How does a video become that video everyone’s watching, sharing and talking about? We recently collaborated with Ogilvy and TNS to study what makes an online video successful(1).
We defined success as high reach along with high involvement – that is, a wide audience that doesn’t just Retweet videos, but adds their own comments too. Our analysis had shown that adding a comment to a Retweet drives greater reach and more widespread diffusion.
Our study looked at 4.2 million Twitter conversations and included 2,000 US and UK interviews via an online survey.
We discovered something that will give marketers food for thought: the secret to video success is second-wave sharing. Influencers may create an initial buzz around a video, but it takes another round of sharing for that video to make it big. Only one in five videos we tested were able to motivate a second wave of influencers to comment and Retweet, but over 90% of videos that reached that second wave were successful.
We also found new evidence of a fact that’s near and dear to us: Twitter is uniquely positioned to encourage video sharing. The numbers showed that Twitter’s users lead the pack in enjoying, sharing and talking about videos:
The study also confirmed that, as a mobile-first platform with autoplay, Twitter is built for video discovery and sharing. We found that social newsfeeds are the top driver of video discovery in a mobile context, and viewers are 42% more likely to comment on a video when they watch it on a mobile device. 82% of our active users are mobile users, and 92% of video views on Twitter happen on mobile devices(2).
One in four video viewers feel autoplay makes video more convenient to watch. And, when viewing on mobile, viewers are 54% more likely to agree that autoplay improves their chances of being first to see something.
3 takeaway tips to help give your video enough momentum to reach second-wave sharing:
Ready to share your video with premium audiences, and inspire widespread conversation? Learn more about video on Twitter.