A joint research between Ogilvy and Twitter deeps dive into why second wave influencers are the key drivers of online video sharing.

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2. Hello!
Lisa Cowie
Agency Research - EMEA
Twitter
@LisCowie
José Arteaga
Digital Designer
Social@Ogilvy
@Jart262
Rob Davis
Executive Director, Advanced
Video Practice at Ogilvy
@RobertJohnDavis

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5. Online video :
discovery, interaction and sharing
A research partnership between Twitter and Ogilvy & Mather, conducted by TNS
August 2016

6. 3 key questions
How do people
discover and consume
online videos?
1
What are the drivers
for a video to achieve
high reach through
sharing?
2
How is Twitter
uniquely positioned to
encourage video
sharing?
3

7. METHODOLOGY
BEHAVIORAL ANALYSIS
QUANTITATIVE SURVEY
PARTNERSHIP WITH TNS UTILIZING THEIR UNIQUE ANALYTIC TOOLS AND EXPERTISE FOR
BEHAVIOURAL ANALYSIS AND QUANT EXPLORATIONS
2. Videos categorised
across videographic
dimensions, e.g. length,
emotion, subject
content
3. Video performance
assessed across criteria,
e.g. reach, engagement,
shares (Retweets)
4. Diffusion of videos
plotted to understand
life cycle in terms of
Retweets and views
over time
5. Baysian modeling
exercise to isolate the
important drivers of
success for videos
1. 66 English language
videos chosen (ranging in
success regarding total
reach/views) generating
total of 4.2M mentions
1. Quantitative online
survey exploring online
video consumption,
sharing behaviours and
motivations.
2. Survey conducted
among 18-49 year-olds in
the UK and the US (total
sample 2,002)

8. HIGH REACH HIGH INVOLVEMENT
+
THE DEFINITION OF SUCCESS
SUCCESS IN THE CONTEXT OF THIS STUDY WAS DEFINED AS A VIDEO GENERATING LARGE REACH
AND A STRONG RATIO OF RETWEETS WITH COMMENTS (INVOLVEMENT)
SUCCESSFUL VIDEO
=

9. VIDEO DISCOVERY & INTERACTION

10. 20%24%
33%35%
43%44%
49%
SOCIAL NEWS-FEEDS DRIVE MOBILE VIDEO DISCOVERY
GENERAL BROWSING IS KEY FOR VIDEO DISCOVERY, THOUGH SOCIAL NEWS-FEEDS HAVE GREATER
IMPACT ON MOBILE DISCOVERY
BROWSING SOCIAL
NEWSFEEDS
FRIENDS/FAMILY SPECIFIC PEOPLE
FOLLOWED
SEEING RELATED
VIDEOS
SPECIFIC SEARCH
(E.G. HASHTAG)
TOP TRENDING
VIDEOS
Discovery method
when MOBILE IS
PRIMARY device for
viewing
more important for mobile
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002

11. HASHTAGS DRIVE THE QUEST FOR MORE CONTENT
THEY ARE A USEFUL MECHANISM FOR ENCOURAGING SUBSEQUENT VIEWING OF RELATED CONTENT
WHO DISCOVER A VIDEO
BY A HASHTAG
REGULARLY SEARCH FOR
SIMILAR/RELATED
CONTENT AFTER
WATCHING
63%
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
VS. 42%
AMONG VIEWERS GENERALLY
(AVERAGE OF ALL METHODS OF
DISCOVERY)
OF ONLINE
VIDEO VIEWERS

12. AUTOPLAY IS AS IMPORTANT AS FRIEND
RECOMMENDATIONS FOR CONVENIENCE OF VIEWING
16%
17%
19%
22%
26%
26% Autoplaying videos
Videos shared by friends
Top trending videos
Sponsored videos in timeline
Videos shared by celebs/influencers
Videos with hashtag
% who selected each of the following for making videos more convenient to watch
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
+54%
MORE LIKELY TO AGREE
AUTOPLAY
IMPROVES CHANCES OF BEING
FIRST
TO SEE SOMETHING
IF MOBILE IS THE PRIMARY
DEVICE USED TO WATCH VIDEOS
THEN VIEWERS ARE

13. 45%
FREQUENTLY** LIKE
VIDEO CONTENT THEY
WATCH
RISING TO 57%
AMONG TWITTER
USERS
ONLINE VIDEO PROVOKES ENGAGEMENT
2 IN 3 REGULARLY TAKE ACTION* AFTER VIEWING A VIDEO
28%
FREQUENTLY** SHARE
CONTENT THEY
WATCH
RISING TO 40%
AMONG TWITTER
USERS
**FREQUENTLY = TOP-2 BOX (‘ALL THE TIME’ + ‘FREQUENTLY’)
*NET.. E.G. LIKE, COMMENT, SHARE, REPLY, TALK TO SOMEONE
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
OF ONLINE VIDEO VIEWERS OF ONLINE VIDEO VIEWERS

14. Television Online video
41%36%
31%
35%
8%12%
All the time
Frequently
Sometimes
% who state they talk about TV / online video with others
ONLINE VIDEO IS TALKED ABOUT ALMOST AS MUCH AS TV
4 IN 10 REGULARLY TALK TO OTHERS ABOUT ONLINE VIDEO
87% 80%
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002

15. DRIVERS OF SHARING

16. THE POWER OF ‘SECOND-WAVE’ INFLUENCERS
MOTIVATING A SECONDARY LAYER OF INFLUENCERS IS VITAL IF A VIDEO IS TO GAIN SIGNIFICANT
REACH
*Top percentile for widespread reach and high involvement
90%
of videos that
motivated a second-
wave were
successful*
20%
of videos tested
motivated a
second-wave of
influencers
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002

17. SECOND-WAVE INFLUENCERS HAVE A CATALYSING IMPACT
THESE SECONDARY RETWEETERS MAKE THE VIDEO LIVE LONGER AND GO FURTHER
599 Tweets per hour
(180 hours)
21,577 Tweets per hour
(5 hours)
8,990 Tweets per hour
(12 hours)
23 Tweets per hour
(4,637 hours)
Video has initial burst of viewing
(as indicated by green area)
generated by an influencer
(black area - someone with
ability to reach users at scale)
Original post
Areas of Retweeting
Views
A second-wave of influencers
Retweet the video (black areas)
and the diffusion of viewing
starts to spread further
extending the reach of the video
In a short space of time (12
hours) the second-wave of
influencers spur on a huge
increase in views and also
influence their networks to
Retweet (black areas)
Once that diffusion happened,
the video had essentially
peaked and saw very little
further Retweeting or viewing so
the graphic looks virtually the
same
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
An example of a four-stage diffusion pattern showing a video spreading as a result of sharing

18. -20%
3%5%
11%
17%17%
23%
29%
40%40%
78%
SECOND-WAVE INFLUENCERS HAVE KEY MOTIVATIONS FOR
SHARING
TO SHOW
APPRECI-ATION
DIRECT
OTHERS TO
CONTENT
GIVE
OPINION/
REACTION
PROMOTE A CAUSE/
HELP OTHERS
GET
OPINION
OF OTHERS
DEMONSTRATE
PASSION/KNOWLEDGE
SAY
SOMETHING
ABOUT MYSELF
BE PART OF
ONGOING
DISCUSSION
IT’S TOPICAL
/ POPULAR
TO INITIATE NEW
DISCUSSION
OTHERS
MIGHT FIND IT
FUNNY
-20%
Second-wave influencer motivations % UPLIFT vs. ave online video viewer
Drivers are to be part of / drive the
conversation and to
be connected to what’s happening
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002

19. RETWEETING WITH A COMMENT IS KEY FOR IGNITING VIDEO
SUCCESS
IF VIEWERS ARE COMPELLED TO COMMENT WHEN THEY SHARE THEN VIDEOS ARE MORE LIKELY TO
SPREAD FURTHER
84%
OF VIDEOS ACHIEVING A HIGH
RATIO OF SHARES WITH A
COMMENT GAIN MORE
WIDESPREAD REACH AND
SUSTAINED MOMENTUM
(THAN THOSE SHARED
WITHOUT COMMENT)
60%
ARE MOTIVATED TO SHARE
VIDEOS SO THEY CAN PASS ON
THEIR OWN POINT OF VIEW / SAY
SOMETHING ABOUT THEMSELVES
77%
AMONG THE MOST INFLUENTIAL*
VIEWERS
*HAVE 500+ CONNECTIONS ON AT LEAST ONE
SOCIAL PLATFORM
RISING TO…
OF ONLINE VIDEO VIEWERS
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002

20. MOBILE VIEWING GENERATES MORE USER ENGAGEMENT
PEOPLE ARE +42% MORE LIKELY TO MAKE A COMMENT ON A VIDEO WHEN ACCESSING IT VIA A MOBILE
DEVICE, RATHER THAN A LAPTOP OR DESKTOP COMPUTER
MOBILE / TABLETLAPTOP / DESKTOP
59%
27%
19%
51%
make a comment every
now and again
32%
32%
make a comment always /
frequently
+42%
% who say they comment on online videos, by device
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002

21. ‘IN THE MOMENT’ IS KEY FOR DRIVING SHARES AND REACH
VIDEOS THAT CAPTURED A MOMENT IN TIME DROVE THE MOST RETWEETS
IN THE MOMENT:
DEFINED AS VIDEOS THAT WERE
ABLE TO CAPTURE A
COMPELLING MOMENT IN TIME
E.G.
1. THE MOMENT AN ARTIST
WINS A BRIT OR GRAMMY
2. A SNOW DAY AND SCHOOLS
SHUT-DOWN
OF VIDEOS TESTED THAT CENTERED ON
A RELATABLE MOMENT IN TIME WERE
SUCCESSFUL
92%
OF THE VIDEOS TESTED WERE
CENTERED ON A MOMENT IN TIME
1 IN 5
WHILST ONLY…
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002

22. TWITTER IS A SHARING TRIGGER

23. 6%
31%
31%
38%
56%
TWITTER USERS START CONVERSATIONS
TWITTER USERS ARE MORE LIKELY TO COMMENT ON VIDEOS TO INITIATE DISCUSSIONS
Twitter users
comment on videos
to initiate a new
discussion/debate
1 in 4
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
% UPLIFT vs. ave online video viewer
Platforms represented by daily users

24. 58%
67%
67%
70%
72% TWITTER USERS COMMENT
ON VIDEOS TO…
1. EXPRESS OPINIONS
2. SHOW APPRECIATION
3. MAKE OTHERS SMILE/LAUGH
% who make a comment about video online: always / frequently
TWITTER USERS ARE VOCAL WITH OPINIONS
TWITTER HAS THE HIGHEST CONCENTRATION OF USERS WHO REGULARLY ENGAGE WITH CONTENT
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002
Platforms represented by daily users

25. TWITTER USERS ARE
+28%
MORE LIKELY TO TALK ABOUT VIDEOS
THEY’VE WATCHED WITH OTHERS
VS. AVG ONLINE VIDEO VIEWER
Source | Video Discovery & Sharing; Twitter and Ogilvy & Mather; TNS behavioural analytics & quant survey, May 2016, US & UK, n=2002

26. TURNING INSIGHT INTO
ACTIONABLE LEVERS FOR
VIDEO SUCCESS

27. TACTICS FOR DRIVING SHARABILITY
1
2
3
ENCOURAGE ACTIVE INVOLVEMENT, THINK BEYOND A VIEW AND A SHARE
UNDERSTAND THE NETWORK POTENTIAL OF INFLUENCERS AND THEIR ABILITY TO DRIVE A SECOND-
WAVE
APPEAL TO THE MOTIVATIONS OF INFLUENTIAL PEOPLE WITH LARGE AUDIENCES WHO ARE LIKELY TO SHARE
4
5 MAKE CONTENT EASY TO DISCOVER AND DON’T UNDERESTIMATE POWER OF SOCIAL NEWS-FEEDS
UTILIZE RELATABLE MOMENTS WITH TIME-SPECIFIC CONTENT

28. END

29. APPENDIX

30. 0
250
500
750
1000
0 125 250 375 500
IT’S RARE FOR VIDEOS TO ACHIEVE HIGH REACH AND
INVOLVEMENT
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
Reach
Involvement (Retweet with comment)
High reach,
high involvement

31. 0
250
500
750
1000
0 125 250 375 500
JOHN LEWIS ‘MAN ON THE MOON’
GOOD REACH, GOOD INVOLVEMENT
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
Reach
Involvement (Retweet with comment)

32. 0
250
500
750
1000
0 125 250 375 500
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
Reach
Involvement (Retweet with comment)
GAME OF THRONES TRAILER
LOWER REACH, HEAVY INVOLVEMENT

33. 0
250
500
750
1000
0 125 250 375 500
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
Reach
Involvement (Retweet with comment)
#WHATDIDZOEYSAY
HUGE REACH, LOWER INVOLVEMENT

34. ATTENTION NEEDS TO BE EARNED
ONLY HALF ALWAYS/MOSTLY GIVE VIDEOS THEIR FULL ATTENTION.. BUT THIS DOES NOT DIFFER TOO
MUCH TO THE ATTENTION GIVEN TO TV
All the time Frequently Every now and again Hardly ever Never
9%
43%
41%
6%
1%
10%
48%
30%
9%
2%
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
ONLINE VIDEO TELEVISION

35. HIGH VIEW COUNTS DRIVE CURIOSITY
A VIDEO THAT ALREADY HAS A LOT OF VIEWS MEANS VIEWERS ARE INTRIGUED TO SEE WHAT IT’S ALL
ABOUT
50%
AGREE THAT A VIDEO WITH
LOTS OF VIEWS MAKES THEM
MORE
CURIOUS TO WATCH
RISING TO…
59% AMONG TWITTER USERS
(DAILY ACTIVE USERS)
56% AMONG 18-24 YEAR-OLDS
63% AMONG USERS WITH
BIGGEST NETWORKS
(500+ FOLLOWERS)
ONLY 18%
DISAGREE
Source | Video Virality, TNS behavioural analytics, May 2016, US & UK
OF ONLINE
VIDEO VIEWERS

36. 2 IN 3 REGULARLY TAKE ACTION AFTER WATCHING VIDEO
Talk about it with others
Check out suggested/related videos
Search for a similar topic/video
Like it online
Check out a product/brand featured in video
Share video on same site/app
Share video on a different site/app
Make a comment about it online
Share it using a hashtag 20%
32%
32%
33%
35%
32%
36%
37%
41%
12%
17%
17%
21%
22%
34%
33%
34%
31%
5%
5%
6%
7%
6%
11%
9%
8%
8%
All the time Frequently Every now and again
TALKING WITH OTHERS IS
MOST WIDESPREAD
BUT LIKING AND CHECKING
OUT RELATED CONTENT IS
MOST FREQUENT

37. Questions?
Lisa Cowie
Agency Research - EMEA
Twitter
@LisCowie
José Arteaga
Digital Designer
Social@Ogilvy
@Jart262
Rob Davis
Executive Director, Advanced
Video Practice at Ogilvy
@RobertJohnDavis