Success factors of airlines' YouTube videos

Abstract

Social media are changing the way that people consume, share, communicate and create content and thus have an important influence on tourism marketing. This paper aims to find which factors are increasing the probability of airlines' videos going viral. The analysis was done on the most successful YouTube airline accounts, which were selected by social media analytical software Socialbakers. IBM SPSS Statistics was used to analyse which factors increase the probability of airline videos going viral. The analysis was done for the ten most successful YouTube airline accounts. A correlation was found between the video length and the number of interactions per 1000 subscribers, and the optimal length of airline video to get the most user interactions.