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Brands have less than a 10% chance of achieving long-term viral success due to the amount of content uploaded, according to analysis of the first 20 weeks of the nma Viral Brand Chart on nma.co.uk.
Only 17 of the total 200 videos featured in the Viral Brand Chart in that time appeared for a second week, meaning there’s only an 8.5% chance of being a top-ten viral for more than a week.
According to the data, compiled by Rubber Republic’s Viral Ad Network, the average number of views for a branded viral was 199,181. The average number of times campaigns were shared on Facebook and Twitter were 681 and 159 respectively.
The top brands, measured by the number of their videos that have made the charts over the past 20 weeks, were Procter & Gamble-owned Old Spice, Google, Apple, Nike Football and Sport Relief.
The top video was the 2010 FIFA video for Shakira’s song ‘Waka Waka’, followed by Nike’s World Cup ad Write The Future and Blendtec’s instalment of its Will It Blend? viral series featuring the Apple iPad.
Industry experts said the shelf-life of a viral had diminished because of the volume of video content being uploaded to sites such as YouTube, which receives more than 24 hours of content every minute.
Toni Smith, MD of The Viral Factory, said the long-term popularity of virals has decreased due to the amount of content and a rise in quality.
“Seeding has become more essential for a good viral campaign because it should be able to give you a good level of immediate exposure, while also giving a few more weeks of exposure after,” she said.
Adam Abu-Nab, strategist at Rubber Republic, which runs the Viral Ad Network and collates the data for the nma Viral Charts, said the rise of social networks has had a dual effect on viral content. “They spread so fast that videos can be past their share-by dates within a week after they launch. People don’t want to share things once they’re past that point because they don’t want to seem uncool,“ he said.
P&G is hoping to continue its viral success with Gillette. This week the FMCG brand posted a video on its YouTube channel featuring tennis ace Roger Federer doing a trick shot, caught on camera while filming the next TV ad for Gillette Sensitive.
A spokesmen for P&G said, “The video was put on the Gillette YouTube channel on Monday and, without starting to seed it properly, gained more than 24,000 views in under a day. We can see it will be something people will enjoy, but for us it’s the comments and debates that deliver the real interaction.”
nma Viral Chart analysis also found that Facebook is better for sharing content, despite Twitter’s rise in popularity. Nike’s Write The Future video was the most shared on both sites: 299,262 shares on Facebook but a much smaller 31,454 tweets.
Chris Hassel, creative director of digital agency Ralph, said, “Twitter can appear to be best because of the search API but we find most traffic comes from Facebook. Twitter’s too frivolous. People use Facebook to hunt down and share content more, and they also tend to be on their computers more than mobiles.”