Winning the second wave: the key to online video success
What pushes an online video campaign past the tipping point? What separates those with genuine momentum, sustained influence and real return on investment from those that generate a brief flare of interest before fading away? Marketers and agencies tend to assume that the answer lies with celebrities and top-tier influencers – those with the largest networks who can spread online video furthest and fastest. As a result, these very select groups tend to dominate their planning.
But what if the enthusiasm of top-tier influencers is only the starting requirement for online video’s success? What if the real tipping point actually lies elsewhere?
Early momentum from top-tier influencers gives online video a great head-start, but a new study from TNS, Twitter and Ogilvy & Mather shows it’s the involvement of a second-wave of less prominent influencers that really decides its impact. These second-wave influencers keep re-watching videos, commenting on them and sharing them with friends, often long after the attention of first-wave influencers has shifted elsewhere. Only one in five videos tested succeeded in generating this second phase of engagement. However 92% of these videos prove successful in terms of the total reach and involvement that they generate. The challenge for marketers is to maximize the chances of their videos making it into this group.
In part, this is because marketers have paid less attention to motivating the second wave than they have to appealing to top-tier influencers. There’s a degree of pragmatism involved here: top tier influencers are easier to identify and target effectively, and it’s feasible to reach out to them directly and strike a deal for their endorsement. The second-wave isn’t just more diverse; it’s also unrealistic to motivate them on an individual basis.
Nevertheless, finding a consistent formula for driving the second-wave of sharing is a challenge that brands must rise to. Fortunately, we can identify clear characteristics amongst the videos that achieve it – and using these characteristics, we can develop a framework for success in the crucial second phase of the online video life-cycle.
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