Twitter found that tweets containing video have strong engagement rates, with 42 per cent likely to retweet, reply, or mention brand tweets that contain a fun or interesting video.
Vine video: “Ryan Gosling won’t eat his cereal”
The series of Vine videos (above), created by Ryan McHenry, shows six second clips of actor Ryan Gosling being offered and refusing to eat cereal.The videos were carefully seeded with key influencers in the world of Vine such as @BestVinesEver and @VineLoops. This ensured that the videos went viral quickly, echoing the online journey of a major breaking news story.Key insight from Twitter The success of the Gosling viral points to the power of effectively seeding your content with the top influencers and how if you hit just a small number of those it can in some cases go global.
Culture video: Commander Hadfield ‘Space Oddity’
Singing astronaut Commander Chris Hadfield's rendition of David Bowie’s ‘Space Oddity’ while he was orbiting the Earth aboard the International Space Station gained more than 90 per cent of shares in the first three days after he posted it.Key insight from TwitterLink mentions peaked fast and were driven by global influencers. The viral effect demonstrated sustained growth that was driven by a single person’s effort. Hadfield’s link was much more appealing to the crowd because of its unique nature than a more earthbound video and as a result he featured much more prominently in the sharing of this video than other viral examples.
Brand Campaign: Dove Real Beauty sketches
The video for Dove’s Real Beauty Sketches #WeAreBeautiful campaign spread very differently to any of the others, and was largely driven by a long tail of link-sharing and by positive audience sentiment.Key insight from Twitter This video showed less burnout than the others, and there were also fewer influencer-induced spikes. Instead, conversation existed in clusters of communities spread around the world — showing the value of local engagement — and highlighted the good use of a digital outreach programme
