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The Science of Sharing by Cat Jones at Chinwag Psych
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@catrjones @unrulymedia Unruly SHARERANk™ The science of Sharing @catrjones @unrulymedia
Transcript of The Science of Sharing by Cat Jones at Chinwag Psych
@catrjones @unrulymedia
Unruly SHARERANk™
The science of Sharing
@catrjones @unrulymedia
@catrjones @unrulymedia
Myth #1 You can’t predict Sharing
@catrjones @unrulymedia
@catrjones @unrulymedia Since 2006: >300BN Video Streams
@catrjones @unrulymedia
In conjunction with leading academics, we have identified the metrics that most
significantly influence shareability, and used VVC data to weight them and develop our
proprietary Unruly ShareRankTM algorithm.
References: unrulymedia.com/further-reading
@catrjones @unrulymedia
Unruly ShareRankTM helps
create contagious content
Predict earned media & use content characteristics to
inform distribution strategy
Optimize video content to intensify
shareability
Unruly ShareRankTM
IDEATION PRODUCTION PRE-TESTING DISTRIBUTION RESEARCH
Test your recent content & compare it to your sector
and competitors to inform content strategy
@catrjones @unrulymedia Shareability Factors
Basic Emotions Primal responses Cognitive Responses Intensity Emotional Valence schema disruption Social Motivation Memorability Enjoyability
MEDIUM favourability interpanel agreement More …
100 +
@catrjones @unrulymedia
@catrjones @unrulymedia
@catrjones @unrulymedia Psychological Responses
@catrjones @unrulymedia
Trend for Empty 2013: Prankverts: Hilarity + Surprise
Nivea: The Stresstest Heineken: The Candidate
Cow & Gate Supergroup
Hilarity + Warmth + Happiness
Fiat: The Motherhood Three: The Pony
Pepsi: Test Drive
@catrjones @unrulymedia
Myth #2 Content Has To Be Funny
Budweiser: Brotherhood Views: 14,480,614 Shares: 2,657,610 ShARE rATE: 18.4%
@catrjones @unrulymedia
@catrjones @unrulymedia What is it About ‘THE PONY’
That Drives Warmth?
@catrjones @unrulymedia Social Motivations
@catrjones @unrulymedia
TNT Dramatic Surprise Views: 46,644,256 Shares: 4,596,293 Share Rate: 9.9%
Myth #3 The Shorter the Better
@catrjones
@catrjones @unrulymedia How Shareable is my Video?
@catrjones @unrulymedia
Days Following Launch
Then What? Go Fast
Viral peak is day 2
¼ of a video’s total shares occur in the first three days
