Social video explodes as brands 'become friends' with consumers

Social video sharing has experienced massive growth over the past five years, as shown by the 'Viral Spiral' infographic created by social video specialist Unruly.

Social video: sharing soars as brands become friends with consumers
Social video: sharing soars as brands become friends with consumers

Since 2006, when the most-shared video was Unilever's 'Dove Evolution', there has been a 20-fold increase in the sharing of branded content.

Even over the last year, the increase is significant. In 2010, the top 20 most-shared videos generated five million shares (5,302,340) and 205,850,936 views.

In 2011, the top 20 ads generated 25 million shares (24,599,860), nearly a five-fold increase from 2010 levels. Views rose to 236,451,183.

Sarah Wood, Unruly COO and co-founder, said: "'The Viral Spiral' visualises the indisputable fact that social media has revolutionised what, why and how brands communicate with their audience and what, why and how a rising generation of digital natives are building and maintaining relationships with their peers.

"As brands behave increasingly like our friends – sharing their news on Twitter, seeking our opinions via Facebook, creating content that get us talking – consumers are increasingly open to watching and sharing branded video content."

Wood said that the data demonstrated that ads which "make us laugh out loud or move us to tears are most likely to be shared".

She added: "The stronger the emotional experience, the more likely the viewer will go on to share the content and the deeper the connection they develop with the brand."

Click to view interactive graphic

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Omnicom dispute to drive down Channel 5 prices in H2

Omnicom dispute to drive down Channel 5 prices in H2

Omnicom's trading dispute with Channel 5 is expected to drive down the broadcaster's prices by an estimated six per cent year on year, according to an internal Channel 5 document seen by Campaign.

Share
Aga targets city homes with cooker campaign

Aga targets city homes with cooker campaign

Aga, the British cooker brand indelibly linked with the upper-middle classes and their country homes, has released a campaign for its city oven.

Share
David Abraham MacTaggart lecture: full text

David Abraham MacTaggart lecture: full text

Read the full text of David Abraham's speech, called 'After The Gold Rush: Sustaining creative risk in UK television for the next generation', given at the Edinburgh International Television Festival.

Share

Get news by email