Study: What Makes An Ad Shareable?
In today’s marketing and advertising industry, simply creating a great ad is no longer enough. It is crucial to create a great ad that is also shareable. To spread brand awareness, companies should want their ads to go viral, encouraging millions of viewers to share the content.
But, what makes a branded ad shareable? A new study by UnRuly Media aims to determine exactly that.
Shares are important in advertising world, as they are the ‘word of mouth’ of social media. 20% – 50% of all consumer decisions are influenced by word of mouth, so it is crucial that brands aim to create content that is sharable in today’s market.
UnRuly Media used adverts from Super Bowl 2014 to draw their conclusions. From 2013 to 2014, the sharing of Super Bowl ads dropped by 29% – while overall sharing of branded ads increased by 22%. So, it seems that this year’s Super Bowl ads had relied on the wrong marketing tactic. The research determined that their downfall was using celebrities to sell products.
While the majoraity of Super Bowl ads featured high profile celebrities like Arnold Schwarzenegger and Ellen DeGeneres, the Top 3 adverts did not have any stars in them. According to UnRuly Media, this suggests that celebrities are no longer the driving factor behind the ‘shareability’ of branded advertising campaigns.
The most successful ads are those that triggered an intense emotional response. Viewers are more likely to share ads that spark warmth and happiness, while pride, inspiration and amazement are also quite sharable.
Illustrating this point is ‘Puppy Love’, an advert from Budweiser that features a puppy and a horse becoming unlikely friends. It was the most-shared Super Bowl ad with over 50 million views on YouTube. In total, it was shared 1.6 million times online.
So, brands should focus on creating content that triggers an emotional response in their target audience. Whether the response is joy, inspiration or warmth, advertisers should aim to have their audience feel something, which will encourage them to share the content with their friends.
You can view UnRuly’s full report here: http://www.unrulymedia.com/system/files/private/Unruly%20Science%20of%20Sharing%202014%20whitepaper.pdf.
At Win Marketing, we can help you develop creating marketing ideas that are engaging and shareable. Visit our Advertising page for more information.
In today’s marketing and advertising industry, simply creating a great ad is no longer enough. It is crucial to create a great ad that is also shareable. To spread brand awareness, companies should want their ads to go viral, encouraging millions of viewers to share the content.
But, what makes a branded ad shareable? A new study by UnRuly Media aims to determine exactly that.
Shares are important in advertising world, as they are the ‘word of mouth’ of social media. 20% – 50% of all consumer decisions are influenced by word of mouth, so it is crucial that brands aim to create content that is sharable in today’s market.
UnRuly Media used adverts from Super Bowl 2014 to draw their conclusions. From 2013 to 2014, the sharing of Super Bowl ads dropped by 29% – while overall sharing of branded ads increased by 22%. So, it seems that this year’s Super Bowl ads had relied on the wrong marketing tactic. The research determined that their downfall was using celebrities to sell products.
While the majoraity of Super Bowl ads featured high profile celebrities like Arnold Schwarzenegger and Ellen DeGeneres, the Top 3 adverts did not have any stars in them. According to UnRuly Media, this suggests that celebrities are no longer the driving factor behind the ‘shareability’ of branded advertising campaigns.
The most successful ads are those that triggered an intense emotional response. Viewers are more likely to share ads that spark warmth and happiness, while pride, inspiration and amazement are also quite sharable.
Illustrating this point is ‘Puppy Love’, an advert from Budweiser that features a puppy and a horse becoming unlikely friends. It was the most-shared Super Bowl ad with over 50 million views on YouTube. In total, it was shared 1.6 million times online.
So, brands should focus on creating content that triggers an emotional response in their target audience. Whether the response is joy, inspiration or warmth, advertisers should aim to have their audience feel something, which will encourage them to share the content with their friends.
You can view UnRuly’s full report here: http://www.unrulymedia.com/system/files/private/Unruly%20Science%20of%20Sharing%202014%20whitepaper.pdf.
At Win Marketing, we can help you develop creating marketing ideas that are engaging and shareable. Visit our Advertising page for more information.
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