NEWS17 November 2014

Majority of video sent by ‘super-sharers’

News UK

UK — While almost one in five ( 17.9%) internet users are sharing video content with their social networks these ‘super sharers’ are responsible for the majority ( 82.4%) of all video shares.


In the Geography of Sharing report from marketing technology company Unruly, the networks used were analysed and it found that more than three quarters of video views take place outside of YouTube.

In terms of where video is being shared, it is a fragmented picture. While Facebook sees the most videos shared ( 59.4%) worldwide, viewers share across a multitude of platforms including Twitter ( 13.8%), Google+ ( 9.3%), Tumblr ( 5.7%) and Pinterest ( 3.9%).

Among its other findings were that South Koreans are the fastest sharers, with 20% of shares occurring within the first 24 hours of launch and its citizens are also more likely to click, replay or share an ad than any other territories worldwide.

However viewers in Germany are more likely to watch an ad to the end; 79% of Germans who watched an ad stayed till the final frame. The UK was in second place with 77%.

Olly Smith, EMEA MD at Unruly, said: “Using the right mix of emotional and social triggers, social video campaigns can cross geographical and linguistic borders. However, local activation is the key to success and this is where data-driven insight, revealing the subtle differences in sharing habits by market and by demographic, can propel global campaigns and protect brands from making a cultural faux pas.

“Our data shows that for brands wanting to maximise earned media on their digital video campaigns, targeting super-sharers across a broad range of platforms greatly increases their chances of success.”