Posts Tagged ‘analytics’

Finding The True Impact Of A Tweet Using Tweet Life

Last week Derek Thompson, a writer for The Atlantic, wrote an article in which he questioned the real value of a tweet. In his article The Unbearable Lightness Of Tweeting, Thompson expressed disappointment because a tweet he was sure was going to get a lot of attention, both on Twitter and with click throughs to the actual article, didn’t draw the engagement he anticipated.

As a journalist Thompson wanted to spread the word about his story and generate traffic to The Atlantic’s website. However, a little less than a week later, in his own words, here’s what he found:

“By Friday morning, it had about 155,260 impressions. According to the new Tweet activity dashboard, 2.9 percent of those users clicked the image, and 1.1 percent retweeted or favored it… but just 1 percent clicked on the link to actually read my story. One percent.”

At first glance, Mr. Thompson is right – a 1% engagement rate is rather low. But, 1,553 clicks isn’t that bad, but it might seem that way when there was the chance for over 155,000 clicks. But does it really mean that there’s no real value to a tweet?

It turns out – you just need to look at the bigger picture. You see, Thompson was using Twitter’s analytics tool and while it’s fantastic at showing a reporting snapshot, a reporting suite such as Sysomos MAP tells a more complete story.

We weren’t the only people that contemplated this question. Our friends over at SKDKnickerbocker thought that there is also a lot more value to a tweet and decided to investigate further into Thompson’s tweet. In the blog post where they did this, they start by pointing out that, “Twitter is a social media platform and the most valuable takeaway, in our view, is the way the message is shared beyond Derek’s 27.8k followers.”

SKDKnickerbocker pulled up Thompson’s tweet to explore its real value using Sysomos MAP‘s Tweet Life function. Tweet Life was able to show that this particular tweet actually seemed to perform quite well. They used Tweet Life to follow the chain of the tweet, meaning how many followers of followers retweeted Thompson’s tweet. In this case the chain went to a level of 10. Looking at this graphic to illustrate the chain, the tweet actually traveled quite far from Thompson’s initial following.

Tweet Life Chain - Created by SKDKnickerbocker

In a report that we did back in 2010 we looked at 1.2 billion tweets and found that the average tweet gets the majority of it’s retweets within the first hour before dying off. Tweet Life can also show you the full life of a tweet. Many studies have shown that tweets barely live on past 10 minutes. In the case of Thompson’s tweet, its half-life was at 10 hours and 13 minutes. That means that his tweet was still going strong over 10 hours later and wasn’t finished yet. The 80% life of this tweet came 2 days and 6 hours after it was tweeted out. This, my friends, is a tweet with legs and a half-life that extended well beyond most twitter activity.

Tweet Life Half-Life - Created by SKDKnickerbocker

There’s many reasons that could explain why Thompson’s tweet didn’t get as many click-throughs to The Atlantic as he had hoped. Perhaps people didn’t find the topic as interesting as he did. It could also be, as Bianca Prade from SKDKnickerbocker told us on the phone, that “sometimes people go to a social network to get their news on the platform that they’re on,” meaning that they could have got enough interesting information for themselves from Thompson’s tweet alone.

Twitter’s analytics dashboard can give you some interesting information about your tweets. But it also only shows you part of the story. This is why many brands and agencies turn to using Sysomos. With tools such as Tweet Life and many others in our software you can get a more complete picture of how well your Twitter and other social media efforts are performing.

If you want a more complete story of how your social is performing, contact us. We’d be more than happy to help you see the full picture.

What Drove Twitter During The Oscars; A Sysomos Report

The Oscars 2015Last week we made a prediction on which film we thought was going to win the Best Picture category at The Oscars over the weekend. We were wrong.

However, if we looked only at Twitter data, we probably would have been right, because Birdman had run away with the conversation on Twitter.

As they say, hindsight is always 20/20. So with clear eyes we’ve created a Sysomos Report looking back at how the evening at The Oscars played out on Twitter.

The first interesting thing that we found was that this year’s Oscars only 8.48 million mentions across social media, which was 39% less than the 2014 Oscars. 99.5% of all of those mentions came from Twitter, which is why we examined Twitter heavily for this report.

Aside from just analyzing the overall theme of The Oscars, we’ve dug deeper into three categories that stood out to our team during the awards. The first is how people were talking about the host. This year’s show was hosted by Neil Patrick Harris and while a lot of people liked him, people seemed to have liked Ellen DeGeneres, who hosted last year, even more. When we compared the two years together we found that NPH was only mentioned in one Oscars related tweet to every 10 that Ellen was mentioned in the previous year. We also looked into who people were tweeting that they’d like to see host next year.

Second, we looked at which of the acceptance speeches was tweeted about the most. Here we found that Patricia Arquette’s acceptance speech for her Best Supporting Actress win in which she spoke about equality for women. This stirred up a lot of talk from the Twitter world, some good and some bad, but was by far the most tweeted about speech.

Lastly, we looked at the #AskHerMore hashtag, which was being used to imply that women have a lot more to talk about than just who they’re wearing as they walk down the red carpet and that reporters covering it should care more. While this hashtag was actually started in 2014, our report finds that 59% of the total times the hashtag has been tweeted was done on Sunday night.

Take a look at the full Sysomos report below:

Who Social Media Thinks Will Take Home Best Picture This Weekend

The 87th Academy AwardsThis Sunday evening millions of people around the world will tune in to watch the 87th Annual Academy Awards, more commonly known as The Oscars.

Movies are a big part of a lot of people’s lives. They love to see good movies, but then they also love to discuss them. And we’ve seen a lot of discussion about this year’s Best Picture nominations happening in social media.

So, we decided to use MAP, our social media monitoring and analytics software, to see if we could predict which film is going to win Best Picture this Sunday based on social media chatter over the past year. Here’s what we found:

While all 8 of the nominated films were discussed quite a bit through social media, Birdman was by far the one that came up the most in social media. In fact, when we look at the share of voice pie chart below we see that Birdman owned a full quarter of the conversation around all 8 movies. American Sniper was a close second and owned 21% of the conversation, while Selma came in third with 20%. Of all 8 movies, The Theory of Everything was talked about the least through social channels, but that doesn’t necessarily make it a worse movie.

Sysomos MAP - Comparison Share of Voice

What’s interesting is that when we broke down the mentions of these movies by networks we found that Selma was actually the most talked about movie through blogs, forums and online news outlets. However, Twitter produced the most chatter around all of these movies and on Twitter Birdman was mentioned the most, which drove it to the top spot overall. Boyhood was a close second in mentions in both blogs and online news (only coming in less than 200 mentions behind Selma on news sites), but was fourth in Twitter mentions.  As well, American Sniper was talked about a lot through Twitter and forums, but not nearly as much in blogs and news.

Sysomos MAP - Comparison by Source

We also looked at mentions of these films in terms of when they were mentioned over the past year. It’s interesting here to note that Birdman seemed to have been generating conversations over the entire year despite the fact that it didn’t get a full theatrical release until the late summer of 2014. Most of the other films that were nominated in this category had releases towards the end of the year, so we didn’t see large spikes in conversations about them until around December and then again in January when the Golden Globes happened.

Sysomos MAP - Compare Popularity Chart

Lastly, we looked at the sentiment around each of the 8 nominations. While each movie was talked about positively, The Grand Budapest hotel had the most positive talk around it with 71%. The next closest film in terms of positive mentions was Boyhood with 52% of it’s mentions being scored positively and Selma coming in third with 48% positive mentions.

Sysomos MAP - Comparison of Sentment

While all of the movies nominated for Best Picture were great in their own right, there can be only one winner of the Oscar. Looking at this data above it’s still hard to tell which one the social world liked the best, but we’re going to make our prediction for a winner to be Selma. Selma was talked about the most across most social media channels and also had a great positive sentiment score.

Which film do you think is going to take home the Oscar this Sunday? And is your choice based on the data above or just your own instinct to pick a great film. Let us know in the comments.

We’ll be back next week with a full report about how the Oscars plays out in social media, so come back to check that out.

Sysomos Reports: A Twitter Breakdown of The 2015 Grammys

The GrammysSunday night was one of the biggest nights for music of the year, the 57th Annual Grammy Awards.

The Grammys are always a big event as people tune in to watch their favourite artists perform, see if their favourite artists win awards for their music and, of course, to see what all the celebrities are wearing as they walk down the red carpet.

As like every award show these days, people also love to tweet along as they watch everything play out live on TV. This year, tweets around the Grammys surpassed 10.8 million. That’s a 28% increase in tweets compared to the 2014 Grammys.

Our Sysomos Reports team saw all this action and took a deeper dive into those more than 10.8 million tweets to see what all the action was about. We found that tweets seemed to fall mostly into three categories, which our team then explored in depth; overall Grammy tweets, tweets about nominated artists and tweets about who was the best and worst dressed at the awards. We then put together a report to share our findings around each of these categories to share with you.

In the Sysomos Report below you’ll find information like:

  • Re-tweets accounted for 64% of Twitter content, while 33% were regular tweets and 3% were replies
  • Online activity peaked at 11 PM, when Sam Smith won the Record of the Year award
  • The live performances during the award show generated over 326K mentions and were the most popular theme of the night as well as the key driver of positive conversations (33% of the overall positive content)
  • Winners of the award categories we examined were generally the most tweeted about predictions, except for the album of the year category (which apparently Kanye West didn’t agree with either)
  • People thought that Taylor Swift was the best dressed of the evening while they also thought that Madonna was the worst dressed

Take a look at the full Sysomos Report below:

A Social Media Wrap-Up of Super Bowl XLIX

Super Bowl XLIXThe big game has ended and the world knows that the New England Patriots are now the official Super Bowl XLIX champions (which we actually predicted this would happen last week).

Millions of people around the globe tuned in on Sunday night to watch the very exciting game (and some did for the commercials and the half-time show). But not only were people tuning in on their TV’s, they were also tuning in though social media to see what others were saying about the event and chime in themselves. The Super Bowl has become one of the largest events that people collectively talk through social media about (especially in North America).

Our fantastic Sysomos Reports team was also tuned into the Super Bowl action on social media and recorded everything that they were seeing. The result is a great report on the social media activity that you can view below.

For this report, our team focused on the events of the game and the half-time show, but left out the commercials (which have already been wrapped up many times over across the web).

Some of the highlights you can find in our report include:

  • Super Bowl XLIX, the halftime show and the two competing teams generated a total of 16.7 million tweets on February 1
  • This is about 8% lower compared to the number of tweets accumulated during the Super Bowl XLVIII on February 2, 2014
  • 56% of all tweets this year were retweeted posts, while 41% were original user tweets
  • The social battle between the New England Patriots and the Seattle Seahawks ended with a close win for the Patriots by 14,000 tweets; The quarterbacks’ share of voice was split in 82% for Tom Brady and 18% for Russell Wilson
  • Focusing on two of the more notable issues this year, the brawl that occurred during the last moments of the game (43,574 tweets) was a more dominant topic compared to mentions about the #deflategate issue (32,545 tweets)
  • Sentiment of tweets about the Super Bowl this year was generally favorable, with 58% of all posts (excluding neutral content) being positive
  • Mentions about the Halftime Show were close to 3 million tweets; Katy Perry appeared in 39% of all halftime mentions, compared to 2% for Lenny Kravitz and 8% for Missy Elliott
  • In comparison, Bruno Mars and his SBXLVIII Halftime Show surfaced in 580,700 tweets on February 2, 2014
  • Viewers’ sentiment about the Halftime Show was quite favorable, with 55% of conversations being positive

Take a look at the full report below and let us know what you think stands out the most to you in the comments:

A Season Of Social To Predict A Super Bowl Champion

Super Bowl XLIXThis weekend is Super Bowl XLIX. The New England Patriots are squaring off against the Seattle Seahawks to find out which NFL team reigns supreme this year.

As we do with other sports, we thought it would be fun to take a look at the social media buzz around each of the teams using MAP, our social media monitoring and analytics software, over the course of their season. Usually we would look at the buzz around the teams from the start of the season up until today. However, due a little controversy surrounding one of the playoff games from this season (you may have heard of something called “deflategate” going around) we thought that one team would for sure get an unfair advantage in terms of mention volume, while the other team would get one because of the negativity around their opponent. So, for the analysis below we only looked at the regular NFL season which ran between September 4 to December 28, 2014.

We searched for both teams names, nicknames and Twitter handles over the course of the season and found a staggering difference in the amount of social conversations around each team. In terms of overall mentions, the Patriots were in 7,177,831 social conversations over the season. The Seahawks, however, were only part of 4,285,927 social conversations.

Sysomos MAP - Compare Overall Mentions

Even when we broke it down to look at the mentions over individual channels, the Patriots always came out on top. The Seahawks got beat out in mentions across blogs, online news, forums and tweets.

Sysomos MAP - Compare By Source

It becomes more evident when we look at the mentions of both teams plotted out over time. A look at our popularity chart gives a good visualization of just how much more the Patriots were talked about than the Seahawks. Especially on game days, which are all the spikes in conversation you see below.

Sysomos MAP - Comparison Popularity Chart

When we pulled up the sentiment around the two Super Bowl combatants we once again found that the Seahawks had come up short compared to the Patriots. The talk around the Seahawks was only 27% positive while also being 30% negative. In the meantime, the talk around the Patriots was 47% positive and only 19% negative.

Sysomos MAP - Sentiment Comparison

If social media talk could predict a Super Bowl winner, it’s probably safe to say that New England Patriots are guaranteed a win on Sunday. However, fan popularity doesn’t win games, so we’ll just have to wait and see what happens. Who do you think’s going to win?

Just for fun, we also wanted to compare the two teams on Twitter to see how the stats swayed so far in  the Patriots favour since Twitter saw the most action. When we compared the fan bases of the two teams we found something interesting about the loyalty of football fans. The Seahawks have 797,000 followers while the Patriots have 1.1 million and out of all those fans, only 9.7 of them overlap. When people have a team, they only care about what’s going on with that team.

Sysomos MAP - Twitter Follower Comparison

While that’s not a huge revolution, it does also help to explain this next piece of data we found that probably explains how the Patriots got so far ahead.

When we compared where people were tweeting about the Patriots and the Seahawks from, we found that New England has a very spread out fan base, while Seattle’s is more local. Looking at the states where mentions of the teams were coming from, you can see that Seahawk tweets were coming the most from Washington State, which makes sense. But when you look at where mentions of the Patriots were coming from, Massachusetts only makes up some of the tweets, while their “other” bar on the chart is through the roof, meaning that Patriots have fans spread out much more across the US than the Seahawks did.

Sysomos MAP - US States Tweets Comparison

So, in case you missed it above, the Patriots are obviously a more popular team. But again, popularity doesn’t necessarily win Super Bowls…

Community Manager Appreciation Day (#CMAD) 2015 Social Media Summary Report

Sysomos MAP - Geo Location Heat Map of Community Manager Appreciation Day Tweets

Did you hug a community manager on Monday? Even virtually?

If you did, you weren’t alone.

This Monday was the 5th annual Community Manager Appreciation Day. A day to celebrate the tireless people that work hard (probably harder than you think) to make sure that their brand’s communities and audiences are constantly informed, entertained and engaged. And celebrated they were.

We had the fine folks on the Sysomos Reports team take a look at the social media activity around Community Manager Appreciation Day and wanted to share their results with you.

Some of the highlights you’ll see in the report include:

  • Community Manager Appreciation Day and the #CMAD hashtag were used over 18,000 times
  • Over 17,000 of those mentions came from Twitter
  • All of those tweets had an potential reach of 154 million eyeballs
  • Community Manager Appreciation Day was celebrated across all 7 continents
  • And this was the most retweeted tweet about Community Manager Appreciation Day:

 

 

Check out the whole report for yourself here:

We want to hear about your Community Manager Appreciation Day in the comments. Did you thank a community manager for their hard work? Who was it? Are you a community manager that got an awesome surprise on Monday? What was it? Let us know below.
BONUS: I took part in the 24 hours of community management panels that happened on Community Manager Appreciation Day with a panel on “community management services,” and if you missed it (because it was at 5amEST) you can see the recording on the My Community Manager YouTube page.

Interesting Moments Beat Out Actual Awards At The 72nd Golden Globes [Infographics]

72nd Annual Golden GlobesLast Sunday night we started our way into “Awards Season” for 2015 with the airing of the 72nd annual Golden Globes.

As is the new norm, award shows generate a large audience interested in seeing their favourite celebrities and how their favourite TV shows and movies fare, but also those who want to be part of the global conversation around a large event through social media.

A lot of people are taking notice of this phenomenon and are interested in seeing how the social conversation around events like this play out. Especially when it’s compared to what is actually happening at the events and who is taking home the awards.

Our friends over at Way To Blue, a global digital communications agency, were keeping an eye on what was happening at the Golden Globes and on the social media activity around it. Using Sysomos to analyze the social media action and compare it to what was happening at the awards, Way To Blue put together two great infographics that we wanted to share you with you all today.

The team at Way To Blue broke down the Golden Globes into two categories; TV shows and movies, and produced an infographic around each.

The team started by looking at the movies and film actors that were up for nomination at 2015 Golden Globes. Some interesting things to note from their findings was that in most cases, the winner of a category also managed to garner the largest amount of social media chatter during the Golden Globes. However, there were a few anomalies that cause this to not always be the case.

Michael Keaton won the award for Best Actor in a Comedy Film for his part in Birdman. Keaton gave a moving speech while accepting his award and it caused mentions of his film Birdman to spike to a greater level than the movie that beat it for Best Comedy, The Grand Budapest Hotel.

Another actor who stole the spotlight was Benedict Cumberbatch. Cumberbatch was up for Best Actor in a Drama Film, but lost to Eddie Redmayne. However, Cumberbatch was caught photobombing others at the awards show, which people are now dubbing “The CumberBomb.” Being caught doing this led the actor to be mentioned more through social media than anyone else in the Best Actor in a Drama category, but also stole the evening as being the most mentioned event from the entire show.

Way To Blue - Golden Globes Social Media Analysis for Films [infographic]

 

Way To Blue also produced a separate infographic around the television awards side of the Golden Globes. Again, most of their findings found that social media chatter largely mirrored the winners of the evening in terms of actors or what films were being mentioned the most. However, there were a few exceptions to the rule again.

The most notable difference in television categories came from the Best Drama Television Series category. At the Golden Globes, The Affair took home the award, but it’s competitor House of Cards saw more social media talk around it as after it’s lead actor, Kevin Spacey, took the award for Best Actor in a Drama series got followed by a network commercial for season 3 of the show. House of Cards is wildly popular and the announcement of the new season had fans excited and talking about it.

Way To Blue - Golden Globes Social Media Analysis for TV [infographic]

The anomalies in what was being talked about compared to the actual winners at the 72nd Golden Globes shows that while the awards and their winners are a very important to the audience trying to be involved from where ever they are though social media, but interesting moments are still the attention grabbers. You don’t always have to come out on top to produce the attention that you want.

The #NBABallot Campaign Is Seeing Great Numbers From Engaged Fans

#NBABallotIt wasn’t too long ago when to vote your favourite player into an All-Star Game for any sport you had to go to a game and try to poke out those little holes in a ballot card. But gone are those days.

As social media becomes more prevalent throughout almost everything we do, sport leagues have taken it as an opportunity to keep all of their fans involved, regardless of if they physically attend a game or not.

The NBA is currently doing this by inviting fans to vote for their favourite players to appear in the All-Star Game this year via Twitter, Facebook and Instagram.

The NBA is asking fans to post on one of these social networks with the hashtag “#NBABallot” along with the player they want to vote in. The NBA is then monitoring these channels and adding the results to their website voting and text message votes. They’re also allowing you to vote once a day, so some

And basketball fans around the world seem to be loving it.

As of right now, there’s still six days left for people to cast their votes. However, the NBA is already seeing a great response to this campaign. We used MAP, our social media monitoring and analytics software, to see just how well this campaign has been doing so far.

Starting from December 10th up until yesterday (voting started on the 11th), we found the #NBABallot hashtag used across 1.8 million tweets.  That means that people have been voting for their favourite players at an average speed of 2,210 an hour over the past 33 days. Those are some pretty engaged fans.

Sysomos MAP - Twitter Activity Summary

What’s more is that it’s not only engaging people in the United States. The United States only accounts for 57.3% of all the votes cast so far. Votes are coming in from around the world. A look at our heat map of where tweets are originating from shows that people around the world are interested in the NBA and are casting their votes.

Sysomos MAP - Geo Location Heat Map of Tweets

Over on Instagram the hype is quite large as well. A search for the #NBABallot hashtag on Instagram shows us that it’s been used their 207,670 times.

Sysomos MAP - Instagram Activity Summary

In a great move by the NBA and all of the teams around the league, we can see some examples above of pictures to help go with fans votes to make it as easy as possible to cast a vote on the network. All a fan needs to do if they don’t have a picture of their favourite player is download a pre-made picture, which are designed to grab attention and encourage more people to vote and use the hashtag, and upload it to their own account.

Unfortunately, due to Facebook’s privacy settings we couldn’t get a great amount of data behind how many people are posting the #NBABallot hashtag, but if Twitter and Instagram are any indication, we think it’s safe to assume that they’re seeing large numbers as well. You may even have some basketball friend’s of your own who are making posts like these:

Facebook Voting for #NBABallot 1

 

Adding the social voting component to the All-Star Game voting process a few years ago was a great move by the NBA. They realized that their fan base extended past the people that could come into the arena and punch the little holes. It even extended past the United States. By giving fans around the world a chance to participate in this event and making it easy as possible for them, the NBA is solidifying their global audience.

And for those of you wondering which players are being voted for the most, only the NBA knows for sure as they are the only ones with access to all of the numbers. However, according to their last count on January 8, Lebron James of the Cleveland Cavaliers and Steph Curry of the Golden State Warriors are leading the league in total votes respectively in first and second place. We thought it would be interesting to see how they faired against each other on Twitter. So we searched for mentions of their names along side the #NBABallot hashtag and found that Twitter mimics the NBA’s count with James leading the way 105,727 tweets, but Curry isn’t far behind with 89,132 tweets of his own.

Sysomos MAP - Twitter Comparison

 

Best of 2014: John Oliver Gets Spreading Information In The Social Age

A little over a month ago we set out to write a blog post about the popularity of Last Week Tonight with John Oliver. However, along the way, we learned that John Oliver and his team are really masters of content in a social media world.

The team at Last Week Tonight has managed to get long form content shared more than almost any outlet we’ve ever seen and it showed us that content can come in many forms and lengths, but the key to getting it shared is really what’s inside the content.

Check out the lesson we learned from Last Week Tonight with John Oliver that quickly became one of our staff favourites of the year.

This post was first published on November 11, 2014:
Last Week Tonight with John OliverYou can debate back and forth for days on whether Last Week Tonight is a news program or a comedy and entertainment show… or even both. But one thing you can’t debate is that John Oliver has been instrumental in opening the eyes of his viewers to subjects that they should probably know more about.

And when we say viewers, we don’t just mean the people who watch his show live on HBO, we mean everyone that has seen the numerous clips from John Oliver’s Last Week Tonight since it debuted at the end of April this year.

Yes, the show we’re talking about is an HBO program, which means that viewers need to subscribe to HBO through their cable company to see the show live as it airs on Sunday nights. However, what John Oliver’s show has done that not many other shows do, especially ones on premium cable subscription channels, is found a way to make his interesting content very sharable by putting all of his segments up on YouTube.

And this is why we say that John Oliver gets it. He knows that if you want your content to spread it has to be three things; interesting, entertaining and sharable. Last Week Tonight is all three of these, which is why it got so popular so fast.

We used MAP, our social media monitoring and analytics software, to dig a little deeper on the social phenomenon that is is John Oliver’s brand of entertaining news.

Since Last Week Tonight debuted at the end of April this year, the show’s name or John Oliver have appeared in over 818,000 social media posts.  Mentions have appeared in 14,496 blog posts, 17,346 online news articles, 26,152 forum postings and 760,222 tweets.

Sysomos MAP - Activity Summary

There has also been, over the same time period, 11,973 videos posted that have John Oliver or Last Week Tonight mentioned in their titles or descriptions. And, to add to that, only 83 of those videos come from the show’s own YouTube channel.

Sysomos MAP - Video Activity Summary

While the number of mentions that John Oliver and Last Week Tonight have received since their show debuted is by no means an astronomical number, it’s really what was in those posts and how many people saw them that mattered. And what was in them, was videos from their YouTube channel.

You see, John Oliver and Last Week Tonight knew that not everyone has an HBO subscription. So they made their content easy to find and share somewhere else, the world’s second largest search engine, YouTube. And it’s been working for them.

We pulled up some of the stats from the Last Week Tonight YouTube page. What we found that the channel has over a million subscribers. Even better though is that the 83 videos posted to the channel have amassed over 150 million views. That’s not bad since the channel has only existed for just about 6 months.

Sysomos MAP - YouTube Channel Analysis

Even more impressive is when we looked at which of his videos were the most popular. The top five most popular videos from the channel weren’t the short funny little two minute videos. All five of them were the show’s longer form feature stories that average around 14 minutes in runtime.

Sysomos MAP - Most Viewed Videos On Last Week Tonight's YouTube Channel

Even more interesting though is when we go back to the social mentions of John Oliver and Last Week Tonight we started talking about. When we look at those mentions on our popularity chart, which plots out the mentions over time, we can see a bunch of large spikes in conversation. All of them, including the largest spike on August 18th, happen on Mondays, the day after the show airs on HBO. People would literally be waiting for the videos to go up the next morning so they could see them and share them.

Sysomos MAP - Popularity Chart

So, what can you learn from John Oliver and Last Week Tonight?

The main take-aways we see here is that there is no magic length for how long a blog post or a video should be to optimize how much your content gets shared through social media. Your content should be as long as it needs to, as long as you can keep it interesting, entertaining and make it easily sharable. If you can do that, people will be anxiously waiting for your content so they can see it and share it.

And now, just for fun and so those of you not familiar with the show can understand what we’re talking about, here’s one of our favourite clips from the first season of Last Week Tonight (of course it has to do with the internet):