The Power of Second Wave Influencers

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Lisa Cowie Agency Research - EMEA

Twitter @LisCowie

José Arteaga Digital Designer Social@Ogilvy

@Jart262

Rob Davis Executive Director, Advanced

Video Practice at Ogilvy @RobertJohnDavis

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Online video : discovery, interaction and sharingA research partnership between Twitter and Ogilvy & Mather, conducted by TNS August 2016

3 key questions

How do people discover and consume online videos?

1What are the drivers for a video to achieve high reach through sharing?

2How is Twitter uniquely positioned to encourage video sharing?

3

METHODOLOGY

BEHAVIORAL ANALYSIS

QUANTITATIVE SURVEY

PARTNERSHIP WITH TNS UTILIZING THEIR UNIQUE ANALYTIC TOOLS AND EXPERTISE FOR BEHAVIOURAL ANALYSIS AND QUANT EXPLORATIONS

2. Videos categorised across videographic dimensions, e.g. length, emotion, subject content

3. Video performance assessed across criteria, e.g. reach, engagement, shares (Retweets)

4. Diffusion of videos plotted to understand life cycle in terms of Retweets and views over time

5. Baysian modeling exercise to isolate the important drivers of success for videos

1. 66 English language videos chosen (ranging in success regarding total reach/views) generating total of 4.2M mentions

1. Quantitative online survey exploring online video consumption, sharing behaviours and motivations.

2. Survey conducted among 18-49 year-olds in the UK and the US (total sample 2,002)

HIGH REACH HIGH INVOLVEMENT +

THE DEFINITION OF SUCCESS SUCCESS IN THE CONTEXT OF THIS STUDY WAS DEFINED AS A VIDEO GENERATING LARGE REACH AND A STRONG RATIO OF RETWEETS WITH COMMENTS ( INVOLVEMENT)

SUCCESSFUL VIDEO=

VIDEO DISCOVERY & INTERACTION

20%24%33%35%

43%44%49%

SOCIAL NEWS-FEEDS DRIVE MOBILE VIDEO DISCOVERY GENERAL BROWSING IS KEY FOR VIDEO DISCOVERY, THOUGH SOCIAL NEWS-FEEDS HAVE GREATER IMPACT ON MOBILE DISCOVERY

BROWSING SOCIAL NEWSFEEDS

FRIENDS/FAMILY SPECIFIC PEOPLE FOLLOWED

SEEING RELATED VIDEOS

SPECIFIC SEARCH (E.G. HASHTAG)

TOP TRENDING VIDEOS

Discovery method when MOBILE IS PRIMARY device for viewing

more important for mobile

Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002

HASHTAGS DRIVE THE QUEST FOR MORE CONTENT THEY ARE A USEFUL MECHANISM FOR ENCOURAGING SUBSEQUENT VIEWING OF RELATED CONTENT

WHO DISCOVER A VIDEO BY A HASHTAG REGULARLY SEARCH FOR SIMILAR/RELATED CONTENT AFTER WATCHING 63%


VS. 42% AMONG VIEWERS GENERALLY (AVERAGE OF ALL METHODS OF DISCOVERY)

OF ONLINE VIDEO VIEWERS

AUTOPLAY IS AS IMPORTANT AS FRIEND RECOMMENDATIONS FOR CONVENIENCE OF VIEWING

16%

17%

19%

22%

26%

26% Autoplaying videos

Videos shared by friends

Top trending videos

Sponsored videos in timeline

Videos shared by celebs/influencers

Videos with hashtag

% who selected each of the following for making videos more convenient to watch


+54% MORE LIKELY TO AGREE

AUTOPLAY IMPROVES CHANCES OF BEING

FIRST TO SEE SOMETHING

IF MOBILE IS THE PRIMARY DEVICE USED TO WATCH VIDEOS THEN VIEWERS ARE

45% FREQUENTLY** LIKE VIDEO CONTENT THEY WATCH RISING TO 57% AMONG TWITTER USERS

ONLINE VIDEO PROVOKES ENGAGEMENT 2 IN 3 REGULARLY TAKE ACTION* AFTER VIEWING A VIDEO

28% FREQUENTLY** SHARE CONTENT THEY WATCH RISING TO 40% AMONG TWITTER USERS

**FREQUENTLY = TOP-2 BOX ( ‘ALL THE TIME’ + ‘FREQUENTLY’)

*NET.. E.G. LIKE, COMMENT, SHARE, REPLY, TALK TO SOMEONE


OF ONLINE VIDEO VIEWERS OF ONLINE VIDEO VIEWERS

Television Online video

41%36%

31%35%

8%12%

All the timeFrequentlySometimes

% who state they talk about TV / online video with others

ONLINE VIDEO IS TALKED ABOUT ALMOST AS MUCH AS TV 4 IN 10 REGULARLY TALK TO OTHERS ABOUT ONLINE VIDEO

87% 80%


DRIVERS OF SHARING

THE POWER OF ‘SECOND-WAVE’ INFLUENCERS MOTIVATING A SECONDARY LAYER OF INFLUENCERS IS VITAL IF A VIDEO IS TO GAIN SIGNIFICANT REACH

*Top percentile for widespread reach and high involvement

90% of videos that motivated a second-wave were successful*

20% of videos tested motivated a second-wave of influencers


SECOND-WAVE INFLUENCERS HAVE A CATALYSING IMPACT THESE SECONDARY RETWEETERS MAKE THE VIDEO LIVE LONGER AND GO FURTHER

599 Tweets per hour(180 hours)

21,577 Tweets per hour(5 hours)

8,990 Tweets per hour(12 hours)

23 Tweets per hour(4,637 hours)

Video has initial burst of viewing (as indicated by green area) generated by an influencer (black area - someone with

ability to reach users at scale)

Original post

Areas of Retweeting

Views

A second-wave of influencers Retweet the video (black areas)

and the diffusion of viewing starts to spread further

extending the reach of the video

In a short space of time (12 hours) the second-wave of influencers spur on a huge increase in views and also influence their networks to

Retweet (black areas)

Once that diffusion happened, the video had essentially peaked and saw very little

further Retweeting or viewing so the graphic looks virtually the

same


An example of a four-stage diffusion pattern showing a video spreading as a result of sharing

-20%

3%5%11%17%17%23%29%40%40%

78%

SECOND-WAVE INFLUENCERS HAVE KEY MOTIVATIONS FOR SHARING

TO SHOW APPRECI-ATION

DIRECT OTHERS TO

CONTENT

GIVE OPINION/

REACTION

PROMOTE A CAUSE/HELP OTHERS

GET OPINION

OF OTHERS

DEMONSTRATE PASSION/KNOWLEDGE

SAY SOMETHING

ABOUT MYSELF

BE PART OF ONGOING

DISCUSSION

IT’S TOPICAL / POPULAR

TO INITIATE NEW DISCUSSION

OTHERS MIGHT FIND IT

FUNNY

-20%

Second-wave influencer motivations % UPLIFT vs. ave online video viewer

Drivers are to be part of / drive the conversation and to

be connected to what’s happening


RETWEETING WITH A COMMENT IS KEY FOR IGNITING VIDEO SUCCESS IF VIEWERS ARE COMPELLED TO COMMENT WHEN THEY SHARE THEN VIDEOS ARE MORE LIKELY TO SPREAD FURTHER

84%OF VIDEOS ACHIEVING A HIGH RATIO OF SHARES WITH A COMMENT GAIN MORE WIDESPREAD REACH AND SUSTAINED MOMENTUM (THAN THOSE SHARED WITHOUT COMMENT)

60%ARE MOTIVATED TO SHARE VIDEOS SO THEY CAN PASS ON THEIR OWN POINT OF VIEW / SAY SOMETHING ABOUT THEMSELVES

77%AMONG THE MOST INFLUENTIAL* VIEWERS*HAVE 500+ CONNECTIONS ON AT LEAST ONE SOCIAL PLATFORM

RISING TO…



MOBILE VIEWING GENERATES MORE USER ENGAGEMENT PEOPLE ARE +42% MORE LIKELY TO MAKE A COMMENT ON A VIDEO WHEN ACCESSING IT VIA A MOBILE DEVICE, RATHER THAN A LAPTOP OR DESKTOP COMPUTER

MOBILE / TABLETLAPTOP / DESKTOP

59%

27%19%

51%

make a comment every now and again

32% 32%

make a comment always / frequently

+42%

% who say they comment on online videos, by device


‘ IN THE MOMENT’ IS KEY FOR DRIVING SHARES AND REACH VIDEOS THAT CAPTURED A MOMENT IN TIME DROVE THE MOST RETWEETS

IN THE MOMENT: DEFINED AS VIDEOS THAT WERE ABLE TO CAPTURE A COMPELLING MOMENT IN TIME E.G.

1. THE MOMENT AN ARTIST WINS A BRIT OR GRAMMY

2. A SNOW DAY AND SCHOOLS SHUT-DOWN

OF VIDEOS TESTED THAT CENTERED ON A RELATABLE MOMENT IN TIME WERE

SUCCESSFUL

92%

OF THE VIDEOS TESTED WERE CENTERED ON A MOMENT IN TIME

1 IN 5WHILST ONLY…


TWITTER IS A SHARING TRIGGER

6%

31%

31%

38%

56%

TWITTER USERS START CONVERSATIONS TWITTER USERS ARE MORE LIKELY TO COMMENT ON VIDEOS TO INITIATE DISCUSSIONS

Twitter users comment on videos to initiate a new discussion/debate

1 in 4


% UPLIFT vs. ave online video viewer

Platforms represented by daily users

58%

67%

67%

70%

72% TWITTER USERS COMMENT ON VIDEOS TO…

1. EXPRESS OPINIONS2. SHOW APPRECIATION

3. MAKE OTHERS SMILE/LAUGH

% who make a comment about video online: always / frequently

TWITTER USERS ARE VOCAL WITH OPINIONS TWITTER HAS THE HIGHEST CONCENTRATION OF USERS WHO REGULARLY ENGAGE WITH CONTENT


Platforms represented by daily users

TWITTER USERS ARE

+28% MORE LIKELY TO TALK ABOUT VIDEOS

THEY’VE WATCHED WITH OTHERS VS. AVG ONLINE VIDEO VIEWER


TURNING INSIGHT INTO ACTIONABLE LEVERS FOR

VIDEO SUCCESS

TACTICS FOR DRIVING SHARABILITY

1

2

3

ENCOURAGE ACTIVE INVOLVEMENT, THINK BEYOND A VIEW AND A SHARE

UNDERSTAND THE NETWORK POTENTIAL OF INFLUENCERS AND THEIR ABILITY TO DRIVE A SECOND-WAVE

APPEAL TO THE MOTIVATIONS OF INFLUENTIAL PEOPLE WITH LARGE AUDIENCES WHO ARE LIKELY TO SHARE

4

5 MAKE CONTENT EASY TO DISCOVER AND DON’T UNDERESTIMATE POWER OF SOCIAL NEWS-FEEDS

UTILIZE RELATABLE MOMENTS WITH TIME-SPECIFIC CONTENT

END

APPENDIX

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250

500

750

1000

0 125 250 375 500

IT’S RARE FOR VIDEOS TO ACHIEVE HIGH REACH AND INVOLVEMENT

Source | Video Virality, TNS behavioural analytics, May 2016, US & UK

Rea

ch

Involvement (Retweet with comment)

High reach, high involvement

0

250

500

750

1000

0 125 250 375 500

JOHN LEWIS ‘MAN ON THE MOON’ GOOD REACH, GOOD INVOLVEMENT


Rea

ch


0

250

500

750

1000

0 125 250 375 500


Rea

ch


GAME OF THRONES TRAILER LOWER REACH, HEAVY INVOLVEMENT

0

250

500

750

1000

0 125 250 375 500


Rea

ch


#WHATDIDZOEYSAY HUGE REACH, LOWER INVOLVEMENT

ATTENTION NEEDS TO BE EARNED ONLY HALF ALWAYS/MOSTLY GIVE VIDEOS THEIR FULL ATTENTION.. BUT THIS DOES NOT DIFFER TOO MUCH TO THE ATTENTION GIVEN TO TV

All the time Frequently Every now and again Hardly ever Never

9%

43%41%

6%

1%

10%

48%30%

9%

2%


ONLINE VIDEO TELEVISION

HIGH VIEW COUNTS DRIVE CURIOSITY A VIDEO THAT ALREADY HAS A LOT OF VIEWS MEANS VIEWERS ARE INTRIGUED TO SEE WHAT IT’S ALL ABOUT

50%

AGREE THAT A VIDEO WITH LOTS OF VIEWS MAKES THEM

MORE CURIOUS TO WATCH

RISING TO…

59% AMONG TWITTER USERS (DAILY ACTIVE USERS)

56% AMONG 18-24 YEAR-OLDS

63% AMONG USERS WITH BIGGEST NETWORKS (500+ FOLLOWERS)

ONLY 18% DISAGREE



2 IN 3 REGULARLY TAKE ACTION AFTER WATCHING VIDEO

Talk about it with others

Check out suggested/related videos

Search for a similar topic/video

Like it online

Check out a product/brand featured in video

Share video on same site/app

Share video on a different site/app

Make a comment about it online

Share it using a hashtag 20%

32%

32%

33%

35%

32%

36%

37%

41%

12%

17%

17%

21%

22%

34%

33%

34%

31%

5%

5%

6%

7%

6%

11%

9%

8%

8%

All the time Frequently Every now and again

TALKING WITH OTHERS IS MOST WIDESPREAD

BUT LIKING AND CHECKING OUT RELATED CONTENT IS MOST FREQUENT

Questions?

Lisa Cowie Agency Research - EMEA

Twitter @LisCowie

José Arteaga Digital Designer Social@Ogilvy

@Jart262

Rob Davis Executive Director, Advanced

Video Practice at Ogilvy @RobertJohnDavis

Marketing

The Power of Second Wave Influencers