Happiness main driver of video shares by Australians claims new research by Unruly

UnrulyVideo ad tech company Unruly has launched an Australian version of its tool which it claims can help advertisers predict the virality of their video ads before they launch.

Unruly ShareRank, which first launched in January 2013 in the US and UK, also to identifies the emotional, social and behavioural triggers that drive the success of video content.

According to the company’s analysis the last 12 months has seen the number of social videos launched by brands locally nearly double, with happiness being the most common emotional sharing trigger for local video campaigns, followed by inspiration and warmth.

However, according to Unruly, it is more difficult to get a strong emotional reaction to a video locally than the rest of the world, with seven per cent of ads less likely to evoke intense emotional responses than the global average.

The company is launching the tool locally after training the proprietary algorithm specifically for the Australian video ad market by combining two trillion video views with more than 395,000 consumer data points.



Unruly’s Australia & New Zealand managing director Lance said in a statement: “Brands and creative agencies in Australia understand there is life beyond the 30-second TV commercial and that making more emotional digital content drives deeper connections with consumers who will go on to share and buy their products or services.”

When adapting the Unruly ShareRank algorithm for the local market, Unruly found Australians typically share branded content faster than any other country worldwide, with a brand video company on avery attracting 21 per cent of its total shares in the first 24 hours.

“The launch of Unruly ShareRank demonstrates Unruly’s growing commitment to the Australian ad market. By constructing a localised set of data as to how consumers react to different emotional and brand stimuli, Unruly can help advertisers apply the science of sharing to their paid media campaigns, helping brands understand the building blocks of social success relevant to their specific audience,” said Traore.

Miranda Ward


Declaration: Mumbrella will be running a new monthly viral video chart for Australian and New Zealand brands based on Unruly ShareRank data. This is not part of any commercial arrangements.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.