Features of creating viral content within the framework of film preferences in Russian cinema
Abstract. This article investigates the effectiveness of viral content creation using Russian cinema as an example. The aim of the study is to identify the key factors influencing content virality and to analyze existing methods for creating viral content. The study utilized qualitative and quantitative methods, including a survey on specialized online platforms and interviews using the semantic differential method. Key findings include: pressing social issues are the most engaging topics for Russian viewers; plot and characters are the foundation for creating viral content; catchy phrases play a significant role in the spread of viral content; and word of mouth is the dominant method of spreading information about films among Russian users. The study emphasizes the importance of considering cultural values, trends, and audience demands when creating viral content in Russian cinema. Companies should focus on contemporary values and trends, create engaging characters, and include elements in the script that can generate active discussion among viewers.
Keywords: viral content, word-of-mouth, film promotion, semantic differential, audience preferences.
Hightlightts:
- a methodology for creating viral content was analyzed using Russian cinema as an example;
- a quantitative study was conducted to clarify the specifics of Russian viewers` film preferences, as well as methods for disseminating information about film content;
- the main methods of disseminating information within viral communication channels in the film content sector were examined.
Dmitry V. Dolgopolov, Anna E. Yudina - State University of Management, Moscow, Russia