Unruly Media has put out its annual look at the top 20 video ads of the year, in terms of shares. While, it may not come across as an ad, exactly, the company has put Kony 2012 from the non-profit Invisible Children, at the top of the list.

The video has generated over 10.1 million shares since launching in early March.

“Emotive content and bottom-up sharing stole the show this year,” said Unruly co-founder and COO Sarah Wood. “The world’s biggest brands can learn from Invisible Children: it’s not about a 30-second commercial anymore when a 30-minute video gets 10 million global shares.”

The data is comes from Unruly’s Viral Video Chart, which measures shares (rather than views) across Twitter, Facebook and blogs.

Here is a look at Unruly’s top 20:

1. Invisible Children: Kony 2012 – 10,068,928 shares

2. TNT: A Dramatic Surprise On A Quiet Square – 4,352,283 shares

3. Abercrombie & Fitch: Call Me Maybe – 2,435,774 shares

4. DC Shoes: Gymkhana 5 – 2,292,354 shares

5. P&G: Best Job – 2,227,528 shares

6. Dancesport Studio: Two-Year-Old Dancing The Jive – 2,094,766 shares

7. Melbourne Metro: Dumb Ways To Die – 1,217,751 shares

8. Chevrolet: OK Go, Needing/ Getting – 1,140,769 shares

9. Volkswagen: The Bark Side – 1,127,479 shares

10. PBS Studios: Mister Rogers Remixed, Garden Of You Mind – 1,045,039 shares

11. Google: One Day, Project Glass – 1,025,854 shares

12. Go Pro: Black Edition, Smaller, Lighter and 2X More Powerful – 989,904 shares

13. Coke: Unlock The 007 In You. You Have 70 Seconds – 933,601 shares

14. Nike: Mercurial Vapor VIII: Cristiano Ronaldo vs Rafa Nadal – 921,039

15. Nike: My Time Is Now – 902,609 shares

16. Sesame Street Workshop: Share It Maybe – 863,969 shares

17. Red Bull: Athlete Machine (Red Bull Kluge) – 804,418 shares

18. Banco Som Sabadell: Som Sabadell FlashMob – 794,749 shares

19. Air New Zealand and WETA: An Unexpected Briefing – 753,200 shares

20. Febelfin: Amazing Mind Reader Reveals His ‘Gift’ – 695,896 shares