metapeople Hong Kong

Companies have been finding ways to define success in online video campaigns. One of the ways is to track user engagement with the content they are viewing. Campaigns are given benchmarks on how sectors that range across multiple areas normally perform. A Viral Action Rate (VAR) - the number of online social actions carried out per 1,000 videos, to also attributed to each campaigns. The social actions include embedding an online video in your own site, downloading the content, emailing it to others, and sharing videos on a social media platform.

Based on analysis of 250 UK campaigns that generated 51 million views since July 2009, the entertainment sector is proved to be the most viral, with 2.27 of every 1,000 views resulting in the content being taken and embedded into a personal site. In B2B, it was only 0.27 per 1000 views.