They’re back! Although, in many ways, OK Go never left. The alternative rock band caught the public's attention with their 2006 YouTube upload 'Here It Goes Again' which generated an impressive 46M views, before EMI Music inexplicably moved it to a VEVO channel in 2009, tragically resetting the video's view count back to zero. Since then,'Here It Goes Again' has tallied another 34 million views, making it the band’s most popular video (if you add back all the missing views). If you haven't seen it, it's definitely worth a watch, if only to see how many brands and creators have copied various aspects.
Nevertheless, the band soldiered on – demonstrating conclusively that they weren’t a one-hit wonder by making a series of follow-on hits, including, 'This Too Shall Pass' (54.3M views), 'Needing/Getting' (36.8M views), 'I Won't Let You Down' (31.1M views), and 'Upside Down & Inside Out' (51.3M views).
Then, a few days ago, the band uploaded 'The One Moment – Official Video” to Facebook as well as to YouTube. Their latest music video uses slowmo to slow down 4.2 seconds of real action across a video that is 4 minutes and 12 seconds long. The eye-catching results has already received 15.2 million views on Facebook, where videos typically get 50% of their total views on Day 1, and another 5 million on YouTube, where videos typically get 20% of their total views on Day 1.
The sponsor of the band’s latest video is Morton Salt. The 168-year-old brand is participating with #GivingTuesday, a 4-year-old holiday that will be celebrated on November 29. As Morton Salt’s website explains, “After two days for getting deals – Black Friday and Cyber Monday –#GivingTuesday is a day for giving back”.
Now, in the old days, that’s about all that I could tell you. Maybe I’d speculate on how well OK Go’s latest video might do relative to the band’s earlier hits. But, I would be comparing views reached in a few days to views achieved over several years. Fortunately, Tubular Labs introduces some new metrics back in April that lets me compare the number of views that “Upside Down & Inside Out” received on Facebook in its first 3 days (44.1 million) to the number of views that “The One Moment” has received on Facebook in its first 3 days (14.5 million) and the number of views that "The One Moment" has received on YouTube in its first 3 days (2.8 million).
This indicates that OK Go is back with yet another hit! Although, in many ways, the band never left – even after their first hit was robbed. But, it also reinforces the finding that Facebook videos typically get 50% of their total views on Day 1, while YouTube videos typically get 20% of their total views on Day 1.
So, even though their latest video uses slowmo, it’s benefitting from the faster discovery rate that OK Go can get uploading videos to both Facebook and YouTube compared to the old days, when the band could only upload videos to YouTube. Now, that’s something worth sharing with the broader community on #GivingTuesday.