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…

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THANKS FOR WATCHING!

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@laurahuthwaite@unrulymedia

www.unrulymedia.com