Less Than 20% of Internet Users Account for 82.4% of Video Shares


Greg Jarboe

Although a small percentage of consumers actively share content on the Internet, those sharers are extremely active and could prove to be valuable targets for marketers.

Less than 20 percent (17.9 percent) of Internet users share videos with their social networks more than once a week, according to a new report published today by Unruly. The marketing technology company also found that these “super-sharers” account for 82.4 percent of all video shares, so advertisers looking to drive more earned media should target these consumers.


Unruly’s Geography of Sharing Report also identifies key online video sharing trends from around the world.

For example, the report shows that the video ecosystem is fragmented. While the majority of video shares (59.4 percent) worldwide take place on Facebook, viewers share across a multitude of platforms, including Twitter (13.8 percent), Google+ (9.3 percent), Tumblr (5.7 percent), and Pinterest (3.9 percent). The report also shows that more than three-quarters of video views take place outside of YouTube.

Other highlights from the report include:

  • The speed of social diffusion varies greatly by country. South Koreans are the fastest sharers, with 20 percent of shares occurring within the first 24 hours of launch
  • Video viewers in South Korea (28 percent) are also more likely to click, replay, or share an ad than any other territories worldwide, according to Unruly Activate
  • Happiness is the most effective emotional trigger for global campaigns, whereas social motivations are more culturally dependent
  • Viewers in Germany are more likely to watch an ad to the end – 79 percent of Germans who watched an ad stayed until the final frame. The U.K. was in second place with 77 percent, according to Unruly Activate

Richard Kosinski, Unruly’s U.S. president, said, “Using the right mix of emotional and social triggers, social video campaigns can cross geographical and linguistic borders and be used to kick-start global conversations. However, local activation is the key to success and this is where data-driven insight, revealing the subtle differences in sharing habits by market and by demographic, can propel campaigns to global success and protect brands from making a cultural faux pas.”

He added, “Our data shows that for brands wanting to extend their audience reach and maximize earned media on their digital video campaigns, targeting super-sharers across a broad range of platforms greatly increases their chances of success.”