Content Sharing Pattern on Social Media [Study]

Not all shared content gets clicked, so how do brands ensure that the content they share travels across the web and generates readership for them? To answer this question, we need to identify the content sharing pattern on popular channels like Facebook, Twitter, our good old e-mails and others.

To help us look into this matter in depth, I would quote from a research by ShareThis, Starcom MediaVest and Rubinson Partners, in an article by Actionable Marketing Expert Heidi Cohen, which says “Sharing accounts for 10% of all Internet traffic and roughly one out of three referral visits to sites result from search and social media”.

In the following post, we will look at the research findings for content sharing patterns across different social media channels and give tips to increase sharing.

Research findings on user clicks
With the help of above mentioned research, we can identify that users click at the following rate on different channels:

  • 38% of Facebook                                                                                                     click rate
  • 17% of e-mail
  • 11% of Twitter
  • 34% of other types of links

Further, the channel on which the link is shared also determines the clicks it garners.

  • Links on Twitter receive 4.8 clicks
  • Facebook links receive 4.3 clicks
  • E-mail 1.7 clicks.

An interesting fact which came out of this research is that roughly four out of five people share information in only one category.

Half-life of content

Based on research, a link’s lifespan depends on content quality and the platform it’s shared on. The half-life of a shared on different platform varies accordingly:

half life

  • Shared link on Twitter is 2.8 hours
  • Shared link on Facebook is 3.2 hours
  • Shared link on direct sources such as e-mail and IM clients is 3.4 hours
  • Shared link onYouTube is 7.4 hours.

Overriding these specifics is the fact that many links have a half-life of less than two hours, while sticky links (with good writing skills and information or sometimes breaking news items) can have a half-life up to eleven hours. Link lifespan mostly depends on content quality.

Tips to encourage content sharing across web
Based on these two research findings, I have compiled a list of some tips which could be helpful in sharing content on social media:

  • Content and information is the key: it is good to create compelling content that interests your target audience.
  • Create a diverse content form: in order to entice your audience, it is always advisable to develop content in a variety of formats like videos, infographic, news, editorial content etc.
  • Integrate links: it always helps to insert links to your product offering, wherever appropriate.
  • Make sharing easy: it always helps to insert links, where they attract attention and also are relevant.
  • Direct people: to share your content as a commentary accompanying your link.

So what do you use to make your content sharable ?

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.


Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.


Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.


At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.