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
