The ease with which users can consume videos and the low cost that is usually involved with sharing make them well suited for viral campaigns.
Video production is central to viral advertising campaigns because it is easy to consume, according to a marketing website.
Marketing Sherpa noted the effectiveness of a viral campaign relative to cost, as it will often involve a small initial spend and then the goal is to see consumers share the resulting marketing product with each other.
It was pointed out the most successful videos over the past year have been fun, informative or a mixture of these two themes.
The website explained: "Most importantly, it's easy to consume. Secondly, social video sites such as YouTube and Metacafe make it free and easy to host and share videos online."
One campaign which is singled out for praise is Disney's What Will You Celebrate?, which involved a video that users were able to customise.
Previous research by Marketing Sherpa indicated that 15 per cent of viral videos cost between $1 (63p) and $100 to make and only one per cent cost $100,000 or more.
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