Most Marketers Don’t Even Know What ‘Viral’ Means
A branded video that goes ‘viral’ will often see the marketer bursting into the CEO’s office, hand raised for a high-five. However, Karen Nelson-Field, director and associate professor at the Centre for Digital Video Intelligence said marketers don’t really understand what the term ‘viral’ means.
The many highly-viewed videos from big name brands such as Dove’s Beauty Sketches and Old Spice are mistakenly called ‘viral’ videos, Nelson-Field told B&T.
For the professor, ‘viral’ means: “True virality is gaining more shares than expected given the views achieved, it is not simply a title for videos that are highly viewed due to seeding efforts.”
The term ‘seeding’ in the context of viral videos means brands pay agencies that specialise in seeding to make sure people see the video on high traffic sites such as YouTube or Facebook.
For example, a YouTube video might have gained several thousand views which the brand behind the clip would be expecting a certain number of people to share the content on other platforms. However, when these shares go beyond expectations, this is what is deemed ‘viral’.
It’s a ratio of many views to one share. The average ratio, according to Nelson-Field and her research, is 24 views to one share, 24:1. If a brand starts seeing 20 views to one share or 10 views to one share, this is what would be deemed ‘viral’.
Understandably, many assume the term ‘viral’ is similar in meaning to the viral epidemic – one person starting with it and then sharing it among many, but realistically that couldn’t happen online. A brand wouldn’t be able to have one view to 20 shares for example – it physically doesn’t work as those 20 people would have to have viewed the piece of content.
However, when thinking about viral videos, many people land on the big brand videos such as Dove Sketches and Old Spice. Nelson-Field explained how many of them have paid for seeding in order to get the views up and therefore letting it take off.
This is where many marketers become unstuck with trying to make viral videos, said Nelson-Field, adding quite a few “just post and pray that this piece of content will be different and fly beyond all expectations”.
“This is rare,” she said.
It is difficult though to tell whether a big name brand has actually paid for seeding or not, and whether the views achieved legitimately mean the video is ‘viral’. Many big media won’t know unless it’s stated.
Regardless, if it’s good creative and the people like it, share away.
Latest News
Think You Can Do A Better Vaccine Ad Than The Government? Introducing B&T’s Good AZ Gold Ad Industry Challenge
Think you can make a better ad than the current crop of vax ads? Well, you're probably right & now here's your chance.
Simone Biles Makes History… Becoming The First Olympian With Their Own Emoji
If you’ve been watching the Olympics these past few days, chances are you’ve probably come across the talent that is US gymnast Simone Biles. Biles has encapsulated viewers with her athletic jumps, flips and all-around gymnastic genius. As a result, Biles has also dominated social media feeds, with fans pouring out their admiration for the […]
Australian Study Finds Guidelines Are Needed For Vaping On TikTok
A study conducted by the University of Queensland has claimed that the social media app TikTok needs to create regulations around vaping. Researchers at the University of Queensland analysed and evaluated the content of over 800, of TikToks most viewed vaping videos. Collectively the TikToks amassed over one billion views. The study found that 63 […]
Have Twitter And Snapchat Debunked Advertiser’s Concerns About Apple’s iOS 14.5 Privacy Changes?
We've gone full 'Myth Busters' with this investigation, sans the beret and moustache.
ESPN Secures Landmark Deal With NBL
ESPN and the National Basketball League have extended their broadcast partnership for a further three seasons as part of an expanded television rights package. ESPN and the National Basketball League announce a new expanded agreement that will run for three seasons, until the end of the 2023/24 NBL season. The landmark broadcast deal comes with […]
“It’s A Delicate Line To Walk”: How Publishers Can Address The Value Exchange Crisis
We expect our Johnny Cash-loving readers to flock to this story which, admittedly, will be a rather small group.
Workit Spaces Launches Aussie First ‘Beyond The Store’ Web Series
Sydney-based co-working startup, Workit Spaces, announced today the launch of ‘Beyond The Store’, a six-part web series to uncover the smarts and passion behind successful Australian eCommerce businesses. Workit Spaces has gone where no other coworking hub has gone before, by investing over $100,000 to tell the stories of six Australian eCommerce businesses and how […]
‘Magacoin’, The Pro-Trump Cryptocurrency, Exposes Details Of Users After Security Breach
The headline for this story is perhap's B&T's most unsettingly dystopian yet.
Criteo Brings Retail Media Solution To Australia
Has lockdown exposed your online shopping issues? Prepare to be further taken advantage of with this new innovation.
UK Ad Men Win Sex Discrimination Case, Only For Female Director To Face Sexism From Media
There are plenty of lessons for Aussie adland in this sex discrimination case. Arguably, none of them at all pleasant.
The Countdown Is On: When To Expect Google’s FLoCs
Google's FLoCs will be ready by late 2022, which at this rate, will be around when Sydney gets out of lockdown.
Semi Permanent Sydney Announces New Dates For 2021 Festival
In light of the prolonged lockdown occurring throughout New South Wales, Semi Permanent Sydney has announced new dates for this year’s festival. It will now take place between 17-19 November 2021 at Carriageworks. “Our mission, always, is to craft the best and most valuable experience for both our speakers and audience, and to ensure the […]
B&T’s Tokyo Olympics Wrap: Your Daily Dose Of Blunders, Accidents & Romance!
The Olympics' creed is "faster, higher, stronger - together". B&T's Olympic wrap is "blunders, mishaps & humiliation".
New Tourism Campaign Encourages Queenslanders To Enjoy ‘Days Like This’
Latest Queensland tourism ad features Van Morrison's classic 'Days Like This', amid reports Powderfinger a bit miffed.
New Study Reveals The Specific Things Aussies Love About Big And Small Businesses’ E-Commerce Offerings
New study reveals what Aussies love about e-commerce. Not having to put up with painful sales assistants not among them.
Australian Academic Joins Facebook’s Global Women’s Advisory Panel To Help Empower Females Online
Here's another Aussie proving herself on the world stage, and not a gaudy yellow and green tracksuit to be seen!
ACCC Continues Ban On Infant Formula Advertising, But Cites New Fears Surrounding Toddler Formula
ACCC confirms ban on infant formula advertising. Continues its ambivalence to awful Harvey Norman ads with Gerry Harvey.
Cats & Dogs Star In Impossibly Cute Campaign For Apple’s Latest ‘Shot On iPhone’ Series
This campaign will melt the heart. Equally, a deep-fried parmigiana for lunch has similar heart-melting properties.
Ubiquity Lab Beefs Up Agency Team, Makes Two New Hires
Despite clearly not wanting a joint press photo, Ubiquity's new starters report they're still very close.
TBWA\Melbourne Banks NAB’s Creative Away From Rival Clems
NAB shifts its creative from Clems to TBWA. Insists it has no plans to stop being wonderfully evil, however.
Sorrell’s S4 Bolsters Data Capabilities With Acquisition Of Australian Salesforce Specialist Destined
S4 nabs another Aussie agency, and all while Sir Martin was watching Neighbours in his pyjamas & smoking jacket.
Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Monday TV Wrap: Olympics Continues To Score Over A Million (Even On A Weekday Arvo)
Olympic TV numbers continue to soar & we haven't even got to the archery, pistol shoot & always tedious 20km race walk.
Innocean Says The Future Wants Its Car Back With The All-New Hyundai Tucson
Has the time come to replace the "Holden" in "football, meat pies, kangaroos & Holden cars" with "Hyundai cars"?
V Energy Brings Back The Bugs In Fresh Campaign Via Clemenger BBDO Sydney
The breakfast beverage of choice for teenage boys, gamers and IT professionals - V Energy - unveils new work.
Hamish Blake And Andy Lee Renew SCA Partnership
Hoping for some fresh, young blood on Aussie radio? Feel like you've heard it all before with this latest news.
RMIT Students Discover The Importance Of Teaching To Learn
Here's a top guest post from an student of advertising. You can almost smell the two-minute noodles reading it.
Hootsuite Appoints Maggie Lower As Chief Marketing Officer
Social media management solutions company Hootsuite, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]
MyDeal Appoints Ryvalmedia As Agency Partner
MyDeal adds Ryvalmedia to client roster with the added bonus of a further 10% off teeth whitening kits for agency staff.
PHD Acquires Gold Mental Health First Aid Skilled Workplace Recognition
Well done to PHD on this top mental health initiative. But apparently the wall plaque is proving stressful to mount.
