Branded Videos: 42% of Social Shares Occur Within First 72 Hours

Branded Videos: 42% of Social Shares Occur Within First 72 Hours

Branded videos attract an average 42% of shares across Twitter, Facebook and blogs within the first 3 days of publication. That's up from 25% on last year. The new data, from Unruly, also confirms that 18% of shares, one-fifth of the total, are generated within the first 24 hours, an increase on the 10% previously recorded. What's the total of shares expected within the first 7 days of the campaign launch? 65%, compared to 37% last year.

Unruly released data in April 2013 that analysed the percentage of shares a video attracted within a certain time-frame, confirming that 25% of social shares occurred within the first three days. The new data shows that 42% of shares are generated within the first 72 hours, during what they call the 'viral peak'.

Branded Videos: 42% of Social Shares Occur Within First 72 Hours

Unruly extracted the data from its cloud-based Analytics platform which records video activity over time. The company has just launched a new skippable pre-roll format in Unruly Activate™, a video distribution platform that engages 1.17 billion viewers, with the aim of helping brands and marketers cope with the speed of social and maximize the viral peak. With 74.1% of video views now happening outside of YouTube and its player embeds, Unruly’s in-stream format aims to deliver cost-efficient insights in the crucial viral peak period.

You could find out more about the new report, and the new platform from Unruly here.

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Posted in Social Video
About the Author -
Carla Marshall is the Managing Editor of ReelSEO, and the Community Manager for the ReelSEO YouTube Channel. She is YouTube Certified, and specializes in video optimization and organic marketing. View All Posts By -

What do you think? ▼
  • Shawn Forno

    It's the classic "Tortoise vs. the Hare," and while the hare might be gaining, the tortoise is still winning the race.

    At first that statistic makes sense - 42% of shares occur within the first 3 days - however, I'm actually surprised by how low that number is. I know it's on the rise from last year - dramatically so - but essentially, MOST of your social media shares (52%) happen AFTER the first three days. The value of your content is in the long-tail.

    I know that's obvious, but people are in such a rush to create "viral" content for quick social media injections that they neglect the much more lucrative long-tail potential of their content. It leads to shoddy work, in my opinion. Write, shoot, create, draw something that gets evergreen shares - but failing that, take solace in that fact that if your content doesn't explode seconds after you publish it, most of the work it'll do for your site/business happens slowly over the long term.

    Make content that lasts longer than 72 hours - even for social media!

    The picture below is about our animation process at IdeaRocket and how we take videos from concept to completion. Our aim is to make a video that gets shared for years.

    We're quirky like that, I guess.