The idea: One little investment - put the piece on your company’s YouTube channel, spend some seeding-euros and there we go - if the agency has done it's job the content will spread like crazy, for free. Cause that's what people use to do: See something - like it - share it. Theoretically.
Practically there is more and more evidence that people actually share video-content a lot less than expected:
While marketers frequently make much play of how often content is shared, research suggests that average share rate for videos is 24-to-one, i.e. typically 24 people will have to view a piece of content to achieve a single share. (Adnews 2015)At least there seems to be a small exception according to the article. Certain types of creative can lift sharing rate, particularly very emotional content. Suprisingly it's not about babies, cats and dogs
– those elements did not impact the
shareablity of the creative.
How does this affect marketing? First: Don't expect too much from your next video. Second: It seems like Distribution is king - content is queen. Even if someone enjoyed your stuff, he won't share it most likely. To achieve maximal effects you need to maximize the pure views.
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