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.
The report also shows that the video ecosystem is fragmented. While the majority of video shares (59.4%) worldwide take place on Facebook, viewers share across a multitude of platforms, including Twitter (13.8%), Google+ (9.3%), Tumblr (5.7%) and Pinterest (3.9%). The report also shows that over three-quarters of video views take place outside of YouTube.
Other highlights from the report include:The speed of social diffusion varies greatly by country. South Koreans are the fastest sharers, with 20% of shares occurring within the first 24 hours of launch;Video viewers in South Korea (28%) are also more likely to click, replay or share an ad than any other territories worldwide (source: Unruly Activate™);Happiness is the most effective emotional trigger for global campaigns, whereas social motivations are more culturally dependent;Viewers in Germany are more likely to watch an ad to the end. 79% of Germans who watched an ad stayed till the final frame. The UK was in second place with 77% (source: Unruly Activate™).