Le Web - Unruly Co-Founder & COO, Sarah Wood
•Télécharger en tant que PPTX, PDF•
2 j'aime•8,107 vues
SOCIAL VIDEO ADS: 14 FACTS THAT DEFINED SOCIAL VIDEO IN 2014 2014 was a watershed year for social video advertising with ads making us laugh, cry and most importantly buy. But what were the standout trends amongst these ads? What makes consumers share content across different territories and how do you create videos that cross national and cultural boundaries to become a global talking point? What is the most shared ad of all time and what factors led to this success? Which emotions are most likely to drive sharing? Discover the science of sharing behind successful video marketing and how data-driven insights can strengthen your digital strategy.
Recommandé
Recommandé
Contenu connexe
En vedette
En vedette (14)
Dernier
Dernier (20)
Le Web - Unruly Co-Founder & COO, Sarah Wood
- 1. 14 Facts That Defined Social Video In 2014 Sarah Wood Co-founder & COO unrulyco sarahfwood
- 2. Your title sit over it HOW OFTEN DO PEOPLE SHARE? Title position here Source: Unruly Post-Campaign Brand Uplift Reports, April to July 2014, n = 1,304
- 3. SUPER-SHARERS DRIVE VIRAL SPREAD Title position here Your title sit over it SUPER-SHARERS ACCOUNT FOR 81.9% OF SHARES Source: Unruly Post-Campaign Brand Uplift Reports, April to July 2014, n = 1,304
- 4. Your title sit over it SUPER SHARERS DROVE VIRAL SPREAD Title position here 82.4% Shares from super sharers 17.6% Shares from everyone else Source: Unruly Post-Campaign Brand Uplift Reports, April to October 2014, n = 4,676
- 5. Your title sit over it “BEYOND THE VIEW” IS ON THE RISE Title position here So much content, so little time
- 6. Your title sit over it SHARES WERE UP, SHARE RATES DOWN Title position here Brand content share rate UGC share rate 56.2% 11.1% Source: Unruly Analytics; YouTube views, FB shares, comments, like, tweets, blog shares, Global Brand Channels; Top UGC videos, Top 5,000 most shared videos; 52 w/e 30th April 2014
- 7. Your title sit over it ADVERTISERS GOT ALL EMOTIONAL Title position here
- 8. Your title sit over it SHOCKVERTISING HELD ITS GROUND Title position here
- 9. Your title sit over it EXHILARATION PICKED UP PACE Title position here 65%
- 10. Your title sit over it CELEBS BOMBED AT THE SUPER BOWL Title position here Toyota featuring the Muppets and Terry Crews Chrysler featuring Bob Dylan
- 11. Title ACTIVIA position here ‘LA LA LA’ BECAME THE MOST Your title sit over it SHARED AD OF ALL TIME SHARES – 5.6 MILLION VIEWS – 378.4 MILLION
- 12. Your title sit over it FEMPOWERMENT ADS TOOK THE STAGE Title position here
- 13. HAPPINESS IS A GLOBAL TRIGGER Title position here Your title sit over it EMOTIONAL RESPONSES THAT DRIVE SHARING
- 14. CULTURAL DIFFERENCES COUNT Title position here Your title sit over it SOCIAL MOTIVATIONS THAT DRIVE SHARING Source: Unruly ShareRank; >150,000 data points; February 2013 to September 2014
- 15. 14 Title CULTURAL position here DIFFERENCES COUNT Your title sit over it South Korea Fastest social diffusion UK Highest share rate United States Most valuable super-sharers Germany Most completes INTERACTIONS VARY BY COUNRY
- 16. THANKS Title position here FOR WATCHING! Your title sit over it
Notes de l'éditeur
- Super Sharers are defined as those who share daily or more than once a week. Following the Pareto principle, these two groups of sharers (c.20% of viewers) account for around 80% of global sharing. Actual data: 17.9% sharers account for 81.9% of shares
- Super Sharers are defined as those who share daily or more than once a week. Following the Pareto principle, these two groups of sharers (c.20% of viewers) account for around 80% of global sharing. Actual data: 17.9% sharers account for 81.9% of shares
- Super Sharers are defined as those who share daily or more than once a week. Following the Pareto principle, these two groups of sharers (c.20% of viewers) account for around 80% of global sharing. Actual data: 17.9% sharers account for 81.9% of shares
- The idea of content shock was first theorized by Mark Schaefer on Jan. 6, 2014. He defines content shock as, “The emerging marketing epoch defined when exponentially increasing volumes of content intersect our limited human capacity to consume it.” Basically, the idea is that content marketing is, increasingly, becoming standard practice. It delivers, per dollar, three times the leads as traditional marketing avenues, costs 62 percent less, and has been ranked as the single most effective strategy for SEO. As a result, we’re all doing it. Because of its success, content marketers are creating an ever-increasing amount of content (27,000,000 pieces per day), doubling (depending on who you talk to) the entire amount of available web-based information every 9–24 months. Readers are only human. They can only absorb so much information. The battle to be first, to be more comprehensive, to be read more, seen more, respected more, is becoming quite a significant war. 5 Strategies for combating content shock with SMO Make your content shareable and engageable: Create awesome visuals, Make it bite-sized Focus on being social: putting the individual into your content, encourage content engagement on social media Engage with influencers: find them and start a conversation Reuse content to combat a decreasing ROI Make your content unique, engaging and different
- The decline in share rate of branded content as compared gives further indication of the lowering of quality of video – more videos are being produced but quality is dropping. Additional paid investment in TrueView views is diluting share rate further. This is where savvy brands can win! Quality content will earn higher shares, especially if targeting super sharers on high activity sites (strong content + savvy distribution = success)
- We saw an increase in ads that went for emotional appeal rather than cognitive appeal. Emotions play a crucial part in getting your video content shared and watched. Recent scientific and academic research has found that how we feel about a video is one of the two biggest factors in prompting us to share it with our social networks. The stronger we feel about an ad, the more likely we are to want become advocates for the brand who made the commercial. However, in 2014, we predict that more and more brands will take this a stage further by creating videos based on emotions that best personify their brand’s values. In other words, content as brand personification will be key. We are already seeing social video brands experimenting with this. Think of Coca-Cola ads and the word ‘happiness’ springs instantly to mind. It’s hard to think of Paddy Power these days without thinking of some shocking ad that has been banned from TV. The same with Volvo Trucks and exhilaration after a number of stunt-based ads in 2013. In 2013 we saw brands going all out to offend, in 2014 we’ll see some more traditional sectors and brands experimenting with content authentic to their heritage.
- In 2013, we saw shockvertising enter the social video arena with Devil Baby Attack from 20th Century Fox (2.1 million shares) and Telekinetic Coffee Shop Surprise from MGM & Sony Pictures (2.3 million shares) In 2014, we’ve seen this trend continue with the most recent example from Universal Pictures. To promote the new movie Ouija which is being released this week they created a shockvert called Ouija Psychic Terror. To date it has: Views – 1.8 million Shares – 25,120
- In her recent book The Science of Sharing, Dr Karen Nelson-Field, of the Ehrenberg Bass Institute, bemoaned the lack of brands using exhilaration as the emotional hook for the video campaigns. After all, explained Karen, it’s the emotion that is most likely (65%) to help cut through the clutter and help your viewers recall your message. Hilarity, the most overused emotional trigger, is the second, with 51% recall. However, towards the back end of 2013 we started to see a lot more examples of brands, such as GoPro, Ford, Red Bull and Volvo, not only embracing this emotion, but using it as the main focus of their video campaigns. This highlights the importance of brands making shareable content for a reason. It’s not just about racking up a huge number of views among new potential customers. It is about being remembered, favoured and bought because of it. Going into 2014, this trend will only get stronger as the world’s gaze falls upon Brazil for the World Cup.
- Funny ads and celebrities are as much a part of the Super Bowl as touchdowns and beer. But despite boasting the likes of Bob Dylan, The Muppets and the cast of ‘90s sitcom Full House, video sharing of Super Bowl 2014 ads actually went down by almost a third (29%) from the previous year, with only a few highly-shared standouts. In fact, the top three most shared ads from Super Bowl 2014 earned 2.2 million fewer shares than the top three Super Bowl ads from the previous year. The top three ads from this year’s Super Bowl did not feature celebrities. This is not just restricted to the Big Game. Despite brands using celebrities for many of their ads, only 15% of the most shared ads of all time (top 100) feature stars; Chrysler aired a 2-minute spot, starring Bob Dylan and featuring an homage to Detroit. It made the savvy decision to not go for a “funny ad” and evoked pride within a very small portion of the panel and lower levels of nostalgia with a larger audience. Yet the ad’s performance was held back by its confusing message. The lack of strong branding made 12% of viewers believe the ad was for the Detroit Revitalization Campaign; 4% misattributed the spot to Ford, and 3% thought the brand in question was “America”. Only 7% of viewers correctly attributed the ad to Chrysler - the lowest brand recall of all ads tested. Toyota’s ad elicited common triggers of hilarity and happiness, but only at middling levels, not strong enough to drive sharing. Viewers claimed The Muppets were a key driver of hilarity. However, the presence of their human celebrity cast mate, Terry Crews, did not drive sharing for the panel of viewers. The ad also elicited just one social motivation. We have found ads that elicit multiple social motivations give themselves more options to generate sharing, as they indicate the video works in different ways for different subsets of its audience. It took 8th place out of a total of the 14 ads tested.
- INFO ON ACTIVIA Most Shared Ad from World Cup with 5,621,625 shares. “La La La” made it to the number 1 spot in two months. Became #1 most shared ad soon after Shakira became most popular person on Facebook with 105 million likes. ISN’T THIS A MUSIC VIDEO NOT AN AD It’s a fine line. We've defined a trackvert as "brand + band and the partnership needs to be explicit (otherwise it's product placement). In La La La, the brand partnership is announced at the start and the end. What’s more during the course of the video Shakira paints the Activia smile across her navel - taking Activia’s iconic navel smile and making it her own. Have you ever seen so many smiling navels in a music video? The CIM defines its as “Promotion of a product, service, or message by an identified sponsor using paid-for media. The American Marketing Association (AMA) defines an advertisement as “Any announcement or persuasive message placed in the mass media in paid or donated time or space by an identified individual, company, or organization..”
- The good news is – sharing isn’t just about luck, there is science to sharing. We’ve developed an Algorithm that powers Unruly ShareRank and predicts the shareability. The Unruly ShareRank algorithm is complex, and contains over 100 variables, including those mentioned above and many more. Two of the most significant factors in the algorithm (and hence two of the most significant drivers of shareability) are the intensity of the psychological response elicited in the viewer, and the strength of the motivation they have to share. In a sense it’s marketing 101. Make content that touches people. Because of social the prize for touching your audience, the prize for making them care – in terms of earned media and word of mouth is bigger than ever before.
- The good news is – sharing isn’t just about luck, there is science to sharing. We’ve developed an Algorithm that powers Unruly ShareRank and predicts the shareability. The Unruly ShareRank algorithm is complex, and contains over 100 variables, including those mentioned above and many more. Two of the most significant factors in the algorithm (and hence two of the most significant drivers of shareability) are the intensity of the psychological response elicited in the viewer, and the strength of the motivation they have to share. In a sense it’s marketing 101. Make content that touches people. Because of social the prize for touching your audience, the prize for making them care – in terms of earned media and word of mouth is bigger than ever before.
- South Korea - Success is fastest in KR, with the highest % of shares achieved at Viral Peak (21%) and during days 1-3 following launch (52%). Germany ??? UK – Highest share rate - The UK creates the most shareable brand videos in the world; UK videos achieved the highest average share rate (2.2%) US – Has fewest Super-Sharers – Only 15.6% of the German population are Super-Sharers, making them the hardest to identify and reach with content.