the power of second wave influencers
Post on 07-Jan-2017
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Hello!
Lisa Cowie Agency Research - EMEA
Twitter @LisCowie
José Arteaga Digital Designer Social@Ogilvy
@Jart262
Rob Davis Executive Director, Advanced
Video Practice at Ogilvy @RobertJohnDavis
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Online video : discovery, interaction and sharingA research partnership between Twitter and Ogilvy & Mather, conducted by TNS August 2016
3 key questions
How do people discover and consume online videos?
1What are the drivers for a video to achieve high reach through sharing?
2How is Twitter uniquely positioned to encourage video sharing?
3
METHODOLOGY
BEHAVIORAL ANALYSIS
QUANTITATIVE SURVEY
PARTNERSHIP WITH TNS UTILIZING THEIR UNIQUE ANALYTIC TOOLS AND EXPERTISE FOR BEHAVIOURAL ANALYSIS AND QUANT EXPLORATIONS
2. Videos categorised across videographic dimensions, e.g. length, emotion, subject content
3. Video performance assessed across criteria, e.g. reach, engagement, shares (Retweets)
4. Diffusion of videos plotted to understand life cycle in terms of Retweets and views over time
5. Baysian modeling exercise to isolate the important drivers of success for videos
1. 66 English language videos chosen (ranging in success regarding total reach/views) generating total of 4.2M mentions
1. Quantitative online survey exploring online video consumption, sharing behaviours and motivations.
2. Survey conducted among 18-49 year-olds in the UK and the US (total sample 2,002)
HIGH REACH HIGH INVOLVEMENT +
THE DEFINITION OF SUCCESS SUCCESS IN THE CONTEXT OF THIS STUDY WAS DEFINED AS A VIDEO GENERATING LARGE REACH AND A STRONG RATIO OF RETWEETS WITH COMMENTS ( INVOLVEMENT)
SUCCESSFUL VIDEO=
VIDEO DISCOVERY & INTERACTION
20%24%33%35%
43%44%49%
SOCIAL NEWS-FEEDS DRIVE MOBILE VIDEO DISCOVERY GENERAL BROWSING IS KEY FOR VIDEO DISCOVERY, THOUGH SOCIAL NEWS-FEEDS HAVE GREATER IMPACT ON MOBILE DISCOVERY
BROWSING SOCIAL NEWSFEEDS
FRIENDS/FAMILY SPECIFIC PEOPLE FOLLOWED
SEEING RELATED VIDEOS
SPECIFIC SEARCH (E.G. HASHTAG)
TOP TRENDING VIDEOS
Discovery method when MOBILE IS PRIMARY device for viewing
more important for mobile
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
HASHTAGS DRIVE THE QUEST FOR MORE CONTENT THEY ARE A USEFUL MECHANISM FOR ENCOURAGING SUBSEQUENT VIEWING OF RELATED CONTENT
WHO DISCOVER A VIDEO BY A HASHTAG REGULARLY SEARCH FOR SIMILAR/RELATED CONTENT AFTER WATCHING 63%
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
VS. 42% AMONG VIEWERS GENERALLY (AVERAGE OF ALL METHODS OF DISCOVERY)
OF ONLINE VIDEO VIEWERS
AUTOPLAY IS AS IMPORTANT AS FRIEND RECOMMENDATIONS FOR CONVENIENCE OF VIEWING
16%
17%
19%
22%
26%
26% Autoplaying videos
Videos shared by friends
Top trending videos
Sponsored videos in timeline
Videos shared by celebs/influencers
Videos with hashtag
% who selected each of the following for making videos more convenient to watch
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
+54% MORE LIKELY TO AGREE
AUTOPLAY IMPROVES CHANCES OF BEING
FIRST TO SEE SOMETHING
IF MOBILE IS THE PRIMARY DEVICE USED TO WATCH VIDEOS THEN VIEWERS ARE
45% FREQUENTLY** LIKE VIDEO CONTENT THEY WATCH RISING TO 57% AMONG TWITTER USERS
ONLINE VIDEO PROVOKES ENGAGEMENT 2 IN 3 REGULARLY TAKE ACTION* AFTER VIEWING A VIDEO
28% FREQUENTLY** SHARE CONTENT THEY WATCH RISING TO 40% AMONG TWITTER USERS
**FREQUENTLY = TOP-2 BOX ( ‘ALL THE TIME’ + ‘FREQUENTLY’)
*NET.. E.G. LIKE, COMMENT, SHARE, REPLY, TALK TO SOMEONE
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
OF ONLINE VIDEO VIEWERS OF ONLINE VIDEO VIEWERS
Television Online video
41%36%
31%35%
8%12%
All the timeFrequentlySometimes
% who state they talk about TV / online video with others
ONLINE VIDEO IS TALKED ABOUT ALMOST AS MUCH AS TV 4 IN 10 REGULARLY TALK TO OTHERS ABOUT ONLINE VIDEO
87% 80%
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
DRIVERS OF SHARING
THE POWER OF ‘SECOND-WAVE’ INFLUENCERS MOTIVATING A SECONDARY LAYER OF INFLUENCERS IS VITAL IF A VIDEO IS TO GAIN SIGNIFICANT REACH
*Top percentile for widespread reach and high involvement
90% of videos that motivated a second-wave were successful*
20% of videos tested motivated a second-wave of influencers
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
SECOND-WAVE INFLUENCERS HAVE A CATALYSING IMPACT THESE SECONDARY RETWEETERS MAKE THE VIDEO LIVE LONGER AND GO FURTHER
599 Tweets per hour(180 hours)
21,577 Tweets per hour(5 hours)
8,990 Tweets per hour(12 hours)
23 Tweets per hour(4,637 hours)
Video has initial burst of viewing (as indicated by green area) generated by an influencer (black area - someone with
ability to reach users at scale)
Original post
Areas of Retweeting
Views
A second-wave of influencers Retweet the video (black areas)
and the diffusion of viewing starts to spread further
extending the reach of the video
In a short space of time (12 hours) the second-wave of influencers spur on a huge increase in views and also influence their networks to
Retweet (black areas)
Once that diffusion happened, the video had essentially peaked and saw very little
further Retweeting or viewing so the graphic looks virtually the
same
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
An example of a four-stage diffusion pattern showing a video spreading as a result of sharing
-20%
3%5%11%17%17%23%29%40%40%
78%
SECOND-WAVE INFLUENCERS HAVE KEY MOTIVATIONS FOR SHARING
TO SHOW APPRECI-ATION
DIRECT OTHERS TO
CONTENT
GIVE OPINION/
REACTION
PROMOTE A CAUSE/HELP OTHERS
GET OPINION
OF OTHERS
DEMONSTRATE PASSION/KNOWLEDGE
SAY SOMETHING
ABOUT MYSELF
BE PART OF ONGOING
DISCUSSION
IT’S TOPICAL / POPULAR
TO INITIATE NEW DISCUSSION
OTHERS MIGHT FIND IT
FUNNY
-20%
Second-wave influencer motivations % UPLIFT vs. ave online video viewer
Drivers are to be part of / drive the conversation and to
be connected to what’s happening
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
RETWEETING WITH A COMMENT IS KEY FOR IGNITING VIDEO SUCCESS IF VIEWERS ARE COMPELLED TO COMMENT WHEN THEY SHARE THEN VIDEOS ARE MORE LIKELY TO SPREAD FURTHER
84%OF VIDEOS ACHIEVING A HIGH RATIO OF SHARES WITH A COMMENT GAIN MORE WIDESPREAD REACH AND SUSTAINED MOMENTUM (THAN THOSE SHARED WITHOUT COMMENT)
60%ARE MOTIVATED TO SHARE VIDEOS SO THEY CAN PASS ON THEIR OWN POINT OF VIEW / SAY SOMETHING ABOUT THEMSELVES
77%AMONG THE MOST INFLUENTIAL* VIEWERS*HAVE 500+ CONNECTIONS ON AT LEAST ONE SOCIAL PLATFORM
RISING TO…
OF ONLINE VIDEO VIEWERS
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
MOBILE VIEWING GENERATES MORE USER ENGAGEMENT PEOPLE ARE +42% MORE LIKELY TO MAKE A COMMENT ON A VIDEO WHEN ACCESSING IT VIA A MOBILE DEVICE, RATHER THAN A LAPTOP OR DESKTOP COMPUTER
MOBILE / TABLETLAPTOP / DESKTOP
59%
27%19%
51%
make a comment every now and again
32% 32%
make a comment always / frequently
+42%
% who say they comment on online videos, by device
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
‘ IN THE MOMENT’ IS KEY FOR DRIVING SHARES AND REACH VIDEOS THAT CAPTURED A MOMENT IN TIME DROVE THE MOST RETWEETS
IN THE MOMENT: DEFINED AS VIDEOS THAT WERE ABLE TO CAPTURE A COMPELLING MOMENT IN TIME E.G.
1. THE MOMENT AN ARTIST WINS A BRIT OR GRAMMY
2. A SNOW DAY AND SCHOOLS SHUT-DOWN
OF VIDEOS TESTED THAT CENTERED ON A RELATABLE MOMENT IN TIME WERE
SUCCESSFUL
92%
OF THE VIDEOS TESTED WERE CENTERED ON A MOMENT IN TIME
1 IN 5WHILST ONLY…
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
TWITTER IS A SHARING TRIGGER
6%
31%
31%
38%
56%
TWITTER USERS START CONVERSATIONS TWITTER USERS ARE MORE LIKELY TO COMMENT ON VIDEOS TO INITIATE DISCUSSIONS
Twitter users comment on videos to initiate a new discussion/debate
1 in 4
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
% UPLIFT vs. ave online video viewer
Platforms represented by daily users
58%
67%
67%
70%
72% TWITTER USERS COMMENT ON VIDEOS TO…
1. EXPRESS OPINIONS2. SHOW APPRECIATION
3. MAKE OTHERS SMILE/LAUGH
% who make a comment about video online: always / frequently
TWITTER USERS ARE VOCAL WITH OPINIONS TWITTER HAS THE HIGHEST CONCENTRATION OF USERS WHO REGULARLY ENGAGE WITH CONTENT
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
Platforms represented by daily users
TWITTER USERS ARE
+28% MORE LIKELY TO TALK ABOUT VIDEOS
THEY’VE WATCHED WITH OTHERS VS. AVG ONLINE VIDEO VIEWER
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
TURNING INSIGHT INTO ACTIONABLE LEVERS FOR
VIDEO SUCCESS
TACTICS FOR DRIVING SHARABILITY
1
2
3
ENCOURAGE ACTIVE INVOLVEMENT, THINK BEYOND A VIEW AND A SHARE
UNDERSTAND THE NETWORK POTENTIAL OF INFLUENCERS AND THEIR ABILITY TO DRIVE A SECOND-WAVE
APPEAL TO THE MOTIVATIONS OF INFLUENTIAL PEOPLE WITH LARGE AUDIENCES WHO ARE LIKELY TO SHARE
4
5 MAKE CONTENT EASY TO DISCOVER AND DON’T UNDERESTIMATE POWER OF SOCIAL NEWS-FEEDS
UTILIZE RELATABLE MOMENTS WITH TIME-SPECIFIC CONTENT
END
APPENDIX
0
250
500
750
1000
0 125 250 375 500
IT’S RARE FOR VIDEOS TO ACHIEVE HIGH REACH AND INVOLVEMENT
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
Rea
ch
Involvement (Retweet with comment)
High reach, high involvement
0
250
500
750
1000
0 125 250 375 500
JOHN LEWIS ‘MAN ON THE MOON’ GOOD REACH, GOOD INVOLVEMENT
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
Rea
ch
Involvement (Retweet with comment)
0
250
500
750
1000
0 125 250 375 500
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
Rea
ch
Involvement (Retweet with comment)
GAME OF THRONES TRAILER LOWER REACH, HEAVY INVOLVEMENT
0
250
500
750
1000
0 125 250 375 500
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
Rea
ch
Involvement (Retweet with comment)
#WHATDIDZOEYSAY HUGE REACH, LOWER INVOLVEMENT
ATTENTION NEEDS TO BE EARNED ONLY HALF ALWAYS/MOSTLY GIVE VIDEOS THEIR FULL ATTENTION.. BUT THIS DOES NOT DIFFER TOO MUCH TO THE ATTENTION GIVEN TO TV
All the time Frequently Every now and again Hardly ever Never
9%
43%41%
6%
1%
10%
48%30%
9%
2%
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
ONLINE VIDEO TELEVISION
HIGH VIEW COUNTS DRIVE CURIOSITY A VIDEO THAT ALREADY HAS A LOT OF VIEWS MEANS VIEWERS ARE INTRIGUED TO SEE WHAT IT’S ALL ABOUT
50%
AGREE THAT A VIDEO WITH LOTS OF VIEWS MAKES THEM
MORE CURIOUS TO WATCH
RISING TO…
59% AMONG TWITTER USERS (DAILY ACTIVE USERS)
56% AMONG 18-24 YEAR-OLDS
63% AMONG USERS WITH BIGGEST NETWORKS (500+ FOLLOWERS)
ONLY 18% DISAGREE
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
OF ONLINE VIDEO VIEWERS
2 IN 3 REGULARLY TAKE ACTION AFTER WATCHING VIDEO
Talk about it with others
Check out suggested/related videos
Search for a similar topic/video
Like it online
Check out a product/brand featured in video
Share video on same site/app
Share video on a different site/app
Make a comment about it online
Share it using a hashtag 20%
32%
32%
33%
35%
32%
36%
37%
41%
12%
17%
17%
21%
22%
34%
33%
34%
31%
5%
5%
6%
7%
6%
11%
9%
8%
8%
All the time Frequently Every now and again
TALKING WITH OTHERS IS MOST WIDESPREAD
BUT LIKING AND CHECKING OUT RELATED CONTENT IS MOST FREQUENT
Questions?
Lisa Cowie Agency Research - EMEA
Twitter @LisCowie
José Arteaga Digital Designer Social@Ogilvy
@Jart262
Rob Davis Executive Director, Advanced
Video Practice at Ogilvy @RobertJohnDavis
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