So you assumed video popularity was random? Think again. Here are some of the proven reasons people watch, share, or stop watching.
Why have YouTube viewers watched "Charlie bit my finger -- again!" over 485 million times? Why did "Call Me Maybe" and "Gangnam Style" parodies take over the world this year? Why are you going to send friends at least one link to a funny video this month? Unruly Media has a lab that studies how people interact with videos: where viewers' eyes go, what their skin response is, what makes them smile, laugh, or stop watching. We spoke with Unruly U.S. president Art Zeidman about the triggers that make someone watch and/or share video.
Conversation highlights
0:00 — Things that trigger people to watch and share videos
0:34 — Things that cause people to click play on a video
1:04 — Why social video is a hot tool for brands
1:40 — Are "brand heavy" or "brand light" videos more likely to be watched?
2:08 — Advice: push your agencies back together
2:25 — Re-examine your campaign from the user perspective
Run time is 2:48
This interview was filmed at the 2012 Unruly Social Video Film Festival. As part of Social Media Week LA, Unruly screened the most viewed and shared original and branded video content from the past year, along with exclusive sharing data and engagement stats, courtesy of the Unruly Viral Video Chart. The event concluded with a panel moderated by Variety‘s TV Editor Andrew Wallenstein on the evolving impact of social video on entertainment marketing.
Art Zeidman leads Unruly's business in the Americas. In addition to considerable expertise in the areas of digital and broadcast media marketing, strategy and sales, Art also speaks fluent French, plays a mean saxophone, rebuilds old cars and is just now coming into his own as an amateur plumber. Before joining Unruly, Art held a variety of senior sales and management positions with Google, Clear Channel, Univision and CBS. Art also founded and ran Detour — widely considered one of New York's best jazz bars — for more than 10 years. He lives just outside of New York City with his wife Jody, sons August and Aidan, two cats and two awesome dogs, Penny and Mister Jubblington.
