Published on March 11, 2014
THE COMING ONLINE VIDEO TSUNAMI PREPARING TO RIDE THE WAVE WITH SOCIAL VIDEO RICHARD KOSINSKI @RJ_KOSINSKI @UNRULYMEDIA SMX West San Jose, CA 3.11.14
PEOPLE LOVE TO SHARE 100 hours of video uploaded every minute 4 Billion videos shared on Facebook every day 700+ YouTube videos tweeted every minute, 1MM daily “You have to have great sharable content.” – Jim Farley, CMO, Ford
ONLINE VIDEO SHARING IS EXPLODING 50x INCREASE 2006 2013
WHY DO SHARES MATTER? Behavior within 3 days of viewing shared videos Source: Decipher Brand Tracking SINCE Apr’13; Response captured through follow-up survey sent out 3 days after social video viewing (n=681) Talk to someone 33% Homepage visit 24% Searched online 18% Purchased 9%
SHARED VIDEO INCREASES PURCHASE INTENT UP TO 50x via WOM (McKINSEY)
ABOUT UNRULY • Global leader in Social Video Marketing • Focus on Sharing • Launched in 2006 with Viral Video Chart • End-to-End Solution for Social Video • 424B+ Video Streams Tracked • Predict. Distribute. Measure.
GOAL: ACHIEVE VALUABLE VIRALITY Sources: comScore comScore Video Metrix Duplication Report – Unruly vs. YouTube – US September 2013, diagram not drawn to scale 79.7M Mostly UGC content Mostly Branded content
SOCIAL VIDEO DEFINED • IAB Category • User-Initiated Video Platform • Multi-Platform • Engagement Metrics • Performance-based Pricing • Optimized for Sharing
DATA-DRIVEN EVALUATION TOOL TO CREATE SHAREABLE CONTENT MULTI-PLATFORM DISTRIBUTION TO REACH AN AUDIENCE OF 1B* Users NATIVE AD FORMATS TO CAPTURE ATTENTION & DELIVER ENGAGEMENT IN-PAGE ADS BECOME THE MAIN EVENT IN-FEEDIN-POST * Unruly Potential Reach, Comscore, 2014
Hoping for the next viral hit?
MOST SHARED AD OF ALL TIME VW’s “The Force” Views: 67,794,334 Shares: 5,261,656
MOST SHARED AD OF 2013 Dove’s “Real Beauty Sketches” Views: 132,189,819 Shares: 4,452,608
eMarketer/Pixability Top 100 Global Brands August 2013 80% of videos on YouTube receive fewer than 10k views POST & PRAY ON YOUTUBE WON’T GET ADS SEEN
THE OPEN WEB IS VAST 35.9% views 64.1% views Sources: Marketingcharts.com, Viral Video Chart YOUTUBE.COM & EMBEDDED YOUTUBE PLAYER THE REST OF THE WEB THE MAJORITY OF VIDEO VIEWS TAKE PLACE OUTSIDE OF YOUTUBE
PREDICT & IMPROVE CONTENT SHAREABILITY Basic emotions Primal responses Cognitive responses Intensity Emotional valence Schema disruption Social motivation Memorability Enjoyability Medium Favourability Interpanel agreement and more...
….TO MAXIMIZE CAMPAIGN REACH & ROI
WHICH WOULD PERFORM BETTER? Heineken “Unlock the 007 in You” Views: 10,750,348 Shares: 1,002,068 Share Rate: 9.3% The Express Views: 13,704,480 Shares: 140,880 Share Rate: 1.0% Coca-Cola
HOW ABOUT DISTRIBUTION?
NO MATTER HOW SHAREABLE YOUR VIDEO, A LARGER VIEWER BASE DELIVERS MORE SHARING A VIDEO SEEN BY FEW CANNOT BE SHARED BY MANY
MAKE PAID MEDIA WORK HARDER FOR LONGER “The Social Diffusion Curve”
DEVICES MATTER TOO! Source: comScore Device Essentials, Monday 21st January 2013
1. A SEA OF VIDEO CONTENT ONLINE 2. “POST & PRAY” ON YOU TUBE OR FACEBOOK IS NO LONGER AN EFFECTIVE STRATEGY 3. SHARES – A DEEPER MEASUREMENT OF ENGAGEMENT 4. SHAREABILITY CAN BE EFFECTIVELY PREDICTED 5. “SEEDING” DISTRIBUTION ACROSS PLATFORMS - KEY TO SHARING SUCCESS 6. SHARING IMPACT NEEDS TO BE IMMEDIATE TO LESSEN “VIRAL DECAY” CONCLUSIONS
The Science of Sharing White Paper www.unrulymedia.com/unruly-whitepapers ADDITIONAL READING
Winner Best Content Distribution Service Winner Digital Innovator of the Year Winner 2012 Digital Innovation Award Richard Kosinski President Richard.firstname.lastname@example.org
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