Are you sharing too much online?
Consumers have grown significantly more cautious about the content they share with their social networks. According to
, median social sharing rates of a content sample of 100 million pieces had decreased by 50% between 2015 and 2017. In fact, 90% of the content had fewer than 62 shares., engagement around content was increasing. Yet, we as marketers continue to product content in record volumes, rising steadily in the same period. We can wonder aloud at the cause. Are they just not as interested in new content? Or is it a trust issue – a need to verify if it’s true. They certainly don’t want to be embarrassed if it’s false.
There’s no one size fits all answer for this, but content marketers across consumer and B2B categories would be served well to reset their editorial strategies for a world of less sharing.Be clear about your purpose, your contributions and how far you can stretch..
By doing this, you’ll be prepared for changes in the way consumers discover content, penetrate their private distribution networks, and move beyond the pressure of having to overshare on social media.I’m a creative and digital marketing leader, content strategist, podcaster, dog lover and a partner at global brand consultancy Prophet. 25 years in creative and leaders...
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