Posted by Brad J. Ward | Posted in Analytics, Higher Education, Marketing, Strategy, Technology, Thoughts, Viral, YouTube | Posted on 16-06-2010-05-2008
I ran across this interesting graph at ThoughtGadgets, which shows data from TubeMogul, news outlets and “YouTube stars”. The lifecycle of a typical YouTube video.
The half-life of a viral YouTube video is now 6 days. Charlie bit me. David after Dentist. Evolution of Dance. Videos have typically stuck around for awhile. Now, with increasing saturation of content and decreasing attention span (are you still there?), the shelf life of your efforts is quickly diminishing. 75% of eyeballs on a video happen in the first 20 days. Viral lasted twice as long in 2008. What’s the future hold? More of the same. I’d expect the half-life of a viral video to be 3-4 days within 18 months.
In the future, viral trends will come and go so quickly that most won’t even know they existed. This is huge to understand. As the web continues to evolve into many micro-communities that make up the whole, it’s possible for trends and memes to sweep through certain areas but not others. This isn’t the Twittersphere of 2008 anymore.
How to stay relevant and successful? Think narrow, not broad. Focus on your direct, relevant audience. And most of all, just hope that luck is on your side.