Unruly have analysed 200 of the most popular viral videos of 2012 to understand the social diffusion curve of a branded video. This is invaluable reading if you want to make the most of your video launches.
Unruly Media specialise in video analytics and help brands track the success of their videos across multiple social platforms and other media sites. They have recently conducted a study into the life of a viral video.
The main purpose behind the research was to understand how quickly a branded video travels around the internet. They looked at 200 videos from the unruly viral video charts.
The analysis showed that:
- 10% of shares occur on day two;
- 25% of shares occur in the first three days;
- 50% of shares occur within the first three weeks;
- 66% of shares occur in the first three months;
- There are strong correlations between shares achieved in days one to three, days one through six and all-time shares.
Here are the results shown in a graph:
A Quarter Of All Branded Video Shares Occur Within 3 Days Of Video Launch
Ian Forrester, Global Insight Lead at Unruly commented:
“This data can really help brands determine the likely ‘shareability’ of their videos by watching shares in the first week of launch,”
“We found that the first days following the launch are key to both the video’s short and long-term success. Additionally, there are strong correlations between shares achieved in the early days of the campaign and all-time shares. Brands who have great shareable content should consider this when planning their distribution strategies during the critical launch stage.
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