability and humor that often drive a video's success in capturing audience attention and encouraging sharing across social media platforms.