Why South Korea Moves Faster And YouTube Isn’t Everything: Surprising Findings From Unruly’s Latest White Paper

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The social web connects disparate people through globalised content sharing, but the world still isn’t as small as we might think it is. What turns one social video into a viral phenomenon in Brazil, while it barely leaves a mark in the UK? Why do certain emotional triggers work gangbusters in some countries but leave others nonplussed?

Our latest report delves deep into these questions, tracing out the invisible borders of the social web. The Geography of Sharing, produced from data provided by Unruly ShareRank, Unruly Analytics, Unruly Activate and the Unruly Viral Video Chart, reveals vital differences between the world’s social media landscapes, and how brands can understand their target markets even better.

More importantly, the report also underlines the characteristics that unite nations across the world, and how the most globally successful social campaigns are tapping into that commonality. With that in mind, here are just a few of the things we’ve learned on our travels.


1. ‘Super Sharers’ Are The New Super Heroes

Unruly’s report identifies that 17.9% of internet users share videos more than once a week. Incredibly, these users account for 82.4% of all video shares online, introducing a new breed of masked hero: the ‘super sharer’. Like social connectors in Malcolm Gladwell’s The Tipping Point, super sharers “link us up with the world”, and thus brands should be focusing on these influencers to maximise sharing.


2. 24 Hours In Korea

South Koreans are far by the world’s fastest sharers, with 20% of total shares registered within 24 hours of release. Compare this to Norway, where a whopping 57% of shares are accrued between days 1 and 3, and you can see quite how seriously South Korea takes social sharing. On top of this, South Korea is also more likely to click, replay or share an ad than any territory worldwide.


3. There’s More To Life Than YouTube

Like the content of social videos themselves, the sharing ecosystem is unsurprisingly diverse. While the majority of worldwide shares take place on Facebook (59.4%), this varies wildly between countries. While the United States are notably Zuckerberg-happy, Facebook accounting for 61.2% of shares, Sweden’s sharing landscape has more equitable shares between competitors like Tumblr, Google+ and StumbleUpon.

Most fascinating of all, the report reveals that three-quarters of video views take place outside of YouTube, meaning brands should activate the Open Web to reach the largest audience possible.


4. Happiness Is A Global Trigger

Cultural difference obviously plays a central role in content’s varying success between countries. Motivation for sharing is divisive; for example, Unruly finds that Germans tend to share videos as a way of starting conversation, whereas Americans use it as a tool for sharing passions. Obviously, humour and hilarity is a no-go area when it comes to international sharing, as it’s rare that the same sense of humour will cross borders.

However, ‘The Geography of Sharing’ does reveal one common factor for internationally-successful videos: happiness. While it’s not surprising that joy might be a universal language, brands which tried to produce feelings of warmth have tended to do well on the global stage. So at the next Olympic Games or World Cup, be on the lookout for ads that are as jubilant as Pharrell on Free Hat Day.

To read more about Unruly’s findings, download the full report here.

Unruly Unveils The Top 20 Most Shared Ads of 2014

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Activia, Nike, John Lewis and Budweiser commercials all feature on list of most successful online video campaigns; ads created for World Cup dominate in record-breaking year  

November 20, 2014: Ads created around this year’s World Cup dominate a list of the top 20 most shared online ads of the year, released today by marketing technology company Unruly.

A fifth of this year’s Top 20 Global Social Video Ads Chart were either World Cup-themed or created by sponsors of the famous soccer spectacle, with Activia’s collaboration with Colombian pop princess Shakira for the video “La La La” claiming the number one spot.

The ad has attracted 5,819,822 shares across Facebook, Twitter and the blogosphere since its launch in May, making it not only 2014’s landslide winner ahead of 20th Century Fox’s “Devil Baby Attack” (2,153,236 shares), but also the most shared ad of all time. VW’s 2011 Super Bowl ad, “The Force” (5,278,399 shares) had previously held the record for more than three years.

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Sumo Clashes and Fake Eyelashes: 6 Branded Vines You Should Watch Right Now

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As brands increasingly turn to Vine to connect meaningfully with their audiences, there is ever more potential to explore the platform’s creative possibilities.

However, with over 40 million registered users, it’s not always easy to find the most engaging content. So if you’re looking for inspiration, you’re in safe hands here: in just 36 seconds, you’ll know which brands are doing Vine right.

In this week’s round-up we watch sumos battle, see some vinyl-smashing shoes and finally learn how to remove sticker residue.


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Vine Inspiration Can Often Come From The Most Mundane Places, Says Pro Viner Dylan Blau

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The Unruly Vine interview series has become the go-to place for marketers looking to make the most of the hugely popular micro-media video platform. It’s also a chance to learn a little bit more about the people behind the most famous branded Vines on the web.   

This week we caught up with stop-motion supremo Dylan Blau. We were lucky enough to meet Dylan at Social Media Week London, where he had been commissioned by Microsoft to run a Vine creation station with fellow pro Viner, Yves Das.

After a busy Halloween content schedule, I caught back up with Dylan to pick his brains about Vine.

Here’s what Dylan had to say:

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17.9% Of Internet Users Account For More Than 80% Of Video Shares, Says Unruly

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New report highlights video sharing patterns across the globe

Thursday, November 13, 2014: Almost one in five (17.9%) internet users share videos with their social networks more than once a week. That’s according to a new report published today by marketing technology company Unruly, which found that these “super-sharers” account for 82.4% of all video shares.

Unruly’s Geography of Sharing Report, which identifies key online video sharing trends from around the world, suggests that advertisers looking to drive more earned media should target these consumers.

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Monkey Business And Musical Shelving: 6 Branded Vines You Should Watch Right Now

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With over 40 million highly-engaged users and the introduction of ‘loops’ as an all new popularity metric, Vine is seriously hot stuff right now.

However, with floods of short-form content engulfing the Open Web, it’s not always easy to find the most engaging content. So if you’re looking for quality inspiration, you’re in safe hands here. In just 36 short seconds, you’ll know which brands are doing Vine just right.

In this week’s round-up we watch a mustachioed monkey, a headless Hyundai driver and a shocking mobile phone.

So cancel your plans for the next half-minute and enjoy!

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Winter Is Coming And So Are The Christmas Ads

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There are no winners and losers on Christmas day, except maybe when it comes to share-happy brands. As with “water cooler events” like the World Cup or the Super Bowl, Christmas is heavily-contested marketing ground, with brands teasing their advertising strategies months ahead of the big day.

Though we’re still weeks away from popping the first box on our advent calendar, plenty of brands have started throwing their novelty Santa hats into the ring. And it’s easy to see why. According to Unruly’s Viral Video Chart, two of the twenty most-shared viral ads of all time are Christmas spots, accruing nearly five million shares between them.

The question is: who’s found a gift in their stocking and who’s found coal? Christmas advertising is a delicate art, and John Lewis’ early contender shows the retailer knows exactly what it’s doing.

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The John Lewis Xmas Ad Is Here: Get Ready To P-P-P-Pick Up A Handkerchief

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Say hello to Monty the penguin – the lovelorn bird who looks destined to capture the hearts of many across the land this Christmas.

That’s right, after weeks of speculation, John Lewis finally released its Christmas ad this morning – and it’s no turkey.

Yep, they say if it ain’t broke, don’t fix it – and the two-minute film, once again created by Adam&Eve/DDB – the agency behind many of the UK retail store’s Xmas hits – sticks to the tried-and-trusted formula that has made their ads such a Christmas staple.

Sappy cover version of a classic song – check! Cute storyline that will inevitably make your eyes water – double check! So be prepared for an all-out assault on your emotions.

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