If you want a video to go viral, promote it hard when the video is posted. The next three days are pretty much the video's fertile period.
Video technology company Unruly conducted a study that shows the "viral peak" of a brand video campaign occurs on the second day after it is posted.
"We found that the first days following the launch are key to both the video's short- and long-term success," says Ian Forrester of Unruly. There are strong correlations between shares achieved in days one to three and all-time shares.
Unruly based its conclusion on examinations of 200 of the most shared branded videos in 2012. It has been tracking online videos for the last seven years on what it calls the Unruly Viral Video Chart, capturing 329 billion video streams.
Data indicates that 10 percent of video shares occur by day two after it is posted. Twenty-five percent of shares occur within the first three days. It takes three weeks to reach 50 percent of a video's shares.
Brands that are serious about maximizing the viral spread of their video content, says Sarah Wood, COO and co-founder of Unruly, need to promote them as soon as they are posted to ensure what she calls a "viral cascade in the crucial first days of a campaign."
Unruly's business model is to help clients promote social media video advertising campaigns so they engage target audiences on mobile, tablet and smartphone devices. It also has a tool to rank the "shareability" of video content to advise clients on the value of promoting it.