One in five internet users share videos with their social networks more than once a week, according to a new report from Unruly. These “super-sharers” account for 82.4% of all video shares – with 59.4 percent worldwide taking place on Facebook, 13.8 percent on Twitter, 9.3 percent on Google+, 5.7 percent on Tumblr and 3.9 percent on Pinterest. “By using the right mix of emotional and social triggers, social video campaigns can cross geographical and linguistic borders to kick-start global conversations,” Unruly’s U.S. President Richard Kosinski said. “However, local activation is the key to success and this is where data-driven insight, revealing subtle differences in sharing habits by market and by demographic, can propel campaigns to global success and protect brands from making a cultural faux pas.”
More highlights from the report:
– Speed of social diffusion varies by country: South Koreans share the fastest, with 20 percent of shares occurring within the first 24 hours of a video launch.
– Happiness is the most effective emotional trigger for global campaigns
– 79 percent of German viewers watch an ad until the final frame; UK was in second place with 77 percent.