As we’ve discussed throughout this series, social video campaigns are all about sharing. Clicks and impressions are great, but shares represent potential exponential growth, because the viewers themselves are spreading the brand’s message to their friends, fans, and relatives. But why do they share?

In last week’s Part 2 of our Social Video Blueprint series , we talked about how brands are shifting away from traditional video advertising toward creating their own, original entertainment video content as a means of boosting brand-lift and audience engagement. This week, we dive deeper into that shift to examine how social video allows media planners to graduate from measuring impressions to counting views. This post was made possible by Sharethrough ,

What is the psychological power behind what we call “social video?” How has it changed human behavior? What types of video motivates people most to share with our own social circles? Chris Schreiber, Director of Marketing for the social video advertising company, Sharethrough , shares with us his special insight on these and other important questions, and