Shareable content is a powerful tool for driving visitors to your website. But what makes content shareable? Data from Upworthy.com suggest that a considerable number of users share content without viewing it in its entirety.
Upworthy is analyzing content viewership data through their new “Attention Minutes” metric. The good news for content producers is that people who do view content in its entirety are more likely to share it than others. However, the next highest group of sharers spends considerably less time actually viewing the content, while the group least likely to share views the majority of the content but does not read it through.
The implications of the varying correlations between consumption and sharing are left up to speculation. In the case of low consumption but high sharing, perhaps the viewer had seen the post previously, or the first paragraph was so fascinating it was all they needed to see. Upworthy’s data suggest that in order to build a brand through content we must stick to our marketing roots and catch the consumer’s attention immediately.
Whether produced in the form of blogs, infographics, or videos, content marketing has taken the digital marketing world by storm, and it doesn’t appear to be letting up any time soon. If you need help producing compelling content that has a way of marketing your business, contact your Melbourne, FL social media optimization team today!