Happiness drives video shares

Unruly has just launched their ShareRank tool in Australia. ShareRank can help advertisers predict the virality of branded video content before it has launched, giving advertisers a unique insight into projected performance. ShareRank identifies the emotional, social and behavioural triggers that drive the success of video content, and their main finding is that happiness is the most common emotional sharing trigger for local video campaigns, followed by inspiration and warmth. Interestingly, Unruly found Australians typically share branded content faster than any other country worldwide, with a branded video achieving 21 per cent of its total shares in the first 24 hours of launch.

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Our take

The launch of ShareRank in Australia will provide advertisers with the ability to judge creative engagement in advance of campaign launch to ensure it meets its target KPIs. With exponential growth in multi-screening, this breakthrough merging of sentiment rankings and standard video metrics is the key to brands driving greater sharing – greater caring leads to more sharing!

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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.