Stop trying to be funny and release on a Wednesday to be a viral video success Unruly whitepaper discovers

By Stephen Lepitak | -

Unruly Media


budweiser article

July 10, 2013 | 3 min read

Stop trying to be funny and release a campaign on a Wednesday, is the advice offered by video technology company Unruly as it released new research on successful social video marketing.

Having released its ‘Science of Sharing’ white paper, the company has advised against the use of humour in a campaign due to its subjective nature, instead advising that it attempt to use more than one emotional trigger in order to encourage sharing amongst the audience.

The paper was compiled from research around 12 Super Bowl adverts from brands such as GoDaddy, Coca-Cola, Kia, and Budweiser in a bid to uncover why they proved a success, using 2,699 survey responses, as well as data from its Viral Video Chart.

It was also revealed that Wednesdays are the best days to release a campaign, with almost half (48.3 per cent) of weekly videos being shared during Wednesday to Friday, with peak sharing taking place on Friday. A quarter of videos total share also took place over the first three days of the campaign’s launch, the paper claims as well.

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Sarah Wood, COO of Unruly, said that brands looking to generate online sharing must target the first 24 hours for success.

“Creating shareable content is half the challenge; it’s equally important to get the ad seen by the right audiences, where consumers are discovering and sharing video content in their native environments. With social video, brands can win fast and lose fast, so it’s important to optimize the launch date for ‘shareability’ and get content trending quickly across the right distribution channels,” added Wood.

The two Super Bowl adverts that were found to illicit the strongest response were from Budwieser and Ram Trucks, with the research finding that they both received ‘intense psychological responses’ creating ‘strong motivations’ to share (see diagram in gallery.)

Read Unruly co-founder Scott Button's tips on how to make a video go viral in The Drum Opinion section.


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