Viral Video Success Stories: Volkswagen

Volkswagen's ads have attracted more online shares across the social Web than any other brand.

A trio of videos by Volkswagen will go down in viral legend history as among the most popular of all time. Collectively, the videos have been viewed more than 155 millions times, demonstrating the inherent shareability of video. When users are engaged, they spend more time on your site and interact more with your brand.

Social media campaigns should always try to incorporate the power of video. Seraj Bharwani, chief analytics officer for Visible Measures, which compiled the Volkswagen figures, told ReelContent that a lot of work has to go into online videos.

“It’s not like you throw something on YouTube and all of a sudden, everybody’s excited about it. You have to promote, and the promotion has to happen on the class of sites where there is a lot of sharing behavior.”

In addition to promotion, successful video campaigns require a significant time investment, creativity, energy and networking. For small businesses without 12-figure revenue streams, it’s important to offer consumers content that is easy to digest.

This ad “Have fun,” which launched in Brazil, racked up 37,727 shares the week of Feb. 14 alone:

According to a Guardian report, “Production costs have fallen significantly in recent years and you no longer need to be a technical whiz to work out how to use it. Apps such as Twitter’s Vine, with its six-second maximum clip length, have dramatically increased the opportunity for businesses on a limited budget to get stuck in.”

Unruly’s Viral Video Chart puts Budweiser’s “Puppy Love” as the most shared ad of Super Bowl XLVIII with close to 1.4m shares so far, making it the sixth most shared Super Bowl ad of all time. The Anheuser–Busch InBev brand took the second spot and has finally eclipsed Volkswagen as the most-shared brand of all time. However, Volkswagen’s Star Wars-themed “The Force” still sits at number one in the top 20 most-shared Super Bowl ads of all time chart.