We’re working with the Rockefeller Foundation to run 10 short films across a variety of social media platforms in the build-up to the UN Climate Conference in New York on Sept 23.
Some of the numbers we’re getting are very revealing. Last Thursday we posted a film about food shortages and drought on Vimeo, Facebook, Twitter and others. Within 3 days it reached 626,500 people on Facebook, 57,500 of whom watched the video while a further 47,000 liked, shared, commented or clicked on the post. This is the best performer in the series so far, but the others tell a similar story.
Back in 2008 the films we ran on global TV news drove a lot of Internet traffic, but only very rarely on this scale. Typically 12K-20K plays in the week after transmission. We know the numbers beause we hosted the videos for the BBC web site on our servers. By 2010 the views were down by more than 50%.
More recently 72 films about health that tx’d on BBC World News created an average of less than 1300 views and page impressions combined per film (BBC data) – and over 6 months. An Ipsos Mori survey, commissioned by The Bill and Melinda Gates Foundation, said nearly 80% of opinion formers, the channel’s core audience, watched those health films on line. Do the maths …