Social media marketing is both an art and a science.
We all know it takes great content that resonates to gain traction. But it also takes strategy—understanding your audience, where they share, and what drives them to share in the first place.
There’s plenty of data out there on social media data out there. Different trends and statistics dominate the headlines on a daily basis.
But what really matters to marketers is the behavior:
We created this infographic to capture and share some of the insights from leading research about social media activity. It sheds lights on these critical questions and provides insight about what drives social sharing behavior.
Depending on what kind of business you’re in, you want to find the channels that matter most to your audience. Some of the most incredibly findings from your research found that different age groups use different channels in some surprising ways.
But, most notable is about where sharing actually takes place.
Studies about the type of content that is shared shows some clear patterns about the types of content that get shared the most and what goes viral.
Some of the most popular content formats include:
This demonstrates several interesting takeaways. But maybe the most useful is the popularity of “Why” articles–it seems people are hungry to share posts that explain and contextualize different topics.
Marketers can use this to their advantage by crafting headlines (and content itself) designed to take advantage of the content types that get the most shares organically.
One surprising finding from this study was that video content seemed to be shared relatively compared to other formats. But, that may just be a lagging indicator as other studies have found that video is exploding in popularity across all channels.
Video content is on a meteoric rise over the last few years.
In total, internet users around the globe are on track to consume an average of 70 minutes per day of video content by 2019. That number is up significantly from just 40 minutes per day in 2016.
Even more impressive, video content is also generating a huge number of shares and engagements across nearly every social media platform.
Especially as users continue to shift toward mobile devices, we expect that video will rise in popularity. On platforms like Snapchat and Instagram, and also as a native format on Facebook, Twitter, and LinkedIn.
Video is here in a big way–and it’s not going anywhere anytime soon.
Why do people share, anyway?
Some interesting research unveils the emotions and identity aspects that drive sharing on social media. Maybe unsurprisingly, most people cite emotion as one of the main reasons for sharing. Among the emotions that drive them to share content, the research shows that:
But, it’s not all just about feelings. It also about reinforcing out identities. More than a third of people said they share content specifically because it makes them look good. And almost two-thirds of people said they avoid sharing content when it might them look book.
The takeaway is clear: People want to share content that helps them create a positive identity for themselves online. Consider this carefully when thinking about how to position your content for shares and engagement.
Altogether the findings paint an interesting picture about who shares what on social media–and why. Video content appears to be the emerging format of choice across nearly every channel. With Facebook, Twitter, Instagram, and Snapchat–all of the most popular platforms–embracing video in a big way, companies with a winning strategy will embrace it as a core part of their social media content marketing.