The Dove Real Beauty campaign – more than 120 million views!
From Business Insider, Thursday, July 11, 2013
What Makes A Branded Video Ad Go Viral?
Branded video ads are shared the most on Friday, but the least during weekends, according to a study and White Paper released by Unruly Media. The study also reveals that a brand video ad reaches its viral peak on day two of the campaign, meaning the optimal day to launch a video is Wednesday. Unruly analyzed the sharing activity of the 1,000 most-shared brand videos during the 52-week period leading up to June 7, 2013.
To research and write the white paper, Unruly analysed statistical data gathered using Unruly ShareRank™, the company’s patented online video ranking software, based on views, shares and engagement. According to the white paper, which you can apply to have emailed to your inbox:
Unruly measured the impact of 12 different commercials which were televised during Super Bowl XLVII and released online. To work out why each video was or was not successful, Unruly rated each on its content and the emotional response it evoked in the audience. The success of each advert was dependent on how often it was shared on social media networks.
Each video was marked on the strength of the psychological response it elicited in the viewer, as well as the strength of its social motivation: why people would want to share the video and how likely this was to happen. The two scorecards below, both from the white paper, show the exact categories considered and the scale to which videos could be considered sharable:
Geico’s Humpday advert – 6 million Youtube views… and counting
The two adverts which scored the highest, Budweiser’s “Brotherhood” and Ram’s “Farmer”, evoked strong emotional responses of warmth and happiness in the audience, who were motivated into sharing the video to spread this emotional experience and to get a reaction.
”Brotherhood” was the most successful ad overall, achieving an Unruly ShareRank score of 7.9 and an impressive share rate of 18.6%. “Farmer” came second, with a ShareRank score of 7.3.
In the white paper’s conclusion, Unruly draws attention to the fact that neither of the top ranked videos used humour to elicit a response, setting them apart from the majority of the Super Bowl commercials. Citing the data gathered during the study, Unruly advises companies to avoid humour as an emotional response, if possible, in order to “stand out”: Hilarity is a fickle trigger – brands need to be exceptionally funny, or their content falls flat. We recommend brands move away from humor for future media events in order to be remembered and shared.
Unruly concludes that viewers need to feel an extremely strong, positive emotional response from a video if they are then going to share it with their friends. Videos which evoke emotions on the stronger end of the scale are three times more likely to be shared than videos that evoke weaker responses.