Take a look at this chart which shows the most shared social video brands of the past year.
I was surprised to see Google on the top of the list because I couldn’t think of a single “Google brand” video. So I went searching and found. . . ironically, that they just released their annual Zeitgeist 2012: Year In Review. This video encapsulates all of the most searched stories of the year in under 3 minutes. It’s very inspiring. So here’s one more share for Google who climbed six places to make the top of the viral chart.
I also want to give a shout out to TNT who entered the chart for the first time in third place. I love what they’re doing on network TV. Globally, TNT Belgium captivated online audiences with their wild video called A Dramatic Surprise on a Quiet Square. They placed a big red button in a quiet part of town with an arrow that says Push to Add Drama. When someone finally pushed it, an ambulance showed up, a patient was dumped from a stretcher, a bicyclist got into a fight with the ambulance attendants and the whole square went mad for a few minutes. Now, that’s entertainment.
Unruly says that branded video shares went up 67% from 2011 to 2012. Instead of people running from ads, they were actively sharing them with their friends. They also note that video has grown up some in the past year. Instead of relying on cute babies, hamsters and prat falls, brands are using video to move people in a deeply emotional way. Video creators are no longer just throwing stuff up on YouTube and hoping for success. The good ones have figured out the formula and can do it again and again.
Of course, sometimes viral videos just happen – as was the case with the top video of 2012 – Psy’s Gangnam Style. And if you’re surprised I have one word for you – Macarena. We do love a catchy tune.
Whop, whop, whop, whop. Oppa is Gangnam style!