The Science of Sharing Making the most of your video assets Mediapost Video Insider Summit 10.25.13
The Science of Sharing - Making the Most of Your Video Assets
Aug 23, 2014
This research and data-driven session will show you how to predict earned media and sharing before a video asset has gone live. Learn about the top psychological responses proven to impact sharing (hint – there are 18) and debunk some of the most common content myths surrounding video advertising, including which creative devices are the most effective, if overt branding affects sharing, and whether content or distribution is truly “king” when launching a viral hit.
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The Science of SharingMaking the most of your video assets
Mediapost Video Insider Summit10.25.13
Explosion of Sharing
Ads make up 25% of all video views 2013 so far11.3m
Source: Unruly Viral Video Chart, 2013 data January – October
Hoping for the next viral hit?
Volkswagen
“The Force”Views: 66,611,439 Shares: 5,577,327
Real Beauty SketchesViews: 124,386,830 Shares: 4,154,916
Dove
Tracking Sharing Activity
Unruly’s Viral Video ChartLaunched in 2006365 billion+ video streams tracked
Ranks videos by shares as well as views
“the Billboard Hot 100 of our generation” – Will.i.am
Why “shares” is a key metric to track
Shared video:• Increases Purchase intent up to
50x (McKinsey)• Drives user action and increases
ROI• Increases Targeting; video
reaches interested people with a purchase need
• 12-25 new opportunities to viewv
7
@Design, need a great image to show the value of
a share. Amplifying messages or people
whispering.
Sources: McKinsey, Decipher, Unruly ShareRank studies
Shared video increases purchase intent up to 50x
(McKinsey)
Contact dealer7%
Social Video viewers plan to act
Talk to someone33%
Search online22%
Book test drive8%
Source: Decipher. Automotive client, n=222
Visit showroom15%
Why do people share content?
Psychologicalresponses
Socialmotivations
Top two factors
Psychological Response
5 Guidelines For Creating Highly Shareable Content
#1 Make It EmotionalStrong emotional response: 2x as likely to be shared
#2 Forget Cats & CelebsStrong, positive emotions get video shared &
rememberedExhilaration is the most successful trigger with 65% recall
#3 Promote Your BrandNO correlation between shareability and level of branding
Average branded video takes :30 seconds for brand reveal
#4 Take the Time to Tell a StoryTop-shared ads getting 30-seconds longer YOY
Runtime 2:24Runtime 5:07
Runtime 2:24 Runtime 3:01 Runtime 3:46 Runtime 5:07
#5 Don’t over invest in content & under invest in
distributionA video that is seen by few cannot be shared by many
Make a video hit & Promote brand objectives
Make an emotional connection1No set recipe for creative device
2Include your brand3Take the time to tell a story
4Distribution is still king5
Unruly ShareRank™ factors in over 100 variables to predict the shareability of a
video including its most shareable moments – prior to launch
Learn how to craft a winner repeatedly & with scale
“Brotherhood”Views: 15,383,951 Shares: 2,719,124
Case Study: Budweiser
#1 Shared Super Bowl Ad
Days Following Launch
Success - faster than ever before
Source: Viral Video Chart
Day 2: The Viral Peak
Sharing trends: 200 most shared branded videos of
2012
• 10% of the shares occur on day 2• 25% of shares occur in the first 3 days• 50% of shares occur in the first 3 weeks
There are strong correlations between shares achieved in days 1-3 (R2=0.59) and 1-6 (R2=0.87) and all-time share.
Super Bowl Airs
Top 5 Shared Super Bowl adsShares per day
Budweiser achieves two viral peaks by launching prior to Game Day
Source: Viral Video Chart
Additional Reading
The Science of Sharing White Paper Super Bowl Playbook
www.unrulymedia.com/unruly-whitepapers
Richard KosinskiPresident, US
www.unrulymedia.comwww.unrulymedia.com/insight
Winner Best ContentDistribution Service
Winner Digital Innovator of the Year
Winner 2012 Digital Innovation Award
Sharing activity by day of the week
Source: Viral Video Chart – Sharing activity of the 1,000 most shared branded videos 52 weeks to 7 th June 2013
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