F. Scott Fitzgerald once said, “There are no second acts in American lives.” He was wrong.
At least 11 internet marketers and video content producers have been able to produce successful second acts. And some of them have produced successful third and four acts.
Who are these prolific producers? Check out the Unruly Global Ads Chart. It ranks brands’ social videos worldwide based on the amount of times content has been shared on Facebook, Twitter and in the blogosphere. As of this past weekend, there were 11 brands that had more than one social video in the top 100 ads of all time:
- DC Shoes: #3, #4, #10, and #25.
- T-Mobile: #12, #16, #70, and #75.
- Volkswagen: #1, #41, and #48.
- Nike: #15, #51, and #52.
- Pepsi: #58, #72, and #96.
- Red Bull: #11 and #30.
- Danny MacAskill: #33, and #55.
- Coca-Cola: #35 and #99.
- Call of Duty: #37 and #43.
- GoPro: #53 and #97.
- Sesame Street: #57 and #64.
Now, there may be other brands that have discovered formulas for success in social video. To qualify for the Mashable Global Ads Chart, work must be produced by an ad agency and approved for release by the brand. Plus, movie trailers, music videos, UGC, and spec work are excluded.
In addition, some B2B brands may not have enough shares to make it into the top 100 ads of all time, but they may have still discovered formulas for success in their niche markets. For example, Salesforce revealed its viral video formula in a video that Chris Atkinson looked at last week.
However, by examining the 11 producers who have gone beyond creating one-hit wonders, we can identify most of the formulas for success in social video.
What Triggers Social Video Success?
Back in July, Unruly COO and Co-Founder Sarah Wood presented an overview of how brands’ can ignite conversation online across the world through the power of social video. Her presentation, Social Video Advertising During The Olympics, identified 10 social video triggers.
But all 10 of these triggers focus on the content of social videos.
I would argue that there’s an 11th trigger that controls the others. It’s the social video equivalent of the “one ring to rule them all.”
It’s the people who discover, watch and share originally-created videos.
Over 800 million unique users visit YouTube each month. But only 10 to 20 percent of these viewers are what Everett M. Rogers, the author of Diffusion of Innovations, would call “opinion leaders.” These are the viewers who discover new videos, watch them, and then decide whether or not to share them with their friends, parents, siblings, and colleagues.
And these are the people that video ad research from YouTube calls Generation V.
#1 Trigger – The Generation V On-Demand Video Consumer
For example, Men 18-34 love being in-control of their media experience. YouTube feeds their need for real-time, comprehensive quick dips into media and provides a welcome break in the day. The comprehensive content on YouTube can serve as a party playlist, group entertainment, education and allows them to broaden their horizons. YouTube is Part of the Social Fabric – sharing regularly occurs through text, IM, Facebook, email and face to face conversations. It is socially acceptable to use YouTube in the workplace.
Women 25-49 are the family media managers and also love being in control of their media experience. YouTube also feeds their need for real-time, comprehensive quick dips into media and provides a welcome break in the day. The comprehensive content on YouTube can help them learn to do anything they want, and it provides entertainment for the whole family. YouTube is Part of the Social Fabric of Women 25-49, who share videos with their friends, family members and colleagues. They also regularly watch videos with their children.
Finally, 40 percent of Men 18-34 and 25 percent of Women 25-34 actively seek out videos related to their particular passions or hobbies. And 64 percent of Men 18-24, 57 percent of Men 18-34, 46 percent of Women 25-24, and 38 percent of Women 25-49 have shared online video content in the past week.
So, Generation V is the key group of people who discover, watch and share originally-created videos.
It appears that YouTube has also discovered the “one ring to rule them all.”
On Oct. 7, 2012, Claire Cain Miller of The New York Times interviewed Robert Kyncl, global head of content at YouTube, when he announced that YouTube was adding 50 original channels to the 100 it introduced last year. He said that YouTube had learned that viewers who have spent decades in front of their televisions are not about to throw them out in favor of YouTube, so it was going after younger people who have grown up online.
“The thing we learned is it’s certainly best to fish where the fish are,” Kyncl told Miller. “In terms of making investment decisions and putting dollars at risk, we’re going to focus on audiences of 35 and below, who are already on YouTube.”
That’s a demographic description of the people who discover, watch and share originally-created videos. But I don’t think YouTube would be sharing a psychographic profile of Generation V unless this was the key element in all of the various formulas for success in social video.