can apply to large groups of people, not just established, top-tier influencers. Such motivations might include responding to topical subjects, demonstrating personal knowledge or providing personal endorsement, but sometimes the urge simply to feel part of a conversation is compelling enough.

When we create content that also aligns with specific moments in time, and elicit emotions that people are keen to express and endorse, we encourage a sense of immediacy and ownership that translates initial shares into on-going comments and conversations at scale. When brands succeed in achieving this, and do so within a mobile-prioritised format that’s been optimised for easier discovery, they’ll know the real secrets to online video success.

 

 

About the research:

This study, conducted by TNS, comprised of two analysis streams – behavioural analytics and quantitative surveying.

Behavioural analytics focused on the sharing patterns of 62 English-language online videos on Twitter from 2015 and 2016. Each video’s performance was then assessed on the basis of more than 4.2 million Twitter conversations they generated.

Quantitative online surveying explored online video and traditional TV consumption, sharing behaviours and reasoning behind them. Surveying was conducted in the USA and UK amongst 1000 respondents in each country who view and/or retweet/share online videos at least once a week. Age fallout was representative of Twitter users. Surveying was conducted in May 2016.