How stuff spreads
Understanding video sharing in social media
Webinar
9 July 2013
Contents
01
02
03
04
05
06
How do you study viral video dynamics?
8 ways to measure video performance
The two models of vi...
Setting the scene
1,500 million
YouTube views
76 million
YouTube views
Why study these videos?
1. The most shareable content in social media
2. They're memes – ideas people creatively re-interp...
How do you study video memes?
What we did…
Gangnam Original
Waveya dance team
Deadpool
Britney on the Ellen show
YouTube Rewind
Original Dizasta
V1 Sout...
Research findings
We had to create our own video
sharing metrics
Content metrics
Shape Number of shares per video, over lifetime of the meme...
SIZE of the memes
SHAPE of the memes - the balance
between different videos
SHAPE of the memes
Model 1: Top Down
One dominant source
(e.g. Gangnam Original)
Spin-offs appear but only get a
fraction ...
SHAPE of the memes
Model 2: Bottom Up
Non-celebrity creators
Copies out-perform the original source as the meme
gains awar...
SHAREABILITY of the videos
0 500 1000 1500 2000 2500
Original
Waveya
Britney
Deadpool
YouTube Rewind
OVERALL
Dizasta
Norwe...
So is a celebrity-driven model is the
way to go?
LIFETIME of the memes
0
5000
10000
15000
20000
25000
30000
35000
Gangnam OriginalTwitter shares
per day
Harlem Shake videos burnt out
quickly
0
10000
20000
30000
40000
50000
60000
70000
2-Feb-13 9-Feb-13 16-Feb-13 23-Feb-13 2-...
VARIABILITY How does the sharing
rate change day by day?
0
5000
10000
15000
20000
25000
30000
35000
14-Jul-12 14-Aug-12 14...
VARIABILITY How do you measure
spikeyness?
= the standard deviation / mean
(unit: shares per day)
In plain English:
A rati...
Undestanding the audiences
sharing video content
The people driving the meme
sharing
The role of communities
Irn Bru 'Fanny' advert
673,000 views starting from 1 fan
Internationalism
The majority of content for each
meme came internationally – not
from one country
How did they spread?
- ...
The Harlem Shake meme produced
highly local variations
Why does video behave like
this?
Six drivers for sharing:
Social currency
Triggers
Emotion
Public
Practical value
Stories
What is social currency?
How can social media content give
people "social currency"?
It's got to reflect well on the person who chooses to
share th...
Memes need to evolve
Crazy song
from Korea!
Surprise
hit! Biggest
video ever!
Look at this
random
video!
Hey, here
's a lo...
Charles Duhigg
'The Power of Habits'
A movement starts because of the social
habits of friendship and the strong ties
betw...
There's a balance to be struck…
Influencers…
Big audiences
Build reach, fast
…But can burn through
audiences quickly
…Risk...
Takeaways
1. What does your audience communicate by sharing
your content? How are you making them look good?
2. How is you...
How to measure your own video
performance
Content metrics
Totals Total YouTube views and total shares per channel
Lifespan...
Thank you
Jessica Owens
www.facegroup.com
www.pulsarplatform.com
How Stuff Spreads Viral Video Webinar
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How Stuff Spreads Viral Video Webinar

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This is the presentation used in our Viral Video Webinar: Gangnam Style & The Harlem Shake. It covered:

-The two models of viral spread: Top Down vs. Bottom Up
-The 7 common characteristics of viral video
-Influencers vs. communities – which matter more?
-How to measure viral video performance
-And of course… How to maximise the shareability of your own video content

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  • Gangnam Style was the biggest video meme of 2012Record breaking 1.5bn YouTube viewsScores are for the top video – Norwegian Army for Harlem Shake. Figures from April 2013
  • Most shareable content in social media – understand what's got "social currency"They're memes – ideas people creatively re-interpret, not just share passivelyYouTube is the 3rd most popular website in the world. 722m unique visitors per year. The social life of video needs more analysis
  • What's the equipment you need for the job?A social media research platform that can track URLs, not just keywordsBuilt for Big DataWith Datasift's functionality for "unbundling" shortened URLs
  • More data available:URL unbundlingMetadata to analyse, e.g. followers, Klout, visibility, retweets. All this is essential to measure the network effects of how content moves from person to personHistorics
  • The question – which works best?
  • Three main points:The most shareable videos are the most news- and influencer-driven, e.g. Britney and Miami HeatOverall the shorter-lasting memes
  • So hang on… The meme with the lowest sharing-to-views rate also has by far the longest lifespan (and the biggest volume of shares overall)Less shareable because:Known quantity: your friends knew it, you didn't need to tell them about itSeeing it on TV – big media spendBut it's also led by Psy as a leader and a focal point for the story
  • The Miami Heat meme – late to the Harlem Shake partyHuge interest
  • We noticed some memes were much "spikier" than othersImpact of influencers
  • As the Gangnam Style meme spread to such a huge global population, the influence level went downYou can't just be shared by "influentials" if you're going to go truly global
  • Only 5% of Gangnam Style shares were from messages with >100 RTsMiami Heat even lower – 1%So retweets of a few "hero" messages only provide a smaller part of spreadSome people see it and manually retweet, or share without acknowledgingMore people are seeing it from peeers
  • 673,000 YouTube views before the advert started on TVThe red nodes are individual Twitter accounts.The black edges represent reactions (retweets) to the sharing of the YouTube link by each individual.The further from the centre the greater the influence of the node, as measured by the number of reactions generated.
  • Videos are visual and audio – text content wouldn't spThe specific "memeish" features are kinaesthetic, i.e. movement-basedGangnamhorseriding danceHarlem Shake 'shake'So they transcend language
  • Gangnam Style was quite internationalWith an exception of some countries (e.g. Turkey, Red), the shares are a mix of USA (blue), UK (purple), Brazil (green).Harlem Shake was much more nationally fraRemember this was a video in Korean! No-one knew what the words meantDon't underestimate the appeal of good content – audiences round the world will shareSeen same pattern with Dove 'Real Beauty' adverts, or Commander Hadfield 'Space Oddity' video
  • It's a great example of how different videos can be while being part of the same series:Same musicSame structure of individual dancing, then the group joining inWeird costumes, including masked
  • Built off ideas from French sociologist Pierre Bourdieu, who coined the term "social capital"social capital is the sum of the resources, actual or virtual, that accrue to an individual or a group by virtue of possessing a durable network of more or less institutionalized relationships of mutual acquaintance and recognition."Access to symbolic capital gives people "prestige, honor, attention"So a meme or piece of content has "social currency" if it contributes to people building up a store of "social capital"
  • Gangnam Style Story of its surprise global spreadStory in there for The Atlantic & broadsheet media about what Psy was saying about the Gangnam area of SeoulMeta-story of how it went so viralHarlem Shake- Meta-story of how memes evolve
  • Gangnam Style ultimately had "leadership" and that's why the meme had a longer duration
  • How Stuff Spreads Viral Video Webinar

    1. 1. How stuff spreads Understanding video sharing in social media Webinar 9 July 2013
    2. 2. Contents 01 02 03 04 05 06 How do you study viral video dynamics? 8 ways to measure video performance The two models of viral spread: Top Down vs. Bottom Up Understand the audience Influencers vs. communities Maximising the shareability of your own video content
    3. 3. Setting the scene
    4. 4. 1,500 million YouTube views 76 million YouTube views
    5. 5. Why study these videos? 1. The most shareable content in social media 2. They're memes – ideas people creatively re-interpret, not just share passively 3. YouTube is the 3rd most popular website in the world. 4. Truly global 5. Understand Twitter as a hub for sharing 3rd-party content
    6. 6. How do you study video memes?
    7. 7. What we did… Gangnam Original Waveya dance team Deadpool Britney on the Ellen show YouTube Rewind Original Dizasta V1 South Coast Skate V3 Office Norwegian Army Miami Basketball Track the top 5 most-viewed videos within the meme: Focus on Twitter content
    8. 8. Research findings
    9. 9. We had to create our own video sharing metrics Content metrics Shape Number of shares per video, over lifetime of the meme Lifespan Number of consecutive days where people shared the meme 500+ times Shareability Total Twitter shares per each million of YouTube views Variation How much did attention to the meme vary day-by-day? Audience metrics Popularity Number of unique users sharing the meme over its lifetime Amplification How influential were the people who shared the meme? Globality How international was the meme? Diffusion Network Hubs and nationalities who drove the spread of the meme
    10. 10. SIZE of the memes
    11. 11. SHAPE of the memes - the balance between different videos
    12. 12. SHAPE of the memes Model 1: Top Down One dominant source (e.g. Gangnam Original) Spin-offs appear but only get a fraction of the attention Driven by old media – record labels, TV, established sources
    13. 13. SHAPE of the memes Model 2: Bottom Up Non-celebrity creators Copies out-perform the original source as the meme gains awareness and interest Meme can get picked up by established celebs & influencers (e.g. Miami Heat basketball)
    14. 14. SHAREABILITY of the videos 0 500 1000 1500 2000 2500 Original Waveya Britney Deadpool YouTube Rewind OVERALL Dizasta Norwegian Army V1 South Coast Skate V3 Office Miami OVERALL Twitter shares per million YouTube views
    15. 15. So is a celebrity-driven model is the way to go?
    16. 16. LIFETIME of the memes 0 5000 10000 15000 20000 25000 30000 35000 Gangnam OriginalTwitter shares per day
    17. 17. Harlem Shake videos burnt out quickly 0 10000 20000 30000 40000 50000 60000 70000 2-Feb-13 9-Feb-13 16-Feb-13 23-Feb-13 2-Mar-13 9-Mar-13 Dizasta Army V1 Skate V3 Office MiamiTwitter shares per day
    18. 18. VARIABILITY How does the sharing rate change day by day? 0 5000 10000 15000 20000 25000 30000 35000 14-Jul-12 14-Aug-12 14-Sep-12 14-Oct-12 14-Nov-12 14-Dec-12 14-Jan Gangnam Original Memes "spike" when they're shared by a top influencer or national media – sources with massive reach, driving 10,000s of retweets
    19. 19. VARIABILITY How do you measure spikeyness? = the standard deviation / mean (unit: shares per day) In plain English: A ratio of the changeability day-to-day Why? You can "see" when a search is more spikey – but it's useful to put a number to it for benchmarking and accurate comparison The more spikey, the more top-down driven a meme is
    20. 20. Undestanding the audiences sharing video content
    21. 21. The people driving the meme sharing
    22. 22. The role of communities
    23. 23. Irn Bru 'Fanny' advert 673,000 views starting from 1 fan
    24. 24. Internationalism The majority of content for each meme came internationally – not from one country How did they spread? - Visual & audio content is more international than text - The "memetic" qualities are kinaesthetic, i.e. movement- based So they transcend language
    25. 25. The Harlem Shake meme produced highly local variations
    26. 26. Why does video behave like this?
    27. 27. Six drivers for sharing: Social currency Triggers Emotion Public Practical value Stories
    28. 28. What is social currency?
    29. 29. How can social media content give people "social currency"? It's got to reflect well on the person who chooses to share the content: First to spot "the next big thing" Sharing a different perspective or a creative new spin on an idea Makes you look intelligent, creative, cool Humour Contrarian ideas
    30. 30. Memes need to evolve Crazy song from Korea! Surprise hit! Biggest video ever! Look at this random video! Hey, here 's a local one! Wow, celebs have done one!
    31. 31. Charles Duhigg 'The Power of Habits' A movement starts because of the social habits of friendship and the strong ties between close acquaintances It grows because of the habits of a community, and the weak ties that hold neighbourhoods and clans together And it endures because a movement's leader gives participants new habits that create a fresh sense of identity and a feeling of ownership
    32. 32. There's a balance to be struck… Influencers… Big audiences Build reach, fast …But can burn through audiences quickly …Risk of becoming overexposed The crowd… Lots of them! Close relationships with friends Looking for what's new & cool to share ….Can be hard to get their attention You need both
    33. 33. Takeaways 1. What does your audience communicate by sharing your content? How are you making them look good? 2. How is your content going to evolve? Invite collaboration 3. Stay flexible and seize opportunities Be prepared to surprise people 4. Influencers give great reach – but they burn through their audiences fast. They can't be the only tool you use 5. For sustained interest, seed with communities first
    34. 34. How to measure your own video performance Content metrics Totals Total YouTube views and total shares per channel Lifespan How long the video stays "active" (e.g. 500+ shares per day) Shareability Total Twitter shares per each million YouTube views Variability How much did attention to the video vary day-by-day? Audience metrics Popularity Number of unique users sharing the video over its lifetime Amplification How influential were the people who shared the video Globality How international was the video's spread? Diffusion Network Hubs and nationalities who drove the spread of the video
    35. 35. Thank you Jessica Owens www.facegroup.com www.pulsarplatform.com

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