Laura Huthwaite_The Science of Sharing
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Transcript of Laura Huthwaite_The Science of Sharing
THE SCIENCE OF SHARING
@laurahuthwaite
Explosion of Sharing
Ads make up 25% of all video views
Source: Unruly Viral Video Chart
7 Findings From The Science of Sharing
#1 Make it emotional
#1 Videos that elicit a strong emotional response are twice
as likely to be shared
#2 Be positive
#2 Videos which provoke a strong positive response are 30%
more likely to be shared than those which provoke strong
negative emotions.
Positive
High Arousal Low ArousalHilarity AmusementInspiration CalmnessAstonishment SurpriseExhilaration Happiness
Negative
High Arousal Low ArousalDisgust DiscomfortSadness BoredomShock IrritationAnger Frustration
#3 Forget cute cats and celebs, focus on personal
triumphs
#3 No creative device drives sharing more than any other,
with the exception of personal triumph. So focus on
emotions, not creative devices
#4 Be proud of your brand
#4 The average branded video takes 30 seconds to reveal the brand
There is no correlation between shareability and level of branding
#5 Don’t over invest in content and under invest
in distribution
#5 No matter how shareable a video is, a larger viewer base delivers more sharing.
A video that is seen by few cannot be shared by many
Sharing - faster than ever before
Source: Viral Video Chart
• 25% of shares occur in the first 3 days
Day 2: The Viral Peak
Sharing trends: 200 most shared branded videos of 2012
Days Following Launch
#6 Exhilarate your viewers
#6 Strong positive emotions get your video shared AND remembered.
Exhilaration is the most successful trigger with 65% recall
#7 Reach light buyers to grow market share
A brand’s light buyers are the most important to growth in sales”
#7 Quality reach is key. To build market share, reach light & medium buyers
outside of your owned channels
FIGURE 2 - The same Chocolate Brand - FansFIGURE 1 - Chocolate Brand 2011 – Panel Data
Plot spoiler…
Emotional campaigns are more profitablethan rational campaignsBinet and Field‘Marketing in the Era of Accountabilty’, WARC, 2007
Why do peopleshare content?
Psychologicalresponses
Socialmotivations
Top two factors
Psychological responses
Proprietary and Confidential. © Unruly
2013
1.Hilarity
2.Happiness
3.Surprise
1.Exhilaration
2.Surprise
3.Happiness
1.Hilarity
2.Happiness
3.Awe
Most shared videos: Psychological responses across the globe
Social motivations
Proprietary and Confidential. © Unruly
2013
Most shared videos: Social motivations across the globe
1.Family members
2.Select friends
1.All Facebook friends
2.Best friends
1.Family members
2.Select friends
How Can You Predict Shareability?
What’s Next?
Exhilarated!
Make your consumers feel…
MemberVideo Council Whitelisted
THANKS FOR WATCHING!
Winner Best ContentDistribution Service
@laurahuthwaite@unrulymedia
www.unrulymedia.com