Happiness main driver of video shares by Australians claims new research by Unruly
Video ad tech company Unruly has launched an Australian version of its tool which it claims can help advertisers predict the virality of their video ads before they launch.
Unruly ShareRank, which first launched in January 2013 in the US and UK, also to identifies the emotional, social and behavioural triggers that drive the success of video content.
According to the company’s analysis the last 12 months has seen the number of social videos launched by brands locally nearly double, with happiness being the most common emotional sharing trigger for local video campaigns, followed by inspiration and warmth.
However, according to Unruly, it is more difficult to get a strong emotional reaction to a video locally than the rest of the world, with seven per cent of ads less likely to evoke intense emotional responses than the global average.
