Having a video go viral used to be like striking gold in a coal mine. These days, viral videos are a far more frequent occurrence and many brands have learned to tap into the zeitgeist. This is exactly the social savvy the 6th Annual Shorty Awards will honor in New York City on April 7, 2014.
Every year before the awards, the Shorty’s partner with data analytics company Unmetric to release year-end data. This year the research focused on viral videos from brands and how the length of those videos correlated to total views and Facebook likes.
The top video by a long shot was from Turkish Airlines. The video got more than 100 million views and featured Kobe Bryant and Lionel Messi in a globetrotting “selfie shootout.” The next three videos from Evian, Volvo and Dove, all lagged nearly 50 million views behind but all got more than 60 million views each.
According to the data, six of the top 25 videos were less than a minute long and it would only take about five minutes to watch the top three videos in a single sitting. Six of the top 25 were also about new product launches and two of the top five were from beverage brands. Five of the top 25 videos received more than 100,000 Facebook likes with Dove receiving more than 200,000, earning the personal care company the highest engagement score.
It seems that celebrities and dancing babies are a great formula for going viral. But the Dove “Real Beauty Sketches” video proves that personal stories can result in high engagement.
Check out the infographic below.
Featured image credit: Anthony Quintano