The Rise of Social Video – Unruly & Social Partners

London Agency Week

Unruly

Unruly home of social video-Unruly is the leading global platform for social video marketing and works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media channels.

At Unruly there are specially designed software’s used to turn target audiences into engaged viewers and engaged viewers into customers and advocates.

Brands can predict shareability with Unruly Labs, activate the Open Web with Unruly Activate and prove social ROI with Unruly Analytics, a cloud-based dashboard providing real-time competitive benchmarks across 6 billion customizable data points.

@Mightybarnski also shared Dr. Karen Nelson-Fields 7 steps for social video success

  • Make it emotional- videos that elicit a strong emotional response either positive or negative are twice as likely to be shared, positive responses are 30% more likely to be shared.
  • Be positive.
  • Focus on personal triumphs and weather instead of cute cats and celebs.
  • Little branding.
  • Don’t under invest in distribution.
  • Exhilaration is the most successful trigger when recalling videos with 65% recall rate while hilarity is second at 51%.
  • Quality reach is key.

The group had the opportunity to use the unruly social lab to carry out a share rank test on the @PouPurrie Video which you can watch here:

In the Unruly social lab, videos are ranked on the level of various psychological responses such as(Exhilaration, Hilarity, disgust etc) and the level of social motivation such as(shared passion, shared emotional experience)

The famous viral video chart was created in 2006 by Unruly, the viral video chartis a list of the most successful social videos based on number of shares

While at Unruly we were informed that their employability skills are mainly behavioral and coded into the acronym PANDA (P=Passion) if you know the rest of the letters kindly leave the answers in the comment box.

After visiting Unruly media in shore ditch we walked through Brick Lane- where we saw some street art such as, Belgian artist ROA’s famous crane on Hansbury Street as well as other art installations.

We stopped at the famous Beigel shop- where we had a bite to eat and we can confirm that their bagels are pretty much one of the best.

Our final stop on Brick lane was the Spitalfields market, which wasn’t too busy because we were there on a Monday but we got an idea of what the place would feel like at the weekends.

Next stop was Social Partners

Social Partners- Grey London+ Gray EMEA

Located on a busy street and surrounded by sophisticated jewelry stores, The Social Partner is out next stop. Unlike Unruly that its office resembles a bee hive, The Social Partner building brings out the professional atmosphere with its elegant and beautiful office design. Welcoming us is an Asian guy named Kwai Chi – a representative for The Social Partner, and our journey was even more remarkable with another interesting experience.

We were taken part in a 3-hour presentation, in which a lot of information about the recent world’s trends was mentioned. However, the fantastic thing about The Social Partner was not its presentation, but the presenter himself. Imagine you’re sitting inside a 3D theater, putting the 3D glass on, and now enjoying our lively world from a totally different point of view.

What is the definition of social media in your opinion? Spending time hanging out with friends on Google Hangout, replying non-stop on you Facebook post, tweeting news that amuse you, or simply staring at your computer screen watching some dudes making vlogs on Youtube? All of them are drawn into a mere conclusion for normal social media definition: entertainment. However, the presenter Kwai Chi showed us a different definition for it: social media equals social marketing. Put it simple, making money.

Forget about wasting tons of trees, ink and especially money to produce brochures, forget about asking those sales for the quality of products since you clearly know they’re only telling how good they are and why you should buy their goods, it is Internet era, and we do things on the Internet.

Kwai Chi is one of the leading people taking advantage of those free social media platforms to build up their own brands. Starting making video about racism on Youtube, this Chinese guy soon recognized the power of video content thus he began making videos on reviewing household products, health gadgets, foods and quickly became well-known on the world’s biggest video channel. He criticized those companies for their products (according to his opinion) and then now ends up working for them. A huge number of products from various companies are now day by day sending straight to his home and his work is to making a review video for them. That’s how he makes money from what we called “entertainment”.

Curious already? Here is the introduction video of Kwai Chi

Furthermore, he analyzed the main trend of social media world nowadays, from Social Mobile messaging, Rise on mobile local (SoMoLo) to wearable hardwares (i.e: health monitor in an eraser’s size) and then introduced us other Youtube-er who also use social media for personal brand’s marketing strategy.

Pewdiepie – game reviewer, most subscribed channel on Youtube, and his work is to reviewing new games (of course) and swearing (sad but true). Yet the number one position on Youtube is him. This video is his review about the game Flappy Bird (this is a Vietnamese product, rise of the Asians!), you can have a look here:

Dude perfect – using social media for marketing. They combine interesting sports themed content with brand in order to promote them. Eating Pringles and doing a lot of nearly-unbelievable sports with Pringles box container and pingpong ball, Dude perfect has done a good job of increasing the sales of Pringles and polishing its brand name, along with Walmart (one small screen and that’s all, sad but true again). You can watch one typical video of them here:

Kwai Chi also mentioned about the rise of Asia. Heard about LINE? Yes, Japanese product, Brown the Bear and Cony the Rabbit. WeChat, Weibo? Here comes the Chinese. Asian countries are trying their best to catch up with their senior European countries in the technology competition. And those three products are the evidence of their efforts.

At the end of the day, we came back to our apartment with mixed feelings and opinions about what Kwai Chi presented, but we can assure one thing that if he can succeed with social marketing, we know we also can.