News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
nRelate: People aren't clicking on socially shared content
When it comes to finding content, social media isn't performing to the highest standard. According to new data from nRelate and Ask.com Americans are more likely to click on the 'related links' buttons below news stories than they are to click onto stories shared through social networks.
The Behavior Shift: Getting Content in Front of Consumers report finds that three-quarters of Americans aren't engaging with content because a friend shared it on Facebook, Twitter or Pinterest. Instead, they are clicking onto search query results (48%) and links at the bottom or articles they're read (28%). This trend shift is also true for consumers looking for product information. Fewer are clicking because of links on Facebook while more are purchasing because of information on the manufacturer site (44%), because of search engine results (31%) or expert commentary (28%).
For both content consumption and product information, those who click because of Facebook links is 10% or under.
Researchers studied more than 2,000 content consumers (October 2012) to come to their results.
"No single search engine or website is the sole gateway to content discovery," said Neil Mody, CEO of nRelate. "Today it's a fragmented, highly contextual, often serendipitous process. Yet there's no arguing good content is in high demand: consumers spend more than seven hours a week actively looking for it, viewing up to four articles and three videos per session on average. Content creators and marketers should pay special attention to this evolving behavior to maximize their visibility and reach."
On the plus side, most Americans are actively looking for content. According to the report 92% of US adults spend at least 7 hours per week looking for content and these readers engage with at least three articles per viewing session.
What's a brand to do when people aren't engaging through social shares? Researchers' suggestions tomorrow from nRelate.
- Driving website traffic revealed as retailers' biggest challenge
- Revenues from tablet games to triple in next five years
- Marketers must react to changing consumer behavior caused by technology
- Facebook launches Event ads to appear in Newsfeeds
- UK: Online Christmas shopping to exceed £13 billion
- Top 3 retail tips to personalize across channels
- Expert Advice: Use in-store techniques to sell online
- Twitter helps agency campaigns take off with Flight School
Featured White Papers
- The Truth About Cloud Security
"Security" is the number one issue holding business leaders back from the cloud. But does the reality match the perception?...
- 5 Ways to Personalize Beyond the Subject Line
Many marketers are still using batch and blast tactics for their emails and are often limited in their personalization efforts...
- How to Maximize, Manage, and Measure Organic Search
Organic search delivers high-quality traffic and revenue with a high contribution margin. But organic search is hard, and it's getting...