Laura Huthwaite_The Science of Sharing
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Transcript of Laura Huthwaite_The Science of Sharing
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THE SCIENCE OF SHARING
@laurahuthwaite
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Explosion of Sharing
Ads make up 25% of all video views
Source: Unruly Viral Video Chart
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7 Findings From The Science of Sharing
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#1 Make it emotional
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#1 Videos that elicit a strong emotional response are twice
as likely to be shared
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#2 Be positive
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#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
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#3 Forget cute cats and celebs, focus on personal
triumphs
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#3 No creative device drives sharing more than any other,
with the exception of personal triumph. So focus on
emotions, not creative devices
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#4 Be proud of your brand
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#4 The average branded video takes 30 seconds to reveal the brand
There is no correlation between shareability and level of branding
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#5 Don’t over invest in content and under invest
in distribution
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#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
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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
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#6 Exhilarate your viewers
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#6 Strong positive emotions get your video shared AND remembered.
Exhilaration is the most successful trigger with 65% recall
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#7 Reach light buyers to grow market share
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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
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Plot spoiler…
Emotional campaigns are more profitablethan rational campaignsBinet and Field‘Marketing in the Era of Accountabilty’, WARC, 2007
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Why do peopleshare content?
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Psychologicalresponses
Socialmotivations
Top two factors
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Psychological responses
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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
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Social motivations
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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
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How Can You Predict Shareability?
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What’s Next?
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Exhilarated!
Make your consumers feel…
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MemberVideo Council Whitelisted
THANKS FOR WATCHING!
Winner Best ContentDistribution Service
@laurahuthwaite@unrulymedia
www.unrulymedia.com