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17.9% of Internet Users Account for More than 80% of Video Shares

A global study from Unruly finds that 82% of video shares are made by just 17.9% of internet users — the so-called ‘super sharers’. The bulk of shares happened on Facebook (59.4%), followed by Twitter, Google+, and Tumblr.

Interestingly, over three quarters of video views take place outside of YouTube. Happiness was found to be “the most effective emotional trigger for global campaigns, whereas social motivations are more culturally dependent.”

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