Good content gets copied

Everyone has their own definitions for what makes good content. It should make you feel something, good or bad. It should resonate with you, tailored to your very niche interests. Or it could just be something that makes you go, “huh, that’s pretty cool; I didn’t know that”. Let’s talk about the latter.

I’ve seen this quite interesting short video circulating on LinkedIn for the past week. A split-screen of the digital perimeter boards showing how different channels can overlay their own ads depending on the country. It’s genuinely fascinating and in the name of sharing, you can see it below:

 Since posting, ADI.tv have successfully removed most quality clips, leaving their full video as the main source.

Seeing as I have developed a bit of a passion for tracking down the origins of interesting internet content or statements, I managed to track it all the way back to a video posted by ADI.tv in 2017 showing off their Virtual LED Perimeter Board technology. How can a video from 4 years ago suddenly become relevant?

Well, Twitter user Oliur tweeted a Today I learned around the shortened version (without any reference to ADI.tv), which garnered plenty of shares and likes. Given the timing of his tweet during the Euros, it took flight and went viral:

The tweet that started it all: with over 2.8M views, 125.3k likes and over 32k retweets, Twitter user @UltraLinx baffles the masses with the shortened video showing different ads on different channels.
Source: Twitter use Oliur

From there, it popped up on Reddit amassing thousands of upvotes, into social news feeds, LinkedIn, and in a very meta-way on news websites commenting on the Reddit post commenting about the video.

News article discussing the viral tweet about the ability to show different ads on different channels.

News article discussing the viral tweet about the ability to show different ads on different channels.

All this exposure from a short clip taken from a longer video 4 years old. It’s a fantastic demonstration of the technology that we might take for granted that was posted at the right time and just took off.

It’s all in the timing… right?

What about ADI.tv? It feels like they’ve missed an opportunity to own the conversation. But we can see just timing is just as important as great content: you can create interesting content, but posting it at the right time when people will be most interested in it is just as vital.

Had ADI.tv posted this during the Euros it might’ve gone viral for them instead? Or because the shorter version came from a random Twitter user, was it destined to perform better than coming from a brand?

But what it does go to show is that if you have great content, even if it is just showing off the power of LED screens, it can go viral. And it will be copied, so make sure somewhere you get the credit.

Tempted to start looking through your video archives from 4 years ago? Not sure how to repurpose content for video or social? With experience repackaging video and creating effective social content plans, we can help you get the most from your existing content.

Say hello@cwa.co.uk to see how we can help you.

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Written by
James Crerar
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