Making your video ad shareable doesn’t just mean a wider audience – it increases its chances of stimulating real marketing outcomes, says Richard Kosinski, president of video measurement agency Unruly Media.

That company produces the Viral Video Chart and tracks how videos are watched and shared on the web for brands. Kosinski says he can predict, using science, how successful a video is likely to be.

“We have done a lot of research in this area,” Kosinski tells Beet.TV. What we have found is, if a video is passed from one person to another, it’s likely:

  • “33% of people will talk with someone about it.”
  • “28% of people will go visit a homepage.”
  •  “18% said they actually search.”
  •  “9% declared they actually purchased a product.”

He was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder Ashley J. Swartz.

The Beet Retreat ’15 was sponsored by AOL and VideologyPlease find additional videos from the event here.