DOCSLIB.ORG

The Video Idea Book 2 the Video Idea Book

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
The Video Idea Book 2 the Video Idea Book THE VIDEO IDEA BOOK 2 THE VIDEO IDEA BOOK Video is no longer “just an option”; it is the option. In today’s rapidly evolving business world, one thing has become abundantly clear: video is king. Now, more than ever, both consumer and business audi- ences are expressing a preference (and, in most cas- es, an expectation) for video. According to a recent Forbes study, video content is projected to increase from 74 percent of global Internet traffic to up to 80 percent. Not only that, but four times as many consumers said they would prefer to watch a video about a product than to read about one. There is no question that video is in high demand. Consumer desire — and expectation — for video will only increase, which means that a consistent output of video content is key if you want to be successful. Applied Art & Technology 3 Global Internet Traffic 2017 2019 74% 80% video video But why is video so effective? It’s simple, really. More than anything, good video content connects with audiences because of its em- phasis on storytelling. When done right, there is no better way to influence behavior and inspire action than with a well-crafted video that tells a powerfully human story. At Applied Art & Technology, we’re experts when it comes to visual storytelling, having spent the past 25 years crafting stories with an array of video mar- keting techniques. Leveraging our 25 years of indus- try experience, we’ve compiled a list of 50 different ways you can use video to better reach your target audience and, most importantly, achieve your goals. 4 THE VIDEO IDEA BOOK Table of Contents PREFACE 2 MARKETING AND ADVERTISING CAMPAIGNS 6 PUBLIC RELATIONS AND COMMUNITY 19 RELATIONS TRADE SHOW AND EVENT VIDEOS 25 CONSUMER ENGAGEMENT 32 CUSTOMER REFERENCE VIDEOS 42 PRODUCT AND SERVICE PROMOTION 49 Applied Art & Technology 5 CORPORATE/INTERNAL COMMUNICATIONS 54 EMPLOYEE TRAINING 63 CUSTOMER SUPPORT 68 LOOKING FORWARD 73 SUMMARY/AFTERWORD 79 6 THE VIDEO IDEA BOOK Chapter 1 MARKETING AND ADVERTISING CAMPAIGNS Applied Art & Technology 7 The first, and possibly most important, category of video marketing promotes your business’s value through targeted campaigns. The secret to master- ing these types of videos is understanding all the various platforms on which you can distribute your content. 1. Mobile Smartphones are the best way to reach that coveted 18 to 34 demographic, better known as millennials. A study conducted by Google and Ipsos found that a whopping 98 percent of smartphone owners aged 18 to 34 used their phones to watch video content. Creating video content optimized for mobile view- ers is quickly becoming the best way to reach the most consumers with extremely specialized messag- ing. This is because geolocation technology now allows for more targeted advertisements and other video-driven content. It is also important to note that recent developments in mobile-focus video, such as Instagram’s IGTV up- date, place an emphasis on vertical orientation for better mobile viewing — a drastic change to video’s long-accepted horizontal presentation. 8 THE VIDEO IDEA BOOK 2. Content Marketing For years now, content marketing has been a suc- cessful method of reaching target audiences and generating leads. Now, with the surging popularity of video, content marketers are incorporating video content along with written copy, such as blog posts and e-books. In addition to driving traffic, the beauty of content marketing is that there is a wide variety of videos that you can use to better meet your audience’s needs throughout the conversion funnel. This funnel re- flects the stages your buyers typically go through on their path to purchase (Awareness, Consideration and Decision), and each stage requires uniquely tar- geted video content. Whether you’re targeting consumer sales through customer relationship management (CRM) or are en- gaging in B2B, video may prove to be your most ef- fective lead generation tool. Applied Art & Technology 9 3. Pre-Roll Advertising With the arrival of YouTube and other video sharing sites came the unprecedented opportunity to create specialized video content that appeals directly to consumers’ interests. YouTube (now, the world’s second largest search en- gine) has become a hotbed of video marketing con- tent — most notably, with pre-roll advertising. Typi- cally played before a user is able to watch a video, most pre-roll ads now come with the option to skip after five seconds. Although pre-roll videos may have acquired the no- torious reputation of being “annoying,” the fact is that these video advertisements are extremely effec- tive at raising brand awareness. According to a Nielsen analysis reported on by Face- book, watching less than three seconds of a pre-roll video can create up to 47 percent of a campaign’s value for ad recall and as much 44 percent of the val- ue for purchase intent. Better yet, these values only increase the longer the user watches the video. 10 THE VIDEO IDEA BOOK 4. Email Video is particularly effective in email marketing cam- paigns, with videos increasing click-through rates by up to 200 to 300 percent. Although well-written copy will always be an effective marketing tool, videos are simply better geared for delivering information in a succinct and visually engaging way. At the very least, pairing compelling copy with a complementary vid- eo is a surefire way to boost engagement. Placing a purposeful “call to action” at the end of an email-embedded video can also generate further engagement — whether that be downloading relat- ed content or sharing the video on social media. Applied Art & Technology 11 5. Social Media Social video may be one of the most critical compo- nents of any successful marketing campaign going forward. Isolated video content is a thing of the past on the web, as sharing video is a central aspect of all major social media sites. This means wider reach for marketing campaigns, since video content can now be distributed among users themselves. Each social network has unique audiences and, as a result, social videos must be properly optimized for these different platforms. A video created for Face- book will likely look much different than one created for Twitter or LinkedIn, for example — both in terms of appearance and messaging. Building a strong video presence on these social plat- forms will also allow you to take advantage of certain marketing opportunities unique to each channel. Whether it be uploading a Facebook Live video that promotes direct engagement with your audience, or creating Snapchat geofilters for users to overlay on their own videos, the possibilities are truly endless. 12 THE VIDEO IDEA BOOK 6. Microsites Although similar to landing pages, microsites differ because they possess specific domains that encom- pass a single subject or campaign. While landing pages consist of just one page, microsites can con- tain between three and 30 pages of unique content. Microsites benefit from video content that comple- ments the story they tell about a certain product or service — all while responding directly to your vis- itors’ needs. The inclusion of video often leads to stronger engagement and, ultimately, higher con- version rates. Applied Art & Technology 13 7. Landing Pages The purpose of a landing page is to deliver content at the moment it is most wanted, with conversion be- ing the end goal. Landing pages tell a story about you and your business in a matter of seconds, and if your story doesn’t offer a resolution for your visitors, they’re likely to bounce. Given the storytelling capabilities of video, it’s no wonder that conversion rates increase by 86 percent when a video is featured on a landing page. Howev- er, it’s not as easy as throwing a video on your page and hoping it sticks. Here are some of the strategies you can use to opti- mize your landing page with a well-placed video: • Place the video “above the fold” of your landing page • Use an effective thumbnail image • Disable the autoplay function on your video • Keep your video short, but attention grabbing • Include a recognizable call to action • Tell a story that complements your landing page 14 THE VIDEO IDEA BOOK 8. Interactive/360-Degree Video This type of content takes video’s ability to engage to the next level. Traditional online video is fairly lim- ited in its level of direct user interaction; oftentimes, viewers only have the power to pause, fast forward and rewind. However, with interactive video, a wider array of options becomes available for visitors to en- gage with your content. Viewers can click the screen to explore certain areas, complete forms, answer questions, purchase prod- ucts and even download content — all without leav- ing the video player window. 360-degree videos, in particular, have surged in pop- ularity recently, thanks to the unprecedented interac- tivity they offer. In fact, studies show that users tend to watch interactive videos for longer periods of time, with twice as many users watching 360-videos to completion when compared to flat frame videos. Applied Art & Technology 15 9. Branded Entertainment Branded entertainment is exactly what it sounds like. It’s entertainment-based content that complements a brand’s marketing strategy. The most success- ful examples of branded entertainment and spon- sored videos range from “The Lego Movie” to Red Bull-sponsored clips of extreme bike tricks. No matter your budget, you can create successful branded entertainment as long as your focus is on storytelling. By creating a compelling video that tells an entertaining story, you’ll quickly establish a con- nection with your viewers while raising positive brand awareness.
Load more

Recommended publications
  • 21-0706-MEDALLIONS-Call for Entry Brochure.Pdf
    ENTERYOURFINEST 2021 MEDALLIONENTER YOUR ENTERYOURAWARDS FINEST ENTERYOUR ENTERYOURFINEST ENTERYOURFINEST ENTERYOURFINEST ENTERYOURFINEST ENTERYOURFINEST ENTER YOUR PASSION ENTRY DETAILS WHO CAN ENTER The creative effort/concept must 2021 have originated from a community medallion or technical college or district or AWARDS state governing organization for two-year colleges. Entries may not be submitted through an ad YOu’VE DONE GReaT WORK. YOu’VE PUT IN EXTRA HOURS. agency; make submissions through a college, district or state govern- YOU DESERVE TO BE CELEBRATED FOR yoUR ACCOMPLISHMENTS. ing association only. In a time when creativity has been stretched to the limits, it’s WHAT TO ENTER important to take the time to reflect on your relentless pursuit of Entries must have been published, broadcast, displayed and used excellence. Show everyone the inspirational work you and your between July 1, 2020 and team have produced during one of the most challenging years June 30, 2021. in recent memory. Entries must be new designs or publications in the entry year; those that represent previously SPONSORED BY the National Council for RECOGNIZED AS the leading professional submitted work with minor Marketing & Public Relations (NCMPR), development organization for two-year modifications will be disqualified. the Medallion Awards recognize outstanding college communicators, NCMPR provides achievement in design and communication regional and national conferences, Entries must be original, creative at community and technical colleges webinars, a leadership institute, relevant work WITHOUT THE USE OF in each of seven districts. It’s the only information on emerging marketing TEMPLATES customized for regional competition of its kind that honors and PR trends, and connections to a individual college use.
    [Show full text]
  • Regional Development in Russia, an Issue Which Is Widely Discussed Due to the Size and Diversity of the World’S Largest Country
    Summer 2015 Regional development With AEB updates on: regional HR trends, leasing market, corporate banking... and more AEB SPONSORS 2015 Allianz IC OJSC MERCK LLC Alstom Messe Frankfurt Rus Atos MetLife Bank Credit Suisse (Moscow) METRO GROUP BP Michelin BSH Group MOL Plc Cargill Enterprises Inc. Novartis Group Clifford Chance OBI Russia Continental Tires RUS LLC Oriflame Crocus International Procter & Gamble Deloitte PwC DuPont Science & Technologies Raiffeisenbank AO E.ON Russia ROCA Enel Russia OJSC Shell Exploration & Production Services (RF) B.V. ENGIE Statoil ASA Eni S.p.A. Telenor Russia AS EY TMF Group HeidelbergCement Total E&P Russie ING Commercial Banking Volkswagen Group Rus OOO John Deere Agricultural Holdings Inc. Volvo Cars LLC KPMG YIT Rakennus Representative Office LEROY MERLIN Russia YOKOHAMA RUSSIA LLC Mercedes-Benz Russia | Introduction AEB Business Quarterly | Summer 2015 Dear reader, I am glad to welcome you to the 2nd issue of the AEB Business Quarterly in 2015. It is devoted to regional development in Russia, an issue which is widely discussed due to the size and diversity of the world’s largest country. Starting business in Russia is not always as easy as in other countries, but success is possible. Many factors influence this, but one of the key issues is to choose the right place for development. However, the current crisis enforces companies to optimise their structures. Despite this, many persevere and see opportunities especially in the regions. Cost efficiency, easy management, logistics, market opportunities are all, of course, very important for any development. But the direction of the business also strongly depends on the region: an area may be suitable for one kind of entrepreneur- ship but not necessarily for another.
    [Show full text]
  • The C-Suite Guide to Video for Business
    The C-Suite Guide to Video for Business Video eBook Written by Brian Overson Phone: 952-829-9091 [email protected] storytellermn.com e Brian Overson is the Marketing Associate at StoryTeller Media + Communications in Bloomington, Minnesota. StoryTeller is an inbound marketing and video production agency, earning three Midwest Regional Emmy awards for video storytelling. Other titles by Brian Overson: Business Blogging: Te C-Suite Guide to Producing Written Content, Part I Copyright © 2015, Brian Overson, StoryTeller Media + Communications Table of Contents Introduction............................................................................4 Where Do I Start?........................................................................7 Content.................................................................................13 Production.........................................................................19 SEO.......................................................................................26 How Do I Use It?........................................................................29 Conclusion...........................................................................33 Resources............................................................................35 CHAPTER 1 Introduction “When it’s done well, video can take you somewhere. It can make you feel like you were at that place, or with that person.” – Gregg Litman Brand Content Manager StoryTeller Media + Communications Emmy Award-winning Video Producer INTRODUCTION Welcome
    [Show full text]
  • Landon Cat.PM
    VIDEO UNIVERSITY HOW TO START OR EXPAND A SUCCESSFUL HOME-BASED BUSINESS PRODUCING CORPORATE VIDEOS ■#77 PROFESSIONAL VIDEO PRODUCER - A Comprehensive Course If you love making videos as much as I do, you know it’s an expensive hobby. That’s why I produce videos for others. So they can help pay for my equipment. For the last 12 years I’ve been producing corporate videos, having been in the film and video business for over 20 years. And over those years I have learned a lot! NEW VIDEO What they don’t teach you in college College courses costing hundreds of dollars are great for learning the theory of visual communication, but they don’t teach you how to build a profitable business and support BUSINESSES ARE yourself. That’s why I wrote Professional Video Producer to show you the real world of video business from people who actually run successful production companies. In this HOTTER unique home study course you’ll discover the techniques and strategies used by large and small video production companies who’ve learned the most important lesson of all - how THAN EVER… to make a profit in this $8 BILLION business. But before we explore that, let me tell you the FOUR THINGS I LOVE about this work: ARE YOU 1. Variety Since I started producing corporate videos, I've been paid to learn about and produce GETTING YOUR videos on subjects ranging from dock building, lipstick manufacturing, electronic surveying, furniture sales training, computer programs, architecture, nursing, interstate highway SHARE? building, sexual harassment, waterfront reconstruction, book printing, food preparation and many more.
    [Show full text]
  • An Introduction to Virality Metrics
    Association for Information Systems AIS Electronic Library (AISeL) UK Academy for Information Systems Conference Proceedings 2016 UK Academy for Information Systems Spring 4-12-2016 WHAT IS VIDEO VIRALITY? AN INTRODUCTION TO VIRALITY METRICS Joseph Asamoah University of Salford, [email protected] Adam Galpin University of Salford, [email protected] Aleksej Heinze University of Salford, [email protected] Follow this and additional works at: https://aisel.aisnet.org/ukais2016 Recommended Citation Asamoah, Joseph; Galpin, Adam; and Heinze, Aleksej, "WHAT IS VIDEO VIRALITY? AN INTRODUCTION TO VIRALITY METRICS" (2016). UK Academy for Information Systems Conference Proceedings 2016. 8. https://aisel.aisnet.org/ukais2016/8 This material is brought to you by the UK Academy for Information Systems at AIS Electronic Library (AISeL). It has been accepted for inclusion in UK Academy for Information Systems Conference Proceedings 2016 by an authorized administrator of AIS Electronic Library (AISeL). For more information, please contact [email protected]. What is video virality? An introduction to virality metrics. Joseph Asamoah The University of Salford, Salford UK. Email: [email protected] Abstract: Video virality is acknowledged by many marketing professionals as an integral aspect of digital marketing. It is being mentioned a lot as a buzz word but there has not been any definitive terminology ascribed to what exactly it is. It is common to hear a phrase such as, “this video has gone viral”. However, this
    [Show full text]
  • WHY VIDEO? Video Content Engages Viewers at Every Level – It Educates, Entertains and Inspires Them
    INTRODUCTION If your company is not using video to build its brand and attract new customers, you are already behind the curve. In the rapid-paced world of mass-media and Internet marketing, simple text or boring PowerPoint presentations no longer grab and retain consumers’ attention. Four times as many customers would rather watch a video explaining the benefits of a product than read the same information,1 and video’s popularity continues to grow. 43% Marketing software company Hubspot reports that 43 Consumers who actually percent of consumers want to see more video content want to see more video from marketers.2 When was the last time you heard that from marketers. Source: Hubspot consumers actually want to be marketed to? 1 Animoto, 2015 2 16 Video Marketing Statistics to Inform your Q4 Strategy 1 The numbers on video’s rapid and continued growth as a business communication platform are staggering: • 80 percent of internet users will watch • 100 million people watch a video on the a video, while only 20 percent will read internet every day. the full contents of a web page. • Video will account for 80 percent of all • Users spend 88 percent more time on consumer traffic on internet by 2019. websites that include video content. And video’s value goes well beyond simply getting customers to hang around your website a little longer. Video is also a powerful medium for creating a lasting impression. Research indicates that viewers retain 95 percent of the information they consume while watching a video, compared to just 10 percent if they read the same information in simple text.
    [Show full text]
  • “Decreasing World Suck”
    Dz dzǣ Fan Communities, Mechanisms of Translation, and Participatory Politics Neta Kligler-Vilenchik A Case Study Report Working Paper Media, Activism and Participatory Politics Project AnnenBerg School for Communication and Journalism University of Southern California June 24, 2013 Executive Summary This report describes the mechani sms of translation through which participatory culture communities extend PHPEHUV¶cultural connections toward civic and political outcomes. The report asks: What mechanisms do groups use to translate cultural interests into political outcomes? What are challenges and obstacles to this translation? May some mechanisms be more conducive towards some participatory political outcomes than others? The report addresses these questions through a comparison between two groups: the Harry Potter Alliance and the Nerdfighters. The Harry Potter Alliance is a civic organization with a strong online component which runs campaigns around human rights issues, often in partnership with other advocacy and nonprofit groups; its membership skews college age and above. Nerdfighters are an informal community formed around a YouTube vlog channel; many of the pDUWLFLSDQWVDUHKLJKVFKRRODJHXQLWHGE\DFRPPRQJRDORI³GHFUHDVLQJZRUOGVXFN.´ These two groups have substantial overlapping membership, yet they differ in their strengths and challenges in terms of forging participatory politics around shared cultural interests. The report discusses three mechanisms that enable such translation: 1. Tapping content worlds and communities ± Scaffolding the connections that group members have through their shared passions for popular culture texts and their relationships with each other toward the development of civic identities and political agendas. 2. Creative production ± Encouraging production and circulation of content, especially for political expression. 3. Informal discussion ± Creating and supporting spaces and opportunities for conversations about current events and political issues.
    [Show full text]
  • Parody and Pastiche
    Evaluating the Impact of Parody on the Exploitation of Copyright Works: An Empirical Study of Music Video Content on YouTube Parody and Pastiche. Study I. January 2013 Kris Erickson This is an independent report commissioned by the Intellectual Property Office (IPO) Intellectual Property Office is an operating name of the Patent Office © Crown copyright 2013 2013/22 Dr. Kris Erickson is Senior Lecturer in Media Regulation at the Centre ISBN: 978-1-908908-63-6 for Excellence in Media Practice, Bournemouth University Evaluating the impact of parody on the exploitation of copyright works: An empirical study of music (www.cemp.ac.uk). E-mail: [email protected] video content on YouTube Published by The Intellectual Property Office This is the first in a sequence of three reports on Parody & Pastiche, 8th January 2013 commissioned to evaluate policy options in the implementation of the Hargreaves Review of Intellectual Property & Growth (2011). This study 1 2 3 4 5 6 7 8 9 10 presents new empirical data about music video parodies on the online © Crown Copyright 2013 platform YouTube; Study II offers a comparative legal review of the law of parody in seven jurisdictions; Study III provides a summary of the You may re-use this information (excluding logos) free of charge in any format or medium, under the findings of Studies I & II, and analyses their relevance for copyright terms of the Open Government Licence. To view policy. this licence, visit http://www.nationalarchives.gov. uk/doc/open-government-licence/ or email: [email protected] The author is grateful for input from Dr.
    [Show full text]
  • Ritualizando Cuerpos Y Paisajes: Títol
    Environmental governance and new ICTs: the impact of new information and communication technologies on global environmental governance Jérôme Duberry TESI DOCTORAL UPF / 2014 PROFESSOR JOSEP IBAÑEZ DEPARTAMENT DE DRET ii Acknowledgements I would like to thank the Law Department of the University Pompeu Fabra and in particular my tutor Professor Dr. Josep Ibáñez Muñoz for his academic and personal support, and members of the Secretariat Lluïsa and Adela. I also would like to thank my parents for their encouragement, Max for his valuable comments and faithful support, Angela for her faith in me, my dear local friends Diego and Jessica, my Bloom and Boom dream team, and all those whose presence from close or far made this thesis possible. iii iv Abstract The doctoral dissertation deals with the impact of the use of new information and communication technologies (ICTs) on global environmental governance. The objective of the research is to analyze the influence of these technologies on the legitimacy of global governance tools and on the competences of global non-state actors –as part of global civil society– involved in processes of environmental politics. After defining the context in which new ICTs emerge, the thesis develops two case studies. The first one analyzes the resolution and recommendation process of the International Union for Conservation of Nature and Natural Resources (IUCN). It illustrates that the use of new ICT improves the participation and the creation of consensus around certain values, and shows therefore that the use of new ICTs has a positive impact on the legitimacy of this global governance mechanism.
    [Show full text]
  • Looking At, Through, and with Youtube Paul A
    Santa Clara University Scholar Commons Communication College of Arts & Sciences 2014 Looking at, through, and with YouTube Paul A. Soukup Santa Clara University, [email protected] Follow this and additional works at: https://scholarcommons.scu.edu/comm Part of the Communication Commons Recommended Citation Soukup, Paul A. (2014). Looking at, through, and with YouTube. Communication Research Trends, 33(3), 3-34. CRT allows the authors to retain copyright. This Article is brought to you for free and open access by the College of Arts & Sciences at Scholar Commons. It has been accepted for inclusion in Communication by an authorized administrator of Scholar Commons. For more information, please contact [email protected]. Looking at, with, and through YouTube™ Paul A. Soukup, S.J. [email protected] 1. Looking at YouTube Begun in 2004, YouTube rapidly grew as a digi- history and a simple explanation of how the platform tal video site achieving 98.8 million viewers in the works.) YouTube was not the first attempt to manage United States watching 5.3 billion videos by early 2009 online video. One of the first, shareyourworld.com (Jarboe, 2009, p. xxii). Within a year of its founding, begin 1997, but failed, probably due to immature tech- Google purchased the platform. Succeeding far beyond nology (Woog, 2009, pp. 9–10). In 2000 Singingfish what and where other video sharing sites had attempt- appeared as a public site acquired by Thompson ed, YouTube soon held a dominant position as a Web Multimedia. Further acquired by AOL in 2003, it even- 2.0 anchor (Jarboe, 2009, pp.
    [Show full text]
  • A Closer Look at Viral Videos on Youtube
    Viral Video Style: A Closer Look at Viral Videos on YouTube Lu Jiang, Yajie Miao, Yi Yang, Zhenzhong Lan, Alexander G. Hauptmann School of Computer Science, Carnegie Mellon University Outline . Introduction . CMU Viral Video Dataset . Statistical Characteristics . Peak Day Prediction . Conclusions Outline . Introduction . CMU Viral Video Dataset . Statistical Characteristics . Peak Day Prediction . Conclusions What is a viral video? • A viral video is a video that becomes popular through the process of (most often) Internet sharing through social media. Gangnam Style What is a viral video? • A viral video is a video that becomes popular through the process of (most often) Internet sharing through social media. Charlie bit my finger Gangnam Style Missing pilot MH370 Social Validity • Viral videos have been having a profound impact on many aspects of society. • Politics: – Pro-Obama video “Yes we can” went viral (10 million views) in 2008 US presidential election [Broxton 2013]. – Obama Style and Mitt Romney Style went viral (30 million views in the month of Election Day), and peaked on Election Day. Social Validity • Viral videos have been having a profound impact on many aspects of society. • Politics: – Pro-Obama video “Yes we can” went viral (10 million views) in 2008 US presidential election [Broxton 2013]. – We found that Obama Style and Mitt Romney Style went viral (30 million views in the month of Election Day), and peaked on Election Day. Social Validity 6 x 10 2 Mitt Romney Style 1.5 Obama Style 2012 Election Day 1 0.5 Number of Views of Number 0 60 70 80 90 100 110 120 130 140 150 160 Days after the upload Social Validity cont.
    [Show full text]
  • Catching a Viral Video
    J Intell Inf Syst DOI 10.1007/s10844-011-0191-2 Catching a viral video Tom Broxton · Yannet Interian · Jon Vaver · Mirjam Wattenhofer Received: 2 February 2011 / Revised: 21 September 2011 / Accepted: 25 November 2011 © Springer Science+Business Media, LLC 2011 Abstract The sharing and re-sharing of videos on social sites, blogs e-mail, and other means has given rise to the phenomenon of viral videos—videos that become popular through internet sharing. In this paper we seek to better understand viral videos on YouTube by analyzing sharing and its relationship to video popularity using millions of YouTube videos. The socialness of a video is quantified by classifying the referrer sources for video views as social (e.g. an emailed link, Facebook referral) or non- social (e.g. a link from related videos). We find that viewership patterns of highly social videos are very different from less social videos. For example, the highly social videos rise to, and fall from, their peak popularity more quickly than less social videos. We also find that not all highly social videos become popular, and not all popular videos are highly social. By using our insights on viral videos we are able develop a method for ranking blogs and websites on their ability to spread viral videos. Keywords Viral videos · Internet sharing · YouTube · Social media · Ranking blogs · Data mining · Logs mining · Weblogs T. Broxton · Y. Interian (B) · J. Vaver · M. Wattenhofer Google Inc., San Bruno, USA e-mail: [email protected] T. Broxton e-mail: [email protected] J. Vaver e-mail: [email protected] M.
    [Show full text]