Unruly, a global platform for social video advertising, has developed an algorithmic tool that enables advertisers to predict whether their video content will go viral before it has even been launched.
The Unruly ShareRank allows them to edit their videos for maximum shareability and optimize their content marketing strategy. The tool offers an insight into “the psychological, social and content triggers that affect the success of their video content” so they know its word of mouth potential.
Developed over six months at the Unruly Social Video Lab, the algorithm uses social tracking technology, academic research, and consumer panel responses to make its predictions. Unruly’s CTO and co-founder, Matt Cooke, said:
We are currently tracking over 2 million video shares each day. We have mapped this data to viewer responses to train the Unruly ShareRank algorithm, which is the only metric on the market to predict the shareability of a video based on seven years’ worth of video sharing data. Scrutinizing views is not enough – in a digital world, brands need to understand what drives consumers to engage with their content.